By Sahil Patel
“Celebrity video” programmer Young Hollywood is partnering with Momentum Entertainment Group, the content development and production division of ad agency Momentum Worldwide, to launch a new digital channel focusing on 2014 FIFA World Cup coverage.
The channel will launch in April 2014, and will spotlight the “worldwide celebrity and athlete presence surrounding” the World Cup in Brazil. In other words, exclusive interviews, event coverage, behind-the-scenes clips, and related celebrity-centric content tied to the world’s biggest sporting event.
The channel will also have access to Momentum’s worldwide brand partnerships, though it’s not exactly clear how advertising, sponsorships, and other forms of branding will go into effect. Chris Weil, CEO of Momentum, tells Adweek that it’s likely to be in the form of native advertising.
This as-of-yet-unnamed channel will obviously add to Young Hollywood’s distribution reach, which currently include its own website as well as AOL, Hulu, Yahoo, and YouTube via content/syndication partnerships. Young Hollywood is a YouTube original programming partner.