• by Colin Kirkland , 7 hours ago

Snapchat has announced a strategic partnership with Dick’s Sporting Goods’ media division focused on providing advertisers with insights on how campaigns on the social-media platform impact in-store sales.

Per the partnership, advertisers will be able to access data collected via LiveRamp – a private data collaboration platform for brands – that aims to connect upper-funnel social engagement signals on Snapchat to Dick’s retail sales.

According to Snapchat's announcement, a portion of the platform’s global audience – over 900 million monthly active users – aligns with consumer profiles Dick's attempts to target with its social campaigns, with 215 million Snapchatters viewing sports content every month on average.

Over the past few years, Snapchat has attempted to become a hub for sports content, partnering with professional teams and spotlighting creator coverage of major sporting events.

Over 110 million users engaged with AR experiences designed for the 2026 Winter Olympics, generating more than 307 million total impressions. Whereas Super Bowl Sunday-related content received over 47 million views on the app’s Spotlight feature, marking an increase of 79% year-over-year.

Ahead of this year's World Cup, 85% of Snap's 483 million daily users planned to watch or keep up with the sporting event, with 62% of those users stating that they regularly watch or follow content from players, teams, or creators on Snapchat during the tournament.

The partnership’s utilization of LiveRamp’s private data rooms aims to help brands selling through Dick’s retail outlets – both in-store and online – make more informed ad decisions by refining their targeting strategies and creative ad development.

The data could potentially offer brands a clearer understanding of which Snapchatters are responding to specific creative, which ads are leading to conversions, and where and when purchases are taking place.

Adidas took part in a pilot campaign earlier this year, which revolved around two new basketball sneaker releases. According to the announcement, the sports and fashion brand saw over $12 in return on ad spend (ROAS). 

The initiative is now available to all U.S. advertisers.