According to a press release from the National Football League (NFL), Snapchat and the NFL agreed to a multi-year extension to their strategic partnership Tuesday. The NFL will be the first sports league to have a presence on the “Discover” platform. Programmed by NFL Media, the content will give millions of fans around the globe the latest headlines and hot topics, trends and inside access videos, uniquely programmed for NFL fans on Snapchat.
“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,” said Blake Stuchin, Director, Digital Media Business Development for the National Football League. “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.”
Snapchat Live Stories will be produced for every NFL game during the season, including the Super Bowl. This allows millions of fans to engage with NFL-centric video and photo content through Snapchat. Live Stories will also be produced for major NFL events such as the NFL Scouting Combine and the NFL Draft. Live Stories capture the energy and excitement from NFL games and events by featuring a mix of fan-submitted Snaps* and inside access content. By telling the story of the event from the many perspectives of fans, the League and its teams, these Live Stories take viewers into the NFL experience.
In addition, the NFL and Snapchat will collaborate on custom Geofilters for all 32 NFL clubs. Snapchat users at NFL stadiums, practice facilities, and other select venues will be able to apply these team-specific, location-based art overlays to their Snaps when sharing their fandom with friends.
“The NFL has been a tremendous partner over the last year and a half as we’ve worked to expand our premium sports coverage.” said Ben Schwerin, Head of Partnerships for Snapchat. “We’re thrilled to be bringing even more NFL content to Snapchatters and brand partners alike throughout the year.”
NFL content has never been more popular across the media landscape. According to the Nielsen Company, 199 million people tuned into the 2015 NFL regular season representing 78 percent of all television homes and 67 percent of potential viewers in the U.S. NFL games accounted for the top 25 and 46 of the 50 most-watched TV shows among all programming in 2015.
“We think that we’re really complementary to what [the NFL is] doing on other platforms, particularly television,“ Schwerin said. “During the 2015 season, he said, fans created about 60 hours of content a game, taking and sharing ”snaps” from the stands and during tailgates.”
Snapchat has an estimated 150 million users who log into the app worldwide.