• by Colin Kirkland , July 19, 2024

Snapchat's new “Snap Sports Network” is an immersive in-app viewing experience devoted to highlighting “unconventional” sports including dog surfing, hobby horsing, professional pillow-fighting, gurning (a British sport based on making the ugliest facial expression) and more.

Each episode will feature popular Snap creators and brand sponsors.

According to Snap, 180 million Snapchatters watch sports coverage every month on average, and 67% of users report that Snap filters and Lenses offer a unique sports content experience, while 55% say the platform is their favorite for staying connected with sports-related content.

The social-media platform is trying to channel the viewing habits of its users while making the experience unique to the app.

“We'e covering sports in our own lighthearted and wacky way and inspiring Snapchatters to engage with unique sports they'e never tried before,” the company wrote in a recent blog post.

Running from July 19 through August 7, Snap Sports Network will consist of six episodes featuring “high-energy” segments celebrating the most recent unconventional sports content captured by Snapchat users across the globe.

Other social media apps have channeled semi-unconventional sport coverage to both bolster their video output and persuade users to spend more time on the platforms. X, for example, has showcased its foray into original sports programming by signing a partnership with Ice Cube's Big 3 post-professional basketball league.

To bring in-app viewership to Sports Network episodes, Snap has tapped popular sports creators like Kris London, known for his basketball and gaming videos; award-winning scientist, actor and National Champion trampolinist Rachel Pizzolato; former basketball player and host on Big 3 coverage and CBS Sports Rachel DeMita; as well as comedy creator Tony Talks.

Snap is also including brand partnerships for the launch, including e.l.f. Cosmetics, which was featured in Snap's first virtual makeup product last year.

Snap says the all-natural beauty brand will participate through in-program sponsorships and product integrations, with DeMita showing how various e.l.f. products can be used in athletic settings.

Alongside the weekly content series, Snap has launched Sports Network AR Lenses for further fan-to-fan engagement. In fact, the whole show will be shot with custom-built Lenses.

“Instead of building a practical set to shoot our newsroom, our team built a Newsroom AR Lens that Snapchatters will be able to engage with,” the company explains, adding that it has developed additional custom AR Lenses “to get Snapchatters in the competitive spirit.”