The future of television likely rests on the winner of an intense bidding war for one of the most sought-after programming packages in America: NFL Sunday Ticket.

Why it matters: The winner of this multi-billion-dollar battle between tech giants and traditional media companies will have an enormous advantage as premium sports content goes digital.

Driving the news: ESPN, Amazon and Apple are all reportedly in talks to buy the rights to the NFL’s Sunday Ticket package, which broadcasts out-of-market games unavailable on local channels…

Big Tech companies are well-positioned to be competitive buyers, given their huge market caps and enormous free cash flow.