NFL and YouTube Announced Thursday a Multiyear Renewal of their Partnership

DENVER – SEPTEMBER 16: A close up of the official NFL ‘The Duke’ game ball complete with commissioner Roger Goodell’s signature as the Denver Broncos defeated the Oakland Raiders 23-20 in overtime during week two NFL action at Invesco Field at Mile High on September 16, 2007 in Denver, Colorado. (Photo by Doug Pensinger/Getty Images)

Arguments about NFL power rankings and betting picks are going to migrate to the internet, what with NFL’s recent renewal of their partnership with YouTube.

The NFL, like most sports organizations, understands the important role video sharing websites can play with regards to attracting new fans to the game even while cementing the loyalty of pre-existing NFL enthusiasts. 

With this multiyear renewal of their partnership, YouTube and the National Football League are set to increase their proliferation and prominence on the biggest video sharing website in the world.

According to the NFL, they intend to post at least three games to their official YouTube Channel before the start of the 2016-17 season; and not just any games but the most memorable games from the 32 franchises. 

Additionally, fans of the league should expect to receive a larger number of in-game highlight clips. More than merely highlighting the NFL’s determination to conquer the video sharing arena, this deal also shows YouTube’s interest in sports, the brand making a concerted effort to expand its reach in a field with a fervent global fan base.

You only need to look at the work Google has been doing within the basketball arena. The NFL deal comes on the heels of a deal YouTube negotiated with the NBA last week, the idea being for the basketball league to use the Google Preferred program to make all its content available to ad buyers on YouTube. 

The NFL also has the opportunity to benefit from YouTube’s position as a facet of the Google brand. With this deal in place, more than merely providing NFL fans content on YouTube, the league can make more of their content available via Google Searches. In other words, when you search for an NFL team in Google, you can expect NFL videos to compliment related news and other normal search results within a dedicated box at the top of the page. 

The NFL’s senior Vice President (Media Strategy, Business Development, and Sales) believes that this expansion of the League’s partnership with YouTube will avail to casual and avid fans of the game greater and easier access to a wider variety of valuable content in sports and entertainment. Big as the league might be, NFL executives clearly believe that they could do with a few more fans.

Admittedly, the NFL’s dominance is largely restricted to the United States. With any luck, this YouTube deal might spark interest in fans from far-flung nations.

For YouTube’s head of North America direct content partnerships (Jonathan Zepp), this is a great opportunity for both brands. YouTube has been the home of sports highlights on the internet for quite a while now, and this deal will only act to provide fans of the NFL, even more, access to the content they love. 

The NFL channel was launched in January 2015. Since then, the channel has garnered nearly 900 million views. The channel provides game previews, in-game highlights and postgame recaps and all manner content from NFL Media properties. 

The NFL has been working to strengthen its relationships with big digital platforms for a few years now. Just last month, the league negotiated a deal that authorizes twitter to stream a specified number of NFL games.

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