Bleacher Report to Launch Three NFL-Focused Shows

New England Patriots quarterback Tom Brady tries to escape Los Angeles Rams' Aaron Donald during Super Bowl LIII. Photo: Carolyn Kaster/Associated Press By Lee Harris June 27, 2019 8:02 am ET AT&T Inc.’s T -0.06% Bleacher Report is launching three new football-focused shows ahead of the coming NFL season, in a bid to grab a bigger slice of the multibillion-dollar market for advertising around professional football.

Bleacher Report relies heavily on social media to connect to its audience. Its popular “House of Highlights” social-media feed, a clearinghouse for dunks, candid interviews and other attention-grabbing sports snippets, has garnered more than 13 million followers on Instagram alone. That audience is valuable. In 2017, advertisers spent $4.64 billion on NFL regular season in-game advertising—up 11% from $4.22 billion a year earlier, according to Kantar Media.

Launched in 2007, Bleacher Report saw early success with content aimed at young NBA fans. Basketball has been Bleacher Report’s “bread and butter” since the company was acquired by Turner Sports seven years ago, Ms. Danger said. To attract younger viewers, Bleacher Report is producing content including satirical animated shows: a line of original content spoofs with names like “Game of Zones,” an NBA parody, and “Gridiron Heights,” an animated show about the NFL.

The Bleacher Report app also puts readers directly in contact with players through ask-me-anything forums, a format pioneered by discussion website Reddit. A Wednesday AMA with New England Patriots wide receiver Julian Edelman on Bleacher Report’s app saw users post more than 5,000 questions.

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