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Ronald L. Zaslow is a journalist in New York City who focuses on sports and the business aspects of the industry. He also hosts "Ron Zaslow Interviews," a television program which airs on Time Warner Cable's Manhattan Neighborhood Network.

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Going Long!: NFL Goes Overseas And Online To Grow Brand

Written on
January 16th 2008
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by Ronald Zaslow  |
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The Giants-Dolphins matchup also demonstrates that the online content works well in conjunction with an overseas regular season contest. “I think the experiment around the London game worked and we saw that there was a great deal of interest in having an online companion experience to the international game,” notes O’Reilly. “This is the power of the NFL. It is the ability to create these platforms. We think our sponsors will latch on and help us deliver a greater revenue base with them.”
 
As a result, new online marketing, advertising and sponsorship ventures may emerge. “I think there are major possibilities as we build out and create opportunities that come under the NFL umbrella,” O’Reilly says. There are real efficiencies across all of these online platforms and this will allow us to bring in more dollars from our online world.” 

Increasing the league’s online properties means not only greater revenues, but a stronger league brand. “I think as the international strategy plays out, you are going to see a much large percentage of traffic coming into NFL.com from beyond U.S. borders,” says O’Reilly. “I think this will allow us to monetize and create another pillar on top of something like Gamepass where we are starting to already see more advertisers wanting to be a part of the product because they see the league taking the aggressive steps to become a very significant player in the global landscape.” 

In 2007, the league announced that NFL Europa would cease operations. But, according to Hiroto Tagaki, the founder of the international sports marketing firm Bryton Harry, Inc., the London game was a natural progression for the league as it tries to advance its strategy. “Advertisers, sponsors, and fans are looking for high quality content,” he explains. “So it makes sense that the NFL shifted its strategy to focus on regular season games. It was the regular season matchup, yet, at the same time, it was an international sports and entertainment event.”

Takagi also believes that using regular season contests, in conjunction with the league’s online properties can create unique marketing and advertising opportunities, particularly in the online sector. “The internet has helped change the way that leagues such as the NFL bring their product to the fans,” he says. “If you combine high quality content, such as the regular season game, with the internet, you can get a system that allows the league, its advertisers and marketing partners much more flexible marketing opportunities than perhaps even traditional broadcasting outlets, like television and radio.”
     
While the NFL playoffs are upon us, perhaps one of the league’s biggest and boldest business statements came earlier this season in London. If the Giants-Dolphins contest demonstrated one thing, it is the NFL’s determination to strengthening its brand overseas. Will the league’s venture? It is certainly off to a good start. But, there is no question that the online experience, in conjunction with regular season overseas contests will play a role in the league’s strategy not only to attract more fans in new markets, but in creating marketing and advertising partnerships which make the NFL an even greater presence in the sports marketplace.



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