NBCUniversal, looking for new ways to reach younger consumers with its content, has signed a deal with Snapchat giving the social media website access to highlights from the Summer Olympics from Rio. Snapchat will post content inside its Discover section and, in addition to sports action from the event, also will use content from athletes and attendees to create additional content.
“We have never allowed the distribution of any game highlights off NBC’s own platforms,” Gary Zenkel, president of NBC Olympics, told Bloomberg. But Snapchat “really effectively reaches a very important demographic in the United States, and is very important to our efforts to assemble the large, massive audience that will show up to watch the Olympic Games.”
This isn’t Snapchat’s first sports-based rodeo; the site also has deals in place with Major League Baseball and the NFL.
While NBC gets access to a young demographic, Snapchat gets access to premium sports content that previously has been held closely by NBC and Snapchat will aggressively try to monetize it with ads targeted at its viewership.
The deal covers only distribution in the U.S.
NBC Universal likely won’t stop with Snapchat – it’s first-ever partner outside NBC for Olympic content – as the deal isn’t exclusive and potentially could eventually spread to other sites – think Twitter and Facebook – before the Games kick off.
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