Sony Pixel Power calrec Sony

NFL's Renie Anderson, Brian Rolapp Ponder the League's Business Future

18/10/2021

NFL's Renie Anderson, Brian Rolapp Ponder the League's Business Future Fan development, media strategy, consumer relationships will be major issues over next 10 years By Kristian Hern ndez, Associate Editor

Monday, October 18, 2021 - 11:48 am

Print This Story | Subscribe

Story Highlights

Even after 100 years, the National Football League continues to grow exponentially. Despite the COVID-19-ravaged season in 2020, viewers are increasingly flocking to television sets to watch professional football on Thursday, Sunday, and Monday every week. At SportsBusiness Journal's World Congress of Sports, NFL Chief Media and Business Officer Brian Rolapp and Chief Revenue Officer/EVP, NFL Partnerships Renie Anderson discuss the league's recent success and how it can flourish in the future.

On increased viewership in 2021:

Rolapp: I think we'd be up in viewership this year for a lot of reasons since 2020 was a strange year with the pandemic and the competitive-sports calendar being all of a piece. We thought there would be more of a demand [for NFL games], and the numbers have been great. A lot of that has to do with the play on the field. No matter what your broadcast patterns are or what you do from a production standpoint, if the product on the field is that good, people are going to watch more and stay longer. Having full stadiums has also increased the quality of the product since people like to see the energy of the fans.

On the influence of sports betting on ratings:

Rolapp: I think it's too early to tell because our view is that every sports bettor is an NFL fan but not every NFL fan is a sports bettor. I don't think that's going to change anytime soon, but, over time, this will look more like how fantasy football increased engagement within our fanbase. It'll eventually show up in viewership where fans are watching longer or watching other games that they'd normally not watch.

On expectations of Thursday Night Football on Amazon:

Rolapp: Amazon has been doing some of this with the tricast of Thursday Night Football, but they haven't done a production and have been solely responsible for monetization. At the base level of being a [media-rights] partner, you need to be able to produce and distribute the game. With the quality that fans are used to seeing on an NFL game, there are a lot of expectations, but Amazon is focused on production. It's refreshing to see how they're looking to get the [production] basics right, and we made this deal to take advantage of a digital platform and everything that it can do from a fan-viewing standpoint. They've been working hard on building a production team and figuring out how they're going to innovate, and we're really excited about what we're seeing.

On the new vision for out-of-town TV packages and NFL Sunday Ticket:

Rolapp: We're excited about what we're seeing in the marketplace about the future of Sunday Ticket. Sunday Ticket, for us, is a product that I think is ripe for innovation. I think we're seeing a ton of interest in those rights from both traditional and new-age providers. While we want that product to be widely available, the only way to do that traditionally was satellite. Now with broadband and wireless networks, we can create the ubiquity in different ways. It has been the same product for the last two decades, but, when you get into digital, you can change a lot of that. So I think you're going to see a ton of innovation and digital distribution. This [strategy] will be at the core and will be an important component as we move towards direct-to-consumer.

When we look at the totality of our rights and [our] businesses that aren't locked up in long-term rights agreements, we look at them holistically. There's a scenario where NFL Network, NFL RedZone, and NFL Sunday Ticket can be in one package but also a scenario where NFL Sunday Ticket can be separate from that. The objectives are to be in every household, innovation around the product, and make sure that NFL Sunday Ticket is still a premium viewing experience.

On developing a personalized DTC experience:

Anderson: The easy answer is that we'll be able to customize and target our consumers. As we continue to work with our partners in legalized sports betting, we're understanding how the sports bettor is actually engaging with our product. It's early days, but, as we continue through the season and beyond, there's a lot of learning on behaviors from different parts of the country.

Rolapp: In this new economy that's shifting more and more to digital, data is the currency that matters the most. I think Disney's [decision] to pivot their business and build scaled digital platforms where they're talking to the consumer has been extraordinary. I think there are different ways to get [a strong digital strategy], but the core model is taking insights from your customers and developing a relationship with those customers.

We're also looking at sports-betting data to talk to our television partners about how to better regionalize Sunday afternoon. For example, you can look at New Jersey, see where the betting is, and figure out where someone stops becoming an Eagles fan and where they start to become a Giants or Jets fan. That [data] has a lot of influence on broadcast patterns and how to market to them as well.

On the impact of ManningCast:

Rolapp: It has been great, and alternative telecasts are something that we built into our new media-rights deals to effectively increase reach and bring incremental experiences to certain parts of our fanbase. It's one of the more successful alternative telecasts that we have, and it has a little bit of everything. If you're a hardcore football fan, [Eli and Peyton] will talk about a Cover 2 scheme, or they&#
LINK: https://www.sportsvideo.org/2021/10/18/nfls-renie-anderson-brian-rolap...
See more stories from svg

More from Sports Video Group

02/12/2021

SVG Voices: WWE Director of Television Production Management Jeremy Shand

SVG Voices: WWE Director of Television Production Management Jeremy Shand By SVG Staff Thursday, December 2, 2021 - 6:30 am Print This Story | Subscribe ...

02/12/2021

SVG Esports Production Summit: NBA 2K League's Matt Arden & TJ Canty on Pivoting to Remote Production, Creating a New Fan Experience

SVG Esports Production Summit: NBA 2K League's Matt Arden & TJ Canty on Pivo...

02/12/2021

Sky Deutschland Pushes Ahead With Pioneering 5G Trials for In-Stadium App and e2e Broadcasting

Sky Deutschland pushes ahead with pioneering 5G trials for in-stadium app and e2...

02/12/2021

SVG, Hazeleden Betty Ford Families in Recovery Series Looks at Dealing with Stigma, Shame, and Guilt

SVG, Hazeleden Betty Ford Families in Recovery Series Looks at Dealing with Stig...

02/12/2021

Sports Broadcasting Hall of Fame 2020-21: Fred Gaudelli, Father of the Modern Pro-Football Broadcast

Sports Broadcasting Hall of Fame 2020-21: Fred Gaudelli, Father of the Modern Pr...

02/12/2021

The SVG Podcast: Inside the League of Legends World Championship Final With Riot Games' Nick Troop and Carrie Dunn

The SVG Podcast: Inside the League of Legends World Championship Final With Riot...

02/12/2021

SVG Summit Preview: Dec. 14 Sessions Dive Deep in Market Segments

SVG Summit Preview: Dec. 14 Sessions Dive Deep in Market Segments By SVG Staff Thursday, December 2, 2021 - 2:09 pm Print This Story | Subscribe Story H...

30/11/2021

SVG Voices: Fox Sports Senior Manager of Technical and Field Ops Lindsay Waine

SVG Voices: Fox Sports Senior Manager of Technical and Field Ops Lindsay Waine By SVG Staff Tuesday, November 30, 2021 - 6:30 am Print This Story | Subscr...

30/11/2021

SVG Esports Production Summit: Do Not Peek Entertainment's Jason Baker on the Important Role of the In-Game Observer

SVG Esports Production Summit: Do Not Peek Entertainment's Jason Baker on th...

30/11/2021

Sports Broadcasting Hall of Fame 2020-21: Charles Barkley, the Voice of the NBA Player

Sports Broadcasting Hall of Fame 2020-21: Charles Barkley, the Voice of the NBA ...

30/11/2021

SVG Summit Preview: Hot Tech Showcase Puts Focus on 5G, HDR, AR, Shallow Depth of Field, and Drones

SVG Summit Preview: Hot Tech Showcase Puts Focus on 5G, HDR, AR, Shallow Depth o...

30/11/2021

SVG Sit-Down: Inside Signiant's Acquisition of Levels Beyond With Mike Flathers, Jon Finegold, Art Raymond

SVG Sit-Down: Inside Signiant's Acquisition of Levels Beyond With Mike Flath...

30/11/2021

All Sessions From SVG Esports Production Now Available to Watch On Demand

All Sessions From SVG Esports Production Now Available to Watch On Demand By SVG Staff Tuesday, November 30, 2021 - 11:14 am Print This Story | Subscribe ...

30/11/2021

It's Giving Tuesday! Donate to the Sports Broadcasting Fund Today

It's Giving Tuesday! Donate to the Sports Broadcasting Fund Today By Ken Kerschbaumer, Editorial Director Tuesday, November 30, 2021 - 2:53 pm Print Th...

29/11/2021

SVG Voices: Fox Sports Replay Operator Paul Zecca

SVG Voices: Fox Sports Replay Operator Paul Zecca By SVG Staff Monday, November 29, 2021 - 6:45 am Print This Story | Subscribe Story Highlights Many f...

29/11/2021

Sky Italia and Cinevideo Power First 4K Production for Lega Serie B

Sky Italia and Cinevideo power first 4K production for Lega Serie B By Roberto Landini, Italian Correspondent Thursday, November 25, 2021 - 10:54 Print Thi...

29/11/2021

Sports Broadcasting Hall of Fame 2020-21: James Brown, All-World Host and Human Being

Sports Broadcasting Hall of Fame 2020-21: James Brown, All-World Host and Human ...

23/11/2021

SVG Voices: Fox Sports A2 Assist Anthony Lomastro

SVG Voices: Fox Sports A2 Assist Anthony Lomastro By SVG Staff Tuesday, November 23, 2021 - 6:30 am Print This Story | Subscribe Story Highlights Many ...

23/11/2021

SVG Esports Production Summit: FACEIT's Andrew Lane on Setting the Blueprint for the Return to LAN Events, What's to Come Next Year

SVG Esports Production Summit: FACEIT's Andrew Lane on Setting the Blueprint...

23/11/2021

NVP Delivers First Champions League Match in 4K HDR HLG for Sky Italia

NVP delivers first Champions League match in 4K HDR HLG for Sky Italia By Roberto Landini, Italian Correspondent Monday, November 22, 2021 - 15:51 Print Th...

23/11/2021

Stadium Hops Aboard the REMI Train for 2021-22 College Hoops Season

Stadium Hops Aboard the REMI Train for 2021-22 College Hoops Season OTT service will split production 50-50 between onsite and REMI production By Jason Dachman...

23/11/2021

Rising COVID Concerns Prompts IBC to Cancel In-Person Event in Amsterdam

Rising COVID concerns prompts IBC to cancel in-person event in Amsterdam IBC will now focus on bringing the content and technology community together via IBC Di...

23/11/2021

Turner Sports Looks To Transport The Match' Viewers Onto the Course With Cart Cam, Drones, and More

Turner Sports Looks To Transport The Match' Viewers Onto the Course With Ca...

22/11/2021

World Rally Championship Moves Into Hybrid Electric Era, Refreshed Production for 2022

World Rally Championship moves into hybrid electric era and refreshed production...

22/11/2021

SVG Voices: WWE Production Designer Jason Robinson

SVG Voices: WWE Production Designer Jason Robinson By SVG Staff Monday, November 22, 2021 - 7:00 am Print This Story | Subscribe Story Highlights Many ...

22/11/2021

SVG Esports Production Summit: Populous' Amber Luther on New Esports Builds, Entertaining In-Arena Fans

SVG Esports Production Summit: Populous' Amber Luther on New Esports Builds,...

22/11/2021

Los Angeles Chargers' Sean Tabler Highlights First Year With Fans, New Activations at SoFi Stadium

Los Angeles Chargers' Sean Tabler Highlights First Year With Fans, New Activ...

22/11/2021

SVG On Demand: Inside NFL Media's New Production Mothership in Hollywood Park

SVG On Demand: Inside NFL Media's New Production Mothership in Hollywood Par...

22/11/2021

Silver Spoon Expands Staff, Operations in Los Angeles

Silver Spoon Expands Staff, Operations in Los Angeles By SVG Staff Monday, November 22, 2021 - 12:11 pm Print This Story | Subscribe Story Highlights S...

22/11/2021

New York Islanders Are Finally Home in $1 Billion UBS Arena at Belmont Park Complex

New York Islanders Are Finally Home in $1 Billion UBS Arena at Belmont Park Comp...

19/11/2021

SVG Voices: Fox Sports Lead Technical Producer Tom Lynch

SVG Voices: Fox Sports Lead Technical Producer Tom Lynch By SVG Staff Friday, November 19, 2021 - 7:00 am Print This Story | Subscribe Story Highlights ...

19/11/2021

SVG Esports Production Summit: Ross Video's Phil Englert on Company Involvement, Current Industry Trends

SVG Esports Production Summit: Ross Video's Phil Englert on Company Involvem...

19/11/2021

NBC Sports Group Retains Premier League Rights in the U.S. With New Six-Year Deal

NBC Sports Group Retains Premier League Rights in the U.S. With New Six-Year Dea...

19/11/2021

SoFi Stadium, One Year Later: Los Angeles Chargers, Rams Shine in NFL's West Coast Palace

SoFi Stadium, One Year Later: Los Angeles Chargers, Rams Shine in NFL's West...

19/11/2021

Sports Broadcasting Hall of Fame 2020-21: Hugo Gaggioni, Technical Visionary

Sports Broadcasting Hall of Fame 2020-21: Hugo Gaggioni, Technical Visionary By Ken Kerschbaumer, Editorial Director Friday, November 19, 2021 - 1:08 pm Pr...

19/11/2021

Fox Sports Makes K-Array PA System Look as Good as It Sounds

Fox Sports Makes K-Array PA System Look as Good as It Sounds Custom towers are created for Big Noon Kickoff live broadcasts By Dan Daley, Audio Editor Friday...

19/11/2021

IBC 2021: Blackmagic Design, Canon, Grass Valley, LiveU, and Telestream Among Companies Pulling Out

IBC 2021: Blackmagic Design, Canon, Grass Valley, LiveU, and Telestream Among Co...

18/11/2021

IBC Confirms 2021 Show Will Take Place Next Month; Amends Opening Hours

IBC confirms that 2021 show will take place next month but with amended opening hours By Will Strauss, Editor Tuesday, November 16, 2021 - 12:11 Print Th...

18/11/2021

Sports Broadcasting Hall of Fame 2020-21: Phyllis George, Trailblazing Sportscaster

Sports Broadcasting Hall of Fame 2020-21: Phyllis George, Trailblazing Sportscas...

18/11/2021

SVG Esports Production Summit: EA's Joe Lynch on Returning to the Facility, Future Live Events in 2022

SVG Esports Production Summit: EA's Joe Lynch on Returning to the Facility, ...

18/11/2021

SVG Returns to In-Person Events With Industry-Unifying Esports Production Forum in L.A.

SVG Returns to In-Person Events With Industry-Unifying Esports Production Forum ...

17/11/2021

Golden State Warriors Celebrate Their Past, Future With 75th-Anniversary-Themed Intro Video

Golden State Warriors Celebrate Their Past, Future With 75th-Anniversary-Themed ...

16/11/2021

SVG Voices: THUMBWAR Engineer Trevor Carlson

SVG Voices: THUMBWAR Engineer Trevor Carlson By SVG Staff Tuesday, November 16, 2021 - 3:45 am Print This Story | Subscribe Story Highlights Many fans ...

16/11/2021

Equal Opportunities: Sky Sports on Taking Its Women's Super League Broadcasts to Premier League Levels

Equal opportunities: Sky Sports on taking its Women's Super League broadcast...

16/11/2021

Sports Broadcasting Hall of Fame 2020-21: Tim Finchem, Transformative Leader

Sports Broadcasting Hall of Fame 2020-21: Tim Finchem, Transformative Leader By Ken Kerschbaumer, Editorial Director Tuesday, November 16, 2021 - 7:00 am P...

16/11/2021

SVG On Demand: The Power of Edge Computing at the Video Source for Sports Betting A Videon Case Study

SVG On Demand: The Power of Edge Computing at the Video Source for Sports Bettin...

16/11/2021

Mediapro Canada Production of Canadian Premier League Embraces New Workflows, Tech

Mediapro Canada Production of Canadian Premier League Embraces New Workflows, Te...

15/11/2021

OB Company Arena Television and Sister Firm Arena Aviation Cease Trading

OB company Arena Television and sister firm Arena Aviation cease trading By Will Strauss, Editor Thursday, November 11, 2021 - 16:47 Print This Story Aren...

15/11/2021

SVG On Demand: As New York Legalizes Mobile Sports Betting, MSG Networks Invests Early in Gaming-Focused Studio Programming

SVG On Demand: As New York Legalizes Mobile Sports Betting, MSG Networks Invests...

15/11/2021

PPI's ProCrewz App Connects Crewers, Freelancers To Make Getting a Gig Easier Than Ever

PPI's ProCrewz App Connects Crewers, Freelancers To Make Getting a Gig Easie...