With digital consumption on a significant rise in the past year, the New York Jets football team is increasing the amount of digital content available to its fans by bringing live video coverage from pre- and postgame shows, select press conferences and team events to users of its mobile application and Web site.

The National Football League team has teamed up with LiveU Technology to roll out the digital content, which is transmittable live from any location to the post-production facility, mobile app and New York Jets Web site. The Jets digital media team believes that fans will be eager to receive additional content throughout the week.

?Our digital consumption has gone up dramatically in the last year,? said Seth Rabinowitz, senior vice president of marketing and fan engagement for New York Jets, Florham Park, N.J. ?Our tablet-based consumption, particularly with videos, has also gone up dramatically.

?We feel good about our ability to provide more timely videos and on-location videos. That?s what fans seem to want, and they are moving towards consuming it in an increasingly mobile setting.?

Innovative technology
LiveU will be using its LU500 live video backpack for live-streaming, which contains up to 13 network links and antenna technology to ensure high-quality transmission from any location. The company will not need satellite trucks, running cables or any cumbersome items that may affect line-of-sight restrictions.

The Jets digital media team first began using one LU500 backpack to capture the team?s 2014 preseason training camp programming. When it saw high levels of success, it decided to add another field unit to stream the live footage that fans enjoy.

?We as a sports team enjoy pretty high engagement on all content,? Mr. Rabinowitz said. ?We have fans, not just customers. Fans are very engaged in what we do. We certainly have a large community on social media and have high traffic through the Web site, mobile site and app.?

Fans mostly engage via video consumption, though user engagement is driven by the subject matter or situation. Game days on Sundays typically see the highest levels of fan interaction with Jets content.

Content from the 2014 season will be streamed from the side-line, team hotels and buses, locker room, practice facilities and on the road.

Mobile engagement
Fans of NFL teams appreciate the opportunity for mobile engagement, as it provides relevant content in the most convenient matter and allows for easy consumption regardless of the user's physical location.

?Technologies like LiveU make it possible for fans to get exclusive content from behind the scenes that they could never access before,? said Ken Zamkow, vice president of marketing for LiveU, Americas, Hackensack, N.J. ?Fans get to know their favorite players and coaches up close. This video consumption in turn attracts sponsors, increases fan loyalty and merchandise and ticket sales, and more.

?We estimate that more than half of video views are now coming from mobile. A lot of the teams' content is short form, which makes it even better for mobile.?

The NY Jets mobile app contains real-time news, video-on-demand clips of interviews and press conferences and statistics and scores among other features. The app also aggregates Jets Tweets and Facebook posts for a one-click sweep of relevant social media.

?We appreciate the fact that fans are interested in what we have to say and that they?re including us in their media diet,? Mr. Rabinowitz said. ?We?re just glad that we have a chance to be a part of that.

?Fans are making a choice to get info about the Jets from us in addition to other outlets that cover our team on a daily basis. We focus on fan engagement over milestones, and we?re focused on making sure that each person who watches is engaged in the content.?

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York