Sports leagues are launching new digital events and competitions to connect audiences with their name and brand — even if it means viewers won't always be watching the sport itself.
For the NFL, the "TNG" shift is about finding a new audience, Joe Ruggiero, the NFL senior vice president of consumer products, told Axios. An untapped audience for the NFL is on Twitch, YouTube and social media, he said.
The goal, Ruggiero says, is not to convince NFL superfans to watch video games. It's to find a new way for gamers to connect with the league — even if that means they're watching NFL players play "Super Mario" instead of watching the Super Bowl."Video gaming is incredibly important for how we engage with our fans and especially young fans," Ruggiero said in a phone interview.
"There's a natural bridge between sports and gaming because of that competitive nature," Bernofsky said. "So what you're seeing sports do now is bridge right into that digital universe."Older sports fans won't necessarily tune in to watch NFL players and legends play video games, or to see Tiger Woods on a virtual golf course.
Both Bernofsky and Kara tell Axios that's OK since the aim isn't to convince NFL TV viewers to watch NFL "TNG" on Twitch. "There's a whole generation of people that gaming is their dominant form of entertainment," Bernofsky told Axios. "They've grown up and they are completely comfortable in that environment."
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