EverPass, the NFL’s media platform for commercial business game distribution, has announced the acquisition of in-venue marketing platform Upshow, a move that allows the NFL’s Sunday Ticket out-of-market broadcast option to enter more commercial venues for the first time.

Launched as a joint venture between the investment arm of the National Football League (NFL) and RedBird Capital Partners, EverPass is a content distribution service aimed at bringing live sports and entertainment content to commercial establishments – such as bars and restaurants – in the US, specifically through the distribution of Sunday Ticket.

Now Upshow customers will also have access to Sunday Ticket, expanding the broadcast option’s national venue coverage and range.

EverPass also gains access to Upshow’s technology infrastructure, including its data analytics, interactive fan engagement solution, and content management system.

Speaking on what it gains from the acquisition, EverPass executive chair Derek Chang stated: “Adding UPshow’s impressive technology stack to our existing and growing content library gives us the infrastructure to continue to scale our business model and innovate around the out-of-home viewing experience while also giving business owners complete control of their entertainment content.”

EverPass’ announcement of the Upshow acquisition came alongside the reveal that TKO Group, the combined ownership group of wrestling’s WWE and mixed martial arts’ UFC, has invested in the EverPass service.

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Mark Shapiro, president and chief operating officer of TKO Group (which is owned by sports and media agency giant Endeavor), joins the EverPass board through the deal.

Shapiro said of the investment: “Live sports content is at its zenith, and the EverPass team is creating a remarkable platform purpose-built for the shared experiences both die-hard and casual sports fans crave.

“TKO is proud to join 32 Equity [another EverPass investor] and RedBird in backing EverPass at this pivotal moment in its growth. From our position at the epicenter of sports and entertainment, we look forward to helping EverPass capitalize on all the opportunities ahead.”

The acquisition of Upshow and TKO investment comes as the NFL is mired in a wave of controversy after being levied with $4.7 billion in damages for an antitrust lawsuit relating to Sunday Ticket.

A federal jury in California found last week that the league had conspired to inflate the price of Sunday Ticket and that it was liable for damages to its 2.4 million subscribers and 48,000 commercial business customers.