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Red Bull Reuters

Red Bull Media House to provide Reuters subscribers with exclusive sport and lifestyle content


By Tony Connelly, Sports Marketing Reporter

March 31, 2016 | 3 min read

Reuters is extending the sports content it offers its Reuters Media Express customers after partnering with Red Bull Media House (RBMH) who will provide a curated selection of its best sports and lifestyle content.

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The sports, culture, and lifestyle content, which Red Bull Media House produces will now be made available to news publishers registered with Reuters via a dedicated portal on the Reuters Media Express platform. Non-subscribers will have unlimited access to the content while subscribers will be given 10 ready-to-publish news items each month.

Reuters, which delivers thousands of stories per day to over 3,000 publishers in broadcast, digital, and print, was already working with RBMH prior to the partnership and the popularity of the content paved the way for the international news agency to expand its sports offerings.

Reuters global head of sports and strategic projects, Robert Schack, described the deal as an “exciting agreement” for the agency and said the partnership was influenced by a number of factors including the already strong relationship it had with the RBMH editorial team who produce the content.

A key factor in the deal though was the growing demand for global sports coverage. Schack said many of Reuters customers have been “increasingly asking for more content on things like volleyball and snowboarding”.

He continued: “Over the last ten or so years the world has been flattening in a sense.”

“For instance when a Venezuelan footballer player signs for an Italian club the club then has fans in Venezuela. This is also evident with American fans increasingly watching European football and the growing interest in the MLS from Europe."

This represents a problem for smaller publishers, especially given the plethora of nationalities competeing in the array sports which RBMH covers.

“We’re seeing more and more smaller publishers emerging who want to cover this content but they lack the resources to be in all these different locations around the world to cover it so this partnership gives them access to a very high quality package," he added.

The multi-platform media company will provide Reuters with coverage of the mountain biking world cup, motorsports such as the FIA World Rally Championships, Global Rally Cross, air racing and Moto GP.

Winter sports is also a key focus of RBMH which produces content on the Burton U.S. Open and FIS World Cup skiing. Other content which Reuters will have access to includes skateboarding, cliff diving, beach volleyball and surfing events as well as lifestyle content such as break dancing, music and arts.

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