Athletes on Snapchat witness an escalation in their following due to the platform's sports audience engagement
In a significant move to boost visibility and monetization opportunities for female athletes, Snapchat and TOGETHXR have joined forces to launch the "Snap the Gap" program. This innovative initiative aims to support nine female athletes, referred to as "Snap Stars," in transforming their sports journeys into captivating and revenue-generating digital stories.
The program is designed to bridge the visibility gap in women's sports by allowing athletes to control their narratives and revenue on their terms. This empowering approach provides athletes with a chance to own their narrative arc and monetize it in a way aligned with their schedules and values.
TOGETHXR, founded by former professional athletes, brings a wealth of expertise to the table. Their involvement acts as a safeguard against the lowest-common-denominator content trap, focusing instead on visibility with integrity, more breadth and depth, not just virality.
Snapchat's product suite, including Stories, AR lenses, and private groups, mirrors how women's sports communities grow. The program will help athletes optimize for Snapchat's Spotlight, leverage AR tools, and convert attention into revenue streams.
The success of "Snap the Gap" will be measured by repeat viewers, saves, shares, and conversion into tangible outcomes such as merchandise sales, ticket sales, and sponsor lift. The athletes selected for the program span various leagues and life stages, including the NWSL, WNBA, NCAA, PWHL, and LOVB.
The collaboration between Snapchat and TOGETHXR is another brick in a long-overdue infrastructure for women's sports: visibility, voice, and value. By institutionalizing the showing of the slog of women's sports, including rehab setbacks, travel hassles, team culture, and identity beyond the uniform, the program promises a model where storytelling is integrated with the athletic journey without compromising performance or privacy.
This initiative is expected to have a significant impact on gender equality in sports media coverage. With almost 9 in 10 Snapchat users engaging with sports weekly, and the Spotlight feature logging 25M+ sports minutes daily, the program offers a promising platform for amplifying female sports stars.
Moreover, if "Snap the Gap" proves successful, expect more cohorts, deeper platform integrations, and cross-platform syndication. TOGETHXR gets a scalable template to replicate with other platforms and partners, keeping its mission at the center while flexing format.
In conclusion, the "Snap the Gap" program is a significant step towards enhancing visibility and monetization opportunities for women athletes. By providing mentorship, content coaching, and monetization tools, the program aims to help athletes find sustainable formats for storytelling that fit the rhythm of sport rather than interrupting it.
- The collaboration between Snapchat and TOGETHXR, founded by former professional athletes, aims to integrate storytelling into the athletic journey of female athletes, promoting monetization opportunities in business and finance through social media.
- With the "Snap the Gap" program, female athletes can utilize technology, such as Snapchat's AR lenses and private groups, to optimize their visibility and revenue, especially in entertainment and sports industries.
- The success of "Snap the Gap" could lead to further innovations in women's sports media coverage, improving gender equality through increased visibility on platforms like Snapchat, and potentially influencing other business ventures and partnerships moving forward.
