Snapchat "forged its first partnership with a European broadcaster around football," pairing with BT Sport to create exclusive content during the Champions League final, according to Connelly & Stewart of THE DRUM. The coverage -- which will appear in BT's "Our Stories" section on the social platform -- "will comprise on-pitch and behind-the-scenes clips from the final" on Saturday when Real Madrid will defend its title against Serie A champion Juventus. Footage snapped by fans and teams, as well as players taking part in the fixture, "will also feature heavily." As part of the collaboration, interactive AR lenses will be made available globally to "allow all football fans around the world to show their support for their favorite team." Official UEFA Champions League sponsor adidas "will be running vertical video ads between the Our Story coverage." For BT, the deal will deliver "much needed help to maximise the value of its hugely expensive rights agreement, significantly inflated" by UEFA and competition from Sky (THE DRUM, 6/1). ADVANCED TELEVISION reported the partnership saw Snapchat produce Our Stories for the semifinals between AS Monaco and Juventus, and Atlético Madrid and Real Madrid. Each Snapchat "Our Story" is produced "in-house" by Snapchat and features clips provided by BT Sport of "key moments from the match." Snap Inc. VP of Partnerships Ben Schwerin said, "This partnership will allow over 10 million daily Snapchatters in the U.K. to experience what it feels like to be at the Champions League final" (ADVANCED TELEVISION, 6/1).
