Media company Discovery has expanded its Olympic Games content and advertising agreement with Snap Inc, the parent company of Snapchat, in select European territories.
The deal, which covers the rescheduled Tokyo 2020 Games and the Beijing 2022 Winter Games, will see Snapchat’s Discover platform feature a Eurosport Olympics daily show, utilising content and coverage from the Discovery+ streaming service and its Eurosport channel.
The channel will show ‘Road to Tokyo’ and ‘Road to Beijing’ content in the run up to the Games, following teams and athletes from around the world. Content will be available in multiple languages, including French, German, Italian, Spanish and English.
In addition, Discovery has enlisted athletes and influencers to create content around ‘the most relevant local stories and national heroes’.
“We’re thrilled to expand our partnership with Discovery as we head towards the next two Olympic Games in Tokyo and Beijing,” commented Ben Schwerin, Senior Vice President of Content and Partnerships at Snap.
“Sport has an amazing way of connecting us, so we’re grateful to be able to showcase such inspiring content to our community on Snapchat, bringing them to the heart of the Games from the comfort of their phone.”
Discovery’s current contract with the International Olympic Committee (IOC), which is valued at around €1.3 billion, expires in 2024, covering 50 European territories.
Eurosport will also be an official broadcaster in France and the UK for the Tokyo 2020 Games, with the channel’s sports content set to make its debut on Discovery+ in Denmark, Finland, Italy, the Netherlands, Norway and Sweden in 2021.
Andrew Georgiou, President of Eurosport and Global Sports Rights and Sports Marketing Solutions, explained: “In addition to introducing our sports streaming content to a broad audience through Discovery+, collaborating with Snap to bring Eurosport’s content to younger generations provides the ideal opportunity to tell the stories that really matter, both on and off the field, and will bring the Games experience to life.
“As the only place in Europe to experience every minute of the Games, our extensive coverage, digital-first storytelling and expert analysis will be available to audiences however and whenever they choose.
“Discovery is focused on taking the biggest and most diverse audience with us on the Olympic Games journey and Snap will play a significant role in helping to achieve that ambition.”
The deal builds on Eurosport and Snap’s previous agreement, when the two collaborated on coverage of the 2018 Winter Olympics in PyeongChang, signing a multi-language agreement in 2017 ahead of the Games to engage a newer, younger audience.