Recently, Snapchat has started to develop media-rights deals with various sporting leagues and broadcasting networks in an attempt to acquire the rights to broadcast live sporting events. Beginning with the National Collegiate Athletic Association Final Four, the app makers plan to feature these games in “Our Story”, where photos and videos sent in from users of the application are strung together to create a story available for viewing.

Although Snapchat has created sports-related public “Stories” in the past, they never acquired explicit permission from the leagues to do so. Although no infringement difficulties have been publicized in the past, this newfound potential establishment and partnership with sports leagues would legitimize “Stories” on Snapchat. According to www.digiday.com, the corporation is looking to sell brand sponsorships for these “Stories” and plans to split ad revenue among the featured leagues. Therefore, both partners would earn a profit from the deal, leaving everyone involved satisfied.

Many sports fanatics and Snapchat users alike support the potential addition, as the broadcasts will simplify the live-streaming of sports games. Additionally, Snapchat employees hope that this partnership will further move the company’s image from a childish, scandalous application into a media-efficient, mature one.

“Snapchat is turning into the Sports Center of cultural movements,” said Rohit Thawani, director of digital strategy and social media at ad agency TBWA/Chiat/Day towww.digiday.com.

Snapchat plans to keep the content used in their “Stories” entirely user-generated, avoiding any game footage produced by the televised sporting networks themselves.