Building on the success of their trial partnership for the USA vs. Mexico football game earlier this year, Snapchat and Univision are to partner long-term to create live stories around Univision events, including sports and entertainment.
The partnership, which kicks off with the Gold Cup Final on 26 July, aims to repeat the engagement and visibility of April's game.
In addition to the Gold Cup Final Live Story, Snapchat and Univision are exploring a live story tied to the Copa America Centenario next summer.
Snapchat Live Stories allow Snapchatters at the same event to contribute their unique perspectives through photo and video Snaps to one collective story. Each Live Story is several minutes in length and available for Snapchatters to view for 24 hours.
"Snapchat is the perfect platform for us to extend our reach among young, highly digital Hispanics who consume our content on mobile devices," said Mark Lopez, executive VP and general manager of Univision Digital. "Our audience responded incredibly well to our first engagement with Snapchat around the USA vs. Mexico friendly in April. We knew immediately that we had to align more of our content with Snapchat's platform, to enhance the stories and commentary around live events."
"Snapchat Live Stories throws our community into the action of events, creating a very unique and personal fan experience," added Ben Schwerin, director of partnerships at Snapchat. "We're excited to be able to bring Univision fans new and old closer to the action of their major sports matches and more."