EverPass Media, the joint venture between the NFL and RedBird Capital Partners, has acquired UPshow to allow bars, restaurants, and other businesses to stream live NFL games through the “Sunday Ticket” package. Until now, only DirecTV subscribers could access these games, but this new acquisition expands the distribution options for commercial establishments. EverPass also signed a nonexclusive deal with DirecTV last year to continue distributing the games. This move comes as more live sports games are being offered exclusively on streaming services, with Amazon Prime Video and YouTube TV securing rights to NFL games. EverPass also recently added TKO, majority-owned by Endeavor Group Holdings, as a new investor, allowing them to potentially distribute UFC and WWE content in addition to the NFL. The acquisition of UPshow will also provide the opportunity to explore international distribution for sports content. This shift towards streaming options for live sports reflects the industry trend towards digital content delivery and changing consumer preferences. Pricing for the new distribution of “Sunday Ticket” is dependent on the type of commercial establishment, and the company is considering expanding its content pipeline to include other sports in the future.
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