Eurosport partners with NowThis to boost Olympics mobile strategy

NowThis will cover the stories behind the sports, giving fans a closer look at the athletes and their stories

Discovery Communications has agreed a content partnership with digital news platform NowThis as part of its digital strategy to broaden Eurosport’s Olympics coverage and engage more with audiences on mobile.

The partnership will see NowThis launch a specific sports platform which will act as a social video production arm for Eurosport’s Olympic coverage.

NowThis has grown massively since its launch in 2012. The platform delivers the news in 22- to 90-second videos hosted across various social media platforms, including Facebook and Snapchat. Around 80% of its audience are under the age of 35 and it boasts roughly 4 million social engagement interactions per month.

With Eurosport holding the exclusive European broadcast rights to the Games, in addition to deals with several Olympics sports, NowThis Sports will have access to a vast library of sport content.

Rather than focusing on highlights of the action NowThis will instead adopt an entertaining and emotional perspective at the behind the scenes stories involving the athletes.

“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 Eurosport chief executive Peter Hutton. “This innovative partnership with NowThis, the #1 video news publisher on the social web, will allow us share our cutting-edge storytelling and connect our passionate audiences with their favorite 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."

The partnership will go into effect immediately as both companies begin working through social content plans for the 2018 Winter Olympics in February, as well as launch plans for NowThis Sports.

With the Winter Olympics less than a year away, Eurosport unveiled its brand identity for PyeongChang 2018.

The on-screen logo brings together the current Eurosport wordmark with the PyeongChang logo typeface, underpinned by the iconic Olympic rings. The three existing logos are headed by a mountain silhouette – the natural setting of the Winter Games.

Tony Connelly

I cover media, marketing and sponsorship news within the sports industry. This includes breaking news as well as writing feature pieces with insights from experts in the sports marketing world.

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