Reddit has introduced a new sports partnership program aimed at enhancing user engagement by collaborating with major sports organizations such as the NFL, NBA, MLB, PGA, and NASCAR. This initiative will bring exclusive sports content into the app, including video highlights, player AMAs, and behind-the-scenes videos, particularly during major events like the Super Bowl and NBA All-Star.

Key Highlights

• Exclusive Content: Users will gain access to special content from various sports leagues, driving more engagement within dedicated sports communities.
• Growing Sports Communities: Sports communities on Reddit are expanding rapidly, with a 26% year-over-year growth.
• Ad Opportunities: The program offers new advertising opportunities, allowing brands to align with these sports communities. Initial tests with the NFL showed significant lifts in purchase intent, brand favorability, and awareness for participating brands.
• User Growth: Reddit has seen an increase of nearly 10 million daily active users over the past year and aims to leverage this growth to provide more value to users and advertisers.

This program is part of Reddit's broader strategy to build its ad business and expand its value proposition, especially with the upcoming Olympics offering additional opportunities for related brands.