Verizon, one of the world’s leading providers of 5G technology recently collaborated with ESPN for the launch of the ESPN Edge Innovation Center. Verizon also NFL announced a 10-year deal with NFL reportedly worth more than $1 billion. As part of the new pact, Verizon will be able to put its 5G brand on NFL media and use its technology at games. The Playknox spoke with Erin McPherson, Verizon Head of Content Partnerships to find out more.
Tell us about your latest partnership with ESPN for the Edge Innovation Center.
We want to enable new ways to deliver the best content, especially new immersive experiences that weren’t previously available. We’re in an age where 5G Ultra Wideband creates new opportunities for ultra-fast speeds to get content and low latency to communicate in both directions, so we’re collaborating with ESPN to leverage our innovative practices and new technology to discover what’s possible. Whether that’s in production rooms, homes or the stadium, we’re excited to discover how we can build new platforms and experiences for our customers.
Verizon has a similar innovation partnership with NFL and also expanded its partnership with NHL. Why is sports such an attractive category?
Sports speaks to a natural sense of identity; it’s my team that represents my city, school, and in many cases how fans see themselves. Then you throw in the excitement that comes with live content and a clear outcome, and it’s clear to see why sports institutions become cornerstones of communities.
Our partnership with the NFL – which we recently built on and extended for 10 more years – has given us ample opportunities to tap into the interests of these communities with interactive content only Verizon customers can access like multi-view cameras to see replays at the stadium in different ways. It’s a prime example of how Verizon can leverage our technology leadership and creative thinking to work with partners and create more value for our customers.
What other partnerships is Verizon focusing on?
Our work to innovate runs deep, so we have partnerships across the board. We’re working with Riot Games and League of Legends; creating new AR/VR games with Niantic, the publisher of Pokémon Go; and a 5G Lab where Dignitas help us build the future of gaming. We’re constantly evolving our content offerings to create the best experiences for our customers, so stay tuned.
What is the digital and marketing strategy of Verizon?
My purview is more on the content, but I can tell you that Verizon’s overall strategy is to focus on the customer. If we ask the right questions, namely, “How does this serve the customer?” we will know when we’re on the right track. Our strategy is to enhance the fan experience, both in-person and remotely, so we’re excited to work with ESPN to discover how we leverage our technology and content capabilities to accomplish that goal.
What challenges did Verizon face due to the pandemic and how are you overcoming them?
It’s been more of an opportunity than a challenge because a lot of what’s changing were shifts that were already happening, but the technology and demands created by the pandemic caused them to happen sooner. Customers want to watch their favorite shows, stream the content people are talking about and play video games that create new worlds for them. Verizon already took a leadership role in building the first 5G Ultra Wideband network and making Fios an award-winning home Internet connection that enabled our customers to do these things smoothly when everyone saw firsthand the importance of ultra-fast and strong connections.
And our strategy of creating the best experiences for our customers resonated at a time when the appetite for content skyrocketed, so we were able to consistently offer exclusive experiences and content for gaming events or increased value with new streaming partners like discovery+ and AMC+ more recently. We’ve selectively chosen the best premium partners in gaming, AR/VR, music, and streaming to create the interactive experiences that best engage our customers.
