As part of an effort to boost revenue since going public, Reddit has announced a partnership program with major sports leagues that will bring more sports highlights to the Reddit platform and open up new advertising opportunities on Reddit via video ads, automotive model ads (AMAs), and other formats.

The new partnership program will involved many of the most popular sports leagues in the U.S. including the NFL, NBA, MLB, PGA Tour, and NASCAR to bring content to Reddit communities. 

In making the announcements, Reddit noted that the major sports leagues are some of “our most engaged Reddit Pro users and best-in-class examples of the power of engagement within Reddit communities. In addition, sports are one of Reddit’s most popular and fastest-growing (at +26% YOY) interest groups, bringing together highly engaged fans across over 1000 communities.” 

“We believe these new partnerships can enhance our community experience with content that fans want while enabling advertisers to align with expanded fan content on Reddit,” Reddit said in a blog post. “Through our official partnerships with the NFL, NBA, MLB, PGA Tour, and NASCAR, redditors will gain access to video highlights from games and tournaments, player AMAs, behind-the-scenes videos, and more special content posted by the leagues throughout their seasons and including during major events like Super Bowl and NBA All-Star.”

The effort builds on a test with the NFL during the 2023-24 season that saw FanDuel, Samsung, Ford, Volkswagen of America and several others advertise on the platform. “During the test, an alcoholic beverage brand saw a +11.3 point lift in purchase intent, a +9.4 point lift in brand favorability, and a 5.9 point lift in awareness by activating alongside premium video content from the NFL,” Reddit reported. 

“Reddit is the go-to destination for sports fans around the world because it’s the place where they can dive deeper than anywhere else, and connect with other fans beyond the season and throughout the year,” said Reddit’s COO Jen Wong said in a statement. “The country’s major sports leagues see the opportunity to reach global audiences on Reddit. We’re continuing to build more ways for businesses and organizations to engage with Reddit’s communities; this benefits our communities, program partners, and advertisers.”

Reddit also noted that there are over 1,000 active communities in the sports category. Those produced 20.4 billion screen views to communities in the sports category in the last 12 months (up 26% YoY) and 249 million global monthly engagements (posts, votes, comments) in sports communities on Reddit. 

SAN FRANCISCO—Broadcasters are joining the Reddit community, as a new partnership between Reddit and Tagboard will make Reddit content available for use on broadcast channels.

Reddit says that this is the first time it has done aggregated content sourcing for broadcast, with Tagboard serving as the distributor of Reddit content to the broadcast brands. In doing so, Reddit and Tagboard are offering global broadcast entities the voices and ideas of redditors for broadcast news, sports television and entertainment shows.

Starting now, Tagboard broadcast partners can access Reddit content in different formats and packages, things like AMA recaps and photoshop battles, as well as broadcast features on unique posts and comments from Reddit communities.

Two broadcast partners already signed up for this are the NFL Network and Tegna.

“In our ongoing transformation of local news, we are constantly seeking out the stories that matter most to our audience,” said Adam Ostrow, chief digital officer, Tegna. “Our partnership with Reddit and Tagboard lets out 49 local newsrooms stay attuned to the hyperlocal issues being discussed in their communities, and gives us the ability to develop news content that reflects the most topical online conversations and insights being shared by redditors.”

For examples of content that will be available, visit Reddit's blog.

SAN FRANCISCO—Reddit, the third most popular destination on the web, has launched a temporary network that will allow users to offer live broadcasts subject to a popularity vote.

The Reddit Public Access Network (RPAN) runs from 9 a.m. to 5 p.m. PT from now until Friday, Aug. 23. Voting will determine the top broadcast, and Redditors can explore different broadcasts by swiping or clicking right or left.

Reddit says the experiment will help them determine if the effort is worth pursuing for the future.

“First and foremost, this is about having fun as a Reddit community, and if you all enjoy it, we’ll continue to explore how it might work as an actual feature,” the company said in its announcement. “So if you have thoughts, suggestions, or other feedback, please share that in the comments of this post. We genuinely want to hear what you all think, and we look through all of the comments we can, including those without many upvotes.”

No nudity, graphic violence or illegal behavior will be allowed.