Apple, Google at loggerheads over NFL Sunday ticket deal; Talks could drag on into next year – Alphabet (NASDAQ:GOOG), Alphabet (NASDAQ:GOOGL), Apple (NASDAQ:AAPL)

Apple Inc. AAPL facing increased competition from Google Parents Alphabet Inc. google Google above National Football LeagueLast Available TV Rights.

What happened: Finding a Company to Replace DirecTV as the rights holder of nfl sunday ticket Still in progress. The talks are now likely to last into next year, according to people familiar with the talks, The New York Times reported.

While Apple was seen as the front-runner to host the NFL’s Sunday Ticket, the Cupertino-based company is facing stiff competition from Google. youtube tv for streaming rights.

Amazon.Com amzn And walt disney’s district espn are also in the running.

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Why this is important: YouTube Chief Business Officer robert kinkle has led Google to acquire the rights. In 2013, he led Google’s unsuccessful bid for The Sunday Ticket.

Earlier this year, the NFL aggressively pursued Apple to get it on board as a Sunday Ticket partner. At the time, there was no significant commercial relationship with the NFL. iphone the creator.

However, the urgency faded during the fall when the NFL struck a deal with Apple to be the presenting sponsor of the Super Bowl halftime show, the report said.

Read further: Apple, Google ‘duplex’ on mobile browsers and cloud gaming face UK probe

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