SNTV, the sports video news agency that is a joint venture between IMG and The Associated Press, has today launched a new branded content division.

Story10 aims to help brands, federations and sports organisations promote themselves more effectively in campaigns.

The commercial division, which distributes video worldwide to 1,200 broadcast, digital and social media outlets each day, is partnering with sports sponsors and event organisers to help them develop content to connect with fans.

Story10 has already provided services for major brands including Puma, Mercedes, Heineken and ABB, plus motor racing’s Extreme E, sailing’s SailGP and UK horse racing’s Royal Ascot meeting.

The content is being produced by SNTV’s editorial team and distributed to targeted audiences across all platforms.

The purpose-led messaging covers topical issues such as mental health, well-being, sustainability and diversity, and clients are able to analyse how the content is performing through real-time data which can influence content strategy by showing the return on investment.

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Story10 has access to video crews in territories worldwide, and regional production hubs in London, Dubai, Singapore, Tokyo, Rio de Janeiro and Los Angeles.

Explaining the rationale behind the new venture, SNTV managing director James Dobbs said: “As the media landscape continues to fragment, the ability to deliver compelling branded content directly to fans is more important than ever. Story10’s ability to identify great human and sporting stories and place them at the heart of the sports conversation offers a unique way for brands to engage their key audiences.”

He added: “Story10 is in the privileged position to understand what the audience is demanding and to work with our clients to help deliver it. Situations where brands successfully amplify their message whilst delivering fans the content they crave are rare, but by helping tell stories that really matter, Story10 is able to create value on all fronts.”