Serie A is Reddit’s first major European soccer partner

Serie A has achieved a significant milestone by becoming the first major European football league to forge a partnership with Reddit, aiming to enhance its engagement with a global audience of football enthusiasts.

Through this collaboration, the league will leverage its official presence on Reddit to share a variety of content, including behind-the-scenes insights, gameday experiences, match highlights, and key announcements, while Serie A will take an active role in content sharing, the existing subreddit will continue to be overseen by moderators, ensuring it retains its independent status.

Additionally, Serie A plans to facilitate ‘ask me anything’ sessions featuring players, coaches, and league officials.

Fans will also have the opportunity to partake in polls, contests, and other interactive initiatives designed to foster community engagement.

Commenting on the partnership, Luigi De Siervo, CEO of Serie A, said: “We are thrilled to start collaborating with Reddit and to be the first football league in the world to join this incredible platform.”

“Reddit’s unique approach to sharing social news, entertainment, and forums fits perfectly with our philosophy of reaching out to Italian football fans through the most engaging and interactive ways possible.

“This partnership will allow us to bring Serie A even closer to our fans, wherever they are in the world,” De Siervo said.

Christine Wixted, head of sports content partnerships at Reddit, added: “Fans [on Reddit] are joining in conversations and engaging. They’re spending more time and they’re not just aimlessly scrolling through – people are really engaged. This is your most passionate fanbase.”

“You really find an unduplicated audience on Reddit. A lot of people that come on to Reddit aren’t on TikTok or aren’t on X, so you really get to kind of reach that new fan base,” she said.

The relevance of Reddit within the sports industry has escalated over recent years, primarily due to its highly engaged user base and the niche communities, or ‘subreddits,’ that cater to various leagues, teams, and players.

Notably, prominent organisations like the National Football League (NFL), National Basketball Association (NBA), and Major League Baseball (MLB) have already established partnerships with Reddit and contribute actively to their communities.

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