The National Football League is taking its mobile initiatives up a notch with an application update that lets sports fans watch games, access team information and buy merchandise and tickets.

The football organization?s digital arm, NFL Digital Media, has overhauled its mobile app from its previous initiatives, which split content into two separate apps. The NFL app is available for iOS, Android, BlackBerry and Windows Phone devices.

?Our overarching strategy in this redesign was to bring together the two NFL flagship apps, NFL '13 and NFL Mobile, with the goal of making it easier to help fans find the definitive NFL app,? said Manish Jha, general manager of NFL Mobile, Culver City, CA.

?Additionally, we want to help Verizon expose the value of being a Verizon customer to non-customers,? he said. ?By bringing the apps together, we have broadened the user base and exposed them to premium content in hopes of driving subscriptions.?

Mobile on game day
Previously, the NFL app content was available as the NFL app that was exclusive for Verizon Wireless subscribers and as a cross-carrier NFL ?13 app. 

Given that the two apps serve the same demographic and need for consumers, bundling them together is a logical step for the NFL so that consumers do not need to download multiple apps.

The app lets sports fans watch exclusive NFL live video content on Thursdays, Sundays and Mondays during games.

Additionally, consumers can listen to live NFL game audio and access news, scores, team schedules and standings.

Users can buy merchandise from the NFL Shop and tickets from the NFL Ticket Exchanger directly within the app.

The NFL is also latching onto new second-screen experiences via its new app with two features called Thursday Night Football Xtra and A Football Life Xtra that complement the company?s programming.

Additionally, a section devoted to NFL.com Fantasy football lets consumers with an NFL.com account log-in to manage their team.

NFL?s new app also has a few specific perks for Verizon Premium subscribers.

Verizon Premium subscribers can live stream entire games and watch NFL RedZone and NFL Network content.

The iPad version of the new NFL app

Tackling mobile
The NFL?s new app is an interesting example of how sports organizations are beginning to think outside of the box with mobile.

Not only does the app include comprehensive information on the teams themselves, but it also includes live streaming and commerce functions.

Consumers are likely to continue devouring mobile content, so it is no surprise that the NFL is placing a big emphasis on the medium nowadays.

According to the NFL, mobile traffic to NFL?s properties has now surpassed desktop traffic. This includes traffic from NFL.com and the brand?s mobile apps.

?When you consider stats such as that, it?s easy to understand NFL Mobile plays a central role in the league?s overall digital marketing,? Mr. Jha said.

?Simply put, it?s the most effective digital method of reaching fans in a one-on-one, digital manner,? he said.

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York