Discovery & Wasserman in Digital Content Deal for PyeongChang Olympics

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Discovery Communications has entered into an original content partnership with sports and entertainment agency Wasserman for the Olympic Winter Games PyeongChang 2018.

As part of the new agreement, Cycle Media, a subsidiary of Wasserman, will create original social sports content that Eurosport will share across its digital platforms during the Games. Throughout the PyeongChang Olympics, Eurosport’s Snapchat Discover channels will be powered by Cycle in four key European markets—the U.K., Germany, Norway and Sweden. The partnership will see the production of content for Eurosport social channels by blending original footage and Olympic Games highlights.

This collaboration complements Eurosport’s existing strategy to make PyeongChang 2018 the first fully digital Games for Europe. Eurosport will have a dedicated mobile digital studio in PyeongChang, working with some of the biggest digital influencers from across Europe and embedding them into editorial teams during the Games to co-create unique content for social media. The cooperation will lead to customizable opportunities for brands and generates unique sponsorship and advertising inventory opportunities across social channels for brand partners.

Peter Hutton, the CEO of Eurosport, said: “As the ‘Home of the Olympics in Europe,’ Eurosport is happy to partner with Cycle and Wasserman to help us engage more people on more screens across Europe. Alongside our own creative staff, Cycle’s creative resources will allow us to drive additional levels of engagement and support our objective to make PyeongChang 2018 the first truly digital Games across Europe. This innovative partnership will help amplify the most shareable moments from PyeongChang 2018. It also creates new ways for brands to tap into the magic of the Games with youth communities across multiple markets.”

“Cycle is the perfect content partner for Discovery and Eurosport to harness their brand and optimize this opportunity,” commented Casey Wasserman, the chairman and CEO of Wasserman. “It is gratifying when we can foster relationships between well-matched clients, and Discovery and Cycle have such an organic connection it is a win-win for all.”

Jonathan Davies, the managing director of advertiser partnerships at Eurosport, added: “This partnership brings together Eurosport’s outstanding Olympic Games content and audiences with Cycle’s cutting-edge creativity in the social space—giving brands the opportunity to produce bespoke content that engages with younger audiences in new and innovative ways.”