NFL football team and recent Superbowl champions the New England Patriots have partnered with marketing automation solution Kahuna and Adept Mobile to produce an app for the Apple Watch that aims to keep fans up to date during the NFL draft.

Draft day is one of the most important events in the American Football calendar, as teams compete to recruit new talent, and is heavily covered by every media channel in the US. The app aims to provide fans with up-to-the-minute news on their favourite side, and will also provide updates during matches throughout the year.

“Sports fans want updates constantly, but pulling a phone out of your pocket every 30 seconds isnt an effective way to stay connected,” said Adam Marchick, CEO of Kahuna. “The Draft is a perfect example of a time that the Apple Watch lets us focus on living our lives without being tied to our phones, while still intelligently delivering updates so fans dont miss a thing.”

The Patriots Apple Watch app provides fans with instant access to all of the latest news, media and in-depth details, notifying fans as the Patriots make their selections and trades, and offering details on the Draft order, players selected and delivering short player bios.

“We specialise in creating beautiful and engaging apps for sports fans, and the Apple Watch offers us another platform to interact with them in a new way,” said Gabriel Smallman, president of Adept Mobile. “Sports teams dont exist without a loyal fanbase, and Kahuna takes a holistic approach to messaging them. We trust its sophisticated behavioural targeting to put the right message at the right time to the right fan.”