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Fox Sports Takes a Distributed Approach to Sponsor Video

Fox Sports brings with it broad distribution in its own right, but in a sign of the times it’s looking beyond its own properties in distributing sponsor video.

The publisher is rolling out a new program called “Fox Sports Engage,” which will open up a multiplatform distribution pipeline for sponsored integrations and custom videos it creates on behalf of advertisers. In addition to Fox Sports’ owned-and-operated properties like FoxSports.com and the Fox Sports Engage blogging network (formerly Yardbarker), Fox Sports will seed videos across its social channels on YouTube, Facebook, Twitter and Instagram and even on TV via Fox Sports 1.

The move comes out of feedback Fox Sports has received from advertisers it has done social video campaigns with in the past few months, including Nationwide (tied to the network’s NASCAR coverage) and Fiat (tied to its Women’s World Cup coverage). Advertisers are now placing more value on the distribution of the videos and integrations they’ve paid for than just on the content itself, according to Pete Vlastelica, evp of digital at Fox Sports.

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