Digital sports content and media group Perform has struck a multi-year deal with the NFL to market the American football league’s broadcast rights in over 100 countries and territories across the world.
The deal announced today (Tuesday) excludes the United States and Europe. Perform will strategically market live game television rights, including Sunday games played at 1pm and 4pm (US EST time), Thursday Night Football, Sunday Night Football, Monday Night Football and the playoffs, including the Super Bowl.
The two parties said the immediate focus around the television rights will be in Brazil, Pan-Asia and the Middle East ahead of the 2017 NFL season.
Additionally, Perform will seek to further boost the presence of Game Pass, the league’s premium digital subscription product, outside of the US and Europe.
The markets covered by the partnership include Argentina, Australia, Brazil, Canada, Hong Kong, India, Israel, Japan, Mexico, New Zealand, South Korea and Turkey.
Perform chief executive Simon Denyer told TV Sports Markets: “It’s consistent with what we have done with the WTA (Women’s Tennis Association) and Fiba (International Basketball Federation).
“We don’t want to be an agency with a catalogue of a lot of rights but we do want to work with major rights-holders across the world.
“Outside the US, the NFL is already popular but it does need investment in some markets. Our job is to help secure big umbrella broadcast partners but also to develop their digital side which they are very keen on.”