In an attempt to appeal to older users on its app, Snapchat has revealed a new, wide range of content in collaboration with European football league LaLiga. The content includes an exclusive Discover Show ‘LaLiga Show Time,’ weekly highlights, historic archives, top goals, branded Lenses, stickers, Bitmoji features and more.
Sports coverage is a significant element on Snapchat that attracts 87 million users to the content each month. In particular, NFL football remains to be the top sports event covered on Snapchat, with NFL branded AR tools being engaged with over 2.1 billion times during the Super Bowl LV1. Additionally, Snapchat announced its content partnerships with NBA and WNBA as well earlier this year.
According to Snapchat’s stats, 16% of its userbase is now above the age of 35, which has led the company to focus more on this population and their interests and preferences. This is where sports content plays an important role, and likely helps Snapchat maintain relevance of its app across all age groups.