Reddit has announced a new sports partnership program, which
will see the platform working with various major sports organizations,
including the NFL, NBA, MLB, PGA, and NASCAR, to bring exclusive sports content
into the app. This move aims to drive more engagement within dedicated sports
communities, offering new opportunities for advertisers to reach their target
audiences.
Through these official partnerships, Reddit 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 during major events like the Super Bowl and NBA All-Star. This influx of
premium content is expected to enhance connection and community within Reddit's
sports-focused communities, which have been growing at a significant rate of
26% year-over-year.
Reddit's passionate and knowledgeable communities have long
been a key aspect of the platform's appeal, and sports fandom offers a prime
opportunity for connection and community-building. By partnering with these
major sports organizations, Reddit is creating a more engaging and immersive
experience for its users, which will also provide more opportunities for
advertisers to reach their target audiences.
In fact, Reddit advertisers can align their brands with
these communities and content experiences, just like FanDuel, Samsung, Ford,
Volkswagen of America, and several others did as part of an initial test with
the NFL during the 2023-24 season. During this 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.
This move is another step in Reddit's efforts to build its
ad business and expand its value into more areas. With the platform growing by
almost 10 million daily active users over the past year, Reddit is now looking
to maximize its opportunities and drive more value for users and ad partners.
Sports engagement is a key area of focus, and with the Olympics hype train
ramping up, now is a good time to get involved and provide more opportunity for
related brands.
Reddit's sports partnership program is an exciting
development for both users and advertisers, offering new ways to connect with
audiences and drive engagement. As the platform continues to grow and evolve,
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