American football fans will now be able to watch NFL video content and news in Google Search results following a new deal, which will also include the addition of more “memorable” games and action from each of the 32 teams in the league on YouTube.
The official announcement for the renewed agreement between Google and the NFL indicates that searches for specific football teams such as the Miami Dolphins and Pittsburgh Steelers will provide direct answers featuring official NFL clips and related information and news. The content will be accessible within a single, distinct box positioned at the top of SERPs.
The NFL has gone into further detail about what exactly users will be able to see in Google searches, with both broadcast information and kickoff times set to be placed prominently in search results. It is thought that the emphasis on providing key details in search is aimed at making Google a “second screen” when viewers are watching games on TV.
It is also part of Google’s plans to provide more tools and information in its search results pages in order to retain the interest of visitors rather than direct them to other websites. This also lends itself to the company’s efforts to serve up information quickly and effectively, which is becoming increasingly important for smartphone users.
“This expansion of our partnership will make it easier than ever for the millions of highly engaged avid and casual fans on YouTube and Google to discover and access an even greater variety of some of the most valuable content in the sports and entertainment business,” the Senior Vice President of Media Strategy, Business Development & Sales for the NFL, Hans Schroeder, said.
He added: “Our fans continue to demonstrate an insatiable appetite for NFL digital video content online.”
The NFL YouTube channel already has more than one million subscribers and shows in-game highlights, games recaps and previews. The new deal will see the introduction of three of the most memorable games for each of the NFL teams prior to the 2016 season, which will get underway on 8 September.