Major League Baseball and Snapchat are about to change the way we experience the game. According to a media release from Snapchat, the two have agreed on a multi-year deal that will grant the social media platform “unprecedented access” to games.
According to DigiDay, “no money is being exchanged in the deal.” Both MLB and Snapchat have agreed to share revenue from video ads placed in the content.
Still, the deal is a media game-changer. For the first time, players will be encouraged to use their smartphones in dugouts and bullpens during live games. Social media, specifically Snapchat, is an event. MLB has designated next Friday “Snapchat Day,” encouraging all 30 teams and players to contribute to “MLB Live Story,” a running feed of photos and videos sharing the experience of the game from never-seen-before camera angles.
Until now, MLB’s social media policy currently bans the use of mobile devices during games, but today’s news signals a larger shift in how we as fans will experience the game through media. Traditional media appear to be getting further from the field (and the clubhouse), social media platforms and digital media outlets are providing a more intimate view of the game experience.