Snap partners with ITV to bring the Football World Cup to Snapchat

Snap announced a new content partnership with ITV, the UK’s largest commercial broadcaster, to host made-for-mobile, short-form content from ITV’s biggest shows on Snapchat. Snapchatters will be able to watch clips from the FIFA World Cup 2022, Love Island and I’m a Celebrity… Get Me Out of Here! through Snapchat Discover.

Snapchat’s premium content platform, Discover is a one-stop-shop to watch, share and discuss the latest shows. As the countdown begins to the FIFA World Cup 2022, fans will be able to watch the build-up and official highlights from the tournament.

Snapchat reaches more than 90% of 13-24 years-olds in the UK and partners with most major UK broadcasters.

Lucy Luke, Head of UK Partnerships at Snap said: “Our mission is to make Snapchat the fastest way for our community to be informed and entertained by a trusted group of diverse publishers and storytellers. We are thrilled to partner with ITV and continue to grow our slate of UK broadcasters on Discover. This partnership aligns with our strategy to provide Snapchatters with the best shows that are tailor-made for mobile.”

Commenting on the partnership, Bhavit Chandrani, Director, Director, Digital & Creative Partnerships at ITV said: “We’re really excited to be partnering with Snapchat – the Gen Z community on Snapchat is highly engaged and we’re keen to offer them the opportunity to view ITV content in different ways. This partnership is a great opportunity for us to continue to engage with this community and our audiences in a new environment.”

Snapchat will also partner with ITV to create custom Augmented Reality Lenses for selected shows. This will create a new, immersive viewing experience for Snapchatters.

The UK is a fast-growing market for Discover and Snap continues to invest in their offering. In Q2 2021, they launched 188 new international Discover channels, including 36 in the UK and 24 in India. In 2022, over 15 million people in the UK have watched shows on Discover each month.