Perhaps Apple can go back to the NFL after their AR / VR tech is out to strike a deal for AR / VR tech. Then again, it probably wouldn't be worth the effort.
I don't actually see a huge benefit for AR, which is normally about overlaying information on top of your real life view. AR while you're staring at the TV doesn't buy you much, because on the TV screen they've already overlayed all sorts of information about the game.
VR is normally about either being able to look around, or wander around, in a virtual space. I don't really see how wandering around works out for football, unless they recreate the whole field in a virtual space, and add in all the players, with their in-VR movements precisely tracking what they're doing on the real field, and then you can wander through the middle of the game while it's being played in realtime. It seems kind of cool from a "and you are there" perspective, but they move around the field
a lot. You'd end up spending a lot of your time VR-chasing the players and still missing the really good bits (with the current camera system, they've got a whole bunch of cameras following all the most likely bits of action, with people in the control booth constantly choosing which views to show) - if you're (virtually) running around the field,
you have to continually guess where the most interesting bits will be.
The looking around aspect of VR could be interesting... give some of the players helmets that have (very tiny) cameras mounted... say half a dozen slightly wide-angle cameras around the perimeter of the helmet, and a couple more on top, the output of these could be stitched together in real time to give you a 360° view from that player's perspective on the field. You could give the viewer the ability to hop around between the on-field viewpoints of any of the players so equipped. Of course, if you're looking around freely from a players position and they start running around and moving their head, it could be extremely disorienting (e.g. you're looking off to a receiver's left and suddenly they start running a play and they're looking all around as they dodge the opposition and then look back at the quarterback, but you're still looking to their left) - you might want something that quickly slews your VR view back to "straight ahead matching player's view" if they start moving suddenly.
This might also lead to unofficial or official rules added for how such players could move around or where they could go (imagine if you have video and audio access to the huddle - suddenly every teams secret planning is exposed because the opposing team has someone on the sidelines with a VR headset). If it had audio feed from the player's perspective, you might also have limitations on language that they would find hard to abide by ("no cursing, not even under your breath", and if you mutter about how stupid the QB is, it will absolutely get back to him, plus the problem of any offhand comments that are remotely useful to the other side). I'm guessing you'd find some players extremely resistant to having cameras and mics on their heads (or, at minimum would want to renegotiate their contracts).