NBC Sports Launches Snapchat Account

Snap it up.

NBC Sports has launched a Snapchat account in part to tout its upcoming “Winter Classic” NHL game between the Boston Bruins and the Montreal Canadians.

The network plans to use the account to show behind-the-scenes footage—like how how Gillette Stadium is transformed into an ice rink—and feature former athletes, like Jeremy Roenick, who will “takeover” the account tomorrow.

“Oftentimes, the angle that we take on the social media side is: What do viewers want from us that they may not be able to get from our league partners, or teams or the athletes themselves?” Lyndsay Signor, director of social media marketing at NBC Sports, told Digiday.

After the Winter Classic, which airs on New Year’s Day, NBC Sports will use the Snapchat account to promote its NHL and Premiere League games.