DirecTV, ESPN still at odds over addition of the SEC Network

Who knew the power of the SEC brand wasn’t enough to get a deal done between the nation’s largest satellite TV provider and the worldwide leader in sports? On Thursday morning DirecTV issued yet another statement in the ongoing battle over adding the SEC Network to its sports channel lineup.

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The satellite provider continues its PR campaign in hopes of keeping customers on board while companies like Cox Communications announce deals to put the SEC Network on its lineup.

Thursday’s statement was this:

"We’re in the middle of productive discussions with Disney over ESPN’s new SEC Network and hope to be able to provide it as soon as we possibly can. Both DIRECTV and Disney understand and appreciate the unique bond between SEC teams and the communities they represent, many of which lack any professional teams. We are working cooperatively to ensure that everyone can still see their favorite SEC team play at the most reasonable value to all SEC fans and the rest of our customers throughout the Southeast."

It has been an ongoing statement of “promises” from DirecTV, while its biggest satellite competitor — Dish Network — has also reached a deal to carry the SEC Network in its lineup.

AT&T U-Verse and Google Fiber are also already on board for when the network launches on Aug. 14.

DirecTV and Comcast are the two major players still left to sign deals for the network, and given the SEC fandom out there, not signing up while other options exist could be a major hit to the bottom line of those two companies.

It’s clear that both sides of this deal are posturing for the long haul, but don’t be surprised to see deals done in the days leading up to the launch. Both sides have seen the affect of adding the likes of the Big Ten and Pac-12 Networks before the SEC Network.