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Talks for Sunday Ticket are expected to spill into next year, as Apple faces increased competition from Google for the league’s last available TV rights.

Roger Goodell, the National Football League’s commissioner, flew to Sun Valley, Idaho, this summer for Allen & Company’s annual media conference, confident that the N.F.L. was close to announcing its latest blockbuster TV rights deal.

“We will probably have some decision by the fall,” he told CNBC at the time.

But nearly five months later, the league is still looking for a technology or media company willing to replace DirecTV as the rights holder for Sunday Ticket, which allows fans to watch every N.F.L. game, not just those broadcast in their region. The negotiations are now expected to extend into next year, according to five people familiar with the talks.

The Sunday Ticket negotiations have been closely watched by analysts and executives. Live sports, particularly N.F.L. games, are one

Keep reading this article on The New York Times Business.

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