BBC America Piggybacks On Foursquare For Rugby Drive

Foursquare’s latest media partnership is BBC America. The U.S. TV channel is using the location-sharing tool to drive engagement around its coverage of the upcoming Six Nations rugby tournament.

It has created a Foursquare profile (currently 1,359 followers) on which it has listed over 100 U.S., UK and Ireland bars at which to watch live TV streams of the competition, which starts this Friday.

It looks like a dipping of a toe in to the water for BBC America.

The options will gain on-air promotion and promotion in many sports bars. There is a “BBC America” badge which participants can unlock.

BBCWW has signed New York digital producer Embassy Row to produce associated vidcasts, podcasts and material for

The BBC airs the Six Nations at home in the UK. More engagement for the broadcasts in the U.S. may mean more viewers in sports bars watching BBC America’s coverage with advertising.