The NFL gives creators access to its archives for content creation with pre-approved footage

Sep 15

Sep 15 The NFL gives creators access to its archives for content creation with pre-approved footage

The NFL is no stranger to embracing new technologies to enhance the viewing experience or to engage fans across new platforms and experiences. But some would argue that - among the major US sports leagues - the NFL has perhaps historically been the most draconian and restrictive when it comes to usage rights. The league is has been working with creators and infleuncers to advance its social strategy for years, but now is relaxing the content grip even farther - allowing certain creators accesss to pre-approved footage for use in their own content.

For the first time, the NFL is opening its Access Pass Program — or access to game footage to a select group of content creators and influencers so they can craft original content using the NFL’s officially approved footage. The league views this as a mutually beneficial arrangement. Creators who upload this content to their YouTube channels featuring the NFL’s licensed footage will have the opportunity to monetize their videos. This collaboration ensures that creators receive compensation directly from the YouTube platform, marking an a new step toward monetizing NFL content on independent channels and for the NFL to get more eyeballs.
“This is getting us back to a strategy in which we’re reaching younger fans on their terms,” said Ian Trombetta, the NFL’s svp of social and influencer marketing. “It’s also reaching more casual fans that may not be watching NFL games every Sunday or every Monday or Thursday. They may be following a creator that’s making interesting content that could very well end up being surrounded by the NFL game or around the platform itself.”
According to Trombetta, there are tight parameters as to what footage is approved for use by the NFL. Footage that will not be approved is the game day footage in real time, as the NFL reserves that for its broadcast partners. For content creators, the NFL is working with YouTube to identify new creators and creators within its network that it believes are the right fit for both the YouTube brand and the NFL brand as well as the right fit for the team and the market.