Snapchat Announces New Content Deal with LaLiga, as it Seeks Ways to Attract Older Users

Snapchat continues to lean into sports coverage, as it looks for ways to expand its reach and resonance, announcing a new deal with European Football League LaLiga, which will see Snap host exclusive content, weekly highlights, historic archives, top goals and more. As per Snap: “Snapchatters will be able to enjoy the best moments of the game through a dedicated Discover Show called LaLiga Show Time, as well as Stories and Spotlight content posted by the LaLiga Snap Star account.” The deal will also include LaLiga branded Lenses, stickers, Bitmoji additions, and more Snapchat has seen big success with sports coverage, with NFL football, in particularly, generating big interest in the app. According to Snap’s own research, 87 million Snapchatters watch sports content every month, while NFL fans also engaged with Snap’s AR tools during Super Bowl LVI over 2.1 billion times.  Earlier this year, Snap announced the expansion of its content deals with the NFL, WNBA and NBA, each of which is producing exclusive content for Discover, along with evolving AR experiences and Spotlight clips.  LaLiga will add to this, and Snap will also be hoping that its expanded sports offering will help to improve its value among a…
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