Could Changes to NFL Sunday Ticket Impact Your Business?
For decades, NFL Sunday Ticket has been a cornerstone of the game day experience at restaurants and bars across Virginia. From neighborhood sports pubs to full-service restaurants, operators have relied on the package to draw fans, drive traffic, and create a lively atmosphere during football season.
Now, a major change to how NFL Sunday Ticket is distributed could make it more difficult—and more expensive—for hospitality businesses to continue offering that experience.
What’s Changing?
For more than 30 years, commercial establishments have accessed NFL Sunday Ticket through DIRECTV’s satellite platform. That arrangement is coming to an end.
Beginning with the 2026 NFL season, NFL Sunday Ticket will be available to commercial establishments exclusively through EverPass, a streaming-based platform.
For many operators, this transition could require significant investments in technology and infrastructure simply to maintain the viewing experience guests have come to expect.
What This Could Mean for Your Business:
Restaurants and bars that plan to continue offering NFL Sunday Ticket may need to:
- Upgrade internet service and network infrastructure
- Purchase and install new streaming hardware
- Integrate and manage an additional television platform alongside existing providers
- Reconfigure audiovisual systems to accommodate streaming feeds across multiple screens
Industry estimates suggest these upgrades could be costly. Commercial video switching equipment capable of supporting streaming across multiple televisions can exceed $15,000, while full upgrades—including equipment, wiring, and installation—may range from $30,000 to $40,000 per location, before subscription fees are considered.
Key Concerns for Hospitality Operators
Beyond the upfront costs, operators across the country have expressed concerns about several practical challenges associated with the transition, including:
- Streaming reliability in multi-screen commercial environments
- Potential delays compared to traditional live television broadcasts
- Increased operational complexity from managing multiple viewing platforms
- Limited broadband capacity in rural areas
- The lack of transition support for small and independent businesses
For establishments that rely on football season as a major revenue driver, these concerns raise important questions about cost, feasibility, and customer experience.
Advocacy Efforts Are Underway
Restaurant and hospitality associations across the country are raising awareness about the impact these changes could have on businesses. Texas Restaurant Association member Jim Hallers testified before Congress on June 10, highlihgting concerns about these changes and the impact it would have on the restaurant industry.
Industry leaders have begun sharing their concerns with lawmakers and policymakers, emphasizing the financial and operational burdens that this transition may place on restaurants and bars - particularly small businesses and those operating in rural communities.
VRLTA is monitoring these developments closely and will continue to keep members informed as more information becomes available.
What Operators Should Do Now
If your business shows NFL games, now is a good time to begin evaluating how these changes could affect your operations.
Consider taking the following steps:
- Assess your current audiovisual and internet infrastructure.
- Estimate the potential costs associated with upgrading to a streaming-based system.
- Speak with your technology or AV provider about what changes may be required.
- Share your concerns and experiences with VRLTA so we can better understand the impact on Virginia’s hospitality industry.
- Sign the Change.org petition to keep NFL Sunday Ticket available to bars and restaurants through DIRECTV.
- Stay informed as advocacy efforts and industry discussions continue.
Football season is an important driver of revenue and customer engagement for many Virginia restaurants and bars. As this transition unfolds, VRLTA remains committed to helping operators navigate the changes ahead and ensuring that the voices of Virginia’s hospitality businesses are heard.