Sky NZ holds domestic broadcast rights for the country’s iconic All Blacks. (Phil Walter/Getty Images)

Sky New Zealand (Sky NZ), that country’s major pay-TV broadcaster, has extended and expanded its partnership with the Endeavor Streaming service for the Sky Sport Now streaming platform.

This multi-year move is centered around enhancing Sky NZ’s advertising capabilities on Sky Sport Now.

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Endeavor Streaming, run by media and entertainment giant Endeavor, will grant Sky NZ the opportunity to enhance drive advertising revenue on the Sky Sport Now service (which is built on Endeavor’s Vesper streaming platform) by expanding its server-side advertising abilities.

Speaking on the deal, Sky NZ chief media and data officer Lauren Quaintance explained: “We’re proud to expand our partnership with Endeavor Streaming to offer advertisers a golden opportunity to engage audiences with data-driven targeting and optimized campaigns, maintained within a premium environment.

“With all the live sport that [New Zealanders] love in one place and scalable live sport audiences finally available to local digital advertisers, we’ve already seen strong interest from clients eager to get involved, and we’re incredibly grateful for the support from agencies, advertisers and our technology partners.”

Sky NZ holds a strong portfolio of sports rights in the country, including those of New Zealand rugby union’s iconic All Blacks, English soccer’s Premier League, US basketball's NBA, motor racing’s Formula 1, and Australian rugby league’s NRL.

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Fred Santarpia, Endeavor Streaming president, continued: “Media properties are increasingly looking to diversify their monetization strategies and provide consumers with flexible viewing options.

“We’re proud to continue our partnership with Sky to grow Sky Sport Now in New Zealand with the integration of advertising capabilities to directly impact revenue and grow their business.”

Sky NZ has stated that the Endeavor Streaming partnership has, across the 2024 financial year, seen Sky Sport Now’s user base grown by 12% year-on-year, alongside a 33% growth in revenue.

Endeavor Streaming has delivered direct-to-consumer (DTC) streaming offerings for several major sports properties including WNBA League Pass (basketball), UFC Fight Pass (mixed martial arts), and NWSL+ (soccer).