Snapchat is partnering with NBC for the Peacock’s upcoming Olympics broadcast.
The deal sees coverage for the event will being housed on the Snapchat app and includes stories, behind-the-scenes footage, snaps from athletes and more.
"In terms of live sports, our platform has evolved rapidly since the last Olympics, so we can look to March Madness and the Super Bowl for insight," Jeff Miller, director of creative strategy, Snapchat told Campaign Live. "Nearly 75 percent of Snapchatters who intend to watch March Madness next month already use Snapchat while watching live sports. Of that group, over 60 percent check out Stories related to the live game -- making curated content on Snapchat a natural place to advertise. The biggest difference from Games to Games is how quickly our platform evolves in each two-year span. For a fraction of the price of a prime TV spot, brands are using platforms like Snapchat to amplify their traditional campaigns while driving engagement."
This marks the third time NBC Olympics has partnered with Snapchat, following their collaborations for the 2016 Rio Olympics and the 2018 Winter Olympics in Pyeongchang, South Korea.
Snapchat joins other recent Olympic partners including Mattel which recently partnered with The International Olympic Committee and the Tokyo 2020 Organizing Committee of the Olympic Games for a range of toys.