Media company Discovery Communications has struck an original content partnership for the 2018 winter Olympic Games with sports and entertainment agency Wasserman.
As part of the agreement, Cycle Media, a subsidiary of Wasserman, will create original social sports content that Discovery’s pan-European sports broadcaster Eurosport will share across its digital platforms during the Games.
During Pyeongchang 2018, Eurosport’s Snapchat Discover Channels will be powered by Cycle in four key European markets – the UK, Germany, Norway and Sweden – as well as producing content for Eurosport social channels by blending original footage and Olympic Games highlights.
Discovery has rights for the Games across the majority of European territories from 2018 to 2024. Eurosport will have a dedicated mobile digital studio in Pyeongchang, working with some of the biggest digital influencers from across Europe and embedding them into editorial teams during the Games to co-create unique content for social media focused on engaging new and younger audiences.
Discovery said its partnership with Wasserman creates customisable opportunities for brands to associate with the Olympics. It will also generate unique sponsorship and advertising inventory opportunities across social channels for brand partners wanting to integrate their products and services into the broadcast experience of the Games.
Peter Hutton, chief executive of Eurosport, said: “Alongside our own creative staff, Cycle’s creative resources will allow us to drive additional levels of engagement and support our objective to make Pyeongchang 2018 the first truly digital Games across Europe.
“This innovative partnership will help amplify the most shareable moments from Pyeongchang 2018. It also creates new ways for brands to tap into the magic of the Games with youth communities across multiple markets.”
Discovery recently announced that it had reached a strategic advertising and content agreement with Snap Inc. that will bring several types of curated content from Pyeongchang 2018 to Snap’s Discovery platform in Europe.
Content will include behind-the-scenes action from the most popular Olympic Games events such as snowboarding, downhill and freestyle skiing and ice hockey – as well as relevant content from the athletes and influencers.