Sky extends Snapchat deal and adds WSL content

November 1 – Sky Sports UK has renewed its partnership with short-form mobile content platform Snapchat Discover.

The news comes after Sky’s US owner Comcast posted a third-quarter loss after including $8.6 billion of impairment charges related to Sky – attributed to “macroeconomic conditions in Sky’s territories”.

Sky Sports has more than 1.8 million Snapchat subscribers, and will publish highlights from every Premier League football match, Women’s Super League highlights, behind the scenes content, clips from Soccer AM, Monday Night Football and trusted football news on Snapchat.

Sky Sports is set for a cold winter and the potential loss or suspension of subscribers as the World Cup kicks in and the Premier League is paused. Manchester United, for example, have now played their last home game until after Christmas.

While the content maybe reduced for the next couple of months, the focus on filling the Snapchat platform will include a new Women’s Super League (WSL) talk show from Sky Sports, The Dub.

Jamie Hunt, Head of Digital & Social at Sky Sports said: “We are delighted to continue our partnership with Snapchat to reach a highly engaged Gen Z community who talk about and watch sports and football on Snapchat every day. The way fans experience sports has evolved – with many fans using their phones to chat with friends, celebrate wins and access behind-the scenes content during matches. This partnership is therefore a great way to reach this community where they are.”

Snapchat Discover reaches more than 40 Discover channels and more than 25 million global viewers.

Kahlen Macaulay, International Sports Partnerships at Snap said: “We are thrilled to continue strengthening our partnership with Sky Sports to bring more iconic football and sports content to Snapchat. Snapchat offers millions of fans around the world new ways to experience, celebrate and watch the best sports content – whether that’s catching up on goals from the weekend or using an AR Lens to celebrate incredible moments.”

While Sky doesn’t have any World Cup live match content, Snap does: “We can’t wait to bring Snapchatters more great football and sports content as we countdown to a spectacular few months of sport, including the FIFA World Cup 2022,” said Macaulay.

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