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 partnerships, Reddit users will gain access to game and tournament video highlights, player “Ask Me Anything” (AMA) sessions, behind-the-scenes footage, and various exclusive content shared by the leagues throughout their seasons and during major events.
Reddit reports that it currently hosts over 1,000 active communities focused on sports, with a notable increase in user interest. Screenviews within these sports-related forums have grown by 26% over the past year.
The sports marketing sector is projected to expand by more than 20%, potentially exceeding a value of $55 billion by 2030, as fans increasingly turn to platforms like YouTube, Facebook, and X (previously known as Twitter) for sports content.
In its pursuit of new revenue streams ahead of a potential public offering, Reddit previously entered into a $60 million annual AI licensing agreement with Google in February. Following its successful IPO, the company reported first-quarter revenues that were nearly 50% higher than the same period last year. After announcing the new sports collaborations, Reddit shares increased by nearly 7%.
By the numbers:
1,000: Number of sports-related Reddit forums
20.4 billion: Screenviews of sports-related Reddit forums over the past year
249 million: Monthly engagements (posts, votes, comments) in sports subreddits worldwide
$55 billion: Projected value of the sports marketing sector by 2030
$243 million: Reddit’s revenue for the first quarter