Bell Media has entered a long-term partnership agreement with Montréal-based content producer WatchMojo.

Announced May 30, the agreement will see Bell represent WatchMojo’s inventory in the Canadian market, according to Kristie Painting, VP of digital sales and platforms at Bell.

Within the terms of the partnership, WatchMojo’s content will be folded into the media company’s overall offering indefinitely. It will also include the selling of pre-roll ads around the content.

Painting said that the partnership will allow Bell to create custom content and environments for advertisers while staying true to its commitment to brand safety. “We feel that is such an important part of the advertising ecosystem,” she said.

First launched as a website in 2005, WatchMojo’s Youtube channel, launched two years later, has 25 million subscribers across its 18 channels globally and 100 million unique monthly viewers, with content ranging from top 10 lists and music to TV shows and video games.

This is the second content partnership announcement from Bell this year, having joined forces with Bloomberg in January to create a multi-platform business news brand, BNN Bloomberg, which launched in April.