As more publishers invest in video, they’re rethinking how to best package that content for their customers. For Condé Nast, that means creating a new vertical on YouTube.
GQ Sports, a new YouTube channel devoted to covering athletes from the GQ perspective—showing athletes as leaders in fashion—goes live today in partnership with sponsors including Bodyarmor sports drink, Jack Daniel’s Tennessee Honey, Levi’s and Qbrexza.
The publisher’s video content studio, called Condé Nast Entertainment, is behind the programs.
“GQ Sports isn’t a shift for the brand as much as a next logical step in streamlining our digital sports content into a one-stop shop,” a spokeswoman for the company said.
Despite a company that has said it would put paywalls around all the brands in its portfolio, the videos on GQ Sports will not live behind a paywall on YouTube. “[L]aunching GQ Sports as a standalone video channel feels like a natural evolution of our coverage,” GQ editor-in-chief Will Welch said in a statement.
The publisher will still release a GQ OTT channel, which will also include content from the GQ Sports YouTube page. Already, Condé Nast has OTT channels for Bon Appétit and Wired.
The YouTube channel will feature returning series and new shows, including The Walk-In, a look at athletes’ closets and what they wear from the team bus through the tunnel; All Access, a look inside major sports arenas; and The Assist, a look at the people on the sidelines supporting the athletes.
“We’re creating a sports channel for a new generation, and a unique opportunity for advertisers to connect with a highly engaged and influential audience,” said Pamela Drucker Mann, Condé Nast’s chief global revenue officer and president of U.S. revenue, in a statement.