Reddit Highlights Sports Engagement in the App
Recent learnings from social platform Reddit highlights an increase in sports engagement on its platform. In Reddit’s 2025-2026 sports playbook report, the platform shared an opportunity for advertisers to tap into a growing community.
In 2024, the platform has almost 20 Million daily active users, and Reddit says that sports communities are growing at a significant rate (+26% year-over-year). With over 527 sports interest communities, Reddit’s report says these communities are driving 63M average monthly engagements (posts, votes, comments).
The highest engaged sports communities include r/NBA (17M subscribers), r/NFL (12M subscribers), r/Soccer (8.6M subscribers) and r/Formula1 (6.1M subscribers).
Reddit last year announced a partnership programme with Major Sports Leagues. As a result, redditors gained access to video highlights from games and tournaments, player AMAs, behind-the-scenes videos, and more special content posted by the league partners throughout their seasons and during major events like Super Bowl and NBA All-Star. During the 2023–24 season alone, r/NFL grew by over 3 million subscribers as a result of authentic engagement and exclusive partnership with NFL.
What does this mean for us:
There is a clear opportunity for advertisers to connect directly with sub-communities on the platform.
There are a number of advertising format options available, and the platform launched two new features in June 2025: Reddit Insights, a tool that leverages billions of posts and comments on the platform to spot trends and offer real-time insights for campaign strategies, and Conversation Summary Add-ons, which lets advertisers include Reddit user discussions directly in ads, showing public opinions about products or brands.
Putting this into practise, Reddit shared that an alcoholic beverage brand saw a +11.3 point lift in purchase intent, a +9.4 point lift in brand favourability, and a 5.9 point lift in awareness by activating alongside premium video content from the NFL.
For brands looking to niche down... Reddit advertising may be one to consider.