As the company looks to grow revenue post-IPO, Reddit has signed deals with major sports leagues, including the NFL, NBA and MLB. As part of the program, Reddit will feature more game highlights, behind-the-scenes videos and question-and-answer sessions (AMAs) with players. In exchange, Reddit advertisers such as Samsung, Ford, VOLKSWAGEN, and FANDUEL can broadcast ads with video content published by Leagues. After that, Reddit shares with the sports league that participates in the advertiser's income. In the example below, Reddit plays an ad right before a clip of a game between the San Francisco 49ers and the Seattle Seahawks.

You may have already seen the Reddit partnership in action as the NFL has begun testing the schedule for the 2023-24 season with video content and AMAs featuring Pro Bowl players and schedule planners. the NFL. In addition to the NFL, MLB and NBA, the PGA Tour and NASCAR have also partnered with Reddit.

"We continue to create more ways for businesses and organizations to engage with the Reddit community, which benefits our community, program partners and advertisers," Jenn Wong, Reddit's chief operating officer, said in a press release. As The Information points out, Twitter had similar deals with media companies and sports leagues before Elon Musk acquired it.

For about a year, Reddit has been trying to boost revenue to make the public company more attractive to investors. The platform has lucrative deals with OpenAI and Google to train its AI models on user-generated content, which last year made access to its API more expensive for some third-party developers, sparking protests on the site.