Lega Nazionale Pallacanestro (LNP) extend multi-year contract with ViewLift

Heading into the championship round of the 2022 season, the Italian Basketball League renews its contract with the leader in sports streaming solutions, bringing the largest collection of Italian basketball matches to a global audience

NEW YORK and BOLOGNA, Italy, June 2, 2022 /PRNewswire/ — As the best sides of the 2021-2022 season move into their championship rounds, the Lega Nazionale Pallacanestro (LNP) today announced the signing of a multi-year contract extension with ViewLifta global leader in end-to-end streaming and OTT (over-the-top) solutions, to continue and expand the League’s subscription service, LNP Pass.

LNP Pass delivers all League games live and on-demand, reaching fans worldwide with content through the ViewLift platform. Since first partnering with ViewLift in 2019, LNP has experienced exponential growth, including a 148% year-over-year increase in subscribers in 2021 and viewership in 170 countries. LNP Pass currently streams more than 1,300 live basketball games per year compared to ESPN+, which streams approximately 2,000 college basketball games. The game volume of the LNP Pass dwarfs that of the other top European leagues, almost twice as many in each of the 2nd and 3approx Divisions as their closest domestic competitors around the top basketball leagues Europe. LNP Pass is a must-have for basketball fans and scouts worldwide.

“When we began our partnership with ViewLift in 2019, we began our journey into the streaming world with LNP Pass. It was evident that ViewLift’s expertise in media distribution models coupled with the deep backend in data analytics was the perfect partner for ViewLift. By using their analytics platform, we were able to test what our subscribers expect from a streaming platform,” said Riccardo Quaglia, Head of OTT and Partnership/Rights Manager at LNP. “The contract renewal will allow LNP to reach additional audiences globally while leveraging consumer data to inform the next phase of subscriber growth.”

ViewLift will accelerate LNP’s digitization and monetization of LNP Pass as part of the agreement. The agreement represents a renewal of a deep and long-standing relationship between LNP and ViewLift and reinforces their commitment to bring more high-level basketball hoop competition to basketball fans around the world.

“Sports fans demand live games, and LNP Pass delights audiences with the world’s most comprehensive schedule of high-quality, personalized, live and on-demand basketball games,” said Rick Allen, CEO of ViewLift. “LNP and ViewLift are an all-star team off the pitch, so we can bring the skill and scale to the table of Italy massive basketball tradition into the world. Our alliance with LNP is now moving to the next phase – deeper content for casual fans and the most die-hard supporters.”

The announcement of the expanded partnership comes just days ahead of the 2022 LNP Championship Finals and will help LNP bring its Serie A2 (2nd National League) and Serie B (3rd) games to a wider fanbase. The league aims to grow its audience and increase viewership across all media, reach new viewers worldwide and provide an enhanced experience for dedicated fans.

For more information about ViewLift and its OTT solutions, visit www.viewlift.com.

About the Lega Nazionale Pallacanestro

The Lega Nazionale Pallacanestro was re-established in 2013 (after merging the former league and the already existing LNP into a single league) and brings together, in a private and non-profit form, the clubs affiliated to the Italian Basketball Federation (FIP) in the two top-level National Amateur Basketball Men’s Championships (Series A2 and Series B). Its mission is to coordinate, direct and develop the sports activities related to the game of basketball of the clubs affiliated to it, and to promote the competitive events organized and/or directly organized by it.

About ViewLift

ViewLift is a full-service digital content distribution platform that enables media companies, sports leagues and teams, broadcasters and others to monetize their content through native branded apps on major OTT devices including web, mobile, TV -connected devices, Smart TVs and game consoles. ViewLift operates across the digital ecosystem, understanding each device’s unique needs and best practices. ViewLift offers clients a range of monetization models on a proprietary platform with advanced analytics that track performance in real-time.

media contacts
BLASTmedia for ViewLift
[email protected]

Mahesh Kumar
Senior Manager of Digital Marketing at ViewLift
[email protected]

Stefan Valenti
Head of Communications & Media Relations at LNP
[email protected]


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