International sports broadcaster Eurosport has signed an advertising and content partnership with Snap Inc, the parent company of social media platform Snapchat, in a move designed to engage younger audiences in next year’s winter Olympic Games in Pyeongchang, South Korea.
Snapchat users across Europe will receive access to Olympic-related content through Snap’s Discover platform as part of the agreement.
Content will include behind-the-scenes action from events such as snowboarding, downhill and freestyle skiing and ice hockey, and other footage from athletes and influencers.
The deal marks the first time that Snap has committed to a European multi-language deal for covering the Olympics. The partnership will incorporate the Our Stories and Publisher Stories features. Our Stories content will be Games-related ‘Snaps’ created by a dedicated team of editors at Snapchat and will be combined with Eurosport’s Olympics footage.
The Eurosport Publisher Stories will allow Snapchat users to create, curate and share content featuring full-screen graphics, text overlays, animation and sound through the platform. Discovery’s advertising sales teams throughout Europe will also be able to offer brands the opportunity to reach wider, younger and more digitally-minded audiences through Snap Ad packages.
Eurosport’s parent company, Discovery Communications, is the exclusive television and multimedia rights-holder for the Olympic Games in 50 countries and territories in Europe for the 2018 to 2024 period.