Youtube's 14bn deal.

Google’s YouTube has secured rights to broadcast US National Football League matches from next season in a multi-billion-dollar landmark deal that signals how Big Tech is reshaping the market for live sports rights.

The package, which will run for seven years beginning in 2023, will give the video site exclusive rights to the Sunday Ticket subscription service from next season. The service allows US fans to watch any game in the country shown on the most significant game day of the week.

The deal, worth more than $14bn, according to a person familiar with the matter, is an additional service on top of the NFL’s 11-year, $110bn broadcast agreement agreed last year, the world’s most expensive live sports rights.

The sale epitomises the shift from expensive cable TV packages to streaming services. Sunday Ticket will leave its home on AT&T’s DirecTV satellite platform.

Traditional media players such as Disney and Comcast have long bought up rights to attract and retain subscribers but are now faced with competition from deeper-pocketed tech groups.

Apple, Amazon, and Meta have, in recent years, paid billions for the rights to screen events, from the NFL to English Premier League football matches.

According to a person familiar with the terms, YouTube will pay just over $2bn a year for retail Sunday Ticket subscriptions. The total could hit $2.5bn a year when accounting for wholesale rights to bars and venues.

This year Apple agreed on a deal worth $2.5bn over ten years to broadcast US Major League Soccer, following an agreement with Major League Baseball for Friday games. Likewise, Amazon earned its first exclusive sports rights when it joined the current NFL package, paying roughly $1bn for Thursday night games, according to a person familiar with that deal.

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