A report from The Information last week zoomed in on early talks between Apple and the NFL over Sunday Ticket rights but analysts are skeptical. Sportico discussed the report with two industry insiders who aren’t convinced Apple is a serious player for the rights.
Publisher of TVAnswerMan.com Phillip Swann and LightShed Partners media and technology analyst Rich Greenfield are having a hard time picturing the NFL as Apple’s first foray into streaming sports.
“Apple has shown no indication to date, outside of a [single] hire (Jim DeLorenzo), that they have serious sports ambitions,” Swann said. “They also have not shown any real indication they want to be a super major player in streaming.”
Greenfield recognized how relationships with the two biggest tech giants on the planet would be major since Amazon has already secured exclusive rights to Thursday Night Football.
“To the extent Apple is serious, it [would be] a huge development for the NFL,” Greenfield said. “Having both Amazon and Apple [competing for Sunday Ticket rights], given what is happening to the traditional legacy media companies, [would be] a really big deal for the future of sports rights and the future of NFL rights.”
Yet, a deal like this would be unprecedented in the streaming arena. Swann noted that Peacock and ESPN+ bolstered their early offerings with lower-tier leagues as a foundation.
“It begs credulity to think the first step [Apple] would take in licensing sports would be Sunday Ticket,” Swann said. “It is kind of like saying [a player] that just came up to the majors from class-A [minor league ball] is going to hit a grand slam in his first at-bat.”
Swann pointed to one established streaming service that could be ready to make a big splash.
“Peacock is the sleeping giant in this. They have the money. They have the motivation to build something, and they are constantly adding live sports. That is not a coincidence,” he said. “They are building a live sports powerhouse over there, and [the addition of] Sunday Ticket would be a game-changer.”