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NBC partners with Snapchat for Olympic content

NBC has signed a deal with Snap to produce original content for its social media platform Snapchat to cover the upcoming 2020 Olympic Games in Tokyo. 

It is the third partnership between the two parties, following similar collaborations on the Rio 2016 Olympics and PyeongChang 2018 Winter Olympics.

The deal will see NBC release more than 70 episodes across four daily shows for Snapchat in the build up to and during the games. Two unscripted shows will air two new episodes per day during the games focusing on the US team and overall highlights of the day’s events.

As per the user base of Snapchat, the focus will be on targeting young audiences. The broadcaster notes that it reached more than 40 million unique users during the 2018 games, with 90% under the age of 35.

Gary Zenkel, president of NBC Olympics said: “We know the audience on Snap loves the Olympic Games. After two successful Olympics together, we’re excited to take the partnership to another level and produce even more content and coverage from the Tokyo Olympics tailored for Snapchatters, which also will directly benefit the many NBC Olympics advertisers who seek to engage further with this young and active demographic.”

Sean Mills, Snap’s head of content said: “We’re thrilled to build on our strong partnership and immense success with NBC Olympics to bring Snapchatters the biggest moments from Tokyo 2020. Through our made-for-mobile Highlights, along with original Shows and Our Story Snaps, the Snapchat community will have a front-row seat to the Games.”