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DAZN joins forces with Snapchat to promote boxing content

OTT sports streaming service DAZN has agreed a partnership in the US with social media platform Snapchat designed to promote its boxing content.

DAZN debuted the first of two planned Snapchat shows yesterday (Monday) to promote the fight between Canelo Alvarez and Sergey Kovalev, which takes place on November 2 at MGM Grand Garden Arena in Paradise, Nevada.

Further shows will be issued ahead of DAZN’s coverage of the boxing rematch between YouTube stars Logan Paul and KSI, which is scheduled for Staples Center in Los Angeles on November 9.

The DigiDay website said DAZN’s first Snapchat show, DAZN Fight Week, will air weekdays and offer highlights from the fighters’ past fights and behind-the-scenes footage of the fighters’ preparations for Saturday’s event.

Three of the daily episodes will be edited versions of the documentary series ‘40 Days: Canelo vs. Kovalev’, which DAZN produced with LeBron James’ media company Uninterrupted and premiered on YouTube on October 22. DAZN will edit 40 Days for Snapchat by cutting the 10-minute episodes to between four and five minutes.

The second show, DAZN Fight Night, will launch on November 2 featuring real-time highlights and a complete recap of the week’s news in fight sports. It will be the first time a show on Snapchat will have in-progress boxing highlights.

DAZN Fight Week and DAZN Fight Night will continue in the week leading up to ‘KSI vs. Logan Paul 2’, with new episodes beginning on November 4. Coverage on DAZN’s Our Story page will commence on November 9, featuring user-generated content and broadcast-quality highlights.

DigiDay said Snapchat’s parent company Snap is not paying DAZN to produce the shows. The companies will instead equally split the revenue from advertising that both Snap and DAZN will sell against the shows.