Snapchat and Warner Bros. Discovery (WBD) have unveiled a new, expanded partnership that spans multiple regions. The partnership aims to revolutionize how fans engage with and enjoy sporting content ahead of this summer’s sports season.
Snapchat and Warner Bros. Discovery aim to captivate and inspire millions of users across the UK, France, and Europe over the next two years, with exclusive content extending beyond traditional broadcasts. Notably, Eurosport’s coverage of the Olympic Games Paris 2024 will be featured on Snapchat with a dedicated Olympics show, providing daily official highlights and behind-the-scenes content throughout the event.
Kahlen Macaulay, Senior Manager, Sports Partnerships at Snapchat, said, “With so many exciting sporting events taking place in the next two years, sport continues to drive the cultural narrative and connect people. The power of Warner Bros Discovery’s sports brands and their storytelling capabilities are second to none, which is why we’re so excited to be able to bring this to European Snapchatters every single week through 2026. We know the appetite our community has for great sports content and the desire to follow, engage and be part of the moment. Our partnership with Warner Bros Discovery serves that demand, starting with Eurosport’s coverage of the biggest global sporting event, the Paris 2024 Olympic Games on Snapchat.”
Eurosport, the sports brand of WBD, during the Olympic Games Paris 2024, will feature the day’s top sporting stories, capturing the most spectacular moments. Fans will get an insider’s view of the Games with unique perspectives from athletes, celebrities, and fellow fans. Furthermore, to showcase the joy of sport and its ability to unite people Eurosport’s coverage will celebrate the unique stories from Paris.
Additionally, Snapchat will debut a weekly sports show, tailored for audiences in France and the UK. This show will feature top sporting content from WBD’s extensive portfolio, including major tennis, football, and combat sports competitions.
Notably, the partnership marks the debut of TNT Sports on Snapchat, in the UK offering highlights from all UEFA Club competitions, including the Europa League, UEFA Champions League, and Conference League. The TNT Sports show will also feature roundups from European football leagues such as Serie A and Ligue 1 to cater to Snapchat football fans until the end of the 2026 football season.
According to WBD, this extended multi-year partnership aims to enliven its brand and sports coverage for Snapchat’s community, drawing in new viewers. This collaboration follows recent Snapchat research showing that nearly half (47%) feel that traditional sports fandom is out of reach for them, and over two-thirds (65%) of 18-24-year-olds have heightened interest in sports.
Luke Whalley, Senior Director, International Digital Ad Sales at WBD Sports Europe, said, “Our all-platform approach to distributing world-class coverage of the biggest events in the sporting calendar and telling the stories of the athletes competing is how we engage the widest possible international audience. We can’t wait to kickstart our partnership with Snapchat to complement the storytelling on our own platforms, helping to connect millions of new fans with inspiring athletes, unmissable sporting moments and exclusive behind-the-scenes content that we know audiences new and old will love.”