ITV partners with Snack Media on YouTube ads

Under the partnership, ITV will represent advertising opportunities across the PDC's YouTube channel

ITV has partnered with digital sports media company Snack Media to expand its YouTube advertising business, beginning with the Professional Darts Corporation (PDC). The agreement gives advertisers access to the PDC's YouTube inventory, including content surrounding major events such as the World Darts Championship.

Under the partnership, ITV will represent advertising opportunities across the PDC's YouTube channel, offering brands access to sports content aimed at highly engaged audiences on the platform.

Partnership builds sports portfolio

The agreement marks a further expansion of ITV's YouTube sales business, which launched following the broadcaster's strategic partnership with YouTube in December 2024. Since then, ITV's commercial team has worked with more than 1,300 brands and products, while its recent FIFA World Cup content generated more than 150 million YouTube views.

Earlier this year, ITV also announced a partnership with Banijay Rights and Banijay UK to represent advertising opportunities across selected YouTube channels.

Focus on premium sports content

Abul Noor, Head of YouTube Sales, ITV: "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, Chief Executive Officer at Snack Media: "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."

PDC aims to grow commercial opportunities

Adam Perfect, Chief Commercial Officer, PDC: "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."

www.itv.com

www.snack-media.com

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