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Snapchat renews, expands sports content partnerships

(Photo by DENIS CHARLET/AFP via Getty Images)

Short-form social media platform Snapchat has agreed to newly expanded programming deals with the National Football League, National Basketball Association, and ESPN as part of a heightened content push across multiple genres. 

Deepening its ties into sports, news, and entertainment, the California-based Snapchat will continue to offer a specialized version of ESPN’s “SportsCenter,” as well as a tripling in the number of NFL highlights offered in near realtime and deploying additional content from the NBA.

Major League Baseball is also working with Snapchat to integrate the platform’s Camera Kit, which includes augmented capabilities and other camera-based engagement features, into the league’s existing venue-oriented Ballpark mobile app.

The company made the announcements at its 2020 Snap Partner Summit, which was held as a livestreamed event due to the ongoing Covid-19 pandemic. 

The ties with Snapchat are increasingly important for the established sports properties given Snapchat’s highly sought-after audience dominated by teenagers and young adults. Snapchat has more than 229m daily active users, including 100m in the US, a figure greater than the combined American reach of Twitter and TikTok.

“The Snapchat community is bigger now than it’s ever been,” said Evan Spiegel, Snap Inc. co-founder and chief executive. “We’re seeing strong growth around the world in places like the UK, France, Canada, and Australia, and we’re growing even faster in markets like India where we’ve seen over 120 per cent growth in daily active users over the past year.”