Eurosport, NowThis forge social content production partnership | Social TV | News | Rapid TV News
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Aiming to have an opportunity to engage digital and mobile first audiences for the forthcoming Olympic Games, the sports subsidiaries of Discovery Communications and Group Nine Media have inked a production and co-distribution deal for sports-related social video.

eurosport logoThe announcement is the latest collaboration between the two companies since announcing Discovery’s $100 million investment and strategic partnership with Group Nine in October. In practice, it will see the latter’s NowThis socially-distributed millennial media brand act as a social video production arm for Discovery-owned Eurosport’s Olympic coverage. 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 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 focus on offering “an entertaining and emotional” look at the stories behind the athletes. It has claimed success with sports-related stories among its millennial audience in the past and is believes that it can satisfy that appetite by dedicating an entire platform to the category.

“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,” remarked Eurosport CEO Peter Hutton. “This innovative partnership with NowThis, the No 1 video news publisher on the social Web, will allow us share our cutting-edge storytelling and connect our passionate audiences with their favourite athletes in a unique and dynamic way.”

Added NowThis president Athan Stephanopoulos: “We couldn’t be more excited to partner with Discovery’s own Eurosport to help bring the incredible stories behind sports and the athletes who play them to the social Seb, beginning with the Olympics in February ... We are keenly aware that this category is a passion point for many young people around the world. We are looking forward to the upcoming launch of NowThis Sports and to be able to put our own unique spin on our coverage of the vertical, with a global approach in mind.”
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