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Streaming the Super Bowl is one thing, but integrating local ads into the live stream is a whole other matter. However, that’s what’s going on for this year’s game, according to news released by Fox Sports on Tuesday.

Fox Sports today announced that it will offer a live, non-authenticated stream of Super Bowl LI on Fox Sports Go, which allows viewers to stream the event at FOXSportsGo.com using iOS, Android, Windows, and Amazon tablets or through connected devices, including Apple TV, Roku, Android TV, Chromecast, Amazon Fire, and XBOX One. So, for the Super Bowl broadcast, users will not need to enter their pay TV credentials for viewing.

Fox Sports also is highlighting that for the first time, a live stream of the Super Bowl will feature local advertisement integration. “More than 170 Fox affiliates around the country have already committed to partnering with Fox Sports to program local digital ads,” the company says in a statement. “Participating affiliates will have access to same ad inventory for both the linear and digital broadcasts of the Feb. 5 game.”

Earlier this year, Fox launched live streaming of its primetime entertainment programming across the United States with the relaunch of Fox Now Live in its 210 national markets. Fox Now Live also features digital ad insertion by local affiliates nationwide.

“An incredible 170 affiliates from all around the United States, including 22 stations that Nexstar owns or provides services to, opted to participate in this first-of-its-kind digital ad insertion for the Super Bowl, allowing us to promote our local affiliate brands and reach viewers on a national scale,” Brian Jones, EVP/COO of Nexstar Broadcasting Group, and chairman of the Fox Affiliates Board of Governors, says. “We look forward to more groundbreaking collaborations with Fox in the future.”

 

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