×
You will be redirected back to your article in seconds

NFL Renews Snapchat Deal for Two Years, Will Flood the Zone for Sunday Games (EXCLUSIVE)

The National Football League has snapped the ball again to Snapchat, extending its content partnership with Snap for the 2018 and 2019 seasons — with a brand-new Sunday gameday experience starting this year.

The NFL’s new “Sunday Publisher Story” will deliver news and highlights of games to Snapchat users during the season, with updates at least once per hour during the NFL’s Sunday games. That will let the NFL deliver an even richer feed to fans on its busiest days of the season, augmenting the recaps and features the league will continue to present on Snapchat.

“For us, this is mostly about deepening the engagement with the fans who are already on Snapchat,” said Blake Stuchin, NFL’s VP of digital media business development. “The Sunday Publisher Story will be told specifically from a perspective and tone designed for the Snapchat audience.”

The league also heard feedback from advertisers that they’d be interested in buying into a fuller-featured Sunday content package. Under the NFL pact, Snap primarily sells ads.

The NFL struck its first deal with Snap in 2015. Last season, 42 million unique U.S. viewers engaged with NFL content on Snapchat, with 52 million Snapchatters overall worldwide. The NFL is especially interested in the Gen Z/millennial crowd on the app: 70% of Snapchat users who watched NFL content in the U.S. for the 2017-2018 season were under 25.

Snapchat is “very much aligned with an ongoing interest we have in engaging younger audiences,” Stuchin said.

The league’s business goals in working with Snap partly are promotional, to be sure — designed to help steer fans to tune in to live games on TV, and buy tickets and merchandise. But the Snapchat deal represents a revenue stream in its own right. “It’s a profitable and growing partnership for the NFL and for Snap,” Stuchin said. “It’s not an insignificant amount [of revenue] for them, or for us,” he added, noting that Pepsi and Verizon are among the NFL’s key marketing partners across Snapchat and other platforms.

Under the two-year extension, regular and postseason game footage and other NFL-related content will continue to be featured within Snapchat’s “Our Stories” section, including fan-contributed posts. In another new wrinkle this season, the NFL will embed and share the Snapchat content across its platforms including NFL.com and NFL Mobile apps.

The NFL’s “Our Stories” feature, in addition to user-generated content from fans, also offers unique access at the league, club and even player level, Stuchin said: “It’s a great way to show that the best way to watch an NFL game is — and will always be — in the stadium. This has always been a showcase for that.”

In addition, the NFL and Snapchat will continue to collaborate to create custom geofilters featuring all 32 NFL clubs, allowing users to apply team-specific artwork to their posts when they are at NFL stadiums, practice facilities and league events.

“We really feel the NFL content on Snapchat is complementary to what you can find on other platforms – particularly linear TV,” said Juan David Borrero, Snap’s senior manager of partnerships.

In addition to the NFL, Snap has content partnerships with all the major leagues in the U.S., as well as with NBC and the IOC for the Olympics. Snap also recently teamed with Fox Sports to feature the 2018 FIFA World Cup.

The NFL is currently in conversations with Snap about potentially producing another Snapchat Show, the company’s short-form format for serialized content. Previously, the league has produced three original Snapchat Shows: “The NFL Show,” a recap program that aired during the 2016-17 season; “One Shot,” in the spring of 2017 leading up to that year’s NFL draft; and “Football Town,” about Georgia’s Valdosta High School football team making its first championship run in 19 years, which ran during the 2017-18 season.

More Digital

  • Jingle Punks Jingle Player

    Jingle Punks at 10: How the Production Music Platform's Player Works

    Though its primary function is creative, Jingle Punks is built on a foundation of technology and administration. The patented Jingle Player that lets customers search for music using pop culture terms is both intuitive and efficient. Typing in “Reservoir Dogs” or “Starbucks” generates suggestions. Queries are monitored “so if there isn’t an exact match, we’ll suggest [...]

  • Jill Goldfarb - Jukin Media

    Jukin Hires TV Veteran Jill Goldfarb as VP of Linear Programming

    Jukin Media, which specializes in licensing user-generated viral videos, hired Jill Goldfarb as VP of linear programming. Goldfarb’s former tours of duty include serving as Discovery Channel’s VP of programming and as VP of program planning and scheduling at ABC Family/Fox Family Channel. Most recently, for the past five years she worked as an independent [...]

  • Imax Is Exiting the VR Space,

    Imax Is Shutting Down Its VR Business, Closing Remaining Three VR Centers in Q1

    Imax is making its exit from virtual reality (VR) official: The company notified shareholders with a SEC filing Thursday that it will close down its remaining three VR centers, and write off “certain VR content investments.” A company spokesperson confirmed the planned closures and shared the following statement with Variety: “With the launch of the [...]

  • Apple Music Connect Is Being Discontinued

    Apple Music Phases Out Connect Social Feed

    Apple Music has notified artists that it will be phasing out its Connect social feed. Artists won’t be able to post to Connect anymore effective immediately, and their existing posts will be removed by next May, according to an email sent to artists that was first published by 9to5Mac Thursday. “Today we’re streamlining music discovery [...]

  • YouTube logo

    YouTube Warns Creators They May See Subscriber Count Drops Amid Spam-Account Purge

    YouTube is enacting a broad purge of spam accounts over the next two days, and it’s warning creators they could see a big drop in subscribers as a result. According to YouTube, on Dec. 13-14, creators “may see a noticeable decrease” in subscriber counts. The Google-owned video service regularly works to verify the legitimacy of [...]

  • Ninja to Call 'Thursday Night Football'

    Ninja to Call NFL 'Thursday Night Football' Game on Twitch Free Live-Stream

    Tyler “Ninja” Blevins is Twitch’s most popular live-streaming gamer. Now he’s taking his play-by-play skills to the NFL — although it remains to be seen how many of his millions of followers are actually interested in his commentary on gridiron action. This season, Amazon-owned Twitch has provided free live-streaming feeds of the NFL’s “Thursday Night [...]

  • Amazon Starts Selling Chromecast Again, YouTube

    Amazon Starts Selling Google’s Chromecast Again

    Amazon is once again selling Google’s Chromecast streaming adapter, three years after yanking the product from its website. The e-commerce giant began listing the third-generation model of Google’s Chromecast streaming stick, as well as the 4K-capable Chromecast Ultra, on its website this week. The move could be a first step toward a more comprehensive business [...]

More From Our Brands

Access exclusive content