NBC extends Premier League deal through 2021

The NBC Sports Group has announced a six-year contract extension that will see the network continue to be the home of the Premier League in the United States through the 2021-22 season.

The network won the American rights for the top European soccer league in 2012 with a three-year agreement.

Whatever the combination of bids may have been, keeping both the digital and TV rights in one place for what will be almost a decade when it’s over, ultimately will only help the Premiership maintain its perch as the most popular soccer league on the planet.

It is, of course, much too early to try to read something into the first round of matches in a Premier League season that has another 37 games and more than eight months to run. NBC have worked meticulously to provide American fans of the Premier League with a slick product, including immaculate presentations, professional hosting and improving punditry.

Financial terms were not released, but Lazarus acknowledged the fees had increased from the current $250 million, three-year deal. Associated Press reported that Fox Sports and BeIN Sports also submitted bids but ESPN did not bid because of its heavy concentration of college sports programming.

Audience figures for Premier League games are growing on NBC, with matches averaging 479,000 viewers last season, up 9% from the season before.

NBC Sports has demonstrated its ambition for holding fast to its sports properties. First-rate creative marketing and promotional campaigns have driven interest in our clubs, and the competition as a whole, to unprecedented levels. “NBC Sports has committed to extend partnership activation and promotion of clubs in future seasons – a significant factor in the awarding of these rights – and we look forward to continuing our excellent working relationship with them for the next seven years”.

Manchester City’s Vincent Kompany, 2nd left, celebrates scoring with teammates during the English Premier League soccer match between West Bromwich Albion and Manchester City at the Hawthorns, West Bromwich, England, Monday, August 10, 2015.