By Mike Bennett

As part of its agreement with the NFL for “Sunday Ticket,” YouTube TV and YouTube Primetime Channels have exclusive rights to distribute “NFL Sunday Ticket” in the U.S. starting with the 2023 season.

The deal is reportedly worth an average $2 billion annually for seven seasons.

The Wall Street Journal reported that the price of the deal could increase if certain benchmarks are reached.

The league will also reportedly look to license the commercial rights in restaurants and bars for another $200 million.

The deal could be worth more — as much as $3 billion annually — including the revenue-sharing agreement it has with YouTube for meeting certain subscriber levels and if the NFL sells its non-residential rights, according to one report.

DirecTV, which has had exclusive rights since 1994, currently pays an average $1.5 billion per season for “NFL Sunday Ticket” residential and commercial rights. It could still retain the latter.

“Sunday Ticket” will be available on YouTube TV as an add-on package on two of YouTube’s subscription businesses — YouTube TV costs $64.99 per month before add-ons. “Sunday Ticket” will also be available separately on YouTube Primetime Channels.

Streaming Sundays

YouTube is now the presenting partner of “NFL Kickoff Weekend” and “Back Together Saturday.” As part of the agreement, the NFL and Google will offer exclusive access to “official content and attendance opportunities for select YouTube Creators” at NFL events.

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