NEW YORK: The National Football League (NFL) has signed on to be the first sports partner for Snapchat's Story Explorer feature, in a move that deepens the company's relationship with the video-messaging app.

The two announced a partnership in September that enabled NFL fans to watch and share original videos via Snapchat's "Live Story" feature, but the new Explorer feature will allow them to see even more videos, the Wall Street Journal reported.

Since its debut, fans around the world have been able to submit short videos to NFL's Live Story and these have generated millions of views, according to the NFL.

"It's been unbelievable," said Vishal Shah, vp of digital media at the NFL. "We've seen an overwhelming amount of consumption, both domestically and internationally."

Shah estimates that NFL's Live Stories have been reaching up to 10 million users on Sundays and more than seven million for weekday games.

Now with Explorer, it is reported that people watching Snapchat Story videos will be able to view more videos created by Snapchat users by flipping through multiple clips from the same event, but from different vantage points.

The Explorer features allows fans to dig deeper into a match or event and the partnership will mean a weekly Live Story will be available to fans each week for the remainder of the football season through to the Super Bowl next February.

The NFL has been working to expand its range of digital partnerships throughout the year, and the latest arrangement with Snapchat allows it to market its brand to millions of consumers.

Even though, unlike Live Stories, Snapchat is not currently selling ads on Explorer, linking the service up with one of the biggest sports brands in the world mayincrease usage of its new feature.

Data sourced from Wall Street Journal; additional content by Warc staff