Snapchat Is Looking to Make Its Mark With Australian Football League Pact

The AFL season kicks off Thursday

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Australian rules football is coming to Snapchat, as parent company Snap Inc. reached a multiyear agreement with the Australian Football League to produce Our Stories during the season.

Max Mason of Financial Review reported on the pact, saying that the messaging application and the league have worked together in the past on the AFL Grand Final, the season opener of the AFLW women’s league and a preview of the upcoming AFL season, which kicks off Thursday.

Mason reported that Snapchat will create videos featuring content from fans, players and the league itself, and geofilters will be created for each of the league’s home stadiums.

Snap Inc. vice president of partnerships Ben Schwerin told Mason:

We’re always thinking about how we can help our partners accomplish their goals. Advertisers on Snapchat are buying adjacency to premium video content that offers them incremental reach, often to a younger demographic that’s increasingly difficult to find on television.

And AFL media and broadcasting general manager Peter Campbell told Mason:

Snapchat allows us to bring fans closer to the game in new ways to amplify and enhance the biggest events on the AFL calendar.

We’ve worked with Snapchat already this year with NAB AFL Women’s and pre-season training Live Stories, and we have some great fan engagement plays in the pipeline for the 2017 season.

Image courtesy of Logorilla/iStock. David Cohen is editor of Adweek's Social Pro Daily.