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Olympics content expanded as Discovery and Snapchat renew deal

Extended partnership to cover Tokyo 2020 and Beijing 2022.

11 February 2021 Ed Dixon

Getty Images

  • Content to include daily highlights shows for European users
  • Discovery and Snap offering tailored marketing solutions for brands
  • Collaboration looks to provide a mobile-first experience for younger users

US-based mass media company Discovery has expanded its content and advertising partnership with Snapchat to bring Olympic Games coverage to the photo and video sharing platform’s European users.

The agreement covers the Tokyo 2020 Games, still penciled in for this summer, and the Beijing 2022 Winter Games. The collaboration will feature Olympic content from Discovery’s streaming service, Discovery+, and the company’s Eurosport channel, which will be shared through a Eurosport Olympics daily show on Snapchat’s Discover platform.

Additional content is set to include two daily highlights shows during the Games, as well as local language episodes in French, German, Italian, Spanish and English, which will focus on the best moments of the respective national teams and athletes.

There will also be ‘Road to Tokyo’ and ‘Road to Beijing’ content in the run up to each Games, following teams and athletes from around the world.

Furthermore, Discovery is promising content created by athletes and influencers, combined with the company’s focus on ‘the most relevant local stories and national heroes’.

Discovery and Snap Inc, Snapchat’s parent company, are also banking on the platform’s youthful profile to attract further marketing opportunities. As such, the pair have created tailored marketing solutions for brands looking to engage with younger consumers.

Globally, Snapchat claims an average of 265 million people globally use the platform daily. It also states that it reaches 90 per cent of 13 to 34 year olds in the UK, 80 per cent of 18 to 34 year olds in France, and 70 per cent of 13 to 34 year olds in Germany.

This announcement marks the latest collaboration between Discovery and Snapchat, after Eurosport inked a strategic advertising and content partnership with Snap for the PyeongChang 2018 Games.

Discovery currently has a broad rights contract in place with the International Olympic Committee (IOC) covering 50 European territories in a €1.3 billion (US$1.5 billion) deal until 2024.

“In addition to introducing our sports streaming content to a broad audience through Discovery+, collaborating with Snap to bring Eurosport’s content to younger generations provides the ideal opportunity to tell the stories that really matter, both on and off the field, and will bring the Games experience to life,” said Andrew Georgiou, president pf Eurosport and global sports rights and sports marketing solutions.

“As the only place in Europe to experience every minute of the Games, our extensive coverage, digital-first storytelling and expert analysis will be available to audiences however and whenever they choose. Discovery is focused on taking the biggest and most diverse audience with us on the Olympic Games journey and Snap will play a significant role in helping to achieve that ambition.”

Ben Schwerin, senior vice president of content and partnerships at Snap, added: “We’re thrilled to expand our partnership with Discovery as we head towards the next two Olympic Games in Tokyo and Beijing.

“Sport has an amazing way of connecting us, so we’re grateful to be able to showcase such inspiring content to our community on Snapchat, bringing them to the heart of the Games from the comfort of their phone.”

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