Social media giant Reddit is making a play for sports fans, announcing a new partnership program with some of the biggest leagues in the U.S. This move aims to elevate the Reddit experience for sports enthusiasts while creating fresh advertising opportunities.
The lineup: heavy hitters in sports
The program boasts partnerships with heavyweights like the National Football League (NFL), National Basketball Association (NBA), Major League Baseball (MLB), PGA Tour, and NASCAR. This collaboration brings fans on Reddit exclusive access to a treasure trove of sports content, including video highlights, behind-the-scenes glimpses and special content where leagues, for instance, will be able to curate special content throughout the season, culminating in major events like the Super Bowl and NBA All-Star.
A win-win for fans, leagues… and advertisers
This strategic move caters to Reddit’s passionate sports communities, which have grown a staggering 26% year-over-year. Advertisers can now leverage this highly engaged audience by aligning their brands with premium video content alongside league posts. “Reddit is the go-to destination for sports fans around the world because it’s the place where they can dive deeper than anywhere else, and connect with other fans beyond the season and throughout the year,” said Reddit’s Chief Operating Officer, Jen Wong in a blog post. “The country’s major sports leagues see the opportunity to reach global audiences on Reddit. We’re continuing to build more ways for businesses and organizations to engage with Reddit’s communities; this benefits our communities, program partners, and advertisers.”
Reddit’s successful test run
A successful test program with the NFL during the 2023-24 season paved the way for this broader initiative. The test showcased the platform’s effectiveness, with an alcoholic beverage brand experiencing significant gains in purchase intent, brand favorability, and awareness after running ads alongside NFL content. “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.” During the 2023–24 season alone, r/NFL grew by over 3 million subscribers, according to Reddit.
The future of sports on Reddit
With Reddit boasting over 1,000 active sports communities generating billions of screen views annually, this partnership program is poised to be a slam dunk. Not only will it enhance the fan experience, but it’s also expected to be a significant revenue driver for Reddit as it seeks to solidify its position as a top platform for sports enthusiasts.
