The European League of Football (ELF), the American football competition in Europe, has announced broadcast-focused partnerships with Endeavor Streaming, a subsidiary of the international entertainment agency giant, and Amazon Web Services (AWS), the cloud computing solutions division of the e-commerce heavyweight.
ELF has teamed up with Endeavor Streaming to develop its media distribution and over-the-top strategy and enhance its Game Pass streaming service.
The tie-up will also see Endeavor Streaming deliver “additional growth services” to the American football league, including marketplace strategy, product strategy, and end-to-end technical deployment to help ELF grow and expand its fanbase across Europe.
Launching ahead of the 2023 season, which kicks off on June 3, the renewed Game Pass platform will provide fans with an integrated digital offering available across web, mobile, and supported Smart TVs.
Including new features and increased functionality, the streaming service will provide a “seamless live viewing experience for American football fans in Europe.”
For the first time, viewers will also be able to watch multiple ELF games concurrently, powered by Endeavor Streaming’s multi-view technology, and access localized commentary.
ELF will also be able to leverage “deeper consumer insight metrics and analytics to develop its marketplace strategy in key emerging markets for the sport.”
Endeavor Streaming has delivered direct-to-consumer streaming offerings for several major sporting leagues and organizations, including basketball's NBA, soccer's UEFA and NWSL, wrestling's WWE, and mixed martial arts' UFC.
Pete Bellamy, chief commercial officer at Endeavor Streaming, said: “American Football is a rapidly growing sport across Europe and we’re thrilled to partner with the ELF to support them on the next step in their digital journey.
“Together, we’re building a more integrated, centralized digital offering that will help ELF address new audiences across the region and deliver an enhanced, scalable streaming experience to fans.”
Meanwhile, ELF is working with AWS to expand its remote production capabilities for the new season.
By leveraging AWS’s cloud-based remote production tools and infrastructure, all 107 games during the upcoming 2023 campaign will begin to see “positive impacts via lower video latency, better video quality, more reliability, lower costs to produce, and a reduction in the league’s ecological footprint.”
Zeljko Karajica, chief executive of European League of Football, said: "Our collaboration with AWS allows us, as the first pan-European sports league, to remotely produce our 2023 season using the AWS cloud.
“This means that directors, graphics designers, operators, sound engineers, and other technicians no longer need to travel to the game venue.
“With this, we estimate that we can achieve a reduction of over 300 tons of CO2 emissions this season. We are delighted to be pioneers in Europe by implementing this innovative production technology in cooperation with AWS.”
In other developments, ELF has unveiled Euronics, the international electronics and home appliance retailer, as a new partner.
The company will serve as the league’s official technology partner in the upcoming season.
Euronics will receive virtual logo overlays directly on the pitch and LED boards, as well as branded equipment of the coaches.
Furthermore, the retail group’s branding will feature on the ELF’s digital and social media channels.
In addition, Euronics will be visible on all highlight videos and live broadcasts on the Game Pass platform.
The company’s most notable sports sponsorship is with European soccer’s governing body UEFA as a partner of its women's soccer competitions under a multi-year deal agreed in 2021.