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Apple is in early talks with National Football League for exclusive rights to stream Sunday Ticket games

Apple Inc is currently in early talks with the National Football League to obtain the exclusive streaming rights of its Sunday Ticket games.

The tech company joins Amazon and Disney's ESPN in persuing the rights to the Sunday Ticket service, which gives subscribers access to all NFL games outside their local television markets, NBC News reported.  

AT&T Inc's DirecTV currently pays $1.5billion a year to hold exclusive rights to Sunday Ticket, a deal that is set to expire after the 2022 season. 

The NFL will likely look for a substantial price increase for any new arrangement, The Information reported.       

NFL games pull in huge television every year, which has driven companies such as Amazon and ViacomCBS to pursue rights to bring in more subscriptions for their streaming sites

NFL games pull in huge television every year, which has driven companies such as Amazon and ViacomCBS to pursue rights to bring in more subscriptions for their streaming sites

Apple CEO Tim Cook and Senior Vice President Eddy Cue are attending the Allen & Company conference in Sun Valley, Idaho

 Apple CEO Tim Cook and Senior Vice President Eddy Cue are attending the Allen & Company conference in Sun Valley, Idaho

In March the NFL signed long-term media deals with Amazon.com Inc and major broadcast and cable companies, including Walt Disney Co's ESPN and ABC networks, ViacomCBS Inc and Fox Corp, making Amazon the exclusive partner for its 'Thursday Night Football' games, Reuters reported.  

Apple CEO Time Cook has been looking to add live sports to his  Apple TV+ streaming service for some time.

Getting the rights to the Sunday Ticket could broaden the audience for Apple TV+ because the service feature games played by teams that are not available on the local Sunday afternoon NFL broadcast in certain areas, appealing to viewers who live far from the home of their favorite football team, The Information reported.  

Talks between Apple and the NFL have been ongoing for months and continued this week at the Allen & Company conference in Sun Valley, Idaho, which Apple CEO Tim Cook and Senior Vice President Eddy Cue are attending.

Also in attendance will be NFL Commissioner Roger Goodell and Robert Kraft, chairman of the NFL ownership group's media committee and owner of the New England Patriots, NBC News reported. 

NFL Commissioner Roger Goodell will attend the Allen & Company conference in Sun Valley, Idaho

NFL Commissioner Roger Goodell will attend the Allen & Company conference in Sun Valley, Idaho

NFL games pull in huge television every year, which has driven companies such as Amazon and ViacomCBS to pursue rights to bring in more subscriptions for their streaming sites. 

Earlier this year Amazon Prime Video was made the exclusive home for Thursday Night Football for the next decade and while the vast majority of NFL games will remain on traditional network and cable TV channels, the league is looking to streaming to expand their audience. 

 'Streaming is truly the future,' Kraft said on a conference call with reporters at the time of the announcement. This 'new hybrid of traditional viewing options and streaming... will help transition viewers to that future.' 

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