Neha Jolly Sawhney on Snapchat’s unique approach to IPL, sports content, leveraging AR

The landscape of sports marketing has undergone a seismic shift, propelled by the omnipresence of social media. No longer are brands confined to traditional advertising during live broadcasts. Today, the digital realm offers a dynamic, interactive stage where sports enthusiasts, particularly Gen Z, engage with content in real-time. Social media platforms have become the new stadium, where fans connect, share, and experience the thrill of the game, fostering a sense of community that transcends physical boundaries. This evolution demands innovative strategies that leverage the unique capabilities of each platform, transforming passive spectators into active participants in the sporting experience. 

In this interaction with Adgully, Neha Jolly Sawhney, Head of Ad Revenue, India, Snap Inc., provides valuable insights into how Snapchat is navigating this rapidly evolving space. We delve into the platform’s unique approach to sports content, particularly during the Indian Premier League (IPL), exploring how it leverages augmented reality (AR), fosters virtual togetherness, and provides innovative monetization opportunities for content creators. We discuss the evolving consumption habits of Gen Z, the effectiveness of different monetization strategies, and how Snapchat is adapting its advertising solutions to meet the dynamic needs of sports marketers in the digital age. 

How is the consumption of sports content evolving among Gen Z in India, particularly on mobile platforms, and what are the key drivers of this shift? 

Sports content consumption among Gen Z in India is transforming, driven by widespread adoption of digital technologies and mobile platforms. According to the Deloitte-Google report, 93% of Gen Z fans access sports content online, preferring interactive and personal experiences over traditional viewing. This shift is further amplified by the proliferation of smartphones, which have become the primary medium for sports consumption, allowing fans to access live matches, highlights, and other sports-related content at their convenience. 

Gen Z fans are spending 20% more time on non-live content such as highlights and analysis videos compared to live events. Additionally, 93% of Gen Z fans use a second screen during live matches, for social media interactions and checking game states. This multitasking behavior highlights the need for dynamic, short-form content that complements live viewing. 

Digital platforms play a crucial role in keeping fans connected through behind-the-scenes updates and discussions. Moreover, while cricket remains a dominant sport in India, 90% of Indian sports fans now follow multiple sports, including kabaddi, football, and indigenous sports like kho-kho. This diversification presents opportunities for emerging sports to attract new fans and investments, contributing to the growth of the Indian sports industry. 

How has Snapchat’s approach to sports content evolved in India, and what are the key differences compared to other platforms? 

Snapchat’s sports strategy in India focuses on intimate, immersive experiences. As per the Gen Z BCG Snapchat report, Gen Zers have a tight-knit ‘inner circle’ set of close friends and family members who help them navigate through life. And our platform fosters private interactions within trusted groups, allowing users to engage in personal and meaningful conversations about sports. This unique, closed-circle environment encourages deeper connections with teams, players, and fellow fans—moving beyond surface-level engagement with trending topics. 

In India, Snapchat effectively engaged Gen Z audiences through innovative and interactive experiences. During the 2024 IPL season, Snapchat collaborated with JioCinema to launch a dynamic AR lens that provided fans with live score updates and featured larger-than-life team characters reacting in real time to every delivery against the backdrop of the sky. 

This experience utilized Sky Segmentation technology, allowing Snap's advanced camera to enhance elements against the sky seamlessly. Real-time match updates were powered by a live sports score API, while custom animations highlighted key moments like boundaries and wickets. This immersive approach transformed passive viewing into an engaging experience, encouraging active participation among fans. 

The IPL is a major event in India. How does Snapchat leverage its platform to enhance the IPL viewing experience for Gen Z? 

Snapchat fosters virtual togetherness, allowing fans to experience sports as a community. Through Snaps and chats, fans engage in real-time conversations, share reactions, and analyze key moments, making the IPL experience feel more social and alive. It’s not just about the perfect highlight, but capturing the raw moments leading up to it. Snapchat also brings fans closer to the action and athletes, with players feeling more “front and center” as their personalities shine through in a personal, relatable way. Snapchat lets athletes share unfiltered, behind-the-scenes moments, making their behavior feel more genuine and dynamic. 

A great example is Gen Z cricketer and Snap Star Arshdeep Singh, who regularly shares glimpses of his training and personal life. During the ICC T20 World Cup, he posted a video of the Indian team celebrating on the victory bus, which received 66K shares – 3x more than other platforms. His active presence highlights how Snapchat’s focus on authenticity and real-time engagement allows fans to connect with their favorite athletes more meaningfully and intimately. 

How are IPL teams and sports publishers effectively monetizing their content on Snapchat? 

IPL teams and sports publishers effectively monetize Snapchat content through a multi-format approach, engaging Gen Zs; passive consumption, immersive experiences, and personalized opt-in interactions. 

Lean Back: This allows users to scroll and passively consume content, creating opportunities for brands to reach audiences through engaging, snackable media.

Snap Ads deliver targeted, short-form video content for consumption within the Stories and Spotlight sections. These ads allow publishers to reach specific demographics, driving awareness and engagement seamlessly as users scroll through their feeds.

Lean In: AR experiences and Snap Stars play a crucial role for immersive engagement. Snapchat’s advanced AR capabilities, such as Sponsored Lenses, offer users interactive ways for fans to try on virtual jerseys, celebrate team victories with themed lenses, or engage with branded AR experiences. 

Collaborations with Snap Stars - verified creators on the platform allow IPL teams and sports publishers to promote content authentically. 

Opt-In: Sponsored Snaps in Chat provides a unique, opt-in experience that fosters a more intimate connection between brands and users. It delivers full-screen, vertical video ads directly to users’ chat inboxes, offering high visibility and the opportunity to drive conversions across the entire marketing funnel. 

What are the most effective monetization strategies for sports content creators and organizations on digital platforms, and how are these strategies evolving? 

Technology advancements and shifting consumer preferences are reshaping monetization strategies. Snapchat stands out by offering immersive formats like interactive AR lenses, allowing fans to engage with sports in new, dynamic ways.

Successful monetization for sports content creators and brands now relies on diverse formats, immersive experiences, and audience-specific customization. 

Combining content with AR enhances engagement, unlocking greater opportunities for advertisers. As attention spans shrink, these interactive experiences are essential for capturing and retaining audience interest.

The future of sports content monetization lies in using immersive AR, building close-knit communities, and adopting multi-format approaches. Snapchat’s focus on personalization showcases how these strategies meet today’s digital audience needs. 

How is Snapchat adapting its advertising solutions to meet the evolving needs of sports marketers? 

Snapchat is adapting its advertising solutions for sports marketers by focusing on storytelling and immersive experiences, enabling deeper connections with fans. Our recent research indicates that Snapchatter across the world are highly engaged with sports, with almost 90% engaging with sports weekly. This highlights the potential for reaching a passionate and receptive audience. 

For many Snapchatters, sports are a way to connect with friends and family, making them more likely to remember and engage with brands they encounter during these moments. This creates valuable opportunities for brands to participate in major sporting events and foster lasting relationships.