The partnership marks the first time that Snap has committed to a European, multi-language deal for covering the Olympics, for which Discovery holds broadcast rights, offering what the firms say are unique opportunities for more brands to engage a younger generation of fans through a fresh, mobile-first look at the Games.
The two companies announced a partnership earlier this year in the US which involves Discovery producing mobile-first shows for Snapchat’s Discover platform. The premiere of their first collaboration, Shark Week on Snapchat, launched in July and during the course of the show’s week-long run, over 17 million viewers watched the show.
This first-of-its kind European multifaceted partnership will feature both daily Our Stories — curated stories featuring Snaps submitted by Snapchatters — and Publisher Stories, magazine-like features produced by media publishers, curated by Eurosport and dedicated to the Olympic Winter Games. Snapchatters will be able to create, curate and share content through the platform with an immersive content experience, featuring full-screen graphics, text overlays, animation and sound. The original content accessible through Our Stories will be Olympic Games Snaps created by a dedicated team of editors at Snapchat, combined with Eurosport’s premium Olympic Games footage which will capture every minute of the action on its Eurosport Player streaming service.
To monetise this content Discovery’s ad sales teams across Europe offer brands the opportunity to reach wider, younger and more digitally minded communities through Snap Ad packages.
“We are thrilled to bring the excitement and passion of the Olympic Games directly to Snap’s dynamic and engaged younger audience, allowing Discovery to deliver on its promise to bring the Games to more people across more screens in Europe than ever before" said Michael Lang, president, international development and digital for Discovery International. “This partnership delivers original content, through Discovery’s unparalleled and innovative storytelling of the Olympic Games, to one of the most powerful and influential social media platforms in the world.”
“Snapchat gives sports fans an unparalleled way to experience the Olympic Games and engage with their favourite athletes and teams. Discovery has already been a great collaborator for us, reimagining their iconic Shark Week franchise into a Show for Snapchat,” added Ben Schwerin, vice president of partnerships for Snap Inc. “We’re thrilled to be expanding our partnership to give Snapchatters across Europe the best Olympic Games experience possible.”