In the ever-evolving landscape of sports media, platforms come and go. But every so often, one evolves — quietly, persistently — into a must-have channel for reaching tomorrow’s fans, today.
That platform is Snapchat.
Long viewed as a messaging app for Gen Z and millennials, Snapchat has quietly built a sports media ecosystem that now rivals more traditional platforms — not in legacy viewership, but in engagement, cultural virality, and emotional stickiness.
Now, new research from Snap Inc. and the National Research Group makes it official: Snapchat isn’t just part of the fan engagement toolbox. It should be one of the first tools picked up.
The Numbers Tell the Story
This isn’t about vanity metrics — it’s about real behavioural shifts:
- 90% of Snapchat users interact with sports content every single week.
- 25 million+ minutes of sports video is consumed on Snapchat Spotlight daily — a TikTok-style vertical feed with algorithmic power.
- 92% of users say sports connects them to culture — proving Snapchat is where sports meets social relevance.
- 86% say they’re more loyal to brands that align with their passions.
- 94% are more receptive to brand messaging while engaging with their passions.
- *Snapchatters are 54% more likely than non-users to want brands to partner with creators — a signal for influencer-first brand architecture.
This isn’t passive fandom. This is active, socially fueled, culturally aligned participation.
Why Rights Holders and Brands Should Rethink Their Channel Strategy
For many clubs, leagues, and federations, Snapchat has remained a blind spot — often seen as ‘not serious’ or too niche. But this misperception is exactly what gives first-movers a competitive advantage.
Snapchat’s design — built around disappearing content, AR lenses, creator-driven engagement, and vertical video — creates a low-barrier, high-frequency environment where sports content can thrive in its most unfiltered, emotional form.
It’s a place for:
- Behind-the-scenes team access
- Real-time reactions
- Cultural memes around match moments
- Fan activations with AR and gamification
- Creator collaborations that feel native, not forced
Put simply: Snapchat turns sports from scheduled events into everyday social rituals.
Sponsorships, Loyalty, and Creator Integration
For brand marketers and sponsors, the implications are massive:
- Traditional TV exposure is no longer enough.
- Emotional loyalty is being built in-platform through personality, humour, and relevance.
- Creator partnerships drive 54% more affinity on Snapchat than on other platforms.
This opens the door for new sponsorship models where narrative > visibility. Think:
- Athlete-led Snap series
- Co-branded AR filters during matches
- Branded content drops on Spotlight
- Sponsored locker-room Q&As
The Takeaway: It’s Not Optional Anymore
Snapchat is no longer a “nice-to-have” for fan engagement. It’s where the next generation already lives. It’s where they celebrate wins, roast losses, idolise athletes, and discover clubs they’ve never watched before.
For sports rights holders, ignoring Snapchat is like refusing to build a stadium in a city full of your most passionate fans.
Now is the time to activate — not just on the pitch, but on the platforms where culture is shaped.
At 365247, we help rights holders, leagues, and sponsors architect digital strategies built for emotional loyalty and long-term engagement. Let’s talk
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