In a bid for young eyeballs, Major League Baseball is going from baseball bat to selfie stick.
The league signed a multi-year deal with Snapchat to bring the media and messaging app onto the field. Snapchat and baseball announced the deal today, after trying out the partnership last year, when they ran stories inside the app from baseball games. Snapchat has a similar deal with the National Football League, only not quite as deep, now.
There was no money exchanged in the deal, according to sources, but it is about sharing revenue from the video ads that run amid the baseball content.
“Snapchat is making itself more appealing to brands in terms of data, targeting, and partnerships. It is positioning itself to be a media company that matters over the long haul,” said David Berkowitz, the CMO of MRY.
For its part, the MLB has an old people problem. Baseball has the oldest fans of the four major U.S. professional sports; the median age of the 2015 World Series audience was 54.6 years, according to Nielsen. (To be fair, that is down from last season’s record high of 55.6 years.) A deal with Snapchat could, the league clearly hopes, drive that number lower this year.
Snapchat did not say exactly how the sponsorships will be negotiated, whether from its in-house ad team or from baseball. However, Major League Baseball does come with a host of its own sponsors.
With past football deals, like one for the Super Bowl, the league and Snapchat worked closely with advertisers to make sure they were developing ads that fit the platform. During the Super Bowl, only official game advertisers were allowed to run ads in the Snapchat story from the game.
Snapchat has been growing its range of content for more than a year, first with Live Stories that show videos from special events and locations daily. Then it opened Discover, a place for channels from top media companies like Vice, BuzzFeed and MTV.
It recently brought in Tribeca Film Festival to share short films in a pop-up channel. Snapchat’s strategy has been characterized as modern-day cable provider.
In this new MLB arrangement, Snapchat said it’s the first time a social media platform will be allowed on the field during games. Teams will have what’s being called a SnapBat, but really it’s just a glorified selfie stick.
“Snapchat will cover MLB games and events, including Opening Day, the All-Star Game and the Postseason, with access to official MLB logos, marks and exclusive behind-the-scenes content featuring the game’s biggest stars and its iconic ballparks,” Snapchat said in a statement announcing the deal.
Snapchat also reached a deal this week with Fidelity Investments, raising another $175 million, and maintaining its $16 billion valuation, according to The Wall Street Journal.
For many influencers, speaking out on Roe v. Wade is an obvious choice
Influencers are concerned about losing potential brand deals because they don’t want to work with those that don’t share their values on choice.
Gannett reviews employee blowback to social media policy memo after Roe overturn
After receiving criticism for forbidding its journalists from posting opinions on the Supreme Court striking down Roe last week, Gannett is reviewing employee perspectives.
Companies turn to employee resource groups to manage internal discourse around the abortion ruling
Companies are using ERGs to facilitate employee conversations, as well as executive leadership via companywide emails to employees stressing their support for wellbeing and the availability of managers for support.
SponsoredWhy the caliber of content is paramount for advertisers
Agata Brodniewska, brand safety manager, Dailymotion Content is king when attracting consumers but is equally essential when courting advertisers. While both stakeholders want many of the same things, they most notably want relevant content they can count on to deliver an accurate and honest message without confusion or misinformation. This is especially important for advertisers […]
Member ExclusiveMedia Briefing: The pros and cons of three commerce pricing models
In this week’s Media Briefing, media editor Kayleigh Barber breaks down the different pricing models that commerce publishers use.
Bloomberg Green’s expansion increases its service-oriented coverage
Bloomberg's climate vertical is adding new products and coverage areas to lean into solutions-oriented journalism.