NFL deepens Facebook partnership to drive global engagement

The NFL has expanded its existing ‘video content partnership’ with Facebook, allowing the social media giant to continue publishing full NFL matchday recaps to its worldwide audiences.

Updating stakeholders, the NFL and Facebook have extended and enhanced their existing video arrangement, which sees the US pro league utilise ‘Facebook Watch’ as its lead digital platform for match highlights and further content.

The partnership will see Facebook Watch host match recaps of all 256 NFL regular-season games, in addition to the playoffs and the Super Bowl. Furthermore, Facebook’s video platform will host exclusive content related to the NFL Draft, Scouting Combine and Pro Bowl events.

The NFL governance highlights the success of the partnership which has seen ‘over 22 million people watch at least a minute of NFL highlights’ on Facebook Watch platform during 2017 and 2018, with 28% of the audience coming from outside the US’.

“Facebook continues to be an important partner in accessing millions of highly engaged fans around the world,” detailed Blake Stuchin, NFL Vice President of Digital Media Business Development.

“As we celebrate our 100th season, we look forward to providing even more exciting ways for NFL fans on Facebook to watch, share, and talk about their favourite NFL moments.”

The NFL 2019/2020 season will see Facebook develop new ‘fan groups’ around its recaps, allowing its viewers to share relevant video in those groups driving global engagement with NFL content.

In addition, the NFL will host a weekly “Watch Party” around a game recap throughout the regular season, which will enable fans to watch and talk about their favourite moments from the past week’s games together in real-time.

“We’re thrilled to partner with the NFL to bring some of sports’ most talked-about moments and storylines back to Facebook Watch,” Rob Shaw, Facebook Head of League and Media Sports Partnerships said Thursday.

“The past two seasons show how well NFL content performs on Facebook, and we look forward to helping the league find more ways to engage fans through products like Facebook Groups and Watch Party.”

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