• by Karlene Lukovitz  @KLmarketdaily, August 15, 2023

NBCUniversal has struck a multiyear licensing deal with EverPass Media to make Peacock’s exclusive first-run live sports content library viewable in commercial venues across the U.S., including bars and restaurants.

Peacock content to be distributed by EverPass will include select NFL matches, including the Peacock-exclusive livestream of the NFL Wild Card Playoff game on Jan. 13, 2024, Premier League matches, Big Ten and other college sports; Big Ten Men’s & Women’s Basketball; Men’s and Women’s National Team U.S. soccer matches, the Tour de France, Indycar, the Super Motocross World Champsionship, and various golf and rugby matches.

EverPass Media, which was formed this year as the NFL’s equity investment arm with backing from RedBird Capital Partners, partners with rights holders, distribution partners and business owners on deals for commercial distribution of premium live events. In May, EverPass announced a deal under which DirecTV for Business will distribute the NFL’s Sunday Ticket package in commercial locations around the country.

In a related announcement, EverPass said it has signed its first distribution agreement with UPshow, a leading on-premise marketing and entertainment platform for branded TV networks. UPshow will offer Peacock’s exclusive sports content to commercial venues nationwide.