LNP extends ViewLift contract
June 2, 2022
As the best teams of the 2021-2022 season move into their Championship Rounds, Italian basketball league Lega Nazionale Pallacanestro (LNP) has confirmed the signing of a multi-year contract extension with end-to-end streaming and OTT solutions provider ViewLift to continue and extend the League’s subscription service, LNP Pass.
LNP Pass features all League games live and on-demand, reaching fans worldwide with content via the ViewLift platform. Since first partnering with ViewLift in 2019, LNP has experienced exponential growth, including a 148 per cent increase in subscribers in 2021 from the previous year and viewership across 170 Countries. LNP Pass currently live streams upwards of 1,300 basketball games per year, compared to ESPN+ streaming of roughly 2,000 college basketball games. LNP Pass’ volume of games dwarfs that available from any other top European league – nearly twice as many at each of the 2nd and 3rd Divisions levels as their next national competitors around top basketball Leagues over Europe.
“When we began our partnership with ViewLift in 2019, we started our journey into the streaming world with LNP Pass. It was evident that ViewLift was the perfect partner due to their expertise in media distribution models, paired with the in-depth backend in data analytics. By leveraging their analytics platform, we were able to test what our subscribers want in a streaming platform,” said Riccardo Quaglia, Head of OTT and Partnership/Rights Manager at LNP. “The contract extension will allow LNP to reach additional audiences globally while leveraging consumer data to impact the next phase of subscriber growth.”
ViewLift will accelerate LNP’s digitalisation and monetisation of LNP Pass as part of the agreement. The contract represents a renewal of a deep and long-standing relationship between LNP and ViewLift, furthering their commitment to bring more high-level hoops competition to global basketball fans.
“Sporting fans demand live games, and LNP Pass delights audiences with the world’s deepest schedule of high-level basketball games, personalised, live and on-demand,” said Rick Allen, CEO of ViewLift. “LNP and ViewLift are an all-star team off the court so that we can bring the skills and scope of Italy’s massive basketball tradition to the world. Our alliance with LNP now moves into the next phase – deeper content for casual fans and the most diehard of supporters.”
The extended partnership announcement comes just a few days before the 2022 LNP Championship Finals and will help LNP bring its Serie A2 (2nd National League) and Serie B (3rd) games to a larger fan base. The League aims to grow its audience and increase viewership across all media, reaching new viewers worldwide and providing an enhanced experience for dedicated fans.