Discovery Communications has partnered with Wasserman’s fledgling sports firm to produce a raft of original content for the 2018 Olympic Winter Games in PyeongChang. Cycle Media, a subsidiary of sports powerhouse Wasserman, is to create social media-friendly sports content that Discovery’s Eurosport can share across its digital platforms during the event.

Cycle will power Eurosport’s Snapchat Discover Channels across four key European markets: UK, Germany, Norway and Sweden, blending original footage with Olympic Games highlights. It comes as Eurosport attempts to make PyeongChang 2018 the first fully digital Games for Europe.

Eurosport Chief Executive Peter Hutton said that the deal would allow it to engage more people on more screens across Europe. “Alongside our own creative staff, Cycle’s creative resources will allow us to drive additional levels of engagement and support our objective to make PyeongChang 2018 the first truly digital Games across Europe.  This innovative partnership will help amplify the most shareable moments from PyeongChang 2018. It also creates new ways for brands to tap into the magic of the Games with youth communities across multiple markets.”

Wasserman added: “Cycle is the perfect content partner for Discovery and Eurosport to harness their brand and optimize this opportunity. It is gratifying when we can foster relationships between well matched clients, and Discovery and Cycle have such an organic connection it is a win-win for all.”