MLB Expands Snapchat Content Partnership
Spring Training will now welcome Snapchatters.
Snapchat is descending on spring training.
Major League Baseball has inked a new multiyear deal with the Venice, Calif.-based photo messaging app that will create new content during the practice and exhibition games ahead of the baseball season.
On Friday, March 11, Snapchat and MLB will allow Snapchatters to experience life during spring training in an event they are dubbing Snapchat Day. Throughout the event, which will happen across MLB spring training ballparks, Snapchatters will be given access to the players so that they can create a special MLB Live Story, a narrative story featuring user-generated content that is broadcast to all Snapchat users.
In a first for the league, players will also be allowed to use smartphones in dugouts and bullpens during Snapchat Day. Among the devices allowed is the SnapBat, which looks like a cross between a bat and a selfie stick.
MLB first partnered with Snapchat last season to create a weekly MLB Story, which featured a mix of fan photos and videos and behind-the-scenes footage submitted by the teams. These regular-season MLB Stories will continue, highlighting Opening Day, the All-Star Game and the postseason.
MLB Advanced Media CEO Bob Bowman teased the expanded Snapchat partnership during a talk at the Code/Media conference in mid-February.