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12/03/2015 by

Live Sports Broadcasting Is Coming To Snapchat

Snapchat is negotiating with sports leagues to bring live sports broadcasting to its sharing platform.


The information comes from Digiday, which says it received word on the matter from “multiple media executives” that are familiar with the effort.

The mobile social network is currently trying to make deals with both broadcast networks and sports leagues to put live sports on its “Our Story” feature,.

Despite working with some broadcast networks, Snapchat is not planning to splice in game footage recorded by those networks.

Stories will remain entirely user-generated and curated by Snapchat’s own team, but now with the approval of the leagues and, when needed, the leagues’ broadcast partners.


The partnership will begin with the NCAA Final Four, the national championship of the major college basketball teams in the United States. Next to this, there are plans to expand it to other sporting events in the future.

Snapchat will monetize the NCAA stories by selling brand sponsorships for each of them. Revenues will be divided between Snapchat, the sports leagues, and broadcasters showing the games on TV.

My opinion?

I mentioned it before: social networks have the solution for the challenges many rights holders faces when it comes to sports content which are instantly uploaded illegally by users on social networks such as Vine and Dailymotion.

Therefore I believe it’s a missed opportunity that Snapchat won’t push any sports content next to the curated content from fans.

I strongly believe that fans prefer instantly content from right holders, with the best quality, instead of the poor quality content with a foreign voice overs and tons of crappy advertising and annotations.

On the other hand, James Gautrey, a technology analyst at Schroders, has ran the numbers once to see if Google could afford to buy up the rights to the English Premier League and show it for free with an ad-supported business model.

The brief answer is no. Or during least, not but charging users.


According to Gautrey’s calculations, advertisers would have to compensate roughly 13 times as much if Google wanted to match Sky’s revenues on a per-game basis, but charging subscription fees.

I can imagine that a different kind of content deal, such as with just a few highlights per game, could be a much more result in a more attractive calculation.

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About the Author
Laurens Bianchi is an online marketing professional from the Netherlands and has been blogging on ViralBlog since 2008. Laurens is the Founder of Share Force One, a content agency which is specialised in the sports, event and entertainment market. Follow him on Twitter or contact him on LinkedIn.


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