• Loading stock data...
Wednesday, January 15, 2025

NFL Viewership Growth Throughout Europe Exposes Opportunities in the US

Two Circles NFL
Photo Credit Two Circles
two-circles-nfl

Photo credit: Two Circles

There’s a drastic difference in marketing tactics in the U.K. and the U.S. — and sports marketing company Two Circles is hoping it can continue to bridge the two.

Two Circles has helped grow NFL viewership in Europe with the NFL Game Pass product as the lead marketing agency for OverTier — the collaboration between Bruin Capital, owners of OTT tech platform Deltatre, and WPP, formed to grow Game Pass Europe.

Last season was the second straight year of subscriber growth, with 14.7 million hours of content viewed, including 6.5 million hours live. The United Kingdom saw a 75-percent increase, while Germany experienced a 69-percent increase, marking the two largest year-on-year viewership growth.

“As the NFL continues to prioritize Game Pass, we sought out key experts to unlock the significant potential across Europe,” NFL Executive Vice President of International & Events Mark Waller said when Game Pass relaunched in Europe in 2017. “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.”

The past few years has led to New York and Los Angeles offices for Two Circles as it begins to work with U.S. clients.

The success of the NFL in Europe — and the U.K., in particular — has a lot to do with the type of audience the sport is attracting, much like soccer in the U.S.

READ MORE: DC United’s Broadcast Deal Could Further Demonstrate Digital Media Potential

“The NFL tapped into something like MLS has in the U.S.,” said Sam Yardley, Two Circles senior vice president of consulting at the L.A. office. “There’s an audience out there a bit different than the mainstream. The type of fan is very different than the NFL fan here, less like a 55-year-old man drinking Bud Light and more like an alternative, younger fan more likely to drink craft beer.”

The NFL has been in the U.K. for years, as its afternoon time slots in the U.S. are good timing for evening and night games across the Atlantic. Still, football is the new kid in town in Europe and provides the viewers with more “glitz and glamour than hatred” like that found in soccer.

One of the most popular products on Game Pass is the 40-minute condensed game, Yardley said, so there is more concentration in providing fans with that sort of content rather than extra lifestyle documentary-type content, Yardley said.

[mc4wp_form id=”8260″]

Two Circles helps manage the NFL viewing rights in 60 European territories, while the NFL also has a separate deal encompassing Canada, Mexico, Australia and Brazil.

Yardley said one of the most important pieces of their offerings is providing a variety of ways to grow subscriber numbers, including an escalator of entry levels as not every fan wants to purchase a season-long pass. Providing single-game purchase options is important.

“It sounds very basic, but the reality is more complex,” he said. “The principals are straight forward. A lot of times, it’s personalized marketing. The NFL data set is rich, and we know who plays fantasy and who lives where. We can also start thinking about that with online behavioral patterns.”

READ MORE: GolfPass Could Set Standard in 21st-Century Sports Media

There are a lot of behavioral differences across the ocean when it comes to sports, Yardley said. In the U.K. there’s a reluctance for fans to support money-making endeavors by sports organizations. The British view sports as an antidote to a life of work versus the straight entertainment proposition professional sports offer in the U.S., Yardley said.

“It’s created a class of fandom that is very authentic and resistant to change,” he said.

Because of the general reluctance to spend money on sports, Yardley said U.K. sports marketing has excelled in soft selling, an aspect American-focused companies struggle with because fans are more likely to support the base offerings.

“Soft selling to fans are what leagues and teams are good at over there,” Yardley said. “Here, the model is stuck to offices, young grad students burning through phone lists, and selling tickets.”

Yardley said the NFL has been the most innovative league and its media rights strategy is structured in a way to maximize returns and is the most mature direct-to-consumer strategy, which will pave the way for other leagues.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Mar 5, 2024; Houston, Texas, USA; Houston Rockets owner Tilman Fertitta smiles during the third quarter against the San Antonio Spurs at Toyota Center.

Cubs, Mavs, Rockets Owners Co-Hosting Trump Reception With Zuckerberg

Owners of three sports teams are teaming up for an inauguration party.
The United States Capitol during the certification of votes by Congress making Donald Trump president on Jan. 6, 2025.

U.S. House Passes Ban on Transgender Athletes in Women’s Sports

The bill would apply to all educational levels, from kindergarten to college.
Apr 7, 2022; Atlanta, Georgia, USA; A general view of fans outside of Truist Park before the game on Opening Day between the Atlanta Braves and Cincinnati Reds.

Philly Rips Page From Rival Playbook With Sports Complex Revamp

Philadelphia’s mayor frequently touts the influential Braves development.

Featured Today

Race leader and eventual stage winner Primož ROGLIČ (SVN/RedBull-Bora-Hansgrohe) in the final kilometer up the finish climb of stage 19 from Logroño to Alto De Moncalvillo (ESP/168km) of the 79th La Vuelta Ciclista a España 2024 on 6 September. // Kristof Ramon / Red Bull Content Pool // SI202409060905 // Usage for editorial use only //Primož ROGLIČ (SVN/RedBull-Bora-Hansgrohe) congratulated by teammate Florian LIPOWITZ (DEU/RedBull - BORA - hansgrohe) after a very strong stage 13 from Lugo to Puerto De Ancares (ESP/171km) of the 79th La Vuelta Ciclista a España 2024 on 30 August

Red Bull Is on a Hot Streak in Sports. Can It Win..

The company is betting on a big future in cycling.
Ohio State Buckeyes defensive end Jack Sawyer (33) knocks the ball out of the hands of Texas Longhorns quarterback Quinn Ewers (3) and returns the fumble for a touchdown in the fourth quarter of the Cotton Bowl Classic during the College Football Playoff semifinal game at AT&T Stadium in Arlington, Texas on January, 10, 2025.
January 11, 2025

College Football Is Closer Than Ever to Perfecting the Championship Process

Despite valid criticisms, the first expanded Playoff is working.
Jan 2, 2025; New Orleans, LA, USA; Notre Dame Fighting Irish head coach Marcus Freeman (R) reacts on the sidelines in the final minute against the Georgia Bulldogs during the fourth quarter at Caesars Superdome.
January 9, 2025

Amid Realignment Mania, Notre Dame Stayed Independent. It Paid Off

How the CFP semifinal-bound Fighting Irish made their business model work.
Ohio State wide receiver Jeremiah Smith (4) celebrates a first-down catch against Oregon during the 2025 Rose Bowl in Pasadena, Calif.
January 3, 2025

The Biggest Changes to College Sports Are Coming in 2025

Sweeping developments could affect the college sports foundation this year.
Nov 26, 2024; Phoenix, Arizona, USA; NBA on TNT television analyst Reggie Miller (left) and Kevin Harlan during the Los Angeles Lakers against the Phoenix Suns during an NBA Cup game at Footprint Center.

Kevin Harlan Nearing Deal to Join Amazon NBA Coverage

The announcer is in talks to join Ian Eagle on Prime Video.
January 14, 2025

DirecTV Launches MySports Package, Expands on Failed Venu Sports

DirecTV’s MySports package expands on Venu Sports but skips key players.
January 14, 2025

Don’t Call It a Comeback, but Reds Have Returned to RSN

The regional sports network operator reaches another revised MLB club rights agreement.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
"The Miz” jumps off the top rope during the Intercontinental Title Match with “The Ring General” Gunther at "WWE Monday Night Raw" at Wells Fargo Arena in Des Moines.
January 14, 2025

WWE Plots NBC Primetime Special Against Competitor AEW’s Summer Pay-Per-View

AEW was launched by Tony Khan, the son of Jaguars owner Shad Khan.
Packers fans watch as the 49ers celebrate one of their touchdowns on a giant TV screen at Mecca Sports Bar and Grill on Jan. 19, 2020.
January 13, 2025

Venu Sports Is Dead, but Its Skinny Bundle Blueprint Powers On

The discontinued streaming service will reach the market in a different way.
A Fox Sports camera broadcasts during the NCAA football game between the Ohio State Buckeyes and the Indiana Hoosiers at Ohio Stadium in Columbus on Monday, Nov. 25, 2024. Ohio State won 38-15.
January 13, 2025

Fox Sports Lawsuit Complicates Network’s Super Bowl Plans

Fox should “cut a deal” to settle toxic workplace lawsuit, says a crisis PR expert.
Nov 16, 2024; Boulder, Colorado, USA; General view of a Fox Sports end zone broadcast camera before the game between the Utah Utes against the Colorado Buffaloes at Folsom Field.
opinion
January 11, 2025

Fox’s Terrible Week: Harassment Lawsuit, Venu Cancellation

Fox Sports was in the news for all the wrong reasons this week.