## World Rowing Expands US Reach with Overnght Streaming Partnership
World Rowing has significantly bolstered it’s presence in teh United States through a new rights deal with Overnght,a rapidly growing streaming platform dedicated to Olympic and niche sports. This partnership builds on existing momentum,including Overnght’s previous agreements covering rowing competitions organized by the national governing body and the Intercollegiate Rowing Association.
Launched in 2020, Overnght now reaches audiences in over 50 countries.It’s quickly becoming a go-to destination for sports often overlooked by mainstream broadcasters. In 2023, they secured a five-year agreement with USA Water Polo, further solidifying their commitment to expanding coverage of Olympic sports.
Christian Osterode, World Rowing’s head of broadcast and marketing, emphasized the strategic importance of this collaboration.He stated that partnering with Overnght provides the consistency and dedicated focus that rowing deserves. Overnght’s dedication to building a true home for Olympic sports will strengthen the sport’s media presence in the US.
This new agreement will also connect athletes and events with fans in innovative and engaging ways. I’ve found that consistent, focused coverage is key to growing any sport’s fanbase.
The US deal follows closely on the heels of World Rowing extending its long-standing partnership with the European Broadcasting Union (EBU). This extension ensures that 13 EBU members will continue to broadcast World Rowing’s premier competitions through 2032.
Here’s what works best for expanding reach: a multi-faceted approach. Combining targeted streaming deals like the one with Overnght alongside established broadcast partnerships like the EBU allows World Rowing to reach a wider,more diverse audience globally. This strategic approach positions the sport for continued growth and engagement in the years to come.
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