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'If I'm a tier-one sports property in a market in which Apple TV+ matters to Apple, I'm lining up to get ready,' Cohen said.Īlso, some on Wall Street expect Apple will eventually capture the NFL's rights. 'There's no out there that has the dry powder (money) that Apple has - even Amazon included in that list,' Cohen said.

The company introduced Apple TV+ in 2019 as a $5-per-month subscription service that would run across all the big streaming platforms and compete with the likes of Netflix and Amazon with original content including series like 'Ted Lasso' and movies like 'The Tragedy of Macbeth.' The NFL, Amazon and Apple declined to comment.Īpple, which has a $2.5 trillion market cap, is using its huge cash hoard to expand its business well beyond iPhones, computers, watches and the App Store.

'And Apple has a tremendous need for additional content not only to grow their Apple TV+ service but also to grow sales of their own hardware and software worldwide.' 'I don't think they want everything to be with Amazon,' Berke said. That was part of the over $100 billion media deal the NFL struck with networks and outlets in March 2021. Amazon already has exclusive rights to the NFL's 'Thursday Night Football' property, with an exclusive Saturday game. Other companies could be in the running, too.ĬNBC also previously reported that Amazon is the front-runner to land for Sunday Ticket. CNBC reported in October there were rumblings in league circles that the NFL wanted to lure Apple to buy the rights. That package could also include the league's mobile rights, which Verizon abandoned in its renewal last year. In this scenario, Apple would snag Sunday Ticket streaming rights. DirectTV would also keep out-of-home screens in commercial properties such as airports, bars and restaurants to protect its 'substantial commercial establishment business,' said Berke. The NFL then added Diageo as a rights holder for hard alcohol worth $30 million per year.īut in this potential split, DirecTV, now partially owned by private equity firm TPG, could keep satellite rights for its consumer base, especially in rural areas where streaming is still problematic. It would be similar to the NFL splitting its alcohol rights. Anheuser-Busch lost complete control of alcohol rights but kept beer and hard seltzer.

The DirectTV deal expires in 2023, so a deal isn't likely to happen soon and could come during the 2022 season.īerke suggested the NFL could divide Sunday Ticket among outlets. It's unclear what the NFLs plans are for Sunday Ticket. That's higher than the $1.5 billion DirectTV pays in its current pact.ĭan Cohen, the senior vice president of Octagon's global media rights consulting division, predicted a $3 billion asking price. Media pundits suggest Sunday Ticket is worth up to $2.5 billion annually. But NFL Commissioner Roger Goodell publicly said the league is seeking a more direct-to-consumer model around Sunday Ticket.

pro sports leagues on media deals, said the biggest asset remaining on the table is the National Football League's Sunday Ticket property.ĭirecTV still has the rights to the NFL's out-of-market games for one more year. Berke, the CEO of LHB Sports, which advises the U.S. The MLB deals are just a taste of what could be coming next in the sports streaming wars.

Longtime media rights advisor Lee Berke called MLB's deal with Apple the 'right amount of games, at the right time.' That deal returns MLB games to the media company for the first time since 1989, when NBC lost MLB rights to CBS Sports.

In addition, MLB is close to reaching a similar deal with Peacock, CNBC parent company NBCUniversal's streaming service, according to The Wall Street Journal.

But the company faces stiff competition from legacy media companies and tech rivals alike while more games head to streaming outlets. Terms of the deal were not announced, but Forbes reported Apple would pay nearly $600 million in a seven-year agreement.Īpple's MLB deal may just be the beginning for the tech giant, especially with a big National Football League rights package up for grabs.

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