Reddit is making a significant move into the sports marketing arena.
On Monday, the 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).
These partnerships will grant Reddit users access to a variety of engaging content, such as video highlights from games and tournaments, player “Ask Me Anything” sessions, behind-the-scenes footage, and additional special content shared by the leagues during their seasons and key events.
According to Reddit, there are more than 1,000 active communities focused on sports, and interest in these forums has significantly risen, with a reported 26% increase in screenviews for sports-related discussions over the past year.
The sports marketing sector is expected to grow by over 20%, reaching an estimated value of more than $55 billion by 2030. Fans are increasingly turning to platforms like YouTube, Facebook, and X (formerly known as Twitter) for sports content.
Reddit is actively seeking to bolster its revenue as it prepares for a public offering, having recently entered a $60 million annual AI licensing agreement with Google in February. Following the announcement of these new sports partnerships, Reddit’s shares rose nearly 7%.
Key figures include:
1,000: Active forums related to sports on Reddit
20.4 billion: Total screenviews in sports forums over the last year
249 million: Monthly engagements (including posts, votes, and comments) within sports subreddits worldwide
$55 billion: Projected market value of the sports marketing sector by 2030
$243 million: Revenue reported by Reddit in the first quarter