WSL Content Added In Snapchat’s Expanded Sky Deal


The expanded deal will see top-flight English women’s soccer highlights and a new dedicated show, The Dub, shared via social media platforms.

Social media platform Snapchat has expanded its content partnership with UK pay-TV broadcaster Sky Sports to cover the Women’s Super League (WSL).

The deal will see Sky share short-form videos on Snapchat Discover – a service that allowed more than 40 channels to reach a global audience of more than 25 million viewers during Q2 – with highlights from select top-flight English women’s soccer matches. The expanded partnership will also see The Dub, Sky’s newly launched WSL talk show, optimized and shared on Snapchat. 

In addition, Sky will continue to post Premier League clips, behind-the-scenes content and video from other programming such as Soccer AM or Monday Night Football to its 1.8 million subscribers on the platform.

Sky hopes the move will allow its content to reach the social media platform’s youth audience, with more than 90% of Snapchat users in the UK aged between 13 and 24. 

Jamie Hunt, head of digital and social at Sky Sports, said: “The way fans experience sports has evolved – with many fans using their phones to chat with friends, celebrate wins and access behind-the-scenes content during matches. This partnership is, therefore, a great way to reach this community where they are.”

“We are thrilled to continue strengthening our partnership with Sky Sports to bring more iconic football and sports content to Snapchat,” added Kahlen Macaulay, Snapchat’s senior manager of international sports partnerships.

“Snapchat offers millions of fans around the world new ways to experience, celebrate and watch the best sports content – whether that’s catching up on goals from the weekend or using an augmented reality lens to celebrate incredible moments.

“We can’t wait to bring Snapchatters more great football and sports content as we countdown to a spectacular few months of sport, including the Fifa World Cup 2022.”