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    Life is getting tough for borrowers. Where will the pain be felt?

    After american regulators seized control of a collapsing Silicon Valley Bank (svb) last month, the fallout felt unpleasantly familiar. The biggest bank failure since 2008 was swiftly followed by others. Signature Bank, a lender in New York, fell two days later. Another week and fleeing investors had forced Credit Suisse, a 167-year-old Swiss bank, into a hasty tie-up with its rival ubs. Fifteen years ago a cascade of such failures prompted a global credit crunch, as financial institutions drastically tightened lending standards in an attempt to protect themselves, which was followed by the worst downturn in generations. Was a repeat under way?A month on, the answer appears to be a merciful “no”—or, at least, a “not yet”. Investors are shunning bank shares. Those of some regional American lenders have been brutalised: one, First Republic, has seen its stock price plunge by more than 90% since February. For six days after svb’s collapse the bond market was effectively shut, with no new bonds issued by American firms.Then, in the second half of March, the shutters reopened and both borrowers and lenders rushed back in. All told, investment-grade issuers sold $103bn of debt in March—around the monthly average for 2022, despite the week-long hiatus. For such issuers, yields have fallen, and “the market’s wide open”, says Lotfi Karoui of Goldman Sachs, a bank. “The market really hasn’t embraced the idea that [the events of March] will morph into a financial crisis.” By the end of the month, even the riskiest junk issuers were once again able to raise new debt. Yet even if the risk of a credit crisis seems to have passed, borrowers still face a squeeze. The most obvious source of pressure is the Federal Reserve, which since March last year has raised its interest rate from close to zero to between 4.75% and 5%. For the firms that have borrowed $1.5trn in loans, which tend to have floating interest rates, the increase has quickly translated to higher debt-servicing costs. But for issuers of high-yield bonds, who have borrowed a similar amount and tend to pay fixed interest coupons that only rise when the bond is refinanced, the full effect of higher rates is yet to be felt. Although the market expects rates to be cut by a percentage point this year, the Fed’s governors project an end-of-year rate of above 5%. The further the threat of a financial crisis fades, the more likely the Fed’s forecast is to prove correct.Meanwhile, banks were reluctant to lend even before svb fell. Mike Scott of Man Group, an asset manager, notes that by the end of 2022 surveys already showed lending standards had tightened to levels that, in previous business cycles, preceded recessions. The ructions of last month, which in America were focused on small and medium-sized regional banks, are likely to have turned the screw still further. Analysts at Goldman Sachs estimate that banks with less than $250bn in assets account for 50% of commercial and industrial lending, and 45% for consumers. For small firms employing 100 people or fewer, the figure rises to 70%. It is these businesses—which employ more than a third of America’s private-sector staff and produce a quarter of its gross output—that will be most sensitive to the forthcoming credit squeeze. Peter Harvey of Schroders, another asset manager, predicts that the outcome will be “stronger covenants, higher [interest] spreads, lower issuance volumes, smaller borrowing sizes and tighter controls on lenders’ sectoral exposure”.The final source of stress will be firms’ own liquidity, which has deteriorated markedly over the past 12 months. After covid-19 struck, corporate borrowers accumulated huge cash buffers, aided by rock-bottom interest rates and floods of newly created money from central banks. In 2020 the median American investment-grade firm held cash worth 6.5% of its assets, more than at any time in the last 30 years. This figure has since been eroded to 4.5%, or around the same level as in 2010 following the global financial crisis. As a result, firms now have less scope to run down their existing cash reserves if interest rates stay high, and are more likely to need to borrow in response to future shocks. The banking industry’s March madness might not have triggered a repeat of 2008. Life for borrowers is nevertheless getting more and more uncomfortable. ■ More

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    Lamborghini CEO says orders for hybrid Revuelto show ‘incredible’ demand from wealthy car-buyers

    Lamborghini’s quick sellout of its new $600,000 hybrid supercar is proof that wealthy car buyers are still spending, according to the CEO.
    Lamborghini already has a waiting list and two years worth of orders for the Revuelto, its first ever plug-in hybrid that was launched last month, CEO Stephan Winkelmann told CNBC.
    “The resilience of our customers, with everything that is happening in the last 24 months is incredible,” Winkelmann said. “We don’t see any slowdown in order intake for buying cars like ours.”

    Lamborghini’s quick sellout of its new $600,000 hybrid supercar is proof that wealthy car buyers are still spending, according to the CEO.
    Lamborghini already has a waiting list and two years worth of orders for the Revuelto, its first ever plug-in hybrid that was launched last month, CEO Stephan Winkelmann told CNBC. The orders come despite the global turmoil in financial markets and banking systems in recent months.

    “The resilience of our customers, with everything that is happening in the last 24 months is incredible,” Winkelmann said. “We don’t see any slowdown in order intake for buying cars like ours.”
    The rush of orders for the Revuelto and other supercars highlights the continued strength of the wealthy consumer despite slowdowns in other segments of the consumer economy. The share price of Ferrari is up 27% this year on the back of continued demand for trophy cars, especially in the U.S.

    Lamborghini Revuelto Ambient
    Courtesy: Lamborghini

    Ferrari, Bentley, Rolls Royce and other top brands reported record sales and production last year.
    Lamborghini produced a record 9,233 vehicles worldwide last year, up 10% over 2021. Winkelmann said it’s too early to forecast 2023 production, but if orders continue as they have in the first quarter the company can match or exceed last year’s record.
    The big question for supercar makers like Lamborghini is how to define their brands in the age of electrification. Prized for their powerful, thundering engines, supercar makers are working to develop silent, high-performance EVs that are distinct enough from Tesla and other brands to command higher premiums.

    Every Lamborghini model launched after the Revuelto will be a hybrid, with plug-in versions of the Urus SUV and Huracan sportscar expected in the coming years. Lamborghini plans to launch its first fully electric model sometime in 2028 or 2029.
    With the Revuelto, Lamborghini utilized the best of both worlds, pairing three electric motors with a new 6.5-liter, naturally aspirated V12 engine for a combined 1,001 horsepower. It has a top speed of over 217 miles per hour and can do 0 to 62 mph in under 2.5 seconds.
    With hybridization, the Revuelto is 30% more fuel efficient.
    Car collectors say part of the appeal of the Revuelto is owning one of the last generations of V12 supercars to be sold and built.

    Lamborghini Revuelto Ambient
    Courtesy: Lamborghini

    “The team worked hard on this car for years,” Winkelmann said. “The reception of the customers is positive in two ways, because on one hand side they recognize it’s a true Lamborghini. And on the other side there is no fear about having a hybridized car.”
    Winkelmann said the Revuelto is likely to sell as well or better than its top-of-the-line Aventador model, which the Revuelto replaces. Lamborghini sold over 11,000 Aventadors over its decade-plus life. He said demand from the U.S. — Lamborghini’s largest market — has been especially strong.
    The China market, however, remains an unknown since the country just reopened from lockdown, Winkelmann said, adding that demand in South Korea “exploded” last year. Central Europe and Australia were also strong, he said.
    “In the U.S., California, Florida, Texas and the Northeast are always good for positive surprises,” he said.
    Production of the Revuelto will start in the second half of 2023, with the first cars delivered to the U.S. in the fourth quarter.
    “And then next year, we go full speed and we will see how the market is moving,” Winklemann said.

    Lamborghini Revuelto Ambient
    Courtesy: Lamborghini More

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    Stocks making the biggest moves midday: WW International, CarMax, Mohawk, Moderna and more

    Pipettes are seen at the Moderna Therapeutics Inc. lab in Cambridge, Massachusetts, U.S., on Tuesday, Nov. 14, 2017. Moderna this week started testing
    Adam Glanzman | Bloomberg | Getty Images

    Check out the companies making headlines in midday trading.
    WW International – Shares of the WeightWatchers parent surged 48%. Goldman Sachs upgraded the diet company to a buy from neutral rating late Monday, saying shares could more than triple as WW International pushes into the obesity medication market.

    CarMax — The car retailer’s shares jumped 10% after it announced a beat on its earnings for the fourth quarter. CarMax posted earnings of 44 cents per share, while analysts polled by Refinitiv had anticipated 24 cents per share. Meanwhile, the company’s revenue of $5.72 billion missed analysts’ estimates of $6.04 billion.
    Mohawk Industries — Shares of the flooring manufacturer gained 5% after Loop Capital upgraded the company to buy from its previous hold rating. The firm maintained its price target of $115, which suggests Mohawk could gain 21.4% since Monday’s close.
    Moderna – The biotech stock lost about 4% after the company said that its flu vaccine trial fell short of the criteria for early success in a late-stage trial. There weren’t enough cases of infection among the people who received the shot, the company said.
    Tesla — Elon Musk’s electric vehicle maker gained 1% in midday trading Tuesday. The company implemented a slew of new price cuts on its website on Friday, which pushed shares lower on Monday. The cuts range from 2% to nearly 6% for U.S. vehicles, and is the fifth price cut for the EV maker. Tougher standards to qualify electric vehicles for a $7,500 tax credit has also caused some concern for the company.
    WisdomTree — Shares of the financial firm gained 3% after the company said it had $1.9 billion of net flows in March. The company now has more than $90.7 billion in total assets under management.

    New York Community Bancorp — Shares of the regional bank gained 2.7% after Jefferies upgraded the stock to buy from hold. The investment firm said NYCB’s move to acquire parts of Signature Bank strengthened its balance sheet.
    Whirlpool – Shares of the kitchen and laundry company rose more than 4% midday after Goldman Sachs upgraded the stock to buy from neutral, citing its valuation. The firm said channel checks show promotions in March in North America have stabilized and that that could support pricing and drive profitability.
    Akamai Technologies – Shares added 2.6% the day after Piper Sandler analyst James Fish upgraded Akamai to overweight from neutral. The analyst said the recent fall in the cloud stock, which is down 5% this year, “presents an opportunity to own this contrarian name.”
    LendingClub — The lending stock gained 5% after JPMorgan initiated coverage of the stock at overweight. The firm said the stock may be oversold with investors skittish about balance sheets and the potential for a recession. 
    Murphy Oil — The natural gas company’s shares gained 2.6% after Truist upgraded shares to buy from hold. The firm also raised its price target on the stock to $56 from $49, which implies about 45% upside from Monday’s close price.
    — CNBC’s Alex Harring, Tanaya Macheel, Sarah Min, Samantha Subin, Brian Evans, Jesse Pound and Pia Singh contributed reporting More

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    Banks in ‘more precarious situation’ creating risks for global growth, IMF chief economist warns

    Banks are facing higher costs and losses on some assets, putting them in a “more precarious situation” and potentially leading to a pull-back in lending, IMF Chief Economist Pierre-Olivier Gourinchas told CNBC.
    Significant further tightening of lending is a risk to its 2.8% global growth forecast, he said, taking it to 2.5% or even 1% in a severe downside scenario.
    However central banks and financial authorities have shown they have the tools to address pockets of instability, he added, and should remain focused on bringing down inflation.

    Interest rate rises have increased banks’ vulnerabilities — and their response presents a significant risk to global growth, the International Monetary Fund’s chief economist warned Tuesday.
    “We are concerned about what we have seen in the banking sector, particularly in the U.S. but maybe also in other countries, might do to growth in 2023,” Pierre-Olivier Gourinchas told CNBC’s Joumanna Bercetche in Washington, D.C.

    related investing news

    Central bank hikes have increased funding costs for banks, while lenders have also seen some losses in assets like long-term bonds.
    “Banks are in a more precarious situation. They have healthy cushions, but it’s certainly going to lead them to be a little bit more prudent and maybe cut down lending somewhat,” Gourinchas said.
    In one scenario, the IMF sees funding conditions for banks tightening further and squeezing lending, bringing its forecast of 2.8% global growth in 2023 down to 2.5%.
    Gourinchas said its models had also forecast a more adverse scenario where financial stability is not contained.

    “That would lead to massive capital flows from the rest of the world trying to go back to safety, going to U.S. Treasurys, dollar appreciation, increasing risk premia, loss of confidence,” he said. In this scenario, the IMF sees the world economy growing at about 1% for this year. But the likelihood of this is comparatively low, Gourinchas noted, at about 15%.

    The IMF on Tuesday released its latest global growth report, which contained its weakest medium-term growth expectations for more than 30 years.
    Financial stability has been in the spotlight in recent months, amid the collapse of several U.S. banks, the swift sale of Credit Suisse in Europe, and turmoil in the U.K. bond market that nearly toppled pension funds last fall.
    Gourinchas told CNBC that the debate around central bank rate hikes had shifted from growth versus inflation to financial stability versus inflation.
    He said central banks and financial authorities have shown they have the tools to address pockets of instability, for example U.S. regulators guaranteeing deposits for Silicon Valley Bank customers and Bank of England gilt purchases. “Monetary policy should stay focused on bringing inflation down, that’s our recommendation at this point,” Gourinchas concluded. More

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    Ford to invest $1.3 billion to build EV manufacturing hub in Canada

    Ford will invest about $1.3 billion in its Oakville Assembly Plant in Ontario, Canada, to transition the facility into a new electric vehicle hub.
    The plant will build the company’s next-generation EVs that are expected to arrive to market around mid-decade.
    The changes to the Oakville complex will include combining three body shops into one and adding battery pack assembly, Ford said.

    Ford display at the New York Auto Show, April 6, 2023.
    Scott Mlyn | CNBC

    DETROIT – Ford Motor will invest 1.8 billion Canadian dollars (about $1.3 billion) in its Oakville Assembly Plant in Ontario, Canada, to transition the facility into a new electric vehicle hub, the automaker said Tuesday.
    The plant, which will be renamed the Oakville Electric Vehicle Complex, will build the company’s next-generation EVs that are expected to arrive to market around mid-decade. The retooling is expected to take six months and begin in the second quarter of next year, Ford said.

    “We’re reusing all of its infrastructure, from the land itself to the buildings and even its roads to quickly prepare for a new generation of manufacturing,” said Dave Nowicki, director of EV manufacturing at the automaker, during a media call.
    Ford declined to disclose the plant’s expected production capacity or how many electric vehicle models the retooled facility will build. When the automaker initially agreed to the investment deal with Canadian auto union Unifor in 2020, the plant was expected to produce five EV models. However, those plans may have been scaled back to two vehicles, according to Automotive News.
    The changes to the Oakville complex will include combining three body shops into one and adding battery pack assembly, Ford said. The facility will use cells from a battery plant that’s currently under construction in Kentucky.
    The Oakville complex will be the company’s first time completely retooling a North American facility producing gas-powered vehicles into one that manufactures EVs. It has previously retooled parts of plants, built onto existing plants or announced new production facilities for EVs.
    The Oakville plant will continue to build the gas-powered Ford Edge and Lincoln Nautilus crossovers up until the plant’s downtime next year. A company spokesman declined to disclose its production plans for those vehicles after the investment is completed.
    The investment is part of Ford’s plan to have production capacity for 2 million EVs globally by the end of 2026. More

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    Boeing aircraft deliveries jump as airlines await new jets for travel rebound

    Boeing delivered 64 planes to customers last month, the most since December.
    The company resumed handovers of 787 Dreamliners in mid-March after addressing a data analysis flaw.
    The manufacturer is planning to increase production of its popular narrow-body and wide-body jets.

    An aerial view of the engines and fuselage of an unpainted Boeing 737 MAX airplane parked in storage at King County International Airport-Boeing Field in Seattle, Washington, June 1, 2022.
    Lindsey Wasson | Reuters

    Boeing delivered 64 planes last month, the most since December, while some customers continue to await new aircraft to capitalize on a boom in travel.
    The handovers included seven Boeing 787 Dreamliners, which the company resumed deliveries of in mid-March after addressing a data analysis flaw that was reported in late February. Boeing also handed over 52 of its bestselling 737 Max jets, just as it gears up to increase production of the planes.

    Both Boeing and Airbus planes have arrived late to some customers as the world’s two largest manufacturers of commercial jets grapple with lingering supply chain and worker training strains from the Covid pandemic.
    Last month, Stan Deal, CEO of Boeing’s commercial aircraft unit, told reporters at an industry event in New York that the company plans to increase production of the 737 Max planes “very soon” from the current rate of 31 a month, but he didn’t provide further detail. The company has targeted deliveries of more than 400 Max planes this year.
    Boeing also reported net orders for 38 planes in March as demand picks up for new jets. Recent high-profile sales have come from United Airlines, which ordered at least 100 Dreamliners late last year, Air India and two Saudi airlines. More

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    This Friday could hold the key to our bank stocks and the direction of the market for weeks

    The countdown is on. Earnings season is set to kick off Friday with the banks, one of ours among them. The whole sector came under heavy pressure last month after the collapse of Silicon Valley Bank. How the banks deliver could set the market tone in the coming weeks. Much of this mini-banking crisis ties back to the Federal Reserve’s war on inflation, with the rapid rise in interest rates pressuring loan values and increasing competition for deposits. Central bankers are not solely at fault for what happened at SVB on March 10 as management there was clearly out to lunch. But many economists feel the Fed does share some blame for keeping money so cheap for so long coming out of the Covid pandemic and subsequently having little choice but to hike interest rates at a breakneck speed to thwart spiraling prices. Currently, another quarter-point rate hike is widely expected at the Fed’s May meeting. However, there’s a growing minority who believe the recent banking stumbles should keep the Fed on hold. Jim said Monday that such a pause could spark a big stock market rally while keeping rates high enough for banks to make money. But, first things first. Ahead of Friday’s bank reports, which include first-quarter numbers from Club holding Wells Fargo (WFC), we’re watching three main things: the mix of deposits and loans and the resulting money made on the difference in the form of net interest margin (NIM). How these dynamics play out will factor into the Fed’s next rate move — and as a result, market sentiment. Deposits The chilling effect of the Silicon Valley Bank failure has been palpable. As highlighted by Jim Cramer in his Sunday column , total U.S. commercial banking deposits dropped by nearly $65 billion on a seasonally adjusted basis for the week ended March 29 , nearly three weeks out from SVB’s failure. That’s 10 straight weekly declines , according to bank assets and liabilities data from the Fed. It’s a harsh reminder that accounts in excess of $250,000 are not protected by the FDIC (Federal Deposit Insurance Corporation). Not to mention, withdrawing money without warning has never been as frictionless as it is today — thanks to online and mobile banking. (It’s worth noting the government has backed all deposits at failed banks and has said it stands ready to help elsewhere if needed.) Since deposit levels directly contribute to a bank’s ability to make loans, it’s not surprising that commercial bank lending declined in recent weeks. While the roughly $45 billion drop for the week ended March 29 was less than the $60 billion decline the prior week, it was still indicative of financial tightening. Focusing on deposits at the major banks when they issue their quarters — specifically Wells Fargo, which we think is reasonable to believe saw inflows during the tumult— will signal their overall health and whether they’re in a position to ease up or lock down lending standards. Lending As a result of the sub-optimal deposit situation, lending is taking a hit because banks must maintain certain capital levels. To put a finer point on the bank lending slowdown, Bloomberg looked at the roughly $105 billion decline from the week ended March 15 to March 29 and found it was the largest two-week drop since the central bank started tracking these figures in 1973. That’s a double-edged sword. If money is harder to come by, then anything purchased with a loan such as a car or a home is going to see demand fall. That, in turn, can put pressure on the broader U.S. economy, two-thirds of which is fueled by consumer spending. Again, it’s the kind of slowdown the Fed has been trying to engineer but not at the expense of further hurting the banks just as the sector started to find its footing since the SVB-driven debacle. It could be that we’ve seen all the financial institution tightening that we need to see given that on a seasonally adjusted basis, the average residual (assets minus liabilities) across all U.S. commercial banks in March is on par with the average we saw in February before SVB blew up. However, that’s going to depend largely on deposit dynamics, which rely on confidence in the banking system and how competitive savings account rates are in comparison to high-yielding short-term CDs, money markets or Treasurys. Net interest margin The difference between what a bank pays depositors in interest compared to what they charge customers for loans determines its net interest margin, also known as NIM. Banks generate interest income by borrowing at a lower rate (think deposits/liabilities) and lending at a higher rate (think home mortgages/assets). They have the flexibility to some extent, based on market forces, to tweak that equation. They could always incentivize deposits by raising the rates they’re willing to pay account holders to prevent them from bolting. But in doing so they would have to accept a smaller profit. Wall Street hates that. On the flip side, to protect NIM and net interest income (NII) in a tighter banking environment, financial institutions may have to keep deposit rates relatively low versus alternatives — which means deposits are harder to come by — or raise the rates they charge on loans, making them less affordable and negatively impacting demand for the goods purchased with those loans. Bottom line This is obviously a tough setup for the banks and makes them difficult to invest in. As a result, the reason we are in Wells Fargo has less to do with the operating environment and more to do with it being a self-help story with turnaround catalysts in the form of achieving regulatory milestones. To be sure, Wells is a traditional bank that must deal with short-term deposit and lending gyrations. But we think it’s pretty solid from the deposit side — and by virtue of its higher capital controls, it can’t go crazy giving out loans. As for Club holding Morgan Stanley (MS), which reports its quarter next week, we value management’s focus on fee-based wealth management revenue and investment banking operations. Given this setup, we are comfortable with our slightly greater than 7% cash position in the Club portfolio, believing that a Fed pause would cause a rally. On the other hand, a more dogmatic Fed would prove harsh for the market overall but benefit the tech sector, which is still working through cost cuts and can put still put out growth against a slowing economy. Once again, it comes down to owning a diversified portfolio that provides areas to book profits and buy into weakness no matter the market environment. (Jim Cramer’s Charitable Trust is long WFC, MS. See here for a full list of the stocks.) As a subscriber to the CNBC Investing Club with Jim Cramer, you will receive a trade alert before Jim makes a trade. Jim waits 45 minutes after sending a trade alert before buying or selling a stock in his charitable trust’s portfolio. If Jim has talked about a stock on CNBC TV, he waits 72 hours after issuing the trade alert before executing the trade. THE ABOVE INVESTING CLUB INFORMATION IS SUBJECT TO OUR TERMS AND CONDITIONS AND PRIVACY POLICY , TOGETHER WITH OUR DISCLAIMER . NO FIDUCIARY OBLIGATION OR DUTY EXISTS, OR IS CREATED, BY VIRTUE OF YOUR RECEIPT OF ANY INFORMATION PROVIDED IN CONNECTION WITH THE INVESTING CLUB. NO SPECIFIC OUTCOME OR PROFIT IS GUARANTEED.

    People walk past a Wells Fargo branch on January 10, 2023 in New York City.
    Leonardo Munoz | View Press | Corbis News | Getty Images

    The countdown is on. Earnings season is set to kick off Friday with the banks, one of ours among them. The whole sector came under heavy pressure last month after the collapse of Silicon Valley Bank. How the banks deliver could set the market tone in the coming weeks. More

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    Here’s what NFL ‘Sunday Ticket’ will cost through YouTube TV

    YouTube’s baseline “Sunday Ticket” package will cost $349 for YouTube TV subscribers or $449 for non-subscribers.
    The streamer is offering $100 off all its plans for anyone who signs up before June 6.
    YouTube TV became the owner of “Sunday Ticket” in December, paying roughly $2 billion for the rights, and taking over DirecTV’s longtime contract.

    Kansas City Chiefs tight end Travis Kelce (87) runs the ball in for a touchdown against the Tampa Bay Buccaneers during the first quarter at Raymond James Stadium, Oct. 2, 2022.
    Kim Klement | USA Today Sports | Reuters

    Are you ready for some “Sunday Ticket” football — with or without a pay TV subscription?
    For the first time this season, the NFL’s package of out-of-market games will be offered as part of Google’s YouTube TV, an internet-TV bundle of channels, as well as to those who don’t want to subscribe to a bundle of any kind, albeit, at a premium.

    For those who already subscribe to YouTube TV, which costs $72.99 a month, the base “Sunday Ticket” package will cost an additional $349 for the season. The streamer is also offering a bundle with Redzone, the NFL’s linear cable TV channel, that will cost $389 for the season.
    And though you can bypass the YouTube TV subscription and still snag “Sunday Ticket,” it will come at a cost. Offered through YouTube Primetime Channels, which allows you to subscribe to individual streaming services and channels as well as watch movies, the base plan will cost $449 and the Redzone bundle will cost $489.
    All of the above packages come with a $100 discount for anyone who signs up before June 6.
    “We have a really large audience of millions of sports and NFL fans that come to YouTube every day, and now can get access to this,” said Christian Oestlien, YouTube TV’s vice president of product management, in an interview. “One of the things we were really trying to do here was simplify the experience for the user with the flexibility and choice we can provide.”
    YouTube TV became the newest home of the “Sunday Ticket” package in December, in a deal that will see the tech giant shell out roughly $2 billion annually for the rights, CNBC previously reported.

    Until that deal, which kicks off with the upcoming NFL season, DirecTV had been the exclusive home of “Sunday Ticket” and required a subscription to the satellite pay TV service in order to watch the games.
    The new pricing is in line with DirecTV’s offering, which Oestlien said YouTube leaned on as the current market precedent. The streamer also talked to existing subscribers about what they’d be willing to pay, he said.
    “We didn’t want to give this away for free or anything. There was a real opportunity to price this in a smart way, and we worked really closely with the NFL,” Oestlien said.
    DirecTV had held the rights to “Sunday Ticket” since its inception in 1994, and paid $1.5 billion annually for them since the latest renewal in 2014. The package cost $79.99 a month for the base option, or $149.99 a month for extra features, on top of a DirecTV subscription.
    YouTube and the NFL are still doing research together about other new packages they could offer down the road, Oestlien said. There’s been a focus on midseason and late-season packages as potential opportunities, although the parties have nothing to announce at the moment, he added.

    Move to streaming

    Retaining the rights to “Sunday Ticket” will boost YouTube’s profile in the competitive streaming landscape, especially among internet-TV bundles once thought to be the answer to traditional cord cutting. YouTube TV, like other competitors including Hulu Live TV+ and Fubo TV, has been slow to fill the gap for those fleeing traditional pay TV subscriptions, who increasingly turn to the likes of premium entertainment streamers like Netflix. YouTube TV reached 5 million subscribers in July.
    And the deal could be seen as a win for the traditional TV network channels, too: The cheaper pricing available to YouTube TV subscribers — which includes the broadcast and cable TV channels that recently renewed their rights deals for NFL games — could entice football fans to opt into the whole bundle and keep eyeballs on other networks, which have seen viewership fall due to cord cutting.
    NFL Commissioner Roger Goodell said at the time of the YouTube TV deal announcement that the league had “been focused on increased digital distribution of our games.”
    “This partnership is yet another example of us looking towards the future and building the next generation of NFL fans,” Goodell said in December.
    Oestlien said the deal “opens up a whole new market to people who would have been less interested in getting Sunday Ticket” from traditional pay-TV means.
    Recently the NFL said it teamed up with RedBird Capital Partners to form a partnership that holds the exclusive rights to distribute Sunday Ticket to bars, restaurants and other commercial venues in the U.S.
    Amazon holds the exclusive rights to Thursday Night Football, requiring a Prime Video subscription to watch the games at home. However, DirecTV airs the games for bars, restaurants and other businesses.
    — CNBC’s Alex Sherman contributed to this article.
    Disclosure: Comcast, which owns CNBC parent NBCUniversal, is a co-owner of Hulu. More