Sports Studio, the independently owned media company, has announced a partnership with TheSoul Group to distribute its live sports content across YouTube and social media platforms.

The agreement will focus on expanding audience reach and monetisation opportunities for Free Live Sports, Sports Studio’s flagship brand and one of the largest free, ad-supported live sports destinations in the US, through a YouTube-focused distribution strategy. The partnership extends Free Live Sports from its established connected TV (CTV) footprint onto YouTube, making live and on-demand sports programming available to fans wherever they watch.

Free Live Sports aggregates more than 125 live sports channels across traditional and non-traditional sports and is available free on any connected device. The initial rollout will feature a range of sports content spanning both traditional and non-traditional categories, optimised for growing CTV and YouTube audiences.

“Fans should not have to pay for or hunt across a dozen services to watch the sports they love,” commented Cathy Rasenberger, cofounder and co-president of Sports Studio. “This partnership extends Free Live Sports onto the platforms where fans already spend their time. TheSoul Group brings sophisticated operational capabilities, deep platform expertise and proven audience engagement strategies that make them an ideal partner as we grow the reach and value of Free Live Sports across YouTube and the broader social video ecosystem.”

TheSoul Group is a creator business platform and digital entertainment company. As part of the deal, TheSoul will apply its platform and audience-engagement expertise to help Free Live Sports grow its footprint on YouTube and beyond.

“Live sports viewing behaviour continues to evolve rapidly, particularly as audiences increasingly follow the games they love through YouTube on connected TVs,” said Jonathan Shrank, VP of Streaming & Content Partnerships at TheSoul Group. “Sports Studio has built an exceptional live sports portfolio, and we see a significant opportunity to help free sports destinations reach fans on the platforms where they already are.”

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Tags: free live sports, sports, usa, youtube