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YouTube made a major play for live sports rights when it acquired the exclusive rights to the NFL's Sunday Ticket package.
Football fans are able to access games live from their phone, or tablet or whatever device they're able to see YouTube on, putting the game in front of more eyes than ever before.
As streaming services and networks continue to bid for live sports rights, YouTube reportedly made a major hire from a soon-to-be rival in the sports media space.
According to Bloomberg's Lucas Shaw, YouTube has hired Justin Connolly, a former top executive at Disney.
New: YouTube has hired top Disney executive Justin Connolly as its new head of sports and media. Connolly was once a contender to run ESPN
Memo to employees just went out. Story link TK.
— Lucas Shaw (@Lucas_Shaw) May 22, 2025
Connolly will serve as YouTube's global head of media and sports. His role will oversee the service's relationship with major media brands like the networks that bring content to YouTube TV.
Connolly will also be in charge of YouTube's live sports portfolio. In addition to the full out-of-market Sunday Ticket package, YouTube also has exclusive rights to the Week 1 Brazil game in the NFL this season.
This year, that game will feature the Los Angeles Chargers and the Kansas City Chiefs in a marquee divisional matchup to start the season.
Google's video division, which includes YouTube and YouTube TV, accounts for more global television viewership than any other streaming service. The $36 billion in ad revenue the company generated last year is more than Disney, Paramount Global, Fox Corp. and NBCUniversal combined.
Connolly has worked with YouTube in the past, negotiating ESPN and Disney networks' inclusion into the YouTube TV lineup. His most recent role at Disney was head of platform distribution, and he held multiple positions with the main company and with ESPN.
The move comes just weeks before ESPN is set to make a major step into the streaming era with the unveiling of its new direct-to-consumer offering. For the first time, fans will be able to access the entire ESPN content suite without the need for a traditional television subscription.
The service includes access to ESPN's linear networks, its streaming content and more for $29.99 per month.
We'll see if ESPN can re-establish itself as a premier brand after losing subscribers for years to the slow death of cable. We'll also find out if Connolly can help transform YouTube into one of the biggest content and media companies on the planet.
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This story was originally published May 22, 2025 at 2:08 PM.