Major League Baseball content is coming to Snapchat, at least in abbreviated form, courtesy of a new partnership between the messaging platform and Major League Baseball Advanced Media, a consortium formed by MLB club owners. The partners will bring official MLB video, as well as user-generated baseball content, to Snapchat’s “Our Stories” feature, with a series of weekly stories called “MLB Wednesdays.”
Every week Snapchat will curate content submitted by fans at MLB games and push it out to Snapchat users. The content will include highlights from up to five games a week throughout the regular MLB season, and will mostly consist of a curated feed of posts made by fans during live games. It will also draw on content from the MLB’s own social media teams assigned to cover games.
Unlike the evanescent messages sent between Snapchat users, which disappear after ten seconds or even less, the MLB content will be available for viewing on the platform for 24 hours after it’s posted. The first MLB event to get the Snapchat treatment was the game between the Washington Nationals and Arizona Diamondbacks on Wednesday.
All of the MLB’s member teams already have their own secured Snapchat accounts to communicate with fans. Other professional sports leagues have also begun posting content on Snapchat, including the NFL, NBA, and NHL, although none has so far announced a long-term partnership with a regular publishing schedule.
In January Snapchat launched Discover, which allows big media organizations to highlight their content over the platform. Since then the video messaging service has signed up a raft of partners, including ESPN, CNN, Vice, Comedy Central, the Food Network, People and Yahoo.