Apple has yet to consolidate a deal for the NFL Sunday Ticket package and talks could expand into 2023, according to a new report from Sports (via the edge).

nfl sunday ticket show
NFL commissioner Roger Goodell said Wednesday that negotiations for Sunday Ticket have reached a “very critical point,” with Apple the apparent favorite to win the rights. The NFL had originally planned to set up a deal in the fall, but the end of the year is nearing and final terms have yet to be decided. Goodell said there is no timetable and that the NFL’s decisions are “based on getting the best result with the best party.”

Sports says the Sunday Ticket price is a sticking point. Apple wants to include access to Sunday Ticket in the $6.99 cost of a AppleTV+ subscription, with no additional charges, but the NFL isn’t happy with such a low price, as it needs to “protect the interests” of CBS and Fox, its Sunday afternoon broadcast partners. Together, the two networks will pay the NFL $40 billion for the 2023 season.

Disney and Amazon are also interested in Sunday Ticket, so there are other options for the NFL. the rumors have suggested for months that Apple is the “probable winner” of the NFL Sunday Ticket package, but there were signs of negotiating trouble earlier this year when CNBC reported that Apple wanted more contractual flexibility than the NFL was interested in providing.

Apple has been increasing its sports offerings in recent months in an effort to attract more subscribers to ‌Apple TV+‌. The company has partnered with MLB for “Friday Night Baseball” and signed a 10-year contract with Major League Soccer that begins next year.

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