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ESPN partners with YouTube stars to strengthen its Euro 2016 coverage

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By Tony Connelly | Sports Marketing Reporter

June 16, 2016 | 3 min read

ESPN is turning to social influencers to strengthen its coverage of this summer’s football having partnered with popular YouTuber KSI for a new Euro 2016 show.

The new show hosted by KSI, whose real name Olajide Olatunji, features football challenges, skits and interviews, all filmed in the ESPN Inn clubhouse.

By appointing the Watford based YouTuber ESPN will benefit from his 13 million strong subscriber base while also broadening its international reach across. KSI will be joined by fellow YouTubers Manny and Calfreezy with all three showing episodes on their own platforms. ESPN meanwhile will host the episodes on its own website via the ESPN Inn hub.

KSI ESPN

In addition to the show with KSI the sports broadcaster’s Euro 2016 coverage also includes a new digital exclusive show, EURO After Dark presented by ESPN FC host Alison Bender. It has also partnered with Copa 90-owned platform KICK to provide a unique US angled coverage of the tournament.

Commenting on the campaign, Charly Classen, vice president and general manager of ESPN – Europe, Middle East and Africa, said: “ESPN is one of the biggest sports brands in the world, and KSI is one of the biggest YouTube stars in the world, collaborating on this is a great way to complement our wide coverage and promote this summer’s football through a different lens to a new audience.

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“The ESPN Inn video series celebrates the excitement and anticipation all fans feel when a major tournament comes around, and perfectly complements our extensive editorial coverage.”

For more Euro 2016 related media and marketing stories visit The Drum's Euro 2016 hub here.

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