SBC News Voice of the Sports Betting Industry
New York sports investment firm Bruin Sports Capital has entered into a joint venture with international communications and marketing services firm WPP to become the lead supplier of NFL ‘Game Pass’ subscriptions for the European market.
Having agreed Game Pass distribution rights with the NFL, Bruin and WPP will move to create a new sports content agency based in London, which will initially focus on the distribution of Game Pass broadcasts via OTT (over-the-top) services.
Project stakeholders have informed that Bruin Sports owned Deltatre technology will power the distribution of NFL Game Pass across 61 European countries and territories. The NFL Games Pass subscriptions will feature live season games, NFL Redzone match day broadcasts and access to NFL Network content.
“Sports content is set to be more valuable than ever, especially given how fans are increasingly choosing to consume,” stated George Pyne, CEO at Bruin Sports Capital.
“Bruin is going to continue to be an aggressive investor in forward-looking technology and business models, such as OTT platforms and SVOD as this endeavour demonstrates. We are thrilled to work alongside the NFL and WPP on this business”.
Leading the partnership’s marketing, WPP has assigned its group dedicated sports marketing agency Two Circles to work alongside Bruin Sports and Deltatre. Sir Martin Sorrell, WPP Founder and CEO was confident in the new ventures ambitions;
“We’re confident that Game Pass will grow to become one of the NFL’s most important licensed assets and will reach new levels in Europe with the support of our media, sports and tech know-how, and the Combined marketing capabilities of Two Circles, MEC and Ogilvy,”
