By Evan DeSimone
Maker Studios is bringing its digital expertise to a new arena through a partnership with Italian soccer club AS Roma.
The Disney-owned MCN will help the sports franchise to grow its global digital audience by creating original video content. Maker has already worked with the club on creating video content for its YouTube channel. The partnership includes linking up AS Roma with some of Maker’s digital talent in the sports and gaming space to help them connect with relevant audiences through social sharing.
The partnership will run through Maker’s established gaming division, Polaris, which is also home to most of the MCN’s sports influencers including ilvostrocaroDEXTER and iNoobChannel, both of whom have already created content with AS Roma.
The partnership demonstrates the ever-increasing ubiquity of online video content. Once a novelty for digital natives, online video is now a must have for almost any brand from cosmetics to major league sports. The partnership also demonstrates a widening of Maker’s reach at a time when many are still wondering what the multi-channel network’s ultimate role within the Disney empire will be. While some of speculated that Maker would ultimately become a digital marketing channel for Disney properties, deals such as this suggest a different future for the network as a consultancy building digital brands.