NFL partners with NBC to stream games online

The NFL has announced that it will partner with NBC to stream games online during the upcoming season: NFL, NBC to Stream Complete Games Online
This is a first for the NFL starting with all Sunday and Thursday night NBC broadcasts. The segment is going to be called "Sunday Night Football Extra" and will feature additional camera angles of live game shots and multiple video streams as well. It's a good move and there is likely more to come of this with other networks that carry the traditional 'Sunday Lineup' of games. Question remains - who will host the stream? Should it be featured on the NFL website or NBC's website or both? It depends on how the partnership is cut out, yet one thing that I always like to point out in these types of situations is that when you engage in activities with another brand, it's important to be clear about 'which party will be responsible for what' and always take in to consideration how it affects other channel partner activities that you are currently running or plan on running in the future. You may be setting a precedence that doesn't bode well for your brand down the line.
Does the NFL want to run the stream from their website and do so in all cases or will the carriers be permitted to do so from their websites? Either way, it means that if only one route is available, that the owner of the channel controls the traffic or the 'viewer' in this case and as a result, many strategic and commercial advantages remain to be gained from being in that position - Be careful NFL...This is new territory.

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