West Bromwich Albion has signed a partnership with live video and OTT firm StreamAMG to power the newly promoted Premier League side’s WBA TV.

As a result of the partnership, West Brom will use StreamAMG’s technology to offer on demand content and audio commentary to its supporters from the start of the 2020/21 campaign.

Simon King, Chief Commercial Officer at West Bromwich Albion, commented: “Streaming and online video have never been more important to us as a way to connect with our supporters, and we’re always looking to improve. StreamAMG were the natural choice to help us make WBA TV bigger and better than ever before.”

Some of the features that West Brom will use includes StreamAMG’s MediaPlatform, which orchestrates live streams and manages on demand content, and CloudMatrix content distribution to support on demand video.

Moreover, the firm’s CloudPay platform will enhance WBA TV’s payment options by giving the platform the option to handle payments via Stripe and PayPal in the future, while also managing users and subscribers.

Matt McKiernan, Chief Operations Officer at StreamAMG stated: “It’s exciting to be part of West Brom’s return to the Premier League. We are pleased to have agreed this long-term partnership and we’re looking forward to working together for years to come.”

Along with West Brom, StreamAMG has solidified itself into the footballing world, partnering with the likes of LiveScore, Birmingham City and Bristol City in 2020 alone.

Insider Insight: Following West Brom’s promotion to the Premier League, the club’s emphasis will be on increasing the user engagement of its livestream services, especially since part of its campaign will be played behind closed doors.

By partnering with StreamAMG, the team will be able to enhance WBA TV through its features, whilst also growing the OTT firm’s portfolio of English football partners.