ITN, the UK-based television news and content provider, and Engage Digital Partners (EDP), the sports marketing agency, have partnered to offer increased value to rights owners and brands in the sports and gaming sectors.

The deal intends to combine ITN’s experience in broadcasting and live events production with EDP’s knowledge of digital engagement. They will use this to offer integrated content solutions to IP and club owners, federations, and sponsor brands.

The partnership will launch with ITN’s Sport division, which specializes in host broadcasting, technical innovation and delivery, and brand partnerships.

Alastair Waddington, director of ITN Sport, said: "As the landscape evolves, clients want integrated solutions; we know the impact event periods can have on boosting the profile of a brand's proximity to fans. Working with EDP will allow us to do just that and bring more value and efficiency to the process."

Gregg Oldfield, chief executive of EDP, added: "ITN brings a level of scale and allows us to combine our skills, in particular leveraging our data and analytics resource to support the development of actionable solutions and content to maximize fan and athlete engagement. We are excited about the new value a joined-up approach can offer clients".

ITN Sport specializes in host broadcasting, technical innovation and delivery, and brand partnerships, working with broadcasters and federations to create sports production and storytelling for a new generation of fans. EDP, meanwhile, is a full-service digital agency bringing expertise across content creation, audience data, martech, audience development, and performance marketing.