The NFL and Google have sealed a multi-year agreement giving YouTube TV and YouTube Primetime Channels exclusive rights to the NFL Sunday Ticket package in the U.S.
The pact, which takes effect in 2023, replaces a partnership between the league and DirecTV since the introduction of the Sunday Ticket package — which delivers out-of-market games to subscribers — in 1994.
The NFL had held talks for months with multiple bidders, indicating last summer that it would likely head to a streaming service.
Streaming has been a priority of the league given the surge in spending by digital players on live sports. Amazon, which now has exclusive rights to Thursday night games, was in the mix for Sunday Ticket, as was Apple.
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