The two companies said the success of their Live Stories initiative focused on a soccer friendly in April between the U.S. and Mexico spurred the relationship, adding that it will kick off with the kickoff of the final match of the Gold Cup soccer tournament July 26, pitting Mexico against Jamaica.
Univision and Snapchat added that they are exploring another Live Stories soccer-themed installment, based on the Copa América Centenario tournament next summer.
Live Stories allow Snapchat users who are attending events to share photo and video snaps to a single, collective story, curated by Snapchat, which is available to view for 24 hours.
Snapchat director of partnerships Ben Schwerin said in a release announcing the partnership with Univision:
Snapchat Live Stories throw our community into the action of events, creating a very unique and personal fan experience. We’re excited to be able to bring Univision fans new and old closer to the action of their major sports matches and more.
Univision Digital executive vice president and general manager Mark Lopez added:
Snapchat is the perfect platform for us to extend our reach among young, highly digital Hispanics who consume our content on mobile. Our audience responded incredibly well to our first engagement with Snapchat around the USA versus Mexico friendly in April. We knew immediately that we had to align more of our content with Snapchat’s platform to enhance the stories and commentary around live events.
Snapchat users: Have you ever participated in Live Stories?