Reddit is making a significant entry into the sports marketing industry.
On Monday, the social media platform announced several new collaborations with prominent sports leagues including the National Football League (NFL), the National Basketball Association (NBA), Major League Baseball (MLB), the PGA Tour, and the National Association for Stock Car Auto Racing (NASCAR).
As part of these partnerships, Reddit users will gain access to video highlights from various games and tournaments, player “Ask Me Anything” (AMA) sessions, behind-the-scenes content, and other special material shared by the leagues during their seasons and major events.
Reddit reported that there are over 1,000 active communities in the sports category on their site, with a notable increase in interest among users. The platform observed a 26% rise in screenviews for sports-related discussions over the past year.
The sports marketing sector is expected to grow by more than 20%, reaching a valuation of over $55 billion by 2030, with fans primarily engaging with sports content through platforms like YouTube, Facebook, and X (formerly Twitter).
In a bid to enhance its revenue streams ahead of a potential public offering, Reddit previously entered a $60 million-per-year AI licensing agreement with Google in February. Following a successful IPO, the company announced first-quarter revenues that were nearly 50% higher than the previous year, leading to a nearly 7% increase in Reddit’s stock on Monday after the announcement of the new sports partnerships.
Key figures include:
1,000: Number of sports-related forums on Reddit
20.4 billion: Redditors’ screenviews of sports-related forums in the past year
249 million: Monthly engagements (posts, votes, comments) in global sports subreddits
$55 billion: Projected value of the sports marketing sector by 2030
$243 million: Reddit’s revenue for the first quarter