Snap Inc., the camera and social media company, has today (November 1) announced the renewal of its content partnership around its Snapchat messaging platform with UK pay-TV heavyweight Sky Sports.
Under the agreement, Sky will now publish highlights from every match of English soccer’s men’s top-tier Premier League and women’s top-tier Women's Super League (WSL) to Snapchat’s Discover news feed.
Sky’s new WSL talk show The Dub, which features news, insights, and clips from the league, is also covered by the deal, along with clips from its Soccer AM and Monday Night Football shows, behind-the-scenes content, and other soccer news.
The deal is an extension of a long-standing relationship between Snapchat and Sky, who first partnered in 2015 to publish sports news to the then-new Discover feed.
Snap says that, during the second quarter of 2022, more than 40 Discover channels reached over 25 million global viewers each.
Kahlen Macaulay, senior manager of international sports partnerships at Snap, said: “We are thrilled to continue strengthening our partnership with Sky Sports to bring more iconic football and sports content to Snapchat.
“Snapchat offers millions of fans around the world new ways to experience, celebrate and watch the best sports content – whether that’s catching up on goals from the weekend or using an augmented reality Lens to celebrate incredible moments.
“We can’t wait to bring Snapchatters more great football and sports content as we countdown to a spectacular few months of sport, including the FIFA World Cup 2022.”
Jamie Hunt, head of digital and social at Sky Sports, added: “We are delighted to continue our partnership with Snapchat to reach a highly engaged Gen Z community who talk about and watch sports and football on Snapchat every day.
The way fans experience sports has evolved – with many fans using their phones to chat with friends, celebrate wins, and access behind-the-scenes content during matches. This partnership is therefore a great way to reach this community where they are.”
The Sky renewal is the latest in a series of soccer deals Snapchat has struck of late, including with Spanish soccer’s top-tier LaLiga, pay-television broadcaster BeIN Media Group for coverage in the Middle East and North Africa, Spanish production firm and media rights agency Mediapro, digital network Copa90, and UK commercial broadcaster ITV.
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