The deal includes Fox Sports’ most digitally focused content, like the social media show @TheBuzzer and Garbage Time, a show that started digital-only but moved to broadcast.
Even if FOX Sports doesn’t have rights to an event, like the Olympics, it will create content around the event. That means creating commentary clips or interviews that don’t involve showing the actual footage from a game.
Digital rights clearance to sports content is a tricky issue. Many sites, FOX Sports included, simply have to work around showing clips from shows they don’t have for the rights to, Maggin said.
But beyond the big pro sports leagues – NFL, NHL, MLB and NBA -- there’s more room for digital content to appear in areas like college sports and football, which are less restrictive, Maggin said. FOX Sports’ digital rights reflect this.
And digital brands as a whole have been making headway: The NFL created a YouTube channel this January and signed a deal with Facebook. And for this college basketball season, Facebook showed March Madness clips.
The deal comes as FOX Sports opens doors to more content consumption across platforms. Fans can watch its content on linear TV via TV Everywhere, for example.
Mobile video will be a focus. It plans, through the AOL partnership, to create content and “experiences that are better for mobile,” Maggin said, including better ad executions and interfaces. It also wants to leverage push notifications and mobile alerts to drive consumption.
“We definitely believe in the multiplatform approach to content and platform, and that includes FOX Sports, the dot-com and the off-network opportunities like AOL,” Maggin said.