Snapchat will be getting more football this fall.
Today, Snapchat announced a multi-year extension of its partnership with the National Football League (NFL) that will make it the first sports league to have a presence on the social media app’s Discover platform, which features content from such publishers BuzzFeed, CNN, Comedy Central, Cosmopolitan, ESPN, Food Network, MTV, National Geographic, People, Refinery 29, Tastemade, Vice and the Wall Street Journal.
Programmed by NFL Media, the NFL’s Discover channel will feature the latest headlines and trending topics, as well as “inside access” off-the-field interviews with players, coaches and execs.
What it won’t have is any game footage, unlike competing social media app Twitter, which cut a $10 million deal with the NFL in April for the streaming rights to ten “Thursday Night Football” games this season.
As part of the deal, Snapchat Live Stories will be produced for every NFL game during the season and post-season, including the Super Bowl, as well as major NFL events such as the NFL Scouting Combine and the NFL Draft.
The NFL’s Live Stories will feature a mix of fan-submitted Snaps and “inside access” content. The NFL and Snapchat will create custom geofilters for all 32 NFL clubs, enabling Snapchat users at NFL stadiums, practice facilities and other select venues to apply team-specific, location-based art overlays to their snaps.
The NFL and Snapchat are inviting brands in on the action, too, offering them the opportunity to advertise in the daily flow of Live Story and Discover content.
“The launch of the NFL on Discover will provide a key touch point to follow storylines throughout the week, and the expansion of Live Stories will provide fans with a unique perspective of the excitement in and around our stadiums at every game all season-long,” said said Blake Stuchin, the NFL’s director of digital media business development, in a statement.