NFL lines up major international expansion of its OTT Game Pass service with the help of WPP

The NFL is aiming to grow its NFL Game Pass across a combined 61 European countries and territories

The NFL is embarking on a major push to market its OTT offering in Europe as part of its international growth strategy.

The league has appointed Bruin Sports Capital and WPP to lead the charge in growing its NFL Game Pass across a combined 61 European countries and territories.

Digital media services for the strategy will be led by data-driven sports marketing agency Two Circles, which will work with fellow WPP agencies MEC and OgilvyOne to grow the Game Pass subscriber base beyond the US.

“As the NFL continues to prioritise Game Pass, we sought out key experts to unlock the significant potential across Europe,” said Mark Waller, executive vice-president of international and events at the NFL. “Bruin and WPP have a proven track record of innovation and success and we believe they are the best companies to help take Game Pass to the next level in Europe, technologically, operationally and in terms of growing the user base.”

WPP chief executive, Martin Sorrell, said he believes Game Pass will “grow to become one of the NFL’s most important licensed assets”

He added: “There is a confluence of key global trends informing our digital strategy, including the rapid global improvement of digital infrastructure and the growing importance of online video. We feel that Game Pass is well positioned for success given these trends.”

As part of the NFL’s international expansion strategy the league recently appointed sports marketing agency Wasserman to help strengthen its year-round fan engagement across the UK through events and brand experiences.

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