Sporting News Media Lands Deal to Distribute NFL Video Highlights

Multi-year deal for sports media company

Sporting News Media has locked up a multi-year deal with the NFL to feature the league's video highlights on the media company's ePlayer, a platform that delivers content to newspaper sites such as the Chicago Tribune and Miami Herald.

Sporting News Media declined to disclose the terms of the deal, but it's a noteworthy partnership considering how selective the NFL is about who it couples with. As Adweek reported last month, the league is very much focused on its own properties, though it did recently strike a deal with Xbox

Before the two parties reached an agreement, Sporting News Media ran a test last season with the NFL in limited markets, said Rich Routman, CRO of the company.

Given the NFL's dominant position in U.S. professional sports, securing the rights for its video highlights lends legitimacy to the ePlayer platform, Routman claimed. "For Sporting News Media and everything we stand for, having the NFL is just so key," he added.

Sporting News Media sees 200 million video views each month through its own and its publisher network, per Routman, and the company has rights deals with 28 different leagues, including the NBA and NHL. In addition to the newspapers listed earlier, the company's ePlayer is active on the websites of the New York Times, Los Angeles Times, Denver Post, Houston Chronicle and others.

In a statement accompanying Sporting News Media's announcement of the deal, Vishal Shah, vp of digital media at the NFL, said the league is "always looking for new distribution platforms to deliver more NFL content to our fans."

"The sports video market has experienced tremendous growth, and we are excited to leverage our relationship with Sporting News Media to distribute NFL video in new places,” Shah continued.

Sporting News Media and the NFL finalized the deal within the past couple of weeks, according to Routman.