WAYN has formed a talent deal with CONTENTed digital media to carry sports and entertainment programming across its network.

The innovative deal means WAYN will now have a number of programming and talent initiatives based around major events and their geographical destinations presented by famous celebrities.

Kicking off proceedings in Australia with the Lions rugby tour is Lewis Moody, the former England rugby captain.

Next stop will be Brazil for the 2014 FIFA World Cup using a roster of football celebrities.

These profiles, coupled with engaging content and social acceleration, will be at the heart of the initiatives
Peter Ward, chief executive and co-founder of WAYN, explained: “We’re excited to team up with CONTENTed to provide a unique, highly social and engaging platform on which to host sports and entertainment focused content – something we know will appeal to our broad demographic of users from around the world.”

As part of the deal, WAYN will create a bespoke microsite to host the content from each event as well as build a network of friends across its international community of over 21 million members across 193 countries.

WAYN will also provide a wide array of ‘social triggers’ to scale engagement interaction and advocates from across the global community.

Adam Bullock co-founder of CONTENTed said: “The ability to harness talent, consumers and destinations to major events via real time short form interactive programming is very potent.

“WAYN.com allows us to deliver an immediate experience to its audience underpinned with real time social interaction”.