Togethxr and Snapchat want to ‘Snap the Gap’ with athlete partnerships

SBJ Live Coming Wednesday at 12:30pm ET, investors talk new sports leagues. The partnership is designed to grow women athletes’ audiences and develop their brands. Togethxr Sports media and commerce company Togethxr has teamed up with Snapchat for an athlete partnership they’re calling “Snap the Gap,” bringing nine athletes on board. The goal of the content accelerator program is to develop the athletes’ personal brands and grow audiences, while also earning revenue through Snapchat. “Jointly, we just recognize that women athletes deserve more visibility. This felt like the right moment to build and join and do something bigger and turn our athletes from not just competitors [to] more so creators, and using them and injecting them more into the creator economy,” said Paula Hughes, Togethxr’s chief digital officer. “It’s exciting to see that this isn’t just a single sport. We were really intentional about making sure that it was sport agnostic.” Sports and leagues include the NWSL, PWHL, WNBA, LOVB and NCAA athletes. Hughes and Emma Wakely, Snapchat sports and media partnerships manager, spearheaded the partnership. As the athletes increase their following and quality of content, they will be better positioned to monetize their efforts through deals with brands or
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