Broadcasting company Sky has acquired Diagonal View, a producer of social content known for its online channels including Alltime10s and The Football Daily.  The acquisition is aimed at increasing Sky Sports’ ‘engagement with a younger, digital-first audience’ and offer better advertising opportunities to advertisers. The terms of the deal were undisclosed.

The purchase will see Diagonal View’s existing leadership team, including its founder Matt Heiman, join Sky – gaining additional support from Jamie West, group director of advanced advertising at Sky, and David Gibbs, director of digital sports & news at Sky.

“The acquisition of Diagonal View marks an exciting step in enhancing Sky’s capabilities for reaching new social audiences and helping brands tell their story through bespoke content,” said West. “Advertisers are looking for high impact, multi-faceted campaigns and want to partner with trusted brands with quality content. By combining strengths we’ll significantly enhance opportunities for branded content, building new and existing partnerships to a wider audience at further scale.”

Diagonal View boasted over 1bn views over the last year and has an audience of over 15m subscribers. Meanwhile, Sky Sports claims to have reached one in five of the UK and Ireland’s total digital population in 2016, and reaching over 2bn views across the globe online.