Social media platform Snapchat has entered into a partnership with MLB Advanced Media, Major League Baseball’s interactive media and internet company, to supply weekly video content to its users.
Published every Wednesday or Thursday, ‘MLB Story’ will package footage submitted by fans at games across the US via Snapchat’s Our Stories feature.
The agreement with MLBAM is the first time Snapchat has committed to regular programming of this variety. It has previously produced similar services for the NFL American football league, NBA basketball league and NHL ice hockey league on a one-off basis.
The footage will feature on-field action and fans’ experiences in the stands, along with the possible addition of behind the scenes views submitted by MLB social media correspondents.
“Every fan has content they want to share,” MLBAM senior director of new media Andrew Patterson told the Wall Street Journal. “This will not just tell the stories of the games but the stories fans have themselves.”
The Wall Street Journal reported that no financial payment is being made by either party in the partnership. However, Snapchat will benefit from featuring regular, endorsed professional baseball content on its platform and the companies may consider selling MLB Stories to advertisers in the future.