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Snapchat raises its profile in Europe

News, 05 June 2017
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LONDON: After a successful launch of its Spectacles device in the US, Snapchat is now offering the camera-enabled glasses for sale in Europe where customers can buy them from bright yellow vending machines, known as Snapbots.

At the same time, the US tech firm has agreed to partner with broadcaster BT Sport and its coverage of the UEFA Champions League final between Real Madrid and Juventus in the Welsh capital of Cardiff, which took place over the weekend.

Talking about the partnership ahead of the event, Ben Schwerin, Snap's VP of Partnerships, said: "This partnership will allow over 10m daily Snapchatters in the UK to experience what it feels like to be at the Champions League final.

"We're always thrilled to work with innovative partners like BT Sport to develop our sports coverage in the UK, in Europe and worldwide."

According to Netimperative, Snapchat planned exclusive "Our Story" coverage of the match whereby clips and footage from BT Sport complemented Snaps submitted from fans in the National Stadium of Wales.

In addition, official UEFA Champions League sponsor adidas was expected to serve Snap Ads within Snapchat's Our Story coverage of the match.

"Snapchat provides an amazing platform for our creators to do what they do best," said Barry Moore, Brand Director of adidas North Europe. "We're excited to see how our activation around the UEFA Champions League with Nemeziz [an adidas brand] will help add to the pinnacle of the European season."

Meanwhile, Snapchat Spectacles became available in Europe for the first time at the end of last week after the company installed Snapbot machines at five iconic locations in London, Paris, Berlin, Barcelona and Venice.

Priced at £129.99, the wearable devices, which allow users to record 10-second video clips for sharing online, are also available via the internet for shipping across Europe. Snapchat said more Snapbots would appear in other locations in the UK and the rest of Europe over the summer.

Data sourced from Netimperative, Daily Mail; additional content by WARC Staff

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