Reddit is making a significant move into the sports marketing industry. The social media platform revealed on Monday several new partnerships with major sporting organizations, 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 gain access to a variety of exclusive content, such as video highlights from games and tournaments, player Q&A sessions, behind-the-scenes footage, and other special materials posted by the leagues during their seasons and significant events.
Reddit noted that it hosts over 1,000 active sports communities, with engagement in these forums surging. The platform reported a 26% increase in screenviews for sports-related discussions over the past year.
The sports marketing sector is projected to grow more than 20%, exceeding a value of $55 billion by 2030, as fans increasingly turn to platforms like YouTube, Facebook, and X (formerly Twitter) for sports content.
In its pursuit of new revenue streams, Reddit has been exploring innovative strategies ahead of a potential public offering. Earlier this year, the company secured a $60 million-per-year AI licensing agreement with Google. After a successful initial public offering, Reddit announced first-quarter revenues that were nearly 50% higher than the previous year, and its shares rose nearly 7% following the announcement of the new sports partnerships.
Key statistics include:
1,000: Number of sports-related subreddits
20.4 billion: Total screenviews of sports forums on Reddit in the last year
249 million: Monthly interactions (posts, votes, comments) in sports subreddits globally
$55 billion: Projected value of the sports marketing industry by 2030
$243 million: Reddit’s revenue in the first quarter