Peacock’s exclusive live sports content headed to commercial locations via EverPass deal

EverPass Media inked a multi-year licensing agreement with NBCUniversal to bring Peacock’s exclusive live sports content to bars, restaurants and other commercial locations across the U.S.  

EverPass Media is the entity formed earlier this year, backed by RedBird Capital Partners and the NFL’s strategic investment arm, initially as the exclusive distributor of the NFL Sunday Ticket package to commercial establishments. The company partners with rightsholders, distribution partners and business owners as single shop for commercial distribution of premium live events.

The deal both means more content for EverPass’ library as well as broader distribution for Peacock’s live sports programming, which the SVOD has steadily been building up.

“This partnership will enable us to now offer our content via a compelling commercial sports product,” said Rick Cordella, president of Programming, NBC Sports and Peacock Sports, in a statement. “We’re excited to work with the EverPass team to bring fans more viewing opportunities and business owners ease and simplicity in streaming our best-in-class offerings.”

The deal covers Peacock’s exclusive first-run live sports content library with select events including The NFL Wild Card Playoff game on January 13. Peacock snagged those rights in May, for a price in the reported range $110 million, and it marks the first-ever exclusively live-streamed NFL playoff game. Other select events include Premiere League matches, college sports including Big Ten College Football, Big Ten Men’s & Women’s Basketball and a Notre Dame Football Game, Men’s and Women’s National Team U.S. soccer matches, select golf events, rugby, Tour de France, Indycar, and Super Motocross World Championship.

“Peacock has one of the most extensive live sports offerings of any streamer in the U.S. and this exclusive agreement for the commercial distribution of its sports programming is an important milestone for EverPass,” said Alex Kaplan, EverPass CEO, in the announcement. “Peacock’s exclusive sports events will now become widely available for commercial businesses, creating new opportunities to expand the reach of these events. We’re excited to continue building our content library and network of distribution partners to become the preeminent premium sports and entertainment content platform for commercial establishments.”

Coinciding with the announcement EverPass said it reached its first distribution deal with UPshow, an on-prem marketing and entertainment platform for branded TV networks, which will offer Peacock’s exclusive sports content to commercial venues nationwide.

Since forming earlier this year, EverPass in May reached a distribution deal with DirecTV for the satellite provider to deliver the NFL Sunday Ticket package to commercial venues. DirecTV had been the long-time holder of residential Sunday Ticket rights before they were scored by Google’s YouTube and YouTube TV last December. Under the multi-year agreement with EverPass, DirecTV will continue to deliver NFL Sunday Ticket to bars, restaurants and other locations across the U.S. starting with the 2023 season.