Verizon Lands Mobile Deal with NFL

  |  March 10, 2010   |  Comments

NFL Network content will reach twice as many mobile users, which could benefit regular advertisers like Under Armour.

The National Football League's signed Verizon as its new wireless sponsor, nearly doubling the league's potential mobile audience reach compared to what it had with previous sponsor Sprint.

Verizon's 91.2 million wireless customers towers above Sprint's 48.1 million, according to the companies' Q4 statements. In addition, Sprint has suffered significant customer attrition over the last year.

"We had talked to Sprint, the incumbent, but went in another direction," said Brian McCarthy, spokesperson for the New York-based NFL. "[Consumer reach] was part of it, as was the marketing commitment and the philosophy to help push our content even further."

A Sprint representative told KansasCity.com, the Web site of the Kansas City Star, that cost was a big factor. The new deal ends a five-year exclusive relationship between Sprint and the NFL.

While the relationship officially begins April 1, it will kick off in earnest a few weeks after that, during the league's college draft event - an annual TV ratings winner. The NFL Network's draft coverage from New York's Radio City Music Hall will be streamed live via mobile and exclusively available to Verizon's wireless customers. Content from the league-owned cable/satellite network will also be streamed 24/7 for the duration of the firms' four-year contract.

While it's still too early to state whether the league or Verizon will oversee mobile ad sales for the event, McCarthy said, it's fair to assume current and past NFL Network advertisers are candidates. Available formats will include display ads and pre-roll video spots.

One natural prospect would be athletics gear brand Under Armour, which regularly sponsors live and archived content at NFL.com and NFLNetwork.com. In particular, the Baltimore-based company has sponsored the NFL Network's televised pre-draft events such as the Senior Bowl and the player athleticism showcase known as "the combine."

Meanwhile, the Verizon announcement marked the second time in two days that the NFL has made interactive news. On Monday, the league announced a partnership with Hulu to make content from NFL Films available on the videos site. The agreement included more than 600 videos featuring about 400 hours of content, including NFL Films shows like "Game of the Week," "Hard Knocks," "Team Highlights," and "America's Game: The Super Bowl Champions."

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Jobs

    • Sales Planner
      Sales Planner (Verve ) - New YorkAbout Verve   Verve is the leader in location powered mobile advertising. We manage one of the largest mobile...
    • Systems Analyst/Support
      Systems Analyst/Support (Agora Inc. ) - BaltimoreIRIS (Increased Revenue Intuitive Software ) is proprietary software that helps marketers...
    • Client Services Support Specialist
      Client Services Support Specialist (Agora Inc. ) - Delray Beach OVERVIEW:  This position requires a highly motivated and resourceful individual...