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