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Sports media company Perform Group and the NFL have entered into a partnership to commercialize the league’s digital assets during the ’16 season in Australia. The NFL’s digital presence in the market consists of its website, app and live streaming service Game Pass. Perform will be tasked with growing their commercial appeal across desktop, mobile and video. The partnership follows a year of “impressive growth” for the NFL in Australia, in large part due to Jarryd Hayne’s journey from National Rugby League MVP to San Francisco 49ers practice squad player. While Hayne’s NFL pursuit is over, the game of American football has seen a spike in interest in the country. Last month, Sydney hosted a college football game between the Univ. of California Golden Bears and the Univ. of Hawaii Rainbow Warriors in front of more than 60,000 spectators at ANZ Stadium. Perform did not disclose any details of the agreement with the NFL. Perform owns and operates several websites in Australia, including Sporting News and Sportal. The U.K.-based company also works with the NBA and MLB in the Australian marketplace.
