Discovery Communications and Group Nine Media have announced a new partnership between Eurosport and NowThis, a socially-distributed millennial media brand, around the production and co-distribution of sports-related social video.
As part of the partnership, NowThis will act as a social video production arm for Eurosport’s Olympic coverage. Eurosport will provide NowThis access to its library of sport content and will be the initial European media partner in the launch of the NowThis Sports vertical, set to launch in May. Eurosport will also be the exclusive advertising sales team for NowThis Sports in Europe.
NowThis Sports will cover the topic through the brand’s lens, not focusing on game highlights, but rather an entertaining and emotional look at the stories behind the athletes. The partnership will go into effect immediately as both companies begin working through social content plans for the 2018 Winter Olympics, as well as launch plans for NowThis Sports.
“Eurosport is dedicated to offer more premium, local and exclusive sports coverage across Europe and drive engagement with existing consumers, as well as a newer, younger mobile-first audience,” said Peter Hutton, Eurosport CEO. “This innovative partnership with NowThis, the #1 video news publisher on the social web, will allow us share our cutting-edge storytelling and connect our passionate audiences with their favorite athletes in a unique and dynamic way.”
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