Snapchat to Show Olympics Highlights Through NBC Deal
And BuzzFeed will co-produce a NBC Rio Olympics Discover channel.
Snapchat is headed to Rio de Janeiro for the Summer Olympics.
The messaging app has inked an expansive deal with NBC Sports that will cover the U.S. Olympic Team Trials as well as the 2016 Rio Olympics.
Under the deal, Snapchat will feature a daily Live Stories feed that aggregates snaps taken in and around Rio. Snapchat will also introduce a NBC Rio Olympics channel on its Discover publishing platform, which will be co-produced by NBC Olympics and BuzzFeed. Both the Live Stories and the Discover channel will be available to Snapchatters in the U.S. during the two weeks around the Games.
"We are thrilled to be working closely with Snapchat on extending the stories and excitement of the Rio Olympics to their large, dynamic and socially active audience," said NBC Olympics president Gary Zenkel. "And who better to partner with to produce content for that audience than BuzzFeed, perhaps the most creative producers in the social content space."
In the lead up to the Games, Snapchat will allow fans attending select U.S. Olympic Team Trials to contribute to a curated Live Stories feed. Once the Olympics begin in August, the Live Stories feed will feature behind-the-scenes and fan moments from Rio.
The Discover channel, meanwhile, will run from Aug. 4 to Aug. 22 and will bring access to athletes, clips from inside the Olympic venues and more original content.
"Through this partnership with NBC Olympics, we're able to give our Snapchat community the opportunity to dive in and experience the world's largest sporting event right on their phones," said Snapchat director of partnerships Ben Schwerin. "We know Snapchatters will love being a part of the Live Story action and learning more about the Games while browsing the Discover channel."
Sports content is a focus for Snapchat, which has partnered with ESPN for a Discover channel and inked a deal with the MLB for Live Stories during the baseball season. NBCUniversal, meanwhile, has made strides to connect with younger audiences, last year investing $200 million in BuzzFeed and Vox Media, each. Snapchat, which has more than 100 million daily active users and 10 billion daily video views, offers a prime platform on which NBC can expand its reach.
NBC Olympics will handle sales for both the Live Stories and Discover channel in tandem with the Snapchat sales team. Bloomberg first reported about the deal.
The Olympics kick off on Aug. 5 with the Opening Ceremony.