Dive Brief:
- Following a successful first year working together, Snapchat and the NBA renewed a contract to create and push content through the social media app, with a plan to almost triple output for the 2016-2017 season, according to Variety.
- Features include Live Stories about NBA games and marquee events like the All-Star game, selfie filters for fans in the stands and NBA-themed Bitmojis. The NBA is the first sports organization Bitmoji (which is owned by Snap Inc.) has made custom emoji packs for.
- Snapchat also has deals in place with the NFL and MLB.
Dive Insight:
Professional sports organizations like the NBA are investing more in social as a way to enhance the fan experience and build buzz heading into big events. Snapchat might be particularly valuable in this regard, holding a strong appeal with key young demos like millennials and Gen Z, who are frequently turning away from linear television in favor of digital channels and live streaming.
This is the second year for the Snapchat/NBA partnership, and the push to triple content shows the sports brand sees big value in simple enhancements like Snap filters and Live Stories. Snapchat’s work with the NBA — and its partnerships with the NFL and the MLB — offer some serious competition for Twitter in particular, who has inked deals with every major professional sports organization over the past year as it looks to convert into a live video platform.
Twitter does distinguish itself through live streaming games in full, while Snapchat merely adds a layer of interactivity to an existing experience; however, as marketers continue to figure out ways to monetize both platforms, young-skewing Snapchat maintains a clear lead, and bigger contracts with organizations like the NBA will only strengthen that advantage going forwrad.