Sports streaming service DAZN has partnered with global video platform YouTube to broadcast games from the National Football League (NFL) in the UK and Germany through the NFL Game Pass service.
NFL Game Pass, the international equivalent to the NFL+ OTT platform in the US market, will become a “primetime channel” on YouTube in the two countries, available via a subscription payment model with live NFL games, shoulder content, ancillary programming, and a library of NFL game replays.
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Every NFL game will be available live on Game Pass in Germany, and all but two each week available live in the UK, the two of which will be available 24 hours later after a live broadcast on local TV.
The agreement marks the first international sports offering for YouTube on its primetime channels service, which also offers channels from the Paramount+ streaming service, and US media brand Lionsgate, among others.
Shay Segev, DAZN Group chief executive, said: “DAZN’s global partnership with YouTube underscores our commitment to making the premium sports content more accessible and engaging for fans. Launching our relationship by making NFL Game Pass available in the UK and Germany demonstrates the quality of content we plan to distribute via YouTube globally.”
Richard Lewis, director of partnerships at YouTube UK & Ireland, added: “This is exciting news for American Football fans in the UK and Germany, who will now be able to enjoy seamless access, an expanded sports lineup, and a frictionless subscription experience all within the YouTube app.
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By GlobalData“Our mission is to grow the NFL fan base globally and add value to our incredible partners by creating a community of passionate subscribers.”
The announcement comes after DAZN in February agreed a 10-year deal with the NFL to distribute NFL Game Pass in international markets.
Under the deal, running until at least 2033, Game Pass International will be offered through the DAZN app as a standalone subscription or an add-on to an existing DAZN package to customers worldwide, excluding China.
Expanding the NFL’s reach in the UK and Germany is a priority for the league as the two are the biggest NFL markets in Europe and host games alongside Mexico in the NFL International series.
From 2024, however, the league is looking to add another country to that list, with Spain or Brazil the most likely contenders.
The YouTube TV streaming service last year secured a tie-up with the NFL for exclusive domestic rights to its Sunday Ticket out-of-market package of games from this season onwards. The seven-year agreement is understood to be worth just over $2 billion annually.
