Google Directs World Cup Video Searchers to ESPN

/ Jun 13, 2014

WorldCupBrazil

With the FIFA World Cup underway, a lot of people are going to be interested in what’s happening in Brazil over the next month.

In the US, ESPN has the rights to air every World Cup game across its television and digital properties. On the latter front, full matches will be available to watch live on WatchESPN.com and the WatchESPN-branded mobile and connected TV apps. ESPN also has ESPNFC.com, which offers in-game and postgame highlights in addition to other match information.

It’s a pretty robust offering if you want to keep track of the World Cup while you’re on the go (of course, as long as you subscribe to ESPN as part of your TV package).

That said, you might not know all of this is available to you. So ESPN has struck a search partnership with Google, which will direct viewers searching for World Cup information and content to the aforementioned properties.

Here’s how it will work: During the tournament, search results for game-related queries will feature detailed stats including goals, penalties, red cards, and more. In addition to this, there will be a screengrab from the game, which will link the user to that video highlight on ESPNFC.com.

For those who are searching for how to watch a game live, Google will pull up links to WatchESPN.com and its accompanying apps.

This integration is available across Google.com and the Google Search app for US users.

This is also the first time Google has inked a search-traffic partnership for sports content. And considering how big Google Search is, and how popular the World Cup is becoming in the US, the deal is likely to bring a lot of traffic to ESPN’s digital properties.

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