Snap Out of It: Why Teams and Leagues Should Shift Focus Beyond Just Video Content 👻
While everyone is talking about TikTok and Roblox to reach the next generation, Snapchat is perhaps the obvious answer currently being overlooked…
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Imagine a world where sports fans can not only watch their favourite highlights but also dive into augmented reality (AR) experiences that bring the game to life in their living rooms.
This isn’t some distant utopia. It’s what Snapchat offers today. Yet, many rightsholders still overlook the platform.
Kahlen Macauley, now Head of International Sports Media and Partnerships at Snapchat, knows this well from his time at the International Olympic Committee (IOC).
Reflecting on his experience, he explained on the Sports Pundit Podcast,
“The product itself [had] some amazing things you could do, but also it was difficult to consider it within a marketing strategy or pillar of your approach to market.”
Today, that challenge persists because many sports marketers are fixated on video content alone. They’re missing the bigger picture.
“One of the learnings I had, and the reason I moved to Snapchat, was to try and change that and help educate partners about the opportunity on Snapchat beyond just video content,” Macauley said.
Macauley urges rightsholders to think broader. Snapchat isn't just about videos. It’s a multifaceted tool brimming with possibilities.
“[If you consider its] camera and communication tools in particular, then it becomes a much stronger proposition,” he suggests.
Sports teams need to move beyond just pushing out video content. It’s time they started thinking about messaging and how they can be part of those conversations, quite literally.
Snapchat stands on three pillars: Communication, Content, and Camera. Visual communication through snaps and videos keeps friends connected. Content from teams, leagues, and athletes feeds the fans' insatiable appetite. The Camera, with its AR prowess, invites users into an immersive world. Together, these pillars create an experience greater than the sum of their parts.
Consider the Tokyo 2020 Olympics. Macauley recounts how they collaborated with the IOC to offer more than just highlights. They introduced AR experiences, blending daily content with interactive elements. Fans didn’t just watch the games; they lived them.
Brands and rightsholders can seamlessly integrate into these interactions. For instance, Snapchat created custom merchandise for Wimbledon and Formula One’s Grand Prix in Las Vegas that users' Bitmojis (mobile avatars) could wear. Manchester United launched all three of their kits in AR, allowing fans to try on kits, share with friends, and even purchase them directly through Snapchat.
This approach builds real connections over broadcasted personas. An ethos which is reflected in their recent billboard campaign, ‘Less Social Media, More Snapchat.’
"When Snapchat was founded, the vision was it was a sort of antidote to social media. It was less about broadcasting yourself to the world and really connecting with your real friends and family and the community you care about the most. It's more personal.” Macauley emphasises.
This intimacy offers a golden opportunity for brands. Entering a user’s personal space authentically can create powerful, lasting impressions.
“You're talking about bringing brands into a relationship that you have with your best friend. Coming into that relationship is really meaningful and powerful. And if brands can do it in the right way, it creates a much bigger effect [than from being on other social platforms].”
This authenticity also resonates with athletes. Anthony Joshua and Jeremy Doku use Snapchat entirely differently from their other social channels, showing a more real and relatable side of themselves. Fans don’t just see the polished athlete; they see the person behind the sport, the authentic moments that resonate deeply. It adds an additional layer to their fandom.
And they’re able to do this at scale.
Snapchat’s reach is bigger than you might expect. In the UK, it connects with over 21 million users monthly, reaching 90% of 13-24-year-olds and 75% of 13-34-year-olds. And it's not just for kids—45% of users are 25 and older. These users open the app an average of 50 times a day, engaging with AR lenses, chatting, and consuming content. The app also has a huge presence in markets such as India, the U.S., Pakistan, France, Saudi Arabia, and Germany.
So, while everyone is talking about TikTok and Roblox to reach the next generation, Snapchat is perhaps the obvious answer currently being overlooked…
PODCAST
Want to hear more from my conversation with Kahlen?
We discuss misconceptions around Snapchat, how it enhances the fan experience, blurring the lines between sport and fashion, the importance of sport to Snapchat’s strategy, what a Snapchat partnership looks like, in-stadia activations and much much more.
Listen to the full podcast via the link below - and I’d love to hear what you think! 👇
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The Big Idea is brought to you by the Global Institute of Sport!
The Global Institute of Sport is the leading destination for Master's degrees, executive education and professional qualifications in sport around the world.
They count world-famous stadiums and surrounding venues among their state-of-the-art campus facilities across the globe, including London's Wembley Stadium, Miami's DRV PNK Stadium and Melbourne Cricket Ground.
Ready to master the global sports industry? Enquire today about their in-person and online courses.