Social networking site Facebook has signed a deal with a sport broadcasting rights agency to include the content from its platform to a bigger audience.
Facebook will incorporate content from LiveSport TV into its feeds, giving users access to live, streamed football from several European and South American leagues, rugby league, rugby union, snooker and Australian rules football.
A range of recorded content will be available on demand free of charge, with the cost of providing it supported by advertising, while subscribers who pay £2.99 a month will be able to watch the live games.
Integration into Facebook would represent a “great opportunity” for his company to increase its subscriber base, LiveSport TV's joint chief executive, Oliver Slipper, told Marketing magazine.
“Our focus with Facebook will be to use the targeted advertising to communicate with niche fans around the world, and target the hundreds of millions of sports fans on Facebook to share our [on-demand] sports content,” he added.
It also marks the latest stage in Facebook's efforts to widen its appeal by becoming an online entertainment provider.