Kahlen Macauley: How Snapchat is Engaging the Next Generation of Sports Fans

On today’s episode, I’m joined by Kahlen Macauley, Head of
International Sports Media and Partnerships at Snapchat.


 


Having worked across the sports media landscape at the likes of
TalkSport, ESPN and Pulselive, Kahlen then joined the
International Olympic Committee in 2016, leading their digital
partnerships team with a main focus on aiming to engage with
younger audiences beyond broadcasts. 





It was here, among the other social platforms, that Kahlen
started interacting and working with Snapchat, who he then joined
in 2019 to lead their sports partnerships for EMEA - identifying
the opportunity that the company had as an under appreciated
platform for sports rightsholders who were all wishing to engage
with that younger generation.





Bringing his 360 view of the sports media and marketing
landscape, Kahlen has sought to help position the platform to
better fit the marketing strategies of sports teams, leagues, and
brands.





Timestamps: 


2:00 - Kahlen’s Journey to working at Snapchat


5:30 - Lessons Across Different Areas of Sports Media


9:00 - Working with Snapchat while at the IOC


10:30 - Addressing Misconceptions Around Snapchat 


13:00 - Snapchat’s Product Suite 


15:00 - How does Snapchat Enhance the Fan Experience? 


18:00 - How Athlete’s Engage Differently on Snapchat 


24:00 - Blurring the Lines Between Sport and Fashion


28:00 - Importance of Sport to Snapchat Strategy 


35:00 - What does a Snapchat Partnership Look Like? 


42:00 - Future Plans for Snapchat in Sport





Additional Links


The Snapchat Game On Lens


Gen-Z love 'blokette' fashion sparking boom in young sports fans


Research: Gen Z falling back in love with sport


Snapchat Statistics: Revenue and Usage Trends in 2024


Connect with Kahlen on LinkedIn - here


Connect with Andy on LinkedIn - here