Canadian entertainment and media company Cineplex has claimed a first through a partnership with the NFL American football league that will result in games being broadcast live in cinemas throughout Canada.
The three-year deal, which has been termed a sponsorship agreement, includes the NFL’s Sunday Night Football franchise and the season-ending Super Bowl.
Premiering as ‘NFL Sundays at Cineplex’ on November 12, NFL games will be broadcast live to 15 theatres across Canada initially and will expand to 50 locations for Super Bowl LII. Tickets will be priced at C$5.00 (€3/$4).
In addition to the cinema broadcast, the agreement will also include access to NFL brands and trademarks, as well as event, sponsorship and marketing opportunities for Cineplex and its businesses, including WorldGaming, The Rec Room and Cineplex Store.
WorldGaming, Cineplex’s esports division, will deliver a series of online and offline competitive tournaments themed around the Madden video game for NFL fans across Canada.
“We’re investing in the Canadian market and this sponsorship with Cineplex, which is a break-through relationship for the NFL in Canada, is part of our strategy to recruit the next generation of NFL fans by offering them unique, engaging and dynamic experiences,” David Thomson, managing director of NFL Canada, said.
“In addition to offering fans a unique viewing experience, this sponsorship will help us foster a passionate community of fans both through the theatre network as well as online through its esports platform, WorldGaming.”