ITV today announces a new partnership with Snack Media, a leading representative of digital rights for major sports bodies, further expanding ITV’s YouTube sales offering.
The first partner is the Professional Darts Corporation (PDC). Under this agreement, ITV will represent advertising opportunities across the PDC’s YouTube channel, providing brands with access to high-engagement, brand safe, broadcast-quality content on YouTube surrounding major sporting events including the iconic World Darts Championship at Alexandra Palace in London.
ITV and YouTube announced a strategic partnership in December 2024 which saw ITV’s commercial team selling the full range of advertising opportunities and since launch it has partnered with 1,300 brands and products. ITV’s recent World Cup content on YouTube drove over 150m views.
The announcement builds on ITV’s growth as a YouTube sales house, following a partnership earlier this year with Banijay Rights, the global distribution arm of Banijay Entertainment, and its UK production group, Banijay UK.
Abul Noor, Head of YouTube Sales at ITV, said: “This partnership with Snack Media is a key step as we continue to grow and evolve ITV’s YouTube sales house capabilities. By partnering with the PDC and Snack, we are bringing premium, high-engagement sports content to our commercial partners, reinforcing our commitment to building a destination for advertisers seeking broadcast-quality content. This collaboration creates a strong foundation for us to explore further partnerships within the sports sector, and we look forward to opportunities to broaden our sports portfolio in the future.”
Hector Morales, CEO at Snack Media said: “We are thrilled to launch this partnership with ITV, and there is no better starting point than the PDC. At Snack Media, we firmly believe that exceptional, high-quality content deserves maximum commercial recognition. ITV’s market-leading sales capabilities will allow us to unlock the true value that rights holders and content creators rightfully deserve.”
Adam Perfect, CCO of the PDC said: “Our YouTube channel has become an integral part of how fans experience the PDC beyond live events, providing year-round access to highlights, player stories and exclusive content. Partnering with ITV and Snack Media to exclusively manage our YouTube advertising inventory allows us to unlock the full commercial potential of that audience while giving brands access to highly engaged darts fans through trusted, premium content. We look forward to working together to develop innovative partnerships that deliver value for advertisers and enhance the fan experience.”
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About ITV
ITV is a producer, streamer and broadcaster, consisting of ITV Studios and Media & Entertainment (M&E).
ITV is the UK’s largest commercial streamer and broadcaster. Through M&E, we make brilliant British-focused content available on ITVX – our free, advertiser-funded streaming service – alongside our free-to-air linear TV channels and third-party partners, allowing viewers to watch whenever and wherever they choose.
For advertisers, ITV offers a compelling combination of mass audience reach, targeted advertising, and innovative commercial and creative partnerships, all delivered in a brand-safe, reliably measured environment across ITVX and our linear TV channels. We further extend this scale and reach by offering digital advertising around our content, and partner content on YouTube.
About Snack Media
Snack Media is a leading sports media powerhouse that connects brands and advertisers with highly engaged, intent-driven sports audiences across the web and social media. With sports publishing in its DNA, the company provides bespoke monetization solutions and white-glove service for the world’s most engaged sporting rights holders and publishers. Powered by proprietary AdTech from SnackLabs, Snack Media’s global network drives up to 1.5 billion monthly impressions, delivering unparalleled scale, sustainable ad solutions, and direct access to premium demand. To learn more, visit snack-media.com
About PDC
The Professional Darts Corporation (PDC) is the world’s leading professional darts organisation, delivering a year-round calendar of elite tournaments featuring the biggest names in the sport. From the iconic World Darts Championship at Alexandra Palace to the Premier League, World Matchplay and World Grand Prix, the PDC attracts millions of fans across television, digital and live events.
The sport has experienced unprecedented global growth in recent years, driven by record-breaking attendances, expanding international tournaments and a new generation of players and fans. Today, the PDC reaches audiences across Europe, North America and beyond, with its events broadcast in over 100 territories and supported by a rapidly growing digital and social media following.
With a fanbase that is passionate, engaged and increasingly diverse, the PDC provides brands with a unique platform to connect with audiences through premium live sport, compelling storytelling and unforgettable entertainment.
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