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Spector, TNT Sports and WBD did not say how much was invested in the Bleacher Report-NFL deal, but it has already had an effect on Bleacher Report’s coverage. In its first three days, highlights distributed on the app received “tens of millions of views,” highlights were added to Parsons’ show, and unnamed sponsors signed up for spot packs peaking later in the season.
Parsons will be performing live from Super Bowl 59 in New Orleans, Samuel will be on Radio Row just before the game, and the House of Highlights crew will be meeting the players, asking questions and creating on-site content. While unnamed sponsors have signed up for premium packages, Bleacher Report’s stance is “the money will follow” if you find your audience first.
“With this deal coming online, we can say directly and very loudly and proudly that we have comprehensive coverage and comprehensive coverage in every major sports league in the United States,” Spector said. “It will be very powerful as we continue to work with the advertising community – if you have dollars to spend and are trying to reach young sports fans, no matter the subject, we have a way for you to add your brand to our .”
The long game
Parsons kicked off the NFL postseason for Bleacher Report by saying his Cowboys — who haven’t made the Super Bowl since 1995 and went 7-10 this season —they will be Super Bowl champions in 2025.
However, that wasn’t the highlight of his 2024 season at The Edge, as his nearly four and a half hours of NFL Draft coverage with friend and Houston Texans quarterback CJ Stroud drew the fan and media attention. As Bleacher Report looks to expand its presence through its NFL partners, it hopes that combining its hundreds of millions of online followers with NFL-approved brand partners will overcome the process that made Parsons a media personality in the middle of an active NFL career.
“Our show draft is one we’ve always prided ourselves on: that you actually have to be with Micah Parsons when they make the Cowboys’ pick, and you can see how he reacts,” Spector said. “CJ Stroud is another one we’ve invested in and worked with us, so getting closer to the action and hearing directly from the athletes will be great for us.”
The NFL’s Lawton noted that Bleacher Report’s presence in college football already provides tremendous access to football players early in their careers. As those players head into the NFL, Lawton said the platform is uniquely positioned to tell their stories and provide on-stage interviews, outtakes and other content.
The NFL sees Bleacher Report as a credible, knowledgeable source with a different point of view than, perhaps, NFL media or broadcast partners. As the NFL audience evolves and NFL fans aren’t necessarily just in the stands or watching on game day, these personality traits matter.
