Snapchat teams up with NBC to broadcast key moments from the Winter Olympics

Snap announced a tool that will allow television networks to stream live broadcasts directly into Snapchat, starting with NBC’s coverage of the Winter Olympics.

According to The Wall Street Journal, NBC will use the new Live feature to broadcast two- to six-minute live segments of key moments during figure skating, skiing, and more in the Discover tab. Snapchat users will also get access to custom Context Cards, which feature posts from Olympic athletes and fans, real-time leaderboards, event schedules, and more.

To view the custom Context Cards, users must swipe up on snaps in Our Stories that are labeled “More.”

Additionally, NBC is producing two Snapchat-exclusive shows that feature Olympic snowboarding hopefuls and Team USA athletes. The shows can be viewed through the Discover tab and will be there through February 25.

NBCUniversal, which owns NBC, and Snap hope the partnership leads to increased advertising dollars. The two companies said they signed deals with over 20 advertisers that bought sponsorships for Snapchat Olympic content.

NBCUniversal said its Snapchat content will not include ads. The company hopes to use its content to pull more people toward its TV coverage of the Winter Olympics.

Keep in mind that users cannot use Snapchat’s Live feature for themselves. Speaking with TechCrunch, a Snap spokesperson said the company does not see many Snapchat users clamoring for the Live feature.

At this point, Snap might as well say yes to a partnership with NBCUniversal. Even with NBCUniversal’s $500 million investment in the company, Snap has not performed well on Wall Street since its initial public offering (IPO) in March 2017.

Snap’s latest quarter points to a potential turnaround, since the company saw faster growth in sales and number of users compared to Q3 2017. Snap still lost $170 million during Q4 2017, though it still beat Wall Street expectations and is positioned to do so again during Q1 2018.