MLBAM has struck a partnership with Snapchat to create regular, curated content on the popular mobile messaging service. Representing the first regularly scheduled programming on Snapchat, the deal will call for “MLB Stories” appearing every Wednesday or Thursday for the duration of the ’15 season. The content began appearing yesterday. The “MLB Stories” will be a baseball version of Snapchat’s existing "Our Stories" feature and include MLBAM game video along with fan-created content. The deal does not involve any monetary transfer, but rather represents a further tool by baseball to place itself in front of younger fans on platforms of their choosing. Snapchat has worked with several other major sports properties and media companies, including the NBA, NFL and ESPN (Eric Fisher, Staff Writer). MLBAM Senior Dir of New Media Andrew Patterson said that the goal "is to capture the experience of attending a baseball game." The WALL STREET JOURNAL's Jack Marshall noted this "could mean stitching together content featuring action on the field with video depicting fans’ experiences in the stands" or including "behind-the-scenes footage submitted by MLB’s own social media correspondents who are at every game." Snapchat "will benefit from featuring regular, endorsed professional baseball content on its platform." However, the companies eventually "might consider selling MLB Stories to advertisers" (WSJ.com, 5/13). The HOLLYWOOD REPORTER's Natalie Jarvey noted the MLB Wednesdays story "kicked off" with yesterday's Nationals-D-backs game (HOLLYWOODREPORTER.com, 5/13).
