Eurosport to work with NowThis on social video

The Skeleton event at the Winter Olympics (Getty Images)

Eurosport has agreed to partner with millennial media brand NowThis to produce and co-distribute sports-related social video.

The new collaboration comes after Eurosport’s owner, Discovery Communications, invested US$100 million in NowThis’ parent company, Group Nine Media, in October.

NowThis will act as a social video production arm for Eurosport’s Olympic coverage, while Eurosport will provide NowThis access to its library of sport content.

Eurosport will also be the initial European media partner for the launch of the NowThis Sports vertical, which is due to go live in May, and will  be the exclusive ad sales team for NowThis Sports in Europe.

“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 Peter Hutton, Eurosport CEO.

“This innovative partnership with NowThis, the number one 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.”

Eurosport has secured rights to broadcast the Olympic Games from 2018-2024.