Media Press Association Sports Marketing

Dugout partners with PA to distribute footage, content and quizzes from top football clubs


By John McCarthy | Media editor

October 11, 2018 | 3 min read

Dugout has signed a partnership with news agency the PA to distribute exclusive content gathered by the world’s leading football clubs.


Dugout partners PA to distribute footage, content and quizzes from top football clubs

Shadowing teams including Arsenal FC, Chelsea FC, FC Barcelona, FC Bayern Munich, Juventus, Liverpool FC, Manchester City FC, Paris Saint-Germain and Real Madrid CF, Dugout will provide the agency with footage including top goals, moments, skills, behind-the-scenes, training and player-led, lifestyle features.

PA will open up Dugout’s library of over 18,000 videos available to its customer base, which includes news brands publishers, broadcasters and digital brands in the UK and beyond.

The new content stream has been dubbed the ‘PA Ready’ service which includes multimedia articles, galleries, social-led quizzes daily - created to plug directly into publisher sites.

Elliot Richardson, founder and chairman of Dugout, said: “We are delighted to be partnering with PA to distribute our unique content to audiences in the UK, Ireland and beyond.

“PA has an industry-leading reputation for innovation as well as comprehensive and objective football coverage and therefore represents a strong editorial fit for Dugout and its partners.

“We are thrilled that our exclusive content, sourced from more than 80 football clubs, leagues and federations around the world, will be reaching new audiences by appearing on the websites and other digital channels of PA’s ever-growing customer base.”

Ashley Broadley, sports editor at PA, added: “This stream of high-quality content from Dugout adds real value to our customer offering, enabling publishers to add more videos and boost engagement with their own audiences – at no extra cost.”

Dugout was launched in late 2016 and has gained over 67 million unique users and over 900 million video views to date.

Media Press Association Sports Marketing

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