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· Posted on
April 23, 2021

Snapchat becomes quasi-broadcaster at Aus Open

Snapchat and the Australian Open have cut a deal to give Aussies a look inside the Aus Open.

What's the key learning?

  • Snapchat already has millions of Aussies broadcasting and viewing content on its platform - so rather than watching a video of your friend with a puppy-dog filter, they've partnered with the Australian Open to offer another angle of the tennis.
  • Business activity around the Aus Open is down. That means fewer in-stadium sponsorships opportunities for brands and lower TV ratings. So alternative channels for advertisers are likely to grow in demand.

WTF is this Snapchat <> AO partnership?

Snapchat and the Australian Open have cut a deal to give Aussies a look inside the Aus Open - considering no one can actually go right now (thanks Melbourne lockdown 3.0).

Some background: Snapchat is not actually dead. In fact, it has around 6 million users in Australia (90% of which are 18-24 years old).

As we know, Melbourne is currently under lockdown. Even in the good times of this tournament, the Australian Open attendance had an attendance limit due to COVID. This means less people experiencing the beauty of the Aus Open (hint: it's not the tennis - it's the beer tents, entertainers and pop-up restaurants).

Aus Open has partnered with Snapchat to give Aussies access to some behind the scenes content anddaily highlights summarising matches

So what's the key learning?

COVID-19 hasn't changed Australians' love of sport, but it has changed how we engage with sport. It’s no secret, Aussies love sport and sport generally brings people together.

So now businesses in the media space, like Snapchat, are scrambling to get involved. We already have millions of Aussies broadcasting and viewing content - so rather than watching a video of your friend with a puppy-dog filter, why not offer another angle of the tennis.

Sadly, this year business activity around the Aus Open is down. That means fewer in-stadium sponsorships opportunities for brands and lower TV ratings. So alternative channels for advertisers are likely to grow in demand. And that’s where Snapchat sees its opportunity. Right here, right now.

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