YouTube is in talks with the US National Basketball Association as well as the National Hockey League in efforts to become the home channel of anything and everything revolving around live sports broadcasts. The website, which is owned by Google, confirmed reports about entering into the first live major sports deal back in January of 2010, taking an exclusive contract in order to broadcast Indian Premier League cricket events.

According to a statement by Brian Suh, head of Google's YouTube partnership with Korea, YouTube is now also in discussions with so-called "pro sports leagues" namely the European football leagues in order to secure rights of live broadcast. Website officials see video sharing of live sports broadcasts as the greatest way of holding customers in the website and thus increase its advertising value.

Meanwhile, Google has recently signed with Netflix chief Robert Kyncl and Universal Sports head Claude Ruibal in order to boost its sports and movie videos.