• Loading stock data...
Wednesday, October 8, 2025

The NFL Is Helping YouTube Beyond Sunday Ticket

  • Getting the NFL’s out-of-market package was the culmination of nearly a decade of work.
  • The Google-owned outlet remains on the sidelines in the ongoing NFL Sunday Ticket antitrust case.
Dale Zanine-Imagn Images

YouTube’s sports rights efforts have likely reached their apex already, said Jon Cruz, YouTube head of global sports partnerships, at the Front Office Sports Tuned In summit in New York. 

While most media companies are constantly chasing the next big thing, and YouTube itself continues to be open to new sports opportunities, the 2022 acquisition of NFL Sunday Ticket in a seven-year, $14 billion deal marks an important culmination of where the Google-owned outlet has been—instead of just an early signpost of where it’s going.

“What gave us the confidence to go out and get Sunday Ticket was the fact that we had been working on highlights [with the NFL on YouTube] for [nearly] a decade at that point, the fact we had built up a lot of reps with a pay-TV subscriber base via YouTube TV, and we had engaged advertisers across both of those services,” Cruz said. “All that pre-work that we did laid the foundation on which Sunday Ticket sits, as opposed to the opposite.”

That said, gaining the NFL’s residential out-of-market rights has been a significant driver to the overall YouTube business. YouTube TV is now the No. 4 U.S. pay-TV service, with more than eight million subscribers. By 2026, YouTube TV is projected to rise to No. 1 status, according to prominent research firm MoffettNathanson, as it continues to grow while the three linear carriers in front of it—Charter, Comcast, and DirecTV—are all in a state of decline. 

“It’s been a really important pillar for our overall business,” Cruz said. “By bringing in Sunday Ticket to our platform, that’s enabled us to have the most comprehensive NFL offering of any distributor.”

On the Sidelines

YouTube, meanwhile, is choosing to remain out of the ongoing legal dispute surrounding NFL Sunday Ticket. The $4.7 billion NFL Sunday Ticket antitrust verdict has been set aside and is now headed toward appeal. The case is now headed to the U.S. Court of Appeals for the 9th Circuit. But neither Google nor YouTube is a direct party to the case. 

“There’s a process there that we’re going to be respectful of,” Cruz said. “We have our hands full with all of the work of making sure we’re bringing new subscribers on and taking care of the subscribers we already have. That will be our continued focus as this process runs its course.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Jonathan Gannon

Cardinals Fine Coach Jonathan Gannon $100K For Striking Player

Demercado made a costly mistake in the Cardinals’ loss to the Titans. 

‘Absolutely Ridiculous’: Trump Blasts NFL Over Bad Bunny Choice

The president predictably panned the NFL’s selection of the Puerto Rican superstar.
Nov 17, 2024; New Orleans, Louisiana, USA; Detailed view of a Cleveland Browns helmet on a time out against the New Orleans Saints during the first half at Caesars Superdome.

Cleveland Takes New Shot at Blocking Browns’ $2.4B Stadium

A new lawsuit challenges a permit for the NFL team’s planned stadium.
Brian Flores

Court Again Rejects NFL Request to Send Flores Case to Arbitration

The NFL has tried to keep the case out of open court.

Featured Today

Paul Cartier

Sports Organists Are Still Thriving in the Era of Raucous Arena Music

“When they walk out and they see a real organ guy, it’s like, ‘Wow.’”
Sep 27, 2025; Milwaukee, Wisconsin, USA; Milwaukee Brewers center fielder Jackson Chourio (11) rounds the bases after hitting a home run during the sixth inning against the Cincinnati Reds at American Family Field.
October 4, 2025

Milwaukee Moneyball: Brewers Are Beating MLB’s Deeper Pockets

Milwaukee is holding its own against big-budget competitors.
Kōloa Rum Company Rum Rusher
September 27, 2025

Panthers Bubbly, Jets Wine, Manning Whiskey: The Sports Booze Boom

A sommelier dives into the sports booze trend—and tries Jets wine.
Nov 17, 2024; Pittsburgh, Pennsylvania, USA; Pittsburgh Steelers fans wave Terrible Towels against the Baltimore Ravens during the fourth quarter at Acrisure Stadium
September 26, 2025

Steelers’ Irish Roots Are Deeper Than NFL Dublin Game

The Steelers have history and the foundation for a future in Ireland.
Mar 19, 2023; Miami, Florida, USA; USA shortstop Trea Turner (8) throws to first base for an out during the first inning at LoanDepot Park.

Fox Picks Up Media Rights to 2026 World Baseball Classic

The network will repeat its role in the international baseball tournament.
Sep 27, 2025; Athens, Georgia, USA; Georgia Bulldogs running back Josh McCray (2) runs against Alabama Crimson Tide linebacker Nikhai Hill-Green (41) and defensive back Keon Sabb (3) in the second half at Sanford Stadium.
exclusive
October 2, 2025

College Football Viewership Is Up Double Digits. Here’s Why

Average game viewership is up by more than 10% so far.
October 6, 2025

Mark Sanchez Charged With New Felony in Indianapolis Case

The broadcaster and ex-NFL quarterback faces up to six years in prison.
Sponsored

How Jenny Just Is Shaping the Future of Sports Ownership

Jenny Just on bringing her investment experience to sports ownership.
The NBC Sports broadcast team works Michigan State's football game against Boston College on Saturday, Sept. 6, 2025, at Spartan Stadium in East Lansing.
October 2, 2025

NBC Sports, Peacock Stay on YouTube TV With Long-Term Deal

The broad-based agreement keeps NBC channels with the key distributor.
Georgia Bulldogs quarterback Gunner Stockton (14) throws the ball during the first half of a NCAA college football game against Alabama in Athens, Ga., on Saturday, September 27, 2025.
October 1, 2025

Alabama-Georgia Draws 10.4M Viewers, Drives Record CFB Season Pace

ABC drew 10.4 million viewers for Alabama-Georgia.
Green Bay Packers wide receiver Christian Watson (9) pulls down a touchdown reception against Dallas Cowboys cornerback DaRon Bland (26) in the fourth quarter during their football game Sunday, November 13, at Lambeau Field in Green Bay, Wis.
September 24, 2025

Packers-Cowboys Game Is Getting Super Bowl–Like NBC Treatment

The network will bring its pregame show to Dallas.
Sep 18, 2025; College Park, Georgia, USA; Indiana Fever forward Aliyah Boston (7) reacts as the Fever defeat the Atlanta Dream during game three of round one for the 2025 WNBA Playoffs at Gateway Center Arena at College Park.
September 19, 2025

Fever Upset of Dream Brings Ratings Boost to WNBA Semis

The Indiana Fever will face the Las Vegas Aces in the semifinals.