LONDON: Discovery Communications and Group Nine Media have unveiled a new collaboration between Eurosport and the millennial media brand NowThis for the production and co-distribution of sports-related social video content.
Under the agreement, NowThis will serve as a social video production division for Eurosport’s Olympic coverage. Eurosport will provide NowThis access to its library of sports content and will be the initial European media partner in the NowThis Sports vertical that is slated to launch in May. Eurosport will also be the exclusive advertising sales team in Europe for NowThis Sports, which will offer 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 the exclusive home of the Olympic Games in 2018-2024, excluding France 2018-2020 and Russia.
“Eurosport is dedicated to offering 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, the CEO of Eurosport. “This innovative partnership with NowThis, the number one 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.”
“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 web, beginning with the Olympics in February,” said Athan Stephanopoulos, the president of NowThis. “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.”