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SBJ Unpacks: Inside Snaps Plans For Covering Sports' Return

On the latest episode of “SBJ Unpacks: The Road Ahead,” Snap Head of Sports Partnerships Anmol Malhotra joins our Andrew Levin to discuss how the sports industry can create more effective content catered to young people and the social media platform’s plans for the return of games in the NBA and NHL.

On how Gen Z differs from Millennials:
Malhotra: The biggest difference for us focusing on the Gen Z generation is they are hyper-focused and fickle in the way that they think about consuming content. What I mean by that is you need to have highly engaging content, it has to be fast-paced, it has to have a compelling narrative and it also has to be short. One of the things we decided very early on is that we were going to focus almost entirely on visual, vertical and shorter-form content. Most of our sports stories are 3-5 minutes long and that’s really the sweet spot we believe with the Gen Z population.

On what Snap is doing in partnership with the NBA and NHL as the leagues return to play:
Malhotra: As part of this new world where there’s not going to be fans in stadiums for probably a period of time, we wanted to work with the NBA to bring the experience of the Orlando court and bubble to fans sitting on their couches so they can actually use their Snapchat camera, point it to the ground and as you move your phone around you can actually recreate the court itself from Orlando with all its features which is very, very cool and innovative ... (and) we have content running everyday throughout the rest of the season. It’s a combination of highlights so every gameday will have updated highlights on the platform.

On sports returning to play:
Malhotra: We’re looking forward to bringing shows to the platform, these highlight-based, editorial views that we have and … just having sports back for Snapchatters to consume. It’s definitely been a period of time since we’ve had any live sports so we’re all excited to see just how that engagement upticks across the platform and of course, across the sports ecosystem overall.

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