Multiple large tech companies have been in negotiation for NFL Sunday Ticket distribution rights all year. While early rumors pegged Apple and Amazon as the top contenders, Google’s YouTube and YouTube TV have won the bidding war. Google announced today that it has struck a multi-year deal with the NFL for YouTube to be the new home for NFL Sunday Ticket after the current deal with DirecTV ends at the conclusion of the 2022 NFL season.

Starting with the 2023 season, NFL Sunday ticket will be available as an add-on for YouTube TV, the streaming cable alternative service. It will also be available à la carte in the standard YouTube app as a YouTube Primetime Channel, which launched last month and is YouTube’s new equivalent to Amazon’s Prime Video Channels. Pricing for the service hasn’t been announced, but the base package cost for this season was just shy of $300 with DirecTV.

Google is allegedly paying $2 billion per season for the next seven years according to sources that have spoken with The Wall Street Journal. With Amazon recently landing an 11-year deal for exclusive rights to Thursday Night Football and Apple landing rights to stream Major League Soccer, Google needed NFLE Sunday Ticket rights to strengthen its live sports programming.