SNTV, the sports video news agency co-owned by IMG and the Associated Press, has expanded its deal with Japanese soccer’s J.League to include managing its new channel on video-streaming website YouTube.

Under the new deal, SNTV will run the J. League’s YouTube channel strategy, producing video stories, highlights, player profiles, reactions and archive features to increase the league’s social footprint and reach internationally.

SNTV will also create regular news features stories, highlighting players, events and matches, which will be distributed across SNTV’s network of broadcast and digital media organisations.

SNTV has partnered with the J.League for three years covering breaking news stories, all major player transfers and managerial changes.

SNTV, founded in 1996, has relationships with over 200 federations covering more than 40 sports. It distributes over 60 unique videos per day and in excess of 30,000 new stories per year.

James Dobbs, managing director of SNTV, said: “The J.League is recognised as one of the most successful and competitive leagues in Asia and we are excited to extend our relationship with them. The launch of the international YouTube channel and SNTV’s overall content offering will take viewers closer to the action and give a real insight into the club and players in Japan.”

The new top-tier J1 league season begins on 21 February.

Late last year Dentsu, the Japanese advertising giant, acquired the international rights to the J.League (excluding China) for three years, from 2020 to 2022.

Sportcal