• by Larissa Faw , December 7, 2015

Spark SMG has struck a deal to work with digital platform 120 Sports to provide its clients with access to sports content and branded entertainment experiences.

120 Sports is a first-of-its-kind network partnership involving multiple leagues and media properties that features official highlights, news, expert analysis and debate, all integrated with real-time social conversation. Equity partners in 120 Sports include Time Inc. /Sports Illustrated, MLBAM, the NHL, the PGA TOUR, Campus Insiders and 120 Sports parent company Silver Chalice.

The Spark/120 partnership launches with eight Spark clients. 120 Sports will work with Spark SMG brands to create an on-site presence at several large, sporting events that will capitalize on trending sports conversation and buzz, say agency executives. Additional Silver Chalice companies, Campus Insiders and ACC Digital Network, will also work with brands in the Spark SMG portfolio.

120 Sports initially approached the Publicis-owned agency thinking an arrangement would be a good fit given the digital focus of the firms, which are both based in Chicago. Also an agreement appealed to Spark given the opportunity to reach younger audiences as they increasingly migrate towards mobile devices and related digital platforms. 

Their deal is not exclusive and 120 Sports can work with other agencies. 

“The world of digital content continues to provide increasing opportunity for advertisers, and unlock new and exciting investment opportunities for our clients,” said John Muszynski, chief investment officer, Spark SMG. “Our partnership with 120 Sports will give our clients incredible access to captivating sports content like never before.” 

The first project under this partnership, which launched last month, involves a Bass Pro Shops branded interview series featuring UFC star fighters Chad Mendes and Jeremy Stephens, and St. Louis Rams Pro-Bowl Punter, Johnny Hekker to highlight their offseason routines. The series is designed to explore how these competitors enjoy spending their free time and seek adventures off the playing field. 

“As digital content consumption increases, we see increasing opportunities to engage our customers in new and exciting ways,” said John Acosta, director of media, Bass Pro Shops. “Our partnership with 120 Sports and Spark is opening up new doors for us, and we’re excited to thrust our brand into the dynamic world of digital sports content.”

Launched in of last year, 120 Sports is currently available as a free application for both iOS and Google Play. More on the platform can be seen here.