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NBC Olympics renews Snapchat deal for Pyeongchang 2018

The NBC Olympics division of US media company NBCUniversal has extended its partnership with social media platform Snapchat to cover the 2018 winter Games in Pyeongchang, South Korea.

NBC Olympics will provide coverage in the shape of daily Our Stories and Publisher Stories content. NBC Olympics will partner with internet media company BuzzFeed to co-produce the Publisher Stories.

Terms of the deal were not disclosed, but the Wall Street Journal newspaper, citing people familiar with the matter, said advertising commitments related to the partnership could amount to between $50m (€46.6m) and $75m in the first quarter of 2018.

Through the partnership, sales packages will include the Snap Ad slots that will run within Our Stories and Publisher Stories. Snapchat users in the US will also be given the chance to purchase national geo-filters and lenses.

The Our Stories coverage will include behind-the-scenes content and fan moments submitted by users on the ground in Pyeongchang and curated by Snapchat. NBC Olympics’ coverage will also include clips from NBC’s Games content, brand marks, logos, and more.

The Publisher Stories will include content that covers all aspects of the Games and will be co-produced by a dedicated BuzzFeed team on the ground in Pyeongchang. BuzzFeed will leverage NBC’s access to athletes, as well as clips and shots from inside and outside Pyeongchang 2018 venues.

NBC earlier this week committed to providing complete live coverage of the Games, which run from February 9-25 next year. It will mark the first time the network has covered a winter Olympics in such a way, with primetime broadcasts to be shown on a daily basis.

NBC Olympics successfully partnered with Snapchat during the 2016 summer Games in Rio de Janeiro, Brazil. According to NBC Olympics, almost 35 million users consumed its Rio 2016 coverage on Snapchat.