Reddit is making a significant move into the sports marketing arena.
On Monday, the social media platform announced new collaborations with several major sports leagues, including the National Football League (NFL), National Basketball Association (NBA), Major League Baseball (MLB), PGA Tour, and NASCAR.
As part of these partnerships, Reddit users will have access to a variety of content, including video highlights from games and tournaments, AMAs (Ask Me Anything sessions) with players, behind-the-scenes videos, and other exclusive material shared by the leagues throughout their seasons and major events.
Reddit has reported that it hosts over 1,000 active communities within the sports category, with a noticeable increase in engagement. Screen views on sports-related forums have jumped by 26% over the past year.
The sports marketing sector is projected to grow by over 20%, reaching a value exceeding $55 billion by 2030, with fans predominantly turning to platforms like YouTube, Facebook, and X (formerly Twitter) for sports content.
In its quest for revenue growth ahead of a potential public offering, Reddit previously secured a $60 million-per-year AI licensing agreement with Google in February. Following the announcement of the sports partnerships, Reddit’s shares surged nearly 7% on Monday.
Key statistics demonstrate Reddit’s sports engagement:
1,000: Number of sports-related Reddit forums
20.4 billion: Screen views of sports-related Reddit forums over the past year
249 million: Monthly engagements (posts, votes, comments) in sports subreddits worldwide
$55 billion: Estimated value of the sports marketing sector by 2030
$243 million: Reddit’s first-quarter revenue