Discovery Communications and Group Nine Media have announced a new social media production partnership between Eurosport and digital news company NowThis.
The new creative collaboration will focus on the production and co-distribution of sports related social media content.
NowThis Sports is set to take an entertaining and emotional look at the stories behind the athletes rather than focusing on the games highlights.
Eurosport will give NowThis access to its vast sport content archive and will be the initial European media partner and advertising sales team in the launch of NowThis Sports, set to launch in May.
The partnership will see NowThis provide the social video production for Eurosport’s Olympic coverage, giving the audience the opportunity to engage digital and mobile activity during the Olympic Games.
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.
Peter Hutton, Eurosport CEO, said: “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.
“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.”
Athan Stephanopoulos, President of NowThis, said: “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."
“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.”