Amazon Leading in Talks for NFL's 'Sunday Ticket'

    • Amazon has emerged as the frontrunner for the NFL's "Sunday Ticket" broadcasting rights when DirecTV's deal expires.
    • The NFL is expected to ask for $2 billion to $2.5 billion per season.

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Amazon is emerging as the leader for the NFL’s “Sunday Ticket,” the out-of-market game package currently held by DirecTV. 

The retail giant is angling for a multiyear broadcasting rights deal when DirecTV’s contract expires after the 2022-2023 season.

  • The NFL is expected to ask for $2 billion to $2.5 billion per season for the package.
  • Peacock, NBCUniversal’s flagship service, is not expected to contend for “Sunday Ticket.”
  • Apple made a bid for “Sunday Ticket” of around $900 million per season. Disney-owned ESPN has had exploratory conversations with the NFL about the package, as well. 
  • DirecTV pays $1.5 billion annually for the rights in a deal that began in 2014. It charges customers around $300 per year for “Sunday Ticket” but only earns around $600 million from its 2 million subscribers.

DirecTV is interested in retaining the rights but knows it may be outmatched. AT&T spun off DirecTV into a standalone company in August in a deal valuing the broadcaster at around $16.3 billion. Amazon, by comparison, has earned over $100 billion in three consecutive quarters.

Amazon will pay $1 billion per year to be the exclusive broadcaster of “Thursday Night Football” from 2022-2033.