By Sahil Patel
The NFL has added another major online partner for its short-form video content. Following earlier deals with Twitter and Facebook to distribute and promote video clips on their social platforms, the league now has a similar arrangement with Google.
Per the deal, official NFL content, including game highlights and other relevant post-game content, will now also be available on YouTube via an official channel for the league. In some cases, the NFL said it will publish in-game highlights on the channel, starting with this coming weekend’s Super Bowl.
Other content on the channel will include game previews, post-game recaps, as well as all sorts of news, analysis, and fantasy football segments from NFL.com and the NFL Network.
The deal also covers the use of Google search results to provide more information on NFL games and scores, the companies said. Going forward, Google will use its OneBox results format to display detailed information about games, including the score, which network is airing that game, and — if it hasn’t started yet — what the start time is. Here, Google will also feature some in-game highlights, all with the ultimate goal of driving users to find the game on TV.
All of the official NFL content on YouTube and Google’s search results will be monetized, with Google selling ads against it and sharing revenues with the league. Google has also agreed to promote the NFL on YouTube to drive viewers and subscribers to the channel.
Google and YouTube have similar deals with other pro-sports leagues, including MLB, the NBA, and the NHL.
This isn’t the first instance of Google promoting other people’s content. Last year, the company struck a deal with ESPN to drive World Cup searchers to the sports network’s online properties. In that case, Google also provided detailed game information in search results, as well as a screengrabbed link to a video highlight of the game on ESPNFC.com.