The world’s most valuable soccer team, Real Madrid, has executed a social media first by becoming the only sports team to have an “Official Story” on Snapchat.
The timing makes sense for both Snapchat and Real Madrid as El Clasico, Real’s matchup against Barcelona, is going to bring hundreds of millions of viewers to consume the game across platforms ranging from television, to Twitter and yes, Snapchat as well.
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Snapchat will aim to capture as much of the hype of this goliath vs. goliath matchup as possible. Real has also launched their own Snapchat account this week and each story they have posted has achieved at least 200,000 views.
During the game fans in attendance will be motivated to get in on the action by sending in their own snaps that will have the chance to be seen by curators from Snapchat and placed in the Official Story of the game for the entire Snapchat user base of 100 million to see.
Rafael de los Santos, Head of Digital at Real Madrid, has high hopes for the partnership with Snapchat and engaging fans today around El Clasico. “We keep an eye on every single social media network and have seen how Snapchat has been growing and growing in the past few months, especially with millennials.”
“We are very keen on taking advantage of every single channel out there to communicate with our fans and capture the next generation of fan. We have 450 million fans around the world. Our goal is to reach every single one of them,” he continued.
For Snapchat, this will likely not be the last major sports team they do this type of content relationship with. It makes sense for teams and Snapchat to continue to form these types of partnerships as major sporting events like this one are a natural fit for fans to want to share and consume content on social platforms.
It also doesn’t hurt that an estimated 600 million global viewers will tune in.