MIPCOM 2017 – CANNES. Discovery Communications’ Eurosport and Snap have reached a strategic advertising and content agreement that will deliver a new partnership for the Olympic Winter Games in PyeongChang 2018.
The deal brings Snapchatters across Europe Olympic Games action through several types of professionally curated content on Snap’s Discover platform.
This partnership marks the first time that Snap has committed to a European, multi-language deal for covering the Olympics, offering opportunities for more brands to engage a younger generation of fans through a fresh, mobile-first look at the Games. This will include behind-the-scenes action from exciting Olympic events such as snowboarding, downhill and freestyle skiing and ice hockey — as well as content from the athletes and influencers that fans want to connect with.
“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, International Development & Digital for Discovery International.
“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. Discovery has already been a great collaborator for us, reimagining their iconic Shark Week franchise into a Show for Snapchat,” said Ben Schwerin, VP of Partnerships for Snap Inc.
“We’re thrilled to be expanding our partnership to give Snapchatters across Europe the best Olympic Games experience possible.”
Jonathan Davies, Managing Director, International Advertising Partnerships for Discovery & 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.”
On average, 57 million people use Snapchat daily in Europe, and 25% of smartphone users in the UK now use Snapchat every day.
The two companies announced a partnership earlier this year in the US which involves Discovery producing mobile-first Shows for Snapchat’s Discover platform. The premiere of their first collaboration, Shark Week on Snapchat, launched in July. Over the course of the Show’s week-long run, over 17 million viewers watched the Show.
