It took a long time, but it’s finally done, just in time for the
Super Bowl: Pro football finally has a deal with Google to distribute
some of its video.
Starting this week, official NFL highlight clips will show up in Google’s YouTube,
as well as in Google search results themselves. Google will also
provide detailed information about games and scores — including kickoff
times as well as the networks that are airing the games — via its
“OneBox” results format, which it uses to show off extended answers to
search queries instead of simple links.
The NFL says Google will sell ads against the league’s information
and clips and share revenue with the NFL; the deal also calls
for Google to promote the NFL on YouTube and in other places.
The NFL still wants you to watch its games on the TV networks that
have paid a lot of money to show those games, so the main idea of the
pact is to steer viewers towards the NFL’s TV partners or its own
NFL.com site. But the league says it will give Google some “in-game”
clips to show, starting with Sunday’s Super Bowl.
You can get a sense of what
the NFL and Google are doing right now,
by searching for “Seahawks,” which will give you this result:
We can’t show you what this would look like with video, since there’s
none to show off yet, but Google provided a mock-up of what that would
look like on your phone:
This deal isn’t surprising, since YouTube already has deals with pro
baseball, basketball and hockey. And the NFL has already struck video
deals with Twitter and Facebook, and has always said Google would be an obvious partner.
Google also did something similar with ESPN last year during the World Cup,
where it provided detailed information about games in its search
results and tried to steer searchers to ESPN and ESPN.com to watch the
matches.
I still find it fascinating that Google is striking commercial deals
about the stuff it shows in its search results, as opposed to
straight-up ads. But I have yet to hear anyone carp about it. And
there’s certainly a logical rationale for working with the one source
that has the rights to provide the information searchers want. Still,
it’s a long way from basic blue links.
Meanwhile, a reminder that the really interesting deal that Google and the NFL talked about a couple of years ago — showing actual NFL games on YouTube — isn’t going to happen anytime soon.
Last year, the NFL re-upped with DirecTV for its “Sunday Ticket” package,
which means almost all of its rights packages are locked up in
long-term TV deals. The one exception: A package of Thursday night games
that CBS will air next year, but that may go back on the market the
year after that.
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