Apple has expressed interest in the streaming rights for a package of National Football League games the NFL is now auctioning, said people familiar with the situation, a possible sign the tech giant is looking to beef up the audience for its Apple TV+ streaming service.

The iPhone maker is one of a number of companies, including TV networks and other tech firms, that have had discussions with NFL executives lately about the package of games, including at this week’s Allen & Co. conference in Sun Valley for tech and media executives. The rights cover a package known as Sunday Ticket, which now airs on DirecTV. They are separate from a slew of licensing deals recently completed between the NFL, most major broadcast TV networks and Amazon. ESPN's parent Disney is among those likely to be interested in Sunday Ticket.