ITN joins forces with Engage Digital Partners to increase coverage and storytelling in the sports and gaming sector

Presenter and former athlete, Jeanette Kwakye, talks to Great Britain’s 1500 metre gold medalist Josh Kerr for the BBC in the Mix Zone on Wednesday 23 August at the World Athletic Championships 2023, which was produced by World Athletics Productions, a joint venture between ITN and World Athletics

ITN and Engage Digital Partners (EDP) have joined forces to combine their exceptional coverage and storytelling capabilities to offer increased value to rights owners and brands in the sports and gaming sector.

The new strategic partnership combines ITN’s prowess in broadcasting and live events production with EDP’s expertise in digital engagement. Together, they will offer integrated content solutions for many of the leading IP and club owners, federations, and sponsor brands, aimed at bringing fans the most complete coverage of the most compelling events.

ITN is an independent production company with over 67 years’ experience in public service broadcasting and is renowned for being able to deliver journalism and content of the highest standard across all output. The partnership will launch with ITN’s Sport division. ITN Sport specialises in host broadcasting, technical innovation and delivery, and brand partnerships, working with broadcasters and federations to create leading-edge sports production and storytelling for a new generation of fans.

EDP has been an innovator and a leader in digital sport for over ten years. EDP is a full-service digital agency bringing expertise across content creation, audience data, martech, audience development and performance marketing. With offices in the UK, Australia and India, they support some of the biggest and most eclectic Federations, Teams and Brands in sport.

What binds the two groups are a passion for storytelling, a belief in the value of long-term relationships, the value of fan engagement and creating ROI for partners.

Alastair Waddington, director at ITN Sport, said: “As the landscape evolves, clients want integrated solutions; we know the impact event periods can have on boosting the profile of a brand’s proximity to fans. Working with EDP will allow us to do just that and bring more value and efficiency to the process.”

Gregg Oldfield, CEO at Engage Digital Partners, added: “ITN brings a level of scale and allows us to combine our skills, in particular leveraging our data and analytics resource to support the development of actionable solutions and content to maximise fan and athlete engagement. We are excited about the new value a joined up approach can offer clients.”