Digital sports media content company Whistle Sports has secured a social media-focused partnership with American football league the NFL.
Whistle will work with the league to create and distribute original NFL-themed video content throughout the 2016 season.
Content will include short-form workout and training videos, fan documentaries, skills competitions, trick shots and esports matches.
Whistle Sports will distribute content across its various social platforms, which have more than 257 million fans and followers around the world.
Jeff Urban, president of Whistle Sports, said: “This evolution of our partnership is a major stride as brands have been actively seeking ways to leverage social content and creators focused on the NFL on the channels where millennials are following sports 24/7.
“From a brand perspective the agreement enables advertisers to activate around NFL-themed content to reach their audiences via means that have been proven highly effective and have not been previously available – through native upload to some of the biggest and most engaged social channels.”