NFL and OverTier take Game Pass deal beyond Europe

Bruin Sports Capital company to power league’s OTT offering in 181 territories.

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The National Football League (NFL) has extended and expanded its partnership with OverTier in a deal that will see the Bruin Sports Capital company power the league’s NFL Game Pass over-the-top (OTT) streaming subscription service in more than 100 additional countries.

OverTier’s previous arrangement with the NFL, which began in 2017, saw the company operate Game Pass across 61 territories in Europe alone. The service offers subscribers access to all live games, the NFL RedZone live cut-in show and NFL Network. It also houses original programming, documentaries, series and specials from NFL Films.

The new agreement gives OverTier the rights to power Game Pass in a combined 181 countries and territories, including Australia, Brazil, Hong Kong, India, Israel, Japan, Mexico and South Korea, among others.

The multi-year pact will see OverTier distribute Game Pass across 11 platforms, with Bruin-owned Deltatre providing the backend streaming technology and advertising giant WPP’s Two Circles agency taking the lead on data analytics and marketing.

“We are excited to expand our partnership with OverTier to bring the NFL directly to fans around the world on their favourite viewing platforms with NFL Game Pass,” said Chris Halpin, the NFL’s chief strategy and growth officer. “OverTier has a proven track record of innovation in Europe, and we look forward to unlocking significant potential across other markets.”

The deal means that the US, Canada and China are now the only countries where GamePass is not operated by OverTier, which was created in 2017 as a joint venture between Bruin and WPP.

According to an official release, OverTier has helped drive viewership and subscriptions for Game Pass in Europe over the past two seasons. Total regular-season viewership was up 46 per cent in 2018 over 2017, with average minutes per viewer increasing 20 per cent to 62 hours.

“We are delighted with the progress we've made with our NFL partners,” added OverTier chief executive Sam Jones. “Together we have built a detailed understanding of how to cultivate and super serve fans throughout Europe and have turned that into meaningful business gain with great long-term potential.

“We look forward to applying our unique model to these expanded global markets and with the league develop more fans and opportunities worldwide.”

The National Football League (NFL) has extended and expanded its partnership with OverTier in a deal that will see the Bruin Sports Capital company power the league’s NFL Game Pass over-the-top (OTT) streaming subscription service in more than 100 additional countries.

OverTier’s previous arrangement with the NFL, which began in 2017, saw the company operate Game Pass across 61 territories in Europe alone. The service offers subscribers access to all live games, the NFL RedZone live cut-in show and NFL Network. It also houses original programming, documentaries, series and specials from NFL Films.

The new agreement gives OverTier the rights to power Game Pass in a combined 181 countries and territories, including Australia, Brazil, Hong Kong, India, Israel, Japan, Mexico and South Korea, among others. Those regions were previously served by Endeavor Streaming and DAZN Group.

The multi-year pact will see OverTier distribute Game Pass across 11 platforms, with Bruin-owned Deltatre providing the backend streaming technology and advertising giant WPP’s Two Circles agency taking the lead on data analytics and marketing.

“We are excited to expand our partnership with OverTier to bring the NFL directly to fans around the world on their favourite viewing platforms with NFL Game Pass,” said Chris Halpin, the NFL’s chief strategy and growth officer. “OverTier has a proven track record of innovation in Europe, and we look forward to unlocking significant potential across other markets.”

The deal means that the US, Canada and China are now the only countries where GamePass is not operated by OverTier, which was created in 2017 as a joint venture between Bruin and WPP.

According to an official release, OverTier has helped drive viewership and subscriptions for Game Pass in Europe over the past two seasons. Total regular-season viewership was up 46 per cent in 2018 over 2017, with average minutes per viewer increasing 20 per cent to 62 hours.

“We are delighted with the progress we've made with our NFL partners,” added OverTier chief executive Sam Jones. “Together we have built a detailed understanding of how to cultivate and super serve fans throughout Europe and have turned that into meaningful business gain with great long-term potential.

“We look forward to applying our unique model to these expanded global markets and with the league develop more fans and opportunities worldwide.”

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