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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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US tells ASML it is concerned China may have top chip tool, Bloomberg News reports

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US tells ASML it is concerned China may have top chip tool, Bloomberg News reports
U.S. Commerce Secretary Howard Lutnick ​outlined concerns to ‌Dutch chip-equipment firm ASML’s senior leaders ​that one ​of its top-of-the-line machines ⁠may have ​made its way into ​China, in violation of U.S.-led export restrictions, ​Bloomberg News ​reported on Thursday.
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Iran hardliner behind US deal warns Tehran won’t honor agreement if Trump fails to deliver

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Iran hardliner behind US deal warns Tehran won’t honor agreement if Trump fails to deliver

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Iran’s hardline parliament speaker and key negotiator Mohammad Bagher Ghalibaf warned that Tehran would not honor its commitments under a newly signed memorandum with the U.S. if Washington fails to uphold its side of the deal, according to the media arm of Iran’s Islamic Revolutionary Guard Corps. 

“If the United States does not honor its commitments, there is no way Iran will honor its own commitments,” Ghalibaf said.

Ghalibaf’s warning was echoed Thursday by Islamic Revolutionary Guard Corps Quds Force commander Esmail Qaani, who threatened the U.S. in remarks translated by MEMRI TV, saying, “Americans should know their place and avoid confronting the Muslims.” 

Qaani added that “Trump is trembling” and warned that the U.S. “should fear not only Hormuz and Bab al-Mandeb, but many other locations as well.”

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MEET IRAN’S HARDLINE SPEAKER WHO THREATENED TO BURN US FORCES — REPORTEDLY TEHRAN’S POINT MAN FOR TALKS

The warnings came after President Donald Trump and Iranian President Masoud Pezeshkian Wednesday digitally signed a copy of the memorandum aimed at ending the war and resuming the flow of traffic through the Strait of Hormuz.

Iran’s hardline parliament speaker and key negotiator Mohammad Bagher Ghalibaf warned that Tehran would not honor its commitments under a newly signed memorandum with the U.S. if Washington fails to uphold its side of the deal.  (Majid Asgaripour/WANA)

The memorandum gives Iran major economic relief while leaving some of the most difficult nuclear questions for a final agreement to be negotiated throughout the next 60 days. Under the 14-point plan read by a senior U.S. official, Washington agreed to begin lifting its naval blockade, work with regional partners on a $300 billion reconstruction and development plan for Iran and terminate U.S., U.N. and other sanctions on an agreed schedule as part of a final deal. 

The memorandum also says all licenses, waivers and permissions needed for related financial transactions would be granted by the United States.

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In return, Iran reaffirmed that it “shall not procure or develop nuclear weapons,” and the sides agreed to resolve the fate of Iran’s stockpiled enriched material under a future mechanism, with the minimum method being on-site down-blending under International Atomic Energy Agency supervision. 

The agreement defers many of the hardest questions — including how to wind down Iran’s nuclear program — until the 60-day negotiation period for a final deal.

But the Iranian figure at the center of the deal is not a diplomat known for moderation. 

Ghalibaf, a former Islamic Revolutionary Guard Corps commander and longtime regime insider, has threatened American forces, vowed Trump would “pay the price” and built his career through loyalty to Iran’s security establishment.

The new warning underscored what experts say is the central risk of the agreement. Washington may be entering a deal with officials who can enforce Iran’s commitments but who have shown little sign of changing the regime’s long-term posture toward the U.S., Israel or the region. 

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Ghalibaf, 64, is a product of Iran’s security establishment. He rose through the ranks of the Islamic Revolutionary Guard Corps during the Iran-Iraq War, eventually becoming commander of the Islamic Revolutionary Guard Corps air force. 

He later served as Iran’s national police chief, overseeing internal security forces responsible for suppressing protests, including the 1999 student uprising, alongside Qassem Soleimani.

After transitioning into politics, Ghalibaf attempted to run for president multiple times but failed. He instead built his career through loyalty to the system, serving as Tehran’s mayor for more than a decade before becoming speaker of parliament in 2020.

FAMILIES OF IRAN’S ELITE LIVE LAVISHLY ABROAD WHILE ORDINARY CITIZENS SUFFER AT HOME

Iranian Parliament Speaker Mohammad Bagher Ghalibaf looks on as parliament members wearing military uniforms chant in support of the IRGC in Tehran, Iran, on Feb. 1, 2026. (Hamed Malekpour/Islamic consultative assembly news agency/WANA/Handout via Reuters)

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“Ghalibaf doesn’t have an independent line. His strength is that he is a ‘yes man,’” Beni Sabti, an Iran expert at the Institute for National Security Studies, previously told Fox News Digital. “If he is told to shake hands with special envoy Steve Witkoff, he will do it. If he is told to escalate, he will. It is not about moderation, it is about who gives the orders.”

“His name has also been linked to multiple corruption allegations, including misuse of oil revenues and sanctions evasion networks involving his family. His sons have reportedly been involved and are under sanctions,” Sabti said.

“There have also been public scandals involving family members traveling abroad and making luxury purchases, including widely circulated images of them arriving with numerous high-end Gucci suitcases.”

Behnam Ben Taleblu, a senior fellow at the Foundation for Defense of Democracies, said the image of Ghalibaf at a signing ceremony with a senior U.S. official would be a propaganda victory for the regime.

“There was a time when the Islamic Republic would have been terrified to be seen signing such a thing,” Ben Taleblu told Fox News Digital. “Postwar, this is a sign of the regime’s opportunism, and no one identifies that opportunism better than someone like Ghalibaf, who comes from the IRGC, who is a corrupt politician and is a wheeler and dealer.”

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But Taleblu warned that Washington should not confuse Ghalibaf’s opportunism with moderation. 

“The mirage is the myth of Iranian military moderation and the myth that, with time, this regime will integrate and put aside all the things that have kept it on the sidelines for so long,” he said. “Transforming Iran via a deal — that is a huge lift.”

Ghalibaf’s wartime statements reflect the hardline posture inside Iran’s leadership. In remarks aired on Iranian television Jan. 12 and translated by MEMRI, he warned that U.S. forces would face catastrophic consequences if they confronted Iran.

“Come, so you can see what catastrophe befalls American bases, ships and forces,” he said, adding that American troops would be “burned by the fire of Iran’s defenders.”

TRUMP ADMINISTRATION UNVEILS SWEEPING TERMS OF PROPOSED IRAN AGREEMENT

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A man lights a cigarette with fire from a burning picture of Iranian Parliament Speaker Mohammad Bagher Ghalibaf as Israelis rally in support of nationwide protests in Iran in Holon, Israel, on Jan. 14, 2026. (Ammar Awad/Reuters)

More recently, he warned that “the blood of American soldiers is the personal responsibility of Trump” and vowed Iran would “settle accounts with the Americans and Israelis,” adding that “Trump and Netanyahu crossed our red lines and will pay the price.”

John Hannah, a senior fellow at the Jewish Institute for National Security of America and a former national security advisor to Vice President Dick Cheney, said Ghalibaf’s expected role reflects the reality of who holds power inside Iran. 

“If you’re going to sign an agreement with Iran, those are the forces in charge and calling the shots, presumably with the approval of the new supreme leader,” Hannah told Fox News Digital. “If the U.S. harbors hope that Iran will ever implement any of their obligations under the MOU, these are the people — odious as they are — capable of making it happen.”

But Hannah said the central question is whether Iran’s leadership sees compliance as useful or whether the agreement is simply a tactical pause.

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“The big question is whether they see it in their interest to do so, or are they only buying time, rebuilding their power and preparing for the next round of conflict,” he said.

Ben Taleblu was even more blunt, warning that even a seemingly favorable agreement would not change the nature of the regime.

“Even if you’ve got the perfect deal, with this kind of regime, with this kind of mentality, they will escalate,” he said. “I thought we would have learned by now what the regime did after the JCPOA. It built a vast missile arsenal. It literally built an empire of terror proxies that took Israel years of blood, effort and money to dismantle, backed by American support.

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Iranian Parliament Speaker Mohammad Bagher Ghalibaf speaks during a press conference in Tehran, Iran, Nov. 27, 2024. (Majid Asgaripour/WANA via Reuters)

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“If we engage in pay-to-play with these guys,” he added, “I’m sorry to sound the alarm bell like this — but something tells me this is bad either way.”

Responding to questions about the threats from Ghalibaf and IRGC Quds Force commander Esmail Qaani, the White House defended Trump’s approach and warned Iran would face consequences if it failed to reach a final deal.

“President Trump has a great track record of good deals for the American people, and the President has been clear about the consequences if Iran fails to make a good, final deal,” White House spokeswoman Olivia Wales told Fox News Digital. 

“What the president has achieved on the battlefield and at the negotiating table is nothing short of remarkable and will strengthen American security for many years to come.”

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US-Iran talks postponed as Israel attacks Lebanon

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US-Iran talks postponed as Israel attacks Lebanon

Tehran holds back from talks to cement ceasefire due to ongoing Israeli attacks on southern Lebanon.

Planned talks in Switzerland between the United States and Iran to discuss the technical terms of their ceasefire deal have been postponed.

The Swiss Foreign Ministry confirmed early on Friday that the talks, which were scheduled to take place in Burgenstock, would now not go ahead.

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Reports suggest that Iran has delayed sending its delegation to discuss the technical issues linked to the ceasefire deal – digitally signed by the two countries on Wednesday – due to Israel’s ongoing military campaign in Lebanon.

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Israeli strikes overnight and into Friday have reportedly killed at least 16 people in southern Lebanon, with Iran-linked Hezbollah reporting intense fighting.

Talks postponed

A ceremony followed by talks was expected to be held at the Burgenstock Resort in Stansstad, near Lucerne in central Switzerland.

It is owned by Katara Hospitality, part of Qatar’s sovereign wealth fund, which helped mediate peace in the conflict.

On Friday, in a message to media outlet AFP, the Swiss foreign ministry said: “The planned talks between the US, Iran, Qatar and Pakistan have been postponed”.

“Switzerland remains ready to facilitate these talks. The relevant preparatory work at Burgenstock is continuing,” it added, without providing a new date for the talks.

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The announcement followed a report from media outlet Al-Mayadeen that Iran was delaying sending its delegation to Switzerland over Israel’s ongoing military campaign in Lebanon.

Israeli Prime Minister Benjamin Netanyahu said Thursday that Israel’s military will stay in a “security zone” of southern Lebanon as long as “Israel’s security needs require it.”

Israel and Hezbollah are not parties to the agreement, but Iran has insisted Israel must withdraw from the large swath of southern Lebanon it is occupying.

Logistics have never been ‘simple or predictable’

The US push to quickly begin high-stakes talks with Iran hit a snag just two days after the signing of a 14-point memorandum of understanding with the US that sets out a framework for talks during a 60-day negotiation period.

Vice President JD Vance had been prepared to make an overnight flight to meet with his Iranian counterparts at the mountainside resort in the tiny Swiss village of Obburgen.

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His staff and a small pack of journalists had even gathered at Joint Base Andrews outside Washington in anticipation of the trip.

Meanwhile, dozens of White House officials, advance staffers and more media gathered in Switzerland to prepare for Vance’s anticipated arrival.

But then, abruptly on Thursday evening, the trip was called off.

The White House issued a statement explaining Vance – who has been tapped by President Donald Trump to lead the negotiations – and his delegation were prepared for talks, but they were unable to finalise plans and the vice president would remain in Washington.

“The logistics of these negotiations have never been simple or predictable,” the statement noted.

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Also on Thursday, Pakistan’s Prime Minister Shehbaz Sharif cancelled his trip to Switzerland, his spokesperson told AFP.

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