To help fan keep pace of 2014 FIFA World Cup action, ESPN and Google have formed a partnership that enables Google Search to feature video clips from in-progress matches as well as post-game highlights from ESPN FC and direct links to live matches offered on WatchESPN, the sports channel’s authenticated TV Everywhere app.
ESPN and Google said they’re working together to take advantage of the fact that viewers who use the search engine to find info on the tournament and how to view matches live are also often seeking quick access to video replays.
With this integration, those searchers will be able to access links to ESPN FC for highlights “right after they happen” during the game via PCs, smartphones and tablets. Google Search will also tout live matches that are available on WatchESPN, a decision that could help to boost traffic to ESPN’s TV Everywhere platform.
During the tournament, search results from World Cup-related queries will show an up-to-date timeline of match stats during the fixtures, including goals, penalties and carded fouls.
Financial terms of the social hook-up weren’t disclosed, but the agreement marks the first time that fresh in-game video sports highlights have been integrated on Google Search, the companies said.
“As befits the world’s biggest sporting event, ESPN and Google are teaming up for the first time to make ESPN FC video highlights available instantly to millions of fans and to make it easier to find live games on WatchESPN within Google Search,” said John Kosner, EVP, ESPN Digittal and Print Media. “It is the latest example of how ESPN leads the marketplace with powerful digital solutions that delight fans and excite advertisers.”
“People come to Google for answers and information, and giving them direct access to the biggest moments throughout the World Cup tournament is a great user experience,” added Anjali Joshi, VP, product management at Google.
Others have similar World Cup projects underway. SnappyTV, for example, has teamed with Univision to deliver video highlights “within seconds of moments airing live” of every match as they unfold via Twitter.