The contract is up for NFL.com with CBS Sportsline in mid-May and they are looking into partnerships. Apple, Google, Microsoft, Sony, FOX, NBC and ESPN are interested:

Whichever route it chooses, the deal or deals will likely yield more than the $120 million in cash the football league received from the NFL.com transaction and the additional $280 million in promotional advertising.

Who should get it
MSN to get their paws all over this one! $120 million is pocket change for them to run the most popular (?) professional sport website in the world and the licensing could open the door to let them back in on the Xbox sports franchise that they kicked to the curb in 2004 (or was it 2005?). I’d say there’s a 25% they will be able to pull the trigger on this one, if only to keep Google’s hands off the gridiron. Google, who only wants to organize the world’s information, most assuredly would look good hosting NFL.com.

Sony? Not sure where they fit into this one except maybe a sweet gaming tie-in? NBC? I’d say unlikely, but they will still get a local game or two once a week. Not sure they will be willing to pay enough.

Who probably will get it
FOX or ESPN would be my guesses of the names mentioned so far. It’s a natural TV fit for either FOX or perhaps more likely ESPN who is now picking up the Monday night games. Least likely would be Apple although it would fit nicely into some live programming options in the iTunes store. When are they going to change that to the Apple online store? Just doesn’t sound right calling it the iTunes store with video there.

Your guess of the best fit for NFL.com?

Did this post make you go hmm?

 Loading ...

• Apple needs Nintendo to counter Microsoft
• His name is ESPN, really
• Sony will fall short of global shipping goal of 2 million PS3
• Hackers make “fair interface” to iTunes Music Store
• Apple iTunes sells 25 million downloads in 8 months
• Apple won’t reach 100 million music download sales mark