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SNTV to manage J.League international YouTube channel in expanded remit

SNTV, the sports video news agency, is to manage the new international YouTube channel for Japanese professional football’s J.League.

The news represents a widening of the existing tie-up between SNTV, a joint venture between IMG and the Associated Press, and the Japan Professional Football League. The 2020 J.League season, which begins on Friday, will be the third consecutive season that SNTV has worked with the JPFL.

SNTV said that it will “deliver a complete YouTube channel strategy for the J.League to increase reach and connect with fans globally by producing rich and engaging video stories, including match highlights, player profiles, reaction and archive features”.

The content created by SNTV will be distributed across its international network of broadcasters and digital media platforms.

James Dobbs, who recently took up the post of managing director at SNTV, said: “The J.League is recognised as one of the most successful and competitive leagues in Asia and we are excited to extend our relationship with them. The launch of the international YouTube channel and SNTV’s overall content offering will take viewers closer to the action and give a real insight into the clubs and players in Japan.”

Various deals with broadcasters for rights to the Japanese top tier have been signed in recent weeks. These have included three-season agreements with Hong Kong pay-television broadcaster i-Cable and Australian telecoms operator Optus.

International rights for the J.League in all markets except China are sold by the Dentsu agency for the 2020-22 period, under a deal agreed last October. Dentsu replaced the Lagardère Sports agency in the role. The international rights distribution contract excludes China, where the rights were awarded to the China Sports Media agency.