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The NFL and Snapchat make their partnership official

Engadget logo Engadget 2/08/2016 Andrew Dalton
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While Snapchat has been courting sports fans and major leagues for some time now, the National Football League will be the first to announce an official, multi-year deal with the social media platform. According to the league's announcement, Snapchat Discover and NFL Media will produce official content and Live Stories for every single game of the season, including the Super Bowl.

During a trial run in 2015, over 70 million people watched Snapchat Discover content from NFL games and events -- not bad compared to the 199 million TV viewers who tuned in to the NFL last season, according to Nielsen. As part of the new extended partnership, the NFL's Live Stories will feature a mix of fan Snaps and insider content from the league.

Between game days and in the off-season, the league will still have a daily presence on Snapchat with more official NFL Media content around current news, trending topics and other events like the draft and the scouting combine. Finally, there will be custom Geofilters for all 32 teams and the league will be selling advertising opportunities within the Live Story and Discover content, because it wouldn't be football without team pride and advertisements,


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