YouNow has inked its first-ever content deal for Rize — a cryptocurrency-powered livestreaming app that’s set to launch in January.

YouNow is partnering with two-year-old, London-headquartered Eleven Sports, a global TV broadcaster of niche sporting events like drone racing and Quidditch (based on the fictional Harry Potter sport). Eleven Sports will henceforth distribute content to YouNow’s audience of 40 million active users, and will also broadcast sporting events on Rize as of next year. The partnership kicks off this Sunday with the Drone Champions League race in Berlin.

Rize, which enables viewers to communicate with one another via multiple streams, will provide a unique viewing experience for Eleven Sports events, enabling broadcasters to watch and engage with other users across the globe in real-time. In addition to the aforementioned events, Eleven Sports — which is available in 70 million homes across Belgium, Luxembourg, Poland, Italy, Singapore, Taiwan, and the U.S. — also broadcasts soccer matches and Kontinental Hockey League games.

“We have recently proven our strategy to reach new audiences in innovative ways by livestreaming top sports action on social media platforms including Facebook and Twitter,” said Danny Menken, Eleven Sports’ group managing director. “Interactive communities such as YouNow create a wide-open field for immersive ways to serve up live sports — we’re bringing sport to the fan, and this partnership underscores that goal.”

“We welcome a programming partnership that leverages our live streaming expertise, their worldwide sports business, and a passionate audience that seeks to participate in the experience,” said YouNow CEO Adi Sideman.

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