Reddit, the social news aggregation platform, has agreed content partnerships with five major US sports properties as it seeks to increase advertising revenue.

On Monday (July 22), the company announced deals with American football’s NFL, basketball’s NBA, baseball’s MLB, PGA Tour golf, and US stock car racing series Nascar as ‘program partners.’

The partnerships will deliver more sports content to Reddit’s site, including video highlights from games and tournaments, behind-the-scenes clips, question-and-answer sessions with players, and special content from major events such as the Super Bowl and NBA All-Star game.

In exchange, advertisers on Reddit can show ads alongside video content posted by the leagues.

Reddit will then share the revenue it gets from advertisers with the participating sports leagues, according to tech publication The Information.

Reddit chief operating officer Jen Wong said: “We’re continuing to build more ways for businesses and organizations to engage with Reddit’s communities; this benefits our communities, program partners, and advertisers.”

The move will give Reddit more premium videos, which in turn could attract more video advertisers.

Reddit first tested those ads with the NFL during the 2023-2024 season, and brands like FanDuel, Samsung, and Ford placed their messages next to premium video content from the league.

The platform has invested heavily in its advertising business in recent years and went public in March after almost two decades as a privately held company.

Social media giant X (formerly Twitter) had similar deals with media firms and sports leagues before Elon Musk’s takeover.