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Why the Biggest Tech Companies Are Suddenly Streaming Sports

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Why the Biggest Tech Companies Are Suddenly Streaming Sports

When it comes to streaming, sports had to play catchup. In the mid-2010s, as the world grew comfortable with digital entertainment services, major leagues largely remained on the sidelines. Companies like Netflix focused on binge-able shows over live entertainment and streamers balked at the regional restrictions or high costs that came with acquiring athletic events. Leagues, meanwhile, valued the consistent reach traditional TV provided—and the big paychecks, too.

“I’m very confident we can get twice as big as we are without sports,” Netflix CEO Ted Sarandos said at the end of 2022. Well, this month Netflix announced a deal to stream two NFL games on Christmas Day next season, at a reported total cost of roughly $150 million. For those counting at home, the company’s market cap and subscriber count are each up more like 10% rather than 100% since Sarandos’ prediction.

And it’s not just Netflix getting involved. Apple committed to a 10-year partnership with Major League Soccer. Google is now spending $2 billion annually for NFL Sunday Ticket rights. Amazon seems, dare I say, primed to add NBA inventory to its NFL slate and other sports rights. Even Roku recently joined the party. If Microsoft launched a Windows streaming service anchored by live sports, we’d have no right to be surprised.

So what happened?  It’s a question I’ve been asking in various forms to both sports and tech decision-makers for the last several years. As expected, there’s no single explanation for big tech’s big surge into the sports viewing experience. But the following four reasons are all regularly citied.

The tech works

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This was always going to be the first hurdle. And live sports went through its growing pains, with broken payment processes holding viewers up as well as glitches emerging during crunch time of the Super Bowl. Netflix’s early live streaming attempts came with their own set of issues.

In 2024 though, the tech’s solid. Sure, there are areas for improvement, such as cutting down the delay between reality and the broadcast (latency) or upping the picture quality. Accessibility is also an issue for those without reliable, high-speed internet. But in each case, we’ve passed the point of “good enough.”

Sports are multi-generational

For a time, streamers specialized: There was your horror movie service, your classics subscription, your kids-focused offering and so on. But now, the heavy hitters try to appeal to a wide swath of potential viewers, and sports hit multiple demographic segments like few other properties. That’s especially true as blockbuster movies have become much less of a sure thing. The $75 million price tag Netflix is paying per NFL game is roughly equivalent to the cost of a single midsized movie on the service. Christmas flick out, Patrick Mahomes in.

By the same token, sports fans are generally followers for life. While people often cycle through their preferred type of TV show, athletic allegiances stick around. As streamers put an emphasis on retaining their current customers, that type of loyalty is invaluable. 

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Sports = ads

Today’s consumer has gotten used to ad-free, or at the very least ad-light, entertainment experiences. That is, except for sports fans. While the NFL has worked to lighten ad loads during games, commercials are still a natural part of broadcasts. Sports also offer advertisers a reliable audience watching brand-safe content, regardless of what platform games air on. And tech companies are increasingly in the ad business.

Amazon turned its Black Friday NFL game into an ad tech showcase. Netflix’s push into live entertainment has uncoincidentally followed the addition of an ad-supported pricing tier. Even Apple is reportedly attempting to grow its ad business, backed in part by sports assets. 

At Netflix’s pitch to advertisers in NYC earlier this month, sports partners like Formula 1 and WWE received the largest footprint in the company’s warehouse-turned-“immersive experience.” That wasn’t a coincidence.

Eyes around the world

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For a while, sports leagues selling games to streamers was seen as taking extra money at the expense of reaching fewer fans. But now, global tech brands can offer something that some traditional providers can’t match.

Amazon has helped the NFL reach new, younger fans with its shows, while Netflix will now make football easier to watch for many international fans. “It’s a global opportunity for us,” NFL media COO Hans Schroeder recently explained. I expect that the game times—1 and 4:30 pm ET rather than primetime—were in part set to increase viewership in Europe and beyond.

Tech companies have also wooed leagues with the precise data they’re able to gather on viewers and potential viewers, valuable information for sports executives building out international marketing strategies. 

Put it all together and it becomes clear why major tech companies are coming to compete with sports’ traditional broadcasters. The only question left is how much more they’ll take. 

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Trump pulls 30 envoys in ‘America First’ push, critics say it weakens US abroad

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Trump pulls 30 envoys in ‘America First’ push, critics say it weakens US abroad
  • State Department says removal of ambassadors is standard
  • Foreign service association calls it ‘institutional sabotage and politicization’
  • Lawmaker says move damages US leadership

WASHINGTON, Dec 22 (Reuters) – The Trump administration is recalling nearly 30 ambassadors and other senior career diplomats to ensure embassies reflect its “America First” priorities, a move critics said would weaken U.S. credibility abroad.

The State Department declined to provide a list of the diplomats being recalled. A senior department official said on Monday the move was “a standard process in any administration” but critics said that was not so.

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“An ambassador is a personal representative of the president, and it is the president’s right to ensure that he has individuals in these countries who advance the America First agenda,” said the official, who spoke on condition of anonymity.

Nearly 30 senior diplomats were among those ordered back to Washington, people familiar with the matter said.

They were posted to smaller countries where the top U.S. representative has traditionally been from the Foreign Service, which is made up of career officials not aligned with a political party, the people said.

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The recalled diplomats were encouraged to find new roles in the State Department, a second U.S. official said.

The American Foreign Service Association representing foreign service officers said it was working to confirm which members were recalled after some reported being notified by phone with no explanation – a process its spokesperson called “highly irregular.”

“Abrupt, unexplained recalls reflect the same pattern of institutional sabotage and politicization our survey data shows is already harming morale, effectiveness, and U.S. credibility abroad,” spokesperson Nikki Gamer said in an email.

The State Department declined to respond to Gamer’s comments.

Politico reported on Friday that two dozen ambassadors were being told to leave their posts, citing a State Department official.

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Trump has sought to place loyalists in senior roles since starting his second term after encountering resistance during his first term advancing his foreign policy priorities within the U.S. national security establishment.

Jeanne Shaheen, ranking Democrat on the U.S. Senate Committee on Foreign Relations, assailed the Republican administration’s removal of the diplomats while about 80 ambassadorial posts remain vacant.

“President Trump is giving away U.S. leadership to China and Russia by removing qualified career Ambassadors who serve faithfully no matter who’s in power,” Shaheen posted on X. “This makes America less safe, less strong and less prosperous.”

Reporting by Simon Lewis and Humeyra Pamuk; Editing by Howard Goller

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China quietly loads 100+ ICBMs into new missile silos near Mongolia: report

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China quietly loads 100+ ICBMs into new missile silos near Mongolia: report

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China has reportedly loaded more than 100 intercontinental ballistic missiles into three newly constructed silo fields near its border with Mongolia and shows little interest in arms control talks, according to a draft Pentagon report seen by Reuters.

The assessment underscores Beijing’s accelerating military buildup, with the report saying China is expanding and modernizing its nuclear forces faster than any other nuclear-armed power. Chinese officials have repeatedly dismissed such findings as attempts to “smear and defame China and deliberately mislead the international community.”

The Pentagon declined to comment when contacted by Fox News Digital about the Reuters report.

Military vehicles carrying DF-41 intercontinental ballistic missiles travel past Tiananmen Square during the military parade marking the 70th founding anniversary of People’s Republic of China, on its National Day in Beijing, China Oct. 1, 2019. Jason Lee/Reuters (Jason Lee/Reuters)

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Last month, U.S. President Donald Trump said he may pursue denuclearization discussions with China and Russia. The Pentagon report, however, concluded that Beijing does not appear inclined to engage.

“We continue to see no appetite from Beijing for pursuing such measures or more comprehensive arms control discussions,” the report said.

TAIWAN UNVEILS $40B DEFENSE SPENDING PLAN TO COUNTER CHINA MILITARY THREAT OVER NEXT DECADE

China’s rocket force has rapidly advanced. (CNS Photo via Reuters)

According to the assessment, China has likely loaded more than 100 solid-fueled DF-31 intercontinental ballistic missiles into silo fields near the Mongolian border. While the Pentagon had previously disclosed the existence of the silo fields, it had not publicly estimated how many missiles had been placed inside them.

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China’s embassy in Washington did not immediately respond to a request for comment.

The report did not identify potential targets for the newly loaded missiles and could change before it is formally submitted to Congress, U.S. officials said.

CHINA’S ENERGY SIEGE OF TAIWAN COULD CRIPPLE US SUPPLY CHAINS, REPORT WARNS

China’s Long March 2F rocket, carrying three astronauts for the Shenzhou 21 manned space mission, blasts off at the Jiuquan Satellite Launch Center in Jiuquan, northwestern China, Friday, Oct. 31, 2025. (AP Photo/Andy Wong) (Andy Wong/AP Photo)

China’s nuclear warhead stockpile remained in the low 600s in 2024, reflecting what the report described as a slower production rate compared to previous years. Still, Beijing is on track to exceed 1,000 nuclear warheads by 2030.

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China says it adheres to a nuclear strategy of self-defense and maintains a no-first-use policy. But analysts say Beijing’s public messaging increasingly contradicts that restraint.

“For a country that still advocates a policy of ‘no-first use,’ China has become increasingly comfortable showcasing its nuclear arsenal, including parading its nuclear triad together for the first time in September,” said Jack Burnham, a senior research analyst in the China Program at the Foundation for Defense of Democracies.

TRUMP ORDERS US NUCLEAR WEAPONS TESTING TO BEGIN ‘IMMEDIATELY’ AFTER RUSSIA TESTS NEW MISSILES

Trump and Xi will meet in South Korea for the first time in six years, on Oct. 30, 2025. (Carlos Barria/Reuters)

Burnham said Beijing’s rejection of arms control talks reflects the pace of its weapons construction. “China has no interest in locking in a long-term strategic disadvantage, and every intention of building an arsenal on par with its perceived place in the world, alongside and potentially eventually ahead of the United States,” he said.

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The report also warned that China expects to be able to fight and win a war over Taiwan by the end of 2027. Beijing claims the self-governed island as its own territory and has never ruled out the use of force.

China is refining options to seize Taiwan by “brute force,” including long-range strikes up to 2,000 nautical miles from the mainland that could disrupt U.S. military operations in the Asia-Pacific, the report said.

The findings come as the 2010 New START treaty, the last remaining nuclear arms control agreement between the United States and Russia, approaches expiration. The treaty limits both sides to 1,550 deployed strategic nuclear warheads.

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J-20 fighter jets fly in the sky during flight performance at the aviation open-day activities of the Chinese People’s Liberation Army Air Force (PLAAF) and the Changchun Air Show 2025 on Sept. 19, 2025 in Changchun, Jilin Province of China. The event will be held from Sept. 19 to 23 in Changchun.  (VCG via Getty Images)

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“What is surprising is that China has now loaded only about 100 of the silos it has built recently,” said Gordon Chang. “That’s an indication money is tight in the People’s Liberation Army.”

Chang warned against extending New START without Beijing’s participation. “This is no time for the U.S. to agree to an extension of the New START Treaty with Russia,” he said. “Russia and China are de-facto allies, and they are ganging up on America. Without China in a deal — Beijing has flatly rejected every nuclear arms-control initiative of the U.S. —no treaty can be in America’s interest.”

Reuters contributed to this report.

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Exclusive: Former MEP Kaili doubles down on ‘Belgiangate’

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Exclusive: Former MEP Kaili doubles down on ‘Belgiangate’

It was billed as the scandal that threatened to shake the core of European democracy.

Explosive allegations, a spectacular police operation and allegations of big money used by three non-EU countries to influence the European Parliament’s decisions.

At the centre of the storm was then-MEP and Parliament Vice President Eva Kaili, young, glamorous, and well-connected.

Three years later, the European Parliament corruption scandal remains unresolved, the trial date has not been set, and the methods used by Belgian authorities have come under scrutiny.

Kaili, who was relieved of her duties as an EU lawmaker and declared persona non grata, says she was set up and is demanding justice.

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“Justice is based on evidence and facts,” Kaili said in an exclusive interview for Euronews. “Three years ago, optics were presented as justice, but now we have the clarity to see what actually happened.”

Her case has returned to the media spotlight after former EU foreign policy chief Federica Mogherini, top European civil servant Stefano Sannino, and a staff member connected to the College of Europe were detained and named as suspects in a separate alleged corruption case earlier this month, investigated by the European Public Prosecutors’ Office (EPPO) and led by the Belgian police.

Kaili is defending her innocence and accusing Belgian authorities of botched methods, political framing, collusion with the media and the staging of evidence.

Kaili also said she was not surprised by the arrest of three Italian nationals in connection with the Mogherini case, as there is an effort to portray southern European countries as corrupt in public opinion, according to her.

Kaili told Euronews her professional career and personal life have been upended since the scandal broke in 2022. She also says her case is a warning to other politicians.

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“When they destroy the principle of presumption of innocence, when they chose a target, stage photos and write the script before the case opens, that means being a politician in Belgium, in the European Union, is not safe,” she told Euronews.

“Politicians should not be afraid to work at European institutions. They should not be afraid to become a target. I hoped that my case would serve as a lesson. But what happened to Mogherini, it’s another case of selective political prosecution.”

Anatomy of a very public scandal

In December 2022, Belgian authorities conducted a series of spectacular raids across several locations, including Kaili’s Brussels home, as part of an investigation led by magistrate Michel Claise.

A photograph of a suitcase, replete with €500 banknotes, was released by the Belgian federal police as what they called evidence of alleged corruption, with Kaili at the centre of it.

The picture went global, and she became the face of the scandal.

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She was arrested and her parliamentary immunity waived. Her partner, Francesco Giorgi, and her father, who was found with a suitcase containing cash in a hotel, were also apprehended and accused of being complicit in the alleged corruption scheme, which added up to more than €1.5 million seized in total.

Throughout the investigation, Kaili said she had no personal connection to the money found at her home address, pointing instead to another former MEP, Pier Antonio Panzeri.

Belgian authorities suggested that Qatar, Morocco and Mauritania could have paid Kaili and others large sums to lobby on their behalf. Qatar and Morocco have repeatedly denied the allegations of cash for influence.

The spectacular operation, with no precedent in European history since the EU common institutions were established, put Belgium, its police, secret service and investigative authorities at the centre of an international story, without fear or favour for politicians or foreign governments.

That was in sharp contrast with the picture that emerged after the Paris and Brussels terrorist attacks, in which Belgian authorities came out tainted by operational failures.

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At the time, Kaili was a well-known figure in the Brussels bubble, often attending high-profile events and meetings. She has maintained her innocence throughout and refused a plea deal.

Now she is demanding justice for herself.

Troubled and difficult investigation

Since the European Parliament corruption scandal first broke, the investigation has suffered several setbacks, including the resignations of key figures in the case.

Its lead investigative judge, Claise, who first headed the case, resigned in 2023 over concerns of conflict of interest. However, he denied that it played any role in the investigation.

The Belgian federal prosecutor in charge of the case at the time, Raphael Malagnini, also resigned in 2023 to take a different job.

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The methods employed by the investigating authorities, which also included the Belgian secret service, have also come into question.

Kaili spent four months in preventive detention before she was released under electronic bracelet monitoring. Her lawyers said at the time that the treatment she received while in prison amounted to torture.

Questions around the way Kaili’s immunity as an elected member of the European Parliament was lifted, which her lawyers argue was done illegally, the nature and timing of sensitive leaks published in the press and counter-probes have impacted the case, which is still not set for trial.

While information “leaking” to the media during an active probe is not rare and reflects the investigative nature of journalism, the details, timing and access to documents deemed highly sensitive went beyond just leaks, according to Kaili.

She told Euronews that Belgian authorities worked closely with a group of journalists to “write and present a script” in which she would be found guilty before she could defend herself.

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“We have messages between the prosecutor, the police and journalists preparing articles before the investigation even started, deciding how they would title it and trying to twist everything to fit a headline,” she said. “These are not leaks, this is pre-orchestration.”

At the time, the Greek centre-left politician was portrayed as an ambitious woman seeking to climb the social ladder, enjoying the perks of an expensive lifestyle beyond her duties as a politician.

“I was actually very hard working,” she pointed out.

Kaili insists that she had a mandate from the European Parliament to establish relations with the Gulf countries, citing internal emails.

Asked by Euronews what the motivation could ultimately be if her allegations — which would point to serious negligence — are proven correct before the law, she replied: “That’s a very good question, but it would require a trial.”

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Belgian fixation with southern Europe?

The former MEP told Euronews she decided to speak up now because of what she calls a worrying pattern related to southern European nationals working for EU institutions.

Earlier this month, one of Italy’s top diplomats, Mogherini, stepped down from her role as rector of the College of Europe, an influential educational institution close to the EU, over public allegations of graft, again implicating a high-level official from the south of the continent.

Lawyers representing Mogherini said she was ready and willing to collaborate in the investigation, which remains ongoing.

“I think it’s easy to attack the southern European countries and create a narrative and an assumption. But the assumption of the opposite of facts and it destroys lives,” she said.

“And the reason why I’m speaking out, even though it has caused to much trouble to my family, and even to my case, is because this should not happen to anyone,” Kaili concluded.

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The Belgian prosecutor’s office did not respond to a request for comment by Euronews.

Watch the entire interview in the player above.

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