Bidding Expected To Be Active For The NFL Sunday Ticket Franchise

A bidding war among tech and media giants is about to kick off over premium streaming content: NFL games, reports USAToday.

NFL Sunday Ticket, a package that includes all the National Football League's Sunday games (except for those blacked out locally), has been a fixture for satellite TV service DirecTV. But it's widely thought DirecTV, which AT&T spun off as a separate business in February, will forego re-upping the service when its contract ends after the 2022 season.

Streaming services are expected to bid on the package, which currently draws about 2 million subscribers. A season-long subscription starts at about $300 (there are promotions that get you Sunday Ticket for free if you agree to a certain programming package). Those who cannot get DirecTV can could pay for a streaming package at the same price.

The biggest name expected to make a play for Sunday Ticket? Apple, which is in early talks with the NFL on the games, tech news site The Information reported Friday citing persons familiar with the situation.

Live sports hasn't been an emphasis for Apple, which has its own Apple TV streaming devices, Apple TV app and platform, and Apple TV+ streaming service with original TV series including "Ted Lasso." But the company last year hired Amazon Video's former head of sports James DeLorenzo to run its own sports division, The Information noted.

Amazon and ESPN are also in the game, NBC News reported, citing sources at those companies said. Amazon Prime Video began streaming Thursday Night Football games in 2017 and the NFL announced in May that Amazon would be the exclusive home of Thursday Night Football beginning with the 2022 season.

However, Walt Disney Co. CEO Bob Chapek, when asked during the company's earnings call in May about sports rights, expressed interest in NFL Sunday Ticket. "That's something that we're in conversations with and we're considering and we're thinking about it," he said. "Obviously, it's an attractive property, but we'll only do it just like our other rights, if it is something that adds shareholder value."