The NFL is embracing online video.

The league, which has been slow and cautious about allowing its content to appear online and has often ordered highlight clips removed for copyright violations, has now decided that it makes more sense to use online video to reach as wide an audience as possible. As a result, the NFL and YouTube announced a partnership today that will result in an NFL YouTube channel that makes videos directly viewable on Google searches.

Realistically, it’s all but impossible for organizations like the NFL to prevent all of their copyrighted material from being posted online. So it makes more sense to form a partnership with the biggest provider of online video in the world than to keep futilely fighting online video.

The partnership also guarantees that kickoff times and broadcast information for every NFL game will be prominently displayed in Google searches. The league’s YouTube channel has already launched, and currently features a Super Bowl preview, Pro Bowl highlights, and big plays from the 2014 season. Some day, it may expand to include the league’s enormous NFL Films video archive. That would be a treasure trove for NFL fans. This announcement has great potential.