LNP renews ViewLift deal to continue offering LNP Pass

Italy’s top-flight professional basketball league, the Lega Nazionale Pallacanestro (LNP), has announced a multi-year contract extension with OTT solutions provider ViewLift.

The deal will also continue and extend the league’s subscription streaming service LNP Pass. 

LNP Pass features all League games live and on-demand, reaching fans worldwide with content via the ViewLift platform. It currently streams more than 1,300 basketball games per year, with the platform making nearly twice as many at each of the 2nd and 3rd Division matches as their next national competitors around top basketball Leagues over Europe.

The agreement will also see ViewLift serve to accelerate LNP’s digitalisation and monetisation of LNP Pass.

Riccardo Quaglia, head of OTT and partnership/rights manager at LNP, said: “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. 

“The contract extension will allow LNP to reach additional audiences globally while leveraging consumer data to impact the next phase of subscriber growth.”

Rick Allen, CEO of ViewLift, said: “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.

“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.”