More free live sports are coming to YouTube after Sports Studio announced a new partnership with TheSoul Group that will bring its Free Live Sports platform to the service and other social media platforms. The deal will expand access to Sports Studio’s catalog of free, ad-supported live sports programming while giving the company a new way to reach viewers.
Free Live Sports currently offers more than 125 live sports channels covering traditional and non-traditional sports. The service is available for free on connected devices, and this new partnership will expand its reach to YouTube with both live and on-demand programming.
The initial rollout will feature a wide range of sports content designed for YouTube and connected TV audiences.
A study earlier this year found that 69% of sports viewers say watching sports has become harder; now with this new partnership, Sports Studio is making it easier for fans to discover live sports without adding another monthly subscription.
“Fans should not have to pay for or hunt across a dozen services to watch the sports they love,” Cathy Rasenberger, cofounder and co-president of Sports Studio, said in the announcement. “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.”
The partnership comes as YouTube continues to play a growing role in how people watch video on their TVs. More viewers are using YouTube on connected TVs, giving companies like Sports Studio a chance to reach fans outside of traditional streaming apps.
“Live sports viewing behavior 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.”
