By Evan DeSimone
Snapchat has taken another step toward converting its messaging app into a full-fledged media platform today with the announcement of a new content partnership with the NFL.
The football league will join the ranks of media publishers like Mashable, Buzzfeed, and IGN in distributing content through Snapchat’s live stories feature on the service’s Discover platform. A combination of live video, original photo content and fan submitted snaps will appear on the NFL Discover stream, where content remains available for 24 hours at a time rather than fading after a few seconds like Snapchat’s ephemeral photo and video messages.
What won’t be included in the content the NFL pulls for Snapchat will be any live game footage. While te league has been increasingly dabbling in digital content, it has put an even tighter leash on its live game day footage. The league recently shuttered its streaming outlet, NFL Now, moving any live content to the its pricier premium streamer, NFL Game Pass.
The NFL has already built a full programming schedule for Snapchat that will spotlight all 32 league member teams on a weekly basis. The content will be available to Snapchat users worldwide on the NFL Discover feed (some Snapchat content is regionalized, accessible only to individuals who have been in designated areas within the last 24 hours). The partnership is reminiscent of Major League Baseball’s deal with Snapchat, announced earlier this year.