NFL agrees new partnerships to drive Game Pass growth

American football league teams up with Bruin and WPP to expand its OTT service.

NFL agrees new partnerships to drive Game Pass growth

The National Football League (NFL) has entered into a partnership with global sports marketing giant Bruin Sports Capital and advertising company WPP.

As part of the league’s international growth strategy, the deal will see Bruin and WPP form a new London-based company that will drive expansion of the NFL’s Game Pass OTT service throughout Europe.

It has also been announced that Bruin Sports Capital-owned Deltatre will power NFL Game Pass across 61 European countries and territories. Additionally, sports marketing agency Two Circles will work alongside Bruin and Deltatre to grow NFL Game Pass’ subscriber base in Europe.

NFL Game Pass features all live NFL games, as well as the league’s NFL Redzone and NFL Network digital channels.

“As the NFL continues to prioritise Game Pass, we sought out key experts to unlock the significant potential across Europe,” said Mark Waller, executive vice president of international and events for the NFL. “Bruin and WPP have a proven track record of innovation and success and we believe they are the best companies to help take Game Pass to the next level in Europe, technologically, operationally and in terms of growing the user base.”

George Pyne, the chief executive of Bruin Sports Capital, added: “Sports content is set to be more valuable than ever, especially given how fans are increasingly choosing to consume. We are thrilled to work alongside the NFL and WPP on this business, and excited to showcase the ways our portfolio company Deltatre will transform the Game Pass product in Europe through its innovative OTT platform.”

Martin Sorrell, chief executive of WPP, said: “We’re confident that Game Pass will grow to become one of the NFL’s most important licensed assets and will reach new levels in Europe with the support of our media, sports and tech know-how.

“There is a confluence of key global trends informing our digital strategy, including the rapid global improvement of digital infrastructure and the growing importance of online video. We feel that Game Pass is well positioned for success given these trends.”