Snapchat "signed a multiyear deal to share live moments from Wimbledon, including footage from the men and women’s finals," according to Rebecca Stewart of THE DRUM.
The partnership "comes as the social giant has revealed its British user number for the first time," claiming that it now has 10 million active daily users in the U.K., which makes Britain its second largest market behind the U.S.
The three-year Wimbledon deal with the All England Tennis & Croquet club "will see Live Stories from the tournament shared on Snapchat." As part of the deal, Snapchat "will also sell ad spots to sponsors, which include Stella Artois and Häagen-Dazs." Snapchat "previously made use of its Live Stories format for events such as the Oscars." The move to showcase live moments from Wimbledon "hints at the app's desire to catch up with rivals like Twitter, which recently won the rights to NFL Thursdays, in the live sports arena." Wimbledon’s digital boss Alexandra Willis said that the All England Lawn Tennis Club wanted to "show Wimbledon to a different audience." She said, "It’s about engaging with a younger generation. We wouldn’t want to get to a point where our audience is getting older and we haven’t found an entry point to them" (THE DRUM, 5/31).
