House of Highlights, the Bleacher Report-owned social media video outlet, has signed its first YouTube-specific sponsorship deal with EA Sports, according to a report from Digiday.
The deal will see House of Highlights produce two videos partnership with the software company’s NBA Live 19 series. No fee has been announced for the contract.
The US-based outlet is apparently social media influencers onto the project, streetball legend Larry Williams and rap group YBN are set to be involved.
The partnership with EA Sports is being seen as House of Highlight’s first step in diversifying beyond Instagram.
The channel – created by Omar Raja – hit more than 10 million Instagram followers in July, including some of the biggest names in sport.
"We don't want to be just an Instagram account anymore. We want to be considered a media brand," Doug Bernstein, House of Highlight’s general manager, told Digiday.
House of Highlights is reportedly developing two other shows as it seeks to expand its YouTube-specific programming next year.