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NFL signs content, advertising partnership with Reddit

The National Football League has entered into a partnership with message board platform Reddit, which will include exclusive ‘Ask Me Anything’ (AMA) discussions with NFL personalities as part of a broader content and advertising deal.

The AMAs will feature various members of the NFL community – including current and former NFL players, league executives, team personnel and famous fans – who will take questions from Reddit users in the popular format.

The NFL will also produce a digital video series for these AMAs, which advertisers will have the opportunity to sponsor. According to the Wall Street Journal, the NFL and Reddit will share in this revenue stream.

The videos will also be distributed on NFL’s social media channels, NFL.com and cable TV’s NFL Network.

According to a press release, Reddit has more than 330 million monthly active users and almost nine million visitors to NFL communities on the platform each month.

“There are millions of passionate NFL fans engaging deeply within Reddit communities every day,” said Blake Stuchin, NFL vice president of digital media business development. “We are excited to…reach and engage our fans in a new way that we hope further enhances the NFL community and conversation on Reddit.”

In its attempts to engage with a younger audience, the NFL signed a partnership with short-form video platform TikTok earlier this week.