Reddit’s NFL and NBA deals bring you more sports highlights — and ads

Reddit closed deals with the main sports leagues, including the NFL, NBA and MLB, as the company looks to increase revenue following its capital change. Through the program, Reddit will showcase more game highlights, behind-the-scenes videos, and ask me anything (AMA) sessions with players.

In return, Reddit advertisers such as Samsung, Ford, Volkswagen and FanDuel can run ads alongside video content posted by leagues. Reddit will then share revenue earned from advertisers with participating sports leagues, according to The information. In the example shown below, Reddit shows an ad just before the highlight of a game between the San Francisco 49ers and the Seattle Seahawks.

You may have already seen the Reddit partnership in action, as the NFL began testing the program during the 2023-2024 season with video content and AMAs featuring Pro Bowl players and the NFL Schedule Planners. In addition to the NFL, MLB and NBA, the PGA Tour and NASCAR also partner with Reddit.

“We continue to build more ways for businesses and organizations to interact with Reddit communities; This benefits our communities, program partners and advertisers,” said Jen Wong, COO of Reddit, in the press release. As pointed out by The informationTwitter had similar deals with media companies and sports leagues before Elon Musk’s acquisition.

Over the past year, Reddit has been trying to raise revenue to make the now-public company more attractive to investors. The platform has struck lucrative deals with OpenAI and Google to train AI models on user content. It also made it more expensive for some third-party developers to access its API last year, sparking site-wide protests.