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Snapchat, NFL Extend Deal, Launch First League-Branded Discover Channel

NFL Snapchat
Courtesy of the NFL

The NFL will become the first pro-sports league to get its own branded channel on Snapchat’s Discover section as part of an expanded renewal of the partnership between the companies, which announced the multi-year extension Tuesday.

The league will have a daily presence on Snapchat between its upcoming channel and Live Stories that will be created for every NFL game. Discover, which is occupied almost entirely by media brands including Cosmopolitan, ESPN and Buzzfeed, will soon include a channel programmed by the NFL with a multimedia mix devoted to league news.

“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, at NFL.

As part of the deal, all NFL teams will have custom geofilters that will allow Snapchat users to submit their snaps, a key component of Live Stories. NFL and Snapchat kicked off their partnership last year at the beginning of the season with Live Stories and a weekly schedule for all 32 teams.

“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.”