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NBA Making TV for Snapchat’s Millions

By Andy Thwaite Jun 9, 2017

NBA Making TV for Snapchat’s Millions

During the NBA Finals, the league has a deal in place with Snapchat to create exclusive shows for each game. Focusing on behind the scenes footage from the locker room, celebrity and fan reaction, the NBA is telling the story of the Finals to its Snapchat audience. Recode provides a look behind the production, here.

Why it’s important?

As millennials stop watching live sports, properties need to reach them where they are consuming content, namely online, and for millions, on Snapchat.

A few things need to happen for them to do this. Firstly, the NBA retained the rights (instead of giving to the broadcaster), secondly they realized that while they have to share revenue with Snapchat this is the best way to reach the audience not watching on TV and created a mutually beneficial agreement, and finally, they invested in production resources to create exclusive content that was made to specifically engage with Snapchat’s audience.

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Andy Thwaite

About the Author

Andy is vice president, digital strategy of ESP Properties. He is an experienced sports marketing and media executive, delivering business growth for leading rightsholders, media organizations and brands. Working at the intersection of sports, media and technology, Andy brings unique insights from his experience at the world’s largest seller (IMG) and buyer (WPP) of sport, along with commercial roles at PBR and Turner Sports.

 

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