• Loading stock data...
Thursday, October 16, 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

Aug 30, 2025; Columbus, Ohio, USA; Ohio State Buckeyes wide receiver Brandon Inniss (1) attempts to make a catch over Texas Longhorns defensive back Graceson Littleton (29) in the first half at Ohio Stadium.

SEC Games Help ABC Dominate College Football Ratings at Midseason

Texas–Ohio State on Fox remains the most-watched game of the season.

Steelers’ Shared Stadium With Pitt Comes Under Fire for Bad Turf

The conditions at Acrisure Stadium have been subpar this season.
Tortillas

Texas Tech-Kansas Tortilla-Knife Mess Ends With $50K in Fines

Texas Tech’s tortilla tradition got both teams in trouble.

Featured Today

May 25, 2025; Indianapolis, Indiana, USA; Derek Jeter walks the red carpet on Sunday, May 25, 2025, ahead of the 109th running of the Indianapolis 500 at Indianapolis Motor Speedway

The Players’ Tribune Is Still Kicking 11 Years Later

Founder Derek Jeter is still closely involved in the publication.
Las Vegas Aces center A'ja Wilson (22) celebrates with her teammates after her last second shot to take the lead 90-88 against the Phoenix Mercury in Game 3 of the WNBA Finals at Mortgage Matchup Center in Phoenix on Oct. 8, 2025.
exclusive
October 10, 2025

Standoff Over WNBA’s Future Has Dominated Finals

CBA negotiations have stolen the spotlight from the Aces’ dominant performance.
Paul Cartier
October 5, 2025

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.
Mar 12, 2025; Denver, Colorado, USA; General view of ESPN broadcast camera during a game between the Minnesota Timberwolves and Denver Nuggets at Ball Arena.

ESPN’s New NBA Segment Resists Hot Takes

LeBron James tweeted in favor of the new segment.
MLS
October 14, 2025

MLS Publishes Unchecked AI-Generated Game Recaps

Humans are not reviewing the articles for accuracy.
Oct 10, 2025; Phoenix, Arizona, USA; Las Vegas Aces center A'ja Wilson (22) celebrates with teammates after game four of the 2025 WNBA Finals at Mortgage Matchup Center.
October 14, 2025

WNBA Finals Draws 1.5M Viewers, Second-Highest Series on ESPN

The four-game series averaged 1.5 million viewers.
Sponsored

How Jenny Just Is Shaping the Future of Sports Ownership

Jenny Just on bringing her investment experience to sports ownership.
Micah Parsons
exclusive
October 14, 2025

NFL Scorigami Creator Blames Glitches on Twitter Platform Changes

The bot has been glitching all NFL season, and fans have noticed.
Sep 5, 2025; Flushing, NY, USA; Carlos Alcaraz of Spain and Novak Djokovic of Serbia embraces after their match in the semifinal of the men’s singles at the US Open at Arthur Ashe Stadium in Billie Jean King National Tennis Center.
October 13, 2025

Six Kings Slam Returns With Record $6M Prize, Netflix Deal

The Six Kings Slam is held in Riyadh, Saudi Arabia.
Mar 5, 2023; Dallas, Texas, USA; A view of the NBA logo and NBA app logo and basketballs in front of the base during warms up before the game between the Dallas Mavericks and the Suns at the American Airlines Center.
October 13, 2025

NBA Will Take Over League Pass After WBD Divorce

The league now has full operational control of those media assets.
Aces
October 10, 2025

WNBA Finals Most Viewed In 25 Years Despite Possible Aces Sweep

Games 2 and 3 have averaged more than 1.2 million viewers.