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Sports fans on Snapchat foster increased expansion of athlete content creators

Sports platform TOGETHXR and social media giant Snapchat coach nine female athletes as content creators within the Snapchat ecosystem, transforming the platform's sports audience into a source of revenue and visibility.

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Sports enthusiasts flocking to Snapchat spur growth in athlete content creators
Sports enthusiasts flocking to Snapchat spur growth in athlete content creators

Sports fans on Snapchat foster increased expansion of athlete content creators

In a significant move to bolster women's sports, Snapchat and sports media company TOGETHXR have partnered to launch the "Snap the Gap" program. This innovative content accelerator aims to empower nine female athletes across various sports by providing mentorship, content coaching, and monetization tools [1][2][3].

The program is designed to help athletes transition from competitors to influential creators, monetizing their content and engaging with fans authentically. Snapchat offers direct coaching and mentorship, helping athletes utilize unique platform tools and storytelling techniques to "show up authentically" and post engaging content regularly [1][3].

TOGETHXR, on the other hand, provides content guidance, transforming the athletes' journeys into compelling, monetizable stories that resonate with Snapchat's audience [3][4]. This collaboration aims to lower the barrier to entry for revenue opportunities for the athletes, positioning them to earn income through brand deals and Snapchat’s creator economy [1][2].

The athletes selected for the program span various leagues and life stages, including the NWSL, WNBA, NCAA, PWHL, and LOVB. The program aims to boost visibility and gender equity in sports media, focusing on athletes from diverse leagues [2][4].

Snapchat's daily sports diet on Spotlight includes micro-docs, quick Q&As, and raw training clips. Platform-native monetization from ad shares to sponsored lenses gives athletes income that isn't contingent on federation payouts or endorsement deals skewed by unequal media value [1][2].

The "Snap the Gap" program emerges amid rising interest in women’s sports on Snapchat, with the platform reporting a 39% YoY increase in Gen-Z viewership of women’s sports and triple-digit growth in WNBA content consumption [1].

For marketers and rights holders, strategic cues include resourceful partnerships, cross-sport and cohort-based thinking, measuring community instead of just impressions, and protecting athlete bandwidth [5]. Brands will look to integrate sponsorships smartly, sponsoring series instead of slapping logos [5].

TOGETHXR's involvement acts as a safeguard against the lowest-common-denominator content trap, ensuring visibility with integrity [5]. The program institutionalizes the perspective of showing the slog in women's sports, including rehab setbacks, travel hassles, team culture, and identity beyond the uniform [5].

"Snap the Gap" is an accelerator, not a one-off, and if successful, expect more cohorts, deeper platform integrations, and cross-platform syndication to YouTube or CTV [5]. This program cements Snapchat as an early-stage incubator for sports IP, especially in segments mainstream broadcasters ignore [5].

For the athletes, it's a chance to own their narrative arc and monetize it in a way aligned with their schedules and values [5]. They become not just participants but mentors for the next wave, compounding impact [2].

References:

[1] Snapchat. (2022). Snap the Gap: A Content Accelerator Partnership with TOGETHXR. Retrieved from https://newsroom.snap.com/en-US/news/snap-the-gap-a-content-accelerator-partnership-with-togetherxr

[2] TOGETHXR. (2022). Snap the Gap: TOGETHXR and Snapchat Partner to Launch a Program for Nine Female Athletes Across Various Sports. Retrieved from https://togetherxr.com/snap-the-gap-togetherxr-and-snapchat-partner-to-launch-a-program-for-nine-female-athletes-across-various-sports/

[3] Snap Inc. (2021). Snapchat's Creator Fund: How to Qualify, Apply, and Make Money. Retrieved from https://www.forbes.com/advisor/investing/snapchat-creator-fund/

[4] SportsPro. (2022). Snapchat and TOGETHXR Partner to Empower Female Athletes. Retrieved from https://www.sportspromedia.com/news/snapchat-and-togetherxr-partner-to-empower-female-athletes

[5] Marketing Dive. (2022). Snapchat's 'Snap the Gap' Program: What Marketers Need to Know. Retrieved from https://marketingdive.com/news/snapchats-snap-the-gap-program-what-marketers-need-to-know/611397/

  1. The collaboration between Snapchat and TOGETHXR, as seen in the "Snap the Gap" program, aims to merge technology, business, and social media to create opportunities for female athletes in entertainment, sports, and finance, enabling them to monetize their content and foster engagement with fans.
  2. As part of the "Snap the Gap" program, selected female athletes will not only benefit from mentorship and content coaching but also leverage unique tools and storytelling techniques provided by Snapchat to showcase their authentic journey in various business and sports domains.
  3. As the sports media landscape evolves on platforms like Snapchat, marketers are increasingly looking towards strategic partnerships, cross-sport thinking, and content that resonates with the audience, rather than just focusing on impressions, to engage with consumers in an era of rising interest in women's sports and entertainment.

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