Reddit has announced a new sports partnership program, which will see the social network platform working with various major sports organizations, including the NFL, the NBA, MLB, PGA Tour and NASCAR on new in-app activations.
The program taps major sports leagues and aims to bring more sports content to Reddit’s communities while also creating opportunities for advertisers to align with this content via video ads, AMAs, and other formats.
Sports is one of Reddit’s most popular and fastest-growing (at +26% YOY) interest groups, bringing together highly engaged fans across over 1,000 communities.
Per Reddit, the new partnerships “can enhance our community experience with content that fans want while enabling advertisers to align with expanded fan content on Reddit. Through our official partnerships with the NFL, NBA, MLB, PGA TOUR, and NASCAR, redditors will gain access to video highlights from games and tournaments, player AMAs, behind-the-scenes videos, and more special content posted by the leagues throughout their seasons and including during major events like Super Bowl and NBA All-Star”.
Reddit advertisers can align their brands to these communities and content experiences just like Samsung, Ford, Volkswagen of America and several others did as part of the platform’s initial test with the NFL during the 2023-24 season. During the test, an alcoholic beverage brand saw a +11.3 point lift in purchase intent, a +9.4 point lift in brand favorability, and a 5.9 point lift in awareness by activating alongside premium video content from the NFL.
“Building on five years of incredible collaboration, the NFL believes in the power of Reddit to enhance the fan experience,” said NFL VP of Business Development and Strategic Investments, Brent Lawton. “By renewing our partnership, we can continue engaging with Reddit’s growing NFL fan base and provide powerful content to advertisers looking for an NFL audience.”
This partnership program is a way to test and explore new ways to connect fans with special content from the most significant leagues, businesses, and organizations to Reddit communities of dedicated sports and entertainment fans.
