​The NFL unveiled a new partnership with YouTube on Monday that will see official game highlight clips available legally on the video platform for the first time.

The move will make it easier than ever for football fans to engage with the NFL brand on social networks and other digital platforms—and vice versa. Fans have long been frustrated by the league’s old approach to official video, which made it difficult—if not impossible—for non-broadcast partners to share online game clips.

As part of the deal, game highlights will also appear in Google searches—YouTube is owned by the search engine—further extending the NFL brand’s online reach.

When users search for a game clip, Google will also display related league information, such as kickoff times and final scores.

The NFL will also launch an official league channel on YouTube which will serve as a platform for both game clips, as well as the NFL Network.

“We continue to see an insatiable appetite for digital video content, and this partnership further expands fans’ ability to discover and access NFL content throughout the year,” said Hans Schroeder, svp of media strategy for the league.

Live sports are a major conversation driver on social media platforms. Before Monday’s announcement, the NFL’s tight-fisted approach to online video sharing has made it difficult for fans to use clips as part of that conversation. The NFL now joins the other three main professional sports leagues, who had already struck similar partnerships with YouTube and Google.

Read More: Associated Press

Brief Take: Live sports may be the last bastion of live linear viewing, but that audience is talking about the game online. The NFL’s new partnership makes it even easier for them to engage with the brand in a meaningful way on social platforms.

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