Sports content on Peacock, the streaming platform of media giant NBCUniversal, will be screened in hotels, bars, and restaurants across the US in a distribution deal struck with commercial business media platform EverPass Media.

The multi-year deal will see EverPass hold exclusive rights to distribute Peacock’s exclusive sports content to commercial establishments across the US, including its first exclusive American football NFL playoff game on December 23 and wild-card playoff game on January 13.

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Other rights held by Peacock include select matches from English soccer’s Premier League, cycling’s Tour de France, Indycar races, the 2023 Rugby World Cup, college sports’ Big Ten and Notre Dame American football game, golf’s Ryder Cup and US Open, and Spanish-language US men's and women’s national team soccer matches.

EverPass Media chief executive Alex Kaplan said: “Peacock has one of the most extensive live sports offerings of any streamer in the US and this exclusive agreement for the commercial distribution of its sports programming is an important milestone for EverPass.

“Peacock’s exclusive sports events will now become widely available for commercial businesses, creating new opportunities to expand the reach of these events.

“We’re excited to continue building our content library and network of distribution partners to become the preeminent premium sports and entertainment content platform for commercial establishments.”

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Investors in EverPass Media include private equity firms Red Bird Capital and 32 Equity, the strategic investment arm of the NFL. Kaplan previously held executive roles at DirectTV,  the US satellite broadcaster, and basketball’s NBA.

DirecTV struck a deal in May to distribute NFL Sunday Ticket games to bars, restaurants, and hotels in a similar agreement to Peacock’s new deal.

Last month, NBC said Peacock had reached 24 million subscribers, just below the 25.2 million subscribers media giant Disney reported for its sports streaming service ESPN+.

Rick Cordella, president for programming at NBC Sports and Peacock Sports, said: “Peacock is proud to provide a deep collection of premium sports programming to fans.

“This partnership will enable us to now offer our content via a compelling commercial sports product. We’re excited to work with the EverPass team to bring fans more viewing opportunities and business owners ease and simplicity in streaming our best-in-class offerings.”

Image: Bryan M. Bennett/Getty Images