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The NFL is adding Bleacher Report to its team this offseason with a multiyear deal that hopes to turn the Warner Bros. Discovery digital platform’s audience and content, as well as the league’s highlights and sponsors, into a dynasty.
The partnership, which began on NFL Wild Card weekend, gives Bleacher Report and House of Highlights access to NFL game footage for its app, social content, and programming; behind-the-scenes content from league officials, players, and coaches during the season; and on-the-ground behind-the-scenes access and activations for big events, including the NFL Scouting Combine, NFL Draft, and Super Bowl.
Now, if, say, Dallas Cowboys linebacker Micah Parsons—who currently discusses various events in the NFL and college football week on his Bleacher Report video podcast, The Edge—wants to recap a game and break down specific moments, he can use highlights with the league’s blessing.
“[Using highlights] just brings the fan that much closer to the player’s perspective,” said Bennett Spector, general manager at Bleacher Report.
While Bleacher Report will be able to use those highlights across properties like Parsons’ show, San Francisco 49ers wide receiver Deebo Samuel’s Cleats and Convos, and other programming, becoming an official content partner of the NFL allows the TNT Sports property to work more closely with official NFL sponsors. Though league insurance partner Nationwide already sponsors Parsons’ show, Bleacher Report sees the opportunity to build new content franchises around its league access while providing the NFL and its brand allies the opportunity to reach a younger, more digital audience.
“Having official partnership helps them have a better and stronger conversation with some of our partners, who have already decided, ‘OK, we’re going to attach ourselves to the NFL,’” said Brent Lawton, vp of business development and strategic investments at the NFL. “Being able to go and do that on their platform with official content helps bring the pieces of the puzzle together.”
Reaching the goal line
In the Bleacher Report/NFL deal, both sides of the ball are making a play for expanded reach.
From the NFL’s perspective, Bleacher Report is a large, established digital audience that skews a bit younger than the NFL average but is specifically interested in sports. They’re an established presence with an audience that’s already aware of the NFL, even if they aren’t actively watching games, playing in fantasy leagues, or betting each week.