The National Football League has struck a four-year deal with Verizon Wireless to distribute audio play-by-play as well as video of select games on mobile phones. NFL SVP of media strategy Brian Rolapp says, "Our fans have an insatiable appetite for football, and we will be able to keep them connected wherever they are on game day but also throughout the year."

The NFL has tightly held its digital rights and Pearlman Advisors president David Pearlman says radio station contracts have not allowed stations to stream football coverage online or on cell phones. "The local rights that have been a backbone of local radio continue to get watered-down in terms of exclusivity," Pearlman says. "It is a loss in marketing yardage for not only local radio but for market's CBS/Fox affiliate who telecast the NFL games." While radio play-by-play will be featured, Pearlman says the NFL-Verizon deal means portable audio listening is "quickly being overtaken by the ability to have cell phones to give you play-by-play video and at a pretty good quality." The wireless carrier will have 4G available in more than 25 markets by the end of the year. For now, the prime Sunday game video isn't included, although the Verizon deal includes video for Sunday and Thursday night games, as well as the wildly popular NFL RedZone channel from the NFL Network showing game day coverage that could step on local radio flagships. NFL Mobile kicks off next month with coverage of the NFL draft.

Verizon paid a reported $720 million for the rights, which it will offer to customers of its "V Cast" package priced at $13 a month. The platform also includes hundreds of Clear Channel stations whose iheartradio is included in the V Cast Music platform. CBS CEO Les Moonves told an investor conference last night that sports rights fees have "gotten out of hand" but Pearlman says deals such as the one the NFL struck with Verizon have made it more affordable for radio. "The more you give up to the team, the less you have to give up in fees," he says.