Discovery, Snapchat Team Up on Content, Advertising for Next 2 Olympics

The mere six-month gap between the rescheduled 2020 Summer Olympic Games in Tokyo and the 2022 Winter Olympics in Beijing provides a challenge in terms of content creation and advertising opportunities, and Discovery and Snap Inc. are teaming up to meet that challenge head-on. The two parties entered into a content and advertising partnership that will bring the best Olympics content and coverage from Discovery+ and the media giant’s Eurosport network to a new Eurosport Olympics daily Show on Snapchat’s Discover platform. The Summer Games are scheduled to take place July 23 through Aug. 8, while the Winter Games are set for Feb. 4 through 20 of next year. Discovery entered into a long-term partnership with the International Olympic Committee n June 2015, which included exclusive multimedia rights in Europe. Meanwhile, Snap’s first European multi-language partnership around the Olympics was part of Eurosport’s efforts during the 2018 Winter Olympics in PyeongChang, South Korea. Discovery and Snap also teamed up on tailored marketing solutions for brands, enabling them to tap into the opportunity to engage Snapchat’s younger demographics during the global events. Olympics content on Snapchat is set to include: Two daily episodes available to Snapchatters in Europe during the Games, featuring highlights.Snapchatters in France, Germany, Italy, Spain and the U.K. will also get two local language episodes each day featuring top moments and highlights of their respective national teams and athletes.The run-up to each event will include Road to Tokyo and Road to Beijing content, following teams and athletes from around the world.Athletes and influencers will contribute content, combined with Discovery’s focus on relevant local stories and national heroes. Snap senior vice president of content and partnerships Ben Schwerin said in a statement, “We’re thrilled to expand our partnership with Discovery as we head toward the next two Olympic Games in Tokyo and Beijing. Sport has an amazing way of connecting us, so we’re grateful to be able to showcase such inspiring content to our community on Snapchat, bringing them to the heart of the Games from the comfort of their phone.” President of Eurosport and global sports rights and sports marketing solutions Andrew Georgiou added, “It can be argued that the world has never needed an Olympic Games more than it does at this time, bringing a rare moment of global togetherness that will be uniquely relevant and inspiring for every generation. In addition to introducing our sports streaming content to a broad audience through Discovery+, collaborating with Snap to bring Eurosport’s content to younger generations provides the ideal opportunity to tell the stories that really matter, both on and off the field, and will bring the Games experience to life. As the only place in Europe to experience every minute of the Games, our extensive coverage, digital-first storytelling and expert analysis will be available to audiences however and whenever they choose. Discovery is focused on taking the biggest and most diverse audience with us on the Olympic Games journey, and Snap will play a significant role in helping to achieve that ambition.”