EverPass Media, the joint venture between the NFL and RedBird Capital Partners that owns the commercial rights to “Sunday Ticket,” wants to transform the way fans catch NFL games outside the home. The company has acquired UPshow, a marketing platform that allows live sports to be streamed at commercial establishments. This acquisition paves the way for NFL Sunday Ticket to be streamed in bars, restaurants, and other businesses for the very first time, starting with the upcoming 2024 season.
Major shift towards streaming
Previously, access to Sunday Ticket for commercial establishments was limited to DirecTV’s satellite service. This acquisition signifies a major shift towards streaming as the preferred method of delivery. “We’re thrilled to take these important steps towards our goal of becoming the leading live sports and entertainment platform for commercial establishments,” said Derek Chang, EverPass’ executive chairman. “UPshow’s technology, combined with our expanding content library, positions us to deliver a constantly evolving out-of-home viewing experience while empowering business owners with control over their entertainment options.”
A win for fans and businesses
This announcement comes amidst a broader trend of live sports migrating to streaming services. With DirecTV no longer the sole distributor for bars and restaurants, EverPass is poised to capitalize on this shift and offer a comprehensive solution for businesses seeking to provide their patrons with the ultimate NFL viewing experience.
Strategic Investment from TKO Group
EverPass Media gained further momentum with a strategic investment from TKO Group Holdings, the parent company of UFC and WWE. Mark Shapiro, TKO’s president and COO, will join the EverPass board. “Now with RedBird, the NFL and TKO behind us, we think we have the means to put even more behind that technology,” said EverPass CEO Alex Kaplan. The company is also looking to become a distributor for other content in addition to “Sunday Ticket” and the NFL. “We’re out there looking at new content, and we certainly think they have great content and expect those will be discussions that we have in the near future,” said Kaplan on whether EverPass will distribute TKO’s WWE or UFC.
