World Rugby also posting behind-the-scenes footage to its Snapchat channel
World Rugby and Snapchat have partnered on a number of innovations for the ongoing Women’s Rugby World Cup.
The tournament got underway on 22 August, and will run until 27 September across England. Snapchat Cam, which integrates Snap’s Camera Kit technology into stadiums, is being used to show fans through certain lenses on the big screen at half times, with commercial partners able to integrate branding into the AR experience.
In addition, there are exclusive Snapchat Lenses available through the official World Rugby Snapchat account, and World Rugby will be posting a range of content on their Snapchat account from behind-the-scenes footage to the story of the day, as well as exclusive moments.
Creators are also on hand to produce content from players training, celebrating and attending team meet-and-greets, and more.
Kahlen Macaulay, senior manager, international sports partnerships at Snapchat, said: “We’re excited to bring Snapchat’s AR and creator community to the Women’s Rugby World Cup building on our long-standing collaboration. Together with World Rugby, we are transforming how fans experience live sports, while also offering the chance for fans and brands to engage in new, creative and connected ways. Women’s sports are rightfully in the spotlight, and as these athletes inspire new generations of grassroots fans, we are proud to be bringing Snapchatters to the game - whether they are lifelong supporters, or tuning in for the very first time.”
Dominic Rumbles, chief of communications, World Rugby, added: “Women’s Rugby World Cup England 2025 will be the biggest, boldest and loudest women’s rugby event ever and we are excited to be deepening our collaboration with Snapchat to further an innovative approach to deepening fan engagement. This event is all about personality and star factor and this collaboration will transform fan experience, making the sport and its stars more accessible, inspiring a new generation to be curious and interact with a fun and welcoming sport that truly is for all.”
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