The National Football League (NFL) has expanded its social media partnership with photo and video sharing service Snapchat, building its own official channel.
The latest development in the partnership will see NFL become the first league to have its own, dedicated Snapchat Discover channel, where it will curate behind the scenes and match day content.
The two parties already had an agreement in place that saw the NFL create live stories on the platform, and that has also been expanded to cover every regular season game.
The NFL will also create Snapchat Geofilters for each of the league’s 32 teams, available to users in the proximity of each team’s stadiums.
“The launch of the NFL on Discover will provide a key touch point to follow storylines throughout the week,” said Blake Stuchin, the NFL’s director of digital media business development.
“The expansion of Live Stories will also provide fans with a unique perspective of the excitement in and around our stadiums.”
The deal comes after the NFL announced a lucrative broadcast deal with Twitter earlier this year, the first of its kind, as it looks to use social media as a tool to grow its fan base.