Verizon Communications is reportedly in talks with advertisers and content makers to offer sponsored video services on its mobile video application, go90.

The company’s CFO Fran Shammo told Reuters that sponsored video, such as sports events and music concerts, could be brought on to the application at some point in the future.

Such a strategy means brands and advertisers would foot the data bill for streaming certain video, not the consumer.

Go90, the free mobile video application which is supported by advertising, features content from select TV networks and already offers access to select sporting events. The operator has struck partnerships with both the National Football League (NFL), and the National Basketball Association (NBA) since launching the app in September. 

Verizon, like its rivals in the US market, is making a big bet on mobile video as part of its strategy to unlock new revenue through advertising and data services.

Shammo did not provide specific details on the talks, or a timeframe on when the content in question will begin to appear on go90, only stating that the company is “open to anybody”.

“What we’re trying to get after is sponsors to come in and pay for the sponsorship to put exclusive content on go90,” he told Reuters. “You’ll see certainly a lot of activity on go90 and sponsorships and advertisers.”

Speaking on the company’s Q4 earnings call last week, Shammo did say the company was encouraged by go90 since its launch, before adding that he did not expect the platform to turn a profit for two years.

As part of its video and advertising strategy, the company last year also acquired AOL for $4.4 billion in a bid to further boost its mobile and video play. The go90 model, meanwhile, is tailored towards leveraging targeted commercials, content sponsorships, exclusive content and pay per view events.

With regards to its data strategy, the US operator last week launched FreeBee Data, a sponsored data plan with two services,

The first, FreeBee Data 360, allows content providers to sign up to provide consumers some of their mobile content, without cutting into consumer data plans. It also launched the separate FreeBee Data offering, which works on a pay per click basis.

Verizon’s main rival AT&T has been testing sponsored data services since 2014, while T-Mobile US launched the controversial zero rating Binge On video streaming platform in November 2015.