Discovery-owned broadcaster Eurosport has announced a strategic advertising and content partnership with American social media company Snap Inc for the Olympic Winter Games in PyeongChang 2018.
The deal aims to reach younger audiences in promoting the multi-sport event, using professionally curated content on Snap’s Discover platform.
The companies will collaborate to provide behind-the-scenes action on the mobile-first platform from numerous Winter Games events, including snowboarding, downhill and freestyle skiing, and ice hockey, as well as content from athletes and influencers.
Additionally, the partnership is to feature Winter Games-themed daily curated stories submitted by users of Snap Inc’s mobile app Snapchat, and magazine-style story content produced by its editors.
The two companies partnered to produce a mobile-first show for Snapchat’s Discover platform which launched over the summer.
In July, the International Olympic Committee (IOC) agreed a deal with Discovery to provide Eurosport with expanded year-round Olympic coverage until 2024, allowing the broadcaster to show and develop Olympic Channel-branded content on television and on its over-the-top (OTT) service.
“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 of international development and digital at Discovery.
“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 favorite athletes and teams,” added Ben Schwerin, vice president of partnerships at Snap Inc. “Discovery has already been a great collaborator for us, reimagining their iconic Shark Week franchise into a Show for Snapchat. We’re thrilled to be expanding our partnership to give Snapchatters across Europe the best Olympic Games experience possible.”
Jonathan Davies, managing director of international advertising partnerships for Eurosport, said: “We couldn’t be more excited to be the ‘The Home of the Olympics’ on Snapchat in Europe, and to give our Olympics sponsors and advertising partners exclusive access to the audiences and conversations that only Snapchat can deliver during one of 2018’s most high-profile sporting events.”