Reddit is making a significant move into the sports marketing industry.
On Monday, the social media platform unveiled several new partnerships with prominent sports leagues, including the National Football League (NFL), the National Basketball Association (NBA), Major League Baseball (MLB), the PGA Tour, and NASCAR.
As part of these collaborations, Reddit users will have access to a variety of content such as video highlights from games, player AMAs (ask me anything sessions), behind-the-scenes footage, and additional special content shared by the leagues during their respective seasons and major events.
Reddit reported having over 1,000 active communities dedicated to sports, with user engagement in these forums experiencing a significant surge. Over the past year, screenviews in sports-related discussions have risen by 26%.
The sports marketing sector is projected to grow by more than 20%, reaching an estimated value of over $55 billion by 2030. Fans are increasingly turning to platforms like YouTube, Facebook, and X (formerly Twitter) for sports-related content.
In its pursuit of new revenue streams ahead of a potential public offering, Reddit entered into a $60 million-per-year AI licensing agreement with Google in February. After a successful initial public offering, the company reported first-quarter revenues nearly 50% higher than the previous year. Following the announcement of new sports partnerships, Reddit’s shares rose nearly 7%.
Key statistics include:
1,000: Number of sports-related Reddit forums
20.4 billion: Screenviews on sports-related forums in the past year
249 million: Monthly engagements (posts, votes, comments) in sports subreddits globally
$55 billion: Projected value of the sports marketing sector by 2030
$243 million: Reddit’s revenue in the first quarter