Observed Signal · Jul 22, 2026 · Partnership · Source: Cord Cutters News · Impact: 2/5 · Sentiment: Positive
Connected TV (CTV) & OTT Market: YouTube Gains Free Live Sports via New Partnership
Sports Studio has partnered with TheSoul Group to bring its Free Live Sports platform — a catalog of more than 125 free, ad-supported live sports channels — onto YouTube and other social video platforms. The deal will expand distribution of Sports Studio’s live and on-demand sports programming to connected TV and YouTube audiences, aiming to make discovery easier for fans without new subscriptions. Executives from both companies said the partnership leverages TheSoul Group’s platform expertise to grow reach and engagement for free sports destinations on YouTube and across CTV-connected devices.
Expands ad-supported live sports inventory and distribution on YouTube/CTV, increasing AVOD/FAST reach but represents a single partnership rather than a platform-level policy or industry-shifting change.
Key Takeaways & Evidence Grounding
- Sports Studio announced a partnership with TheSoul Group to bring Sports Studio’s Free Live Sports platform to YouTube and other social platforms.
- Free Live Sports currently offers more than 125 live sports channels across traditional and non-traditional sports.
- The agreement will expand availability of Sports Studio’s free, ad-supported live and on-demand sports programming on connected TVs and YouTube.
- Cathy Rasenberger (cofounder and co-president of Sports Studio) and Jonathan Shrank (VP of Streaming & Content Partnerships at TheSoul Group) provided public statements about the deal.
Connected Companies & Entities
4 Entities mappedAmazon
Global commerce, cloud, advertising and subscription platform company.
“To address the growing use of ad blockers we now use affiliate links to sites like http://Amazon.com, streaming services, and others....”
YouTube
Video platform monetising audiences through ads, subscriptions and creator tools.
“More free live sports are coming to YouTube after Sports Studio announced a new partnership with TheSoul Group......”
TheSoul Group
Digital publisher and creator-economy services group.
“More free live sports are coming to YouTube after Sports Studio announced a new partnership with TheSoul Group that will bring its Free Live...”
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