Google announced today that will start airing NFL Sunday Ticket on YouTube TV and a YouTube Primetime channel starting with the 2023 season. NFL Sunday Ticket will be available as an add-on package for YouTube TV subscribers, as well as a standalone Primetime channel for YouTube users in the US.
According to the Wall Street Journal, YouTube will be paying approximately $2 billion a year for the next seven years for this exclusivity deal. Amazon and ESPN were two of the other bidders for the deal, according to people familiar with the negotiations.
YouTube has had a partnership with the NFL since 2015 when the official NFL channel was launched on YouTube, but NFL Sunday Ticket has been exclusively distributed by DirecTV’s satellite service until now. “The NFL and YouTube will work together to determine additional ways to support distribution of NFL Sunday Ticket in commercial establishments such as bars and restaurants,” the YouTube team said today.
Overall, this is a major new milestone for Google’s media ambitions. As part of the 7-year deal, Google will also launch an NFL international show on YouTube, and the company said that it will also provide exclusive access to NFL matches to select YouTube creators.
Google has yet to announce how much YouTube and YouTube TV users in the US will need to pay to watch NFL Sunday Ticket, but the company plans to share more details ahead of the 2023 NFL season. YouTube CEO Susan Wojcicki also teased that YouTube users will be able to “experience the game they love in compelling and innovative ways.”