In a surprise move, Apple Inc. has reportedly pulled out of ongoing negotiations with the National Football League (NFL) over the U.S. rights to the NFL’s “Sunday Ticket” package of out-of-market games and other premium programming.
According to reports, the negotiations reached a stalemate when the two parties were unable to come to terms on the streaming rights for the Sunday Ticket cycle of games and the price for the package.
The NFL Sunday Ticket package, available to customers in the U.S. and Mexico, is one of the top premium sports programming packages in the world. It allows customers to watch live out-of-market NFL games on their preferred device.
The Sunday Ticket package is a hot commodity for streaming services in the U.S., as it has helped grow NFL viewership and attract a new, broader audience.
Now, with Apple reportedly backing out of negotiations, it may seem like a big disappointment to NFL fans and Apple enthusiasts.
However, Apple’s exit from the talks doesn’t necessarily spell doom for the NFL. The NFL still has a handful of potential streaming partners in the U.S. These include Walt Disney Co’s ESPN network, AT&T’s DirecTV Now and Amazon.com Inc.
Moreover, Apple’s withdrawal from negotiations could also result in a major reset that could shift the terms of future negotiations to the NFL’s favor.
In the end, while Apple’s absence from the ongoing negotiations could be a bit disappointing, it is far from a death knell for streaming rights of the NFL’s Sunday Ticket package. It remains to be seen how the negotiations with other potential streaming partners will ultimately turn out.
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