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NBC Reteams With Snapchat, BuzzFeed for 2018 Winter Olympics Coverage

Variety logo Variety 3/29/2017 Todd Spangler
© Provided by Variety

NBC, Snap Inc. and BuzzFeed will be jumping back into the Olympics rings next year.

The broadcaster will work with BuzzFeed to co-produce content for Snapchat Discover for the 2018 Olympic Winter Games in PyeongChang, South Korea. The content, available to Snapchat users in the U.S. in February 2018, will include NBC Olympic coverage via daily “Our Stories” and “Publisher Stories.”

Under the partnership, ad-sales packages will include not only the Snap Ad slots that will run within NBC Olympics stories but also opportunities to purchase filters and selfie lenses in the U.S. NBCUniversal has sizable investments in both Snap (buying a $500 million stake with the company’s recent IPO) and BuzzFeed ($400 million).

Last year, the trio had teamed up for the 2016 Rio Olympics, resulting in nearly 35 million Snapchat users in the U.S. consuming NBC’s Olympic coverage totaling over 230 million minutes of content. The vast majority of the consumption was from Snapchatters under 35, according to the companies.

“Snapchat is an incredibly dynamic platform, offering unique coverage opportunities that allowed us to extend the broad reach of the Olympics during the Rio Games, especially engaging young fans,” said Gary Zenkel, President, NBC Olympics. “With Snapchat’s continually evolving platform, and with the expertise our partners at BuzzFeed have of creating relatable, sharable content, we are looking forward to bringing the depth and quality of this coverage to the next level for our audience and advertisers at the 2018 Winter Olympics.”

“We’re excited to once again work with NBC to create a unique Olympic experience on Snapchat and help build the next generation of fans through immersive, mobile first content,” said Ben Schwerin, VP Partnerships at Snap Inc. “Advertisers will also be offered adjacency to premium video content and creative tools that bring them into our community’s conversations.”

Both the Our Stories and Publisher Stories will be available on Snapchat throughout the Winter Games, as well as during select key dates leading up to February. NBC’s primetime coverage of the XXIII Olympic Winter Games from PyeongChang, South Korea, begins Thursday, February 8, 2018. The Opening Ceremony takes place on Friday, February 9, 2018.

A division of NBC Sports Group, NBC Olympics is responsible for producing, programming and promoting NBCUniversal’s Olympic Games coverage. It is renowned for its unsurpassed Olympic heritage, award-winning production, and ability to aggregate the largest audiences in U.S. television history. NBCUniversal owns the U.S. media rights on all platforms to all Olympic Games through 2032.

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