The National Football League (NFL) has announced its latest venture in partnership with RedBird Capital Partners.

The two organisations have come together to create a new media platform called EverPass Media, which will exclusively distribute NFL Sunday Ticket to bars, restaurants, hotels, and other commercial establishments across the United States, starting from the 2023 NFL season.

This multi-year license agreement will provide commercial businesses across the country with access to out-of-market Sunday afternoon games via the exclusive rights held by EverPass Media.

Going forward, the service will also be available on a non-exclusive basis through all participating cable and satellite providers.

EverPass Media will be led by Executive Chairman, Derek Chang, and CEO, Alex Kaplan, with both having more than 25 years of experience in the sports and entertainment industry.

The platform intends to expand its content offering beyond NFL Sunday Ticket, providing businesses with a broader premium live sports and entertainment service in the United States and globally.

RedBird Capital Partners is providing the funding for the creation of EverPass Media, while the NFL, through its strategic investment arm 32 Equity, will also make an equity investment.

Commenting on EverPass Media, NFL chief media and business officer, Brian Rolapp, said: “Making our games as widely available as possible has been the bedrock of our media strategy and Sunday Ticket’s presence in bars, restaurants and other commercial venues provides millions of fans a way to watch all out-of-market games on Sunday afternoons.”

“We look forward to working with EverPass Media to expand the Sunday Ticket footprint in commercial establishments across the country,” he said.

RedBird founder and managing partner, Gerry Cardinale, added: “We are excited to partner again with the NFL to develop an innovative platform to expand the League’s reach to its fan base and the sports media ecosystem more broadly.”

“Anchored by Sunday Ticket, EverPass Media will provide premium rights holders a scalable live event entertainment service that will enhance the customer experience at commercial establishments across the country,” he said.

This partnership is not the first between the NFL and RedBird Capital Partners, as the two had previously partnered to create On Location Experiences, a global leader in premium live event hospitality and fan experiences.