NFL, Snapchat Extension Includes Discover Content, More Live Stories

The National Football League created a LinkedIn job posting last month for a managing editor, Snapchat Discover, and more light was shed on this topic Tuesday.

The National Football League created a LinkedIn job posting last month for a managing editor, Snapchat Discover, and more light was shed on this topic today.

The league and the messaging application announced a multiyear extension to their current strategic partnership, highlighted by the NFL becoming the first sports league with a presence on the Discover platform.

The NFL and Snapchat said in a release announcing the extension that NFL Media will program the Discover content, which will include headlines, “hot topics,” trends and behind-the-scenes videos.

The two parties added that more than 70 million Snapchat users viewed Live Stories related to NFL games and events during the league’s 2015 season.

Under terms of the extension, Live Stories will be produced for every NFL game, up to and including the Super Bowl, as well as for league events including the NFL Scouting Combine and NFL Draft.

Brands will also be given the opportunity to advertise during the daily NFL Live Stories and Discover content on Snapchat.

The two parties will team up on custom geofilters for all 32 NFL teams, and users at stadiums, practice facilities and other venues will be able to add these filters to their snaps.

Snapchat head of partnerships Ben Schwerin said in the release:

The NFL has been a tremendous partner over the past year-and-a-half as we’ve worked to expand our premium sports coverage. We’re thrilled to be bringing even more NFL content to Snapchatters and brand partners alike throughout the year.

NFL director of digital media business development Blake Stuchin added:

We’re excited to expand our partnership with Snapchat, delivering compelling NFL content to a platform where millions of our fans around the world interact on a daily basis. The launch of the NFL on Discover will provide a key touch point to follow storylines throughout the week, and the expansion of Live Stories will provide fans with a unique perspective of the excitement in and around our stadiums at every game all season-long.

Readers: What are your thoughts on the expansion of the partnership between the NFL and Snapchat? David Cohen is editor of Adweek's Social Pro Daily.
Publish date: August 2, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT