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Volume 26 No. 231
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Players, Execs To Be Part Of NFL's New Reddit Digital Marketing Deal

The NFL is adding Reddit to its "roster of digital marketing channels as its new season begins, hosting a series of 'Ask Me Anything' discussions on the platform as part of a broader content and advertising deal," according to Sahil Patel of the WALL STREET JOURNAL. Current and former NFLers, league executives, team personnel, famous fans and others associated with the league will "take questions from Reddit users in the discussions." The NFL will also "produce digital video series featuring the guests." Sources said that the league "isn’t paying Reddit a fee, but the companies will share any revenue generated by sponsorships for the videos." Although the NFL "remains TV’s most popular property, the league is keen to bolster its appeal, including among young people." This deal follows an earlier announcement with TikTok this week. The NFL "plans a minimum of one AMA a month over the season but expects that number to grow." The video series will also "serve as a type of marketing for Reddit as the league distributes them widely" (WALL STREET JOURNAL, 9/6).