Discovery Communications and Group Nine Media have announced a partnership between Eurosport and NowThis, centring around the production and co-distribution of sports-related social video.
It follows a strategic partnership agreement reached between the two parent companies in October, which saw Discovery invest $100 million in Group Nine.
NowThis will act as a social video production arm for Eurosport’s Olympic coverage, whilst Eurosport will provide NowThis access to its library of sport content.
Eurosport will also be the initial European media partner in the launch of the NowThis Sports vertical, set to launch in May.
“Eurosport is dedicated to offer more premium, local and exclusive sports coverage across Europe and drive engagement with existing consumers, as well as a newer, younger mobile-first audience,” said Peter Hutton, Eurosport CEO.
“This innovative partnership with NowThis, the number one video news publisher on the social web, will allow us share our cutting-edge storytelling and connect our passionate audiences with their favourite athletes in a unique and dynamic way.”
Athan Stephanopoulos, president of NowThis, added: “We couldn’t be more excited to partner with Discovery’s own Eurosport to help bring the incredible stories behind sports and the athletes who play them to the social web, beginning with the Olympics in February."
“We are keenly aware that this category is a passion point for many young people around the world. We are looking forward to the upcoming launch of NowThis Sports and to be able to put our own unique spin on our coverage of the vertical, with a global approach in mind.”