If you want to be remembered, the saying goes, it’s best to be first or last, few remember those in the middle. This weekend the NFL will take another step forward in a “first,” the most bold of their “firsts” in recent weeks, as they work with Yahoo to stream the Jaguars-Bills game from London.
For the league, there isn’t great risk for a game that would have been on regional television, and following the great national bounce from the recent Jets-Dolphins game, probably would not have made that much of a splash. Now the media, advertising and digital world will take notice, and maybe even log on, to see what the quality and the presentation will be like not really for now, but for the future, when in about five years’ time many of the rights deals for the major professional sports leagues in the U.S. come up for renewal, and the talk of unbundling and cord cutting increases, along with the trove of assets digital companies are assembling, not to mention the growing audience who would rather consume media on any device and anywhere.
The idea of first was not lost on Jack Hollis, group vice president for marketing at Toyota, who told the New York Times Friday that the reason the company spent money, one of 30 brands involved in the streaming was to be part of a first. “You don’t get a chance to be part of firsts very often,” Mr. Hollis said. “And, from a Toyota standpoint, I like to be part of historic firsts. And as a process of our partnerships with Yahoo and the N.F.L., it was an easy decision.”
The idea of trying to be a first and testing the waters is a growing trend it seems with the NFL, as leagues and teams look for new revenue streams and activation opportunities. The debate over the amount of money legal sports gambling could bring in aside (a first the NFL probably will not be in on, given their strong stance against the subject); there are other subtle, and perhaps more fast-moving, firsts that the league has been subtly involved with in recent weeks.
During the Jets-Dolphins London game, the league tested virtual signage in the end zones, altering the colors and patterns of the team’s names to see how and what would resonate. Virtual signage has been tested before in college and other places with limited degrees of success, but the regular season use by the NFL is another quiet, but potentially lucrative enhancement to the game.
Then you have the Cleveland Browns and their new uniforms. While not making a great deal of early appearances on national TV, the Browns have made the rounds with regional games in many markets, and are wearing their names spelled out on the uniform pants leg, the first time anyone can remember players uniform pants having any kind of writing on them. While some may not see it as a major test, with uniform patches and other enhancements being constantly discussed as another major form of revenue going forward, the inclusion of writing of any kind on an approved uniform is another interesting test to see both acceptance and resonance for a future sponsorship. The league, as well as the NHL and the NBA, have had approved sponsor patches on practice gear for several years with little to no complaint, so if the Browns new looks tests well, maybe there is another area for a slight sponsor change in the future, and another first passing muster.
The NFL has never been a league to alter its traditions greatly over the years. It is a game steeped in ritual and process, but it is certainly big business and is in no way hurting when it comes to innovation off the field. Even with all that said, there is still the challenge to be first, and where appropriate to test the waters for future revenue and brand building. Streaming, virtual signage on field, and even some new real estate on the uniform may not be the three biggest things casual fans will talk about this season, but for the future, all three could be game changers as the broadcast and sponsorship landscape continue to evolve. Winning and being first after all, is why you play the game.
