Fan Experience

NFL Game Pass relaunches in Europe

NFL Game Pass is back in Europe.

The video subscription service relaunched in Europe in a joint venture between Bruin Sports Capital, its sports broadcast entity Deltatre and ad network WPP, according to The Drum. A new company called OverTier formed to deliver NFL Game Pass.

The Drum touched down with Sam Jones, chief executive of OverTier, to learn how the platform will utilise real-time data integration, consumer feedback and agency-delivered insight to deliver a premium National Football League experience in Europe.

The collaboration represents the NFL’s particular hunger for “world class expertise in technology, marketing and business growth and development,” said Jones. Tapping into WPP’s sports agency Two Circles, has provided OverTier a “base intelligence and ability to get close to fans, help understand their behavior and open up media buying power and real insight.”

Unto this, WPP surveyed 5,000 existing Game Pass subscribers to help detect what is missing from the service, data that was collated with emerging consumer trends to help shape the product. Almost 40 features have been integrated to the service as a result of the efforts to have a conversation with audiences. Portability and ease of access were the leading concerns.

Jones went on to say that fans are looking to break out of the constraints of the current way of viewing sports and they want to be more portable and in control and want to enhance the live viewing experience.

Should be interesting to see if this will bring more viewers to the NFL.

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