Snap Partners with RWS Global to Revolutionize Fan Engagement at Sporting Events
- Snap partners with RWS Global to enhance fan engagement using augmented reality at major sporting events.
- The collaboration aims to create over one million interactive moments daily, enriching fan experiences and increasing revenue.
- Snap's integration of AR technology seeks to transform sporting moments into unforgettable experiences for fans.
Snap and RWS Global Team Up to Transform Fan Engagement at Sporting Events
Snap Inc. (NYSE: SNAP) recently takes a significant step in enhancing fan experiences through a new partnership with RWS Global. Announced on July 9, 2025, this collaboration focuses on leveraging Snap's augmented reality (AR) capabilities alongside RWS’s PV4 sports presentation software. The partnership debuts at high-profile events, including the World Aquatics Championships in Singapore and the British & Irish Lions Tour in Australia. By integrating the “Snapchat Cam” with venue video boards, the initiative seeks to offer unique AR lens effects that not only foster interaction among fans but also create engaging branded experiences for sponsors.
The partnership aims to elevate the spectator experience by delivering over one million engaging moments daily, as stated by Kim Henshaw, Executive Vice President of Sports Business Operations at RWS Global. This commitment highlights the potential for increased revenue for event hosts while also enriching the way fans interact with their favorite sports. Ashley Moje Goldstein, AR Platform Partnerships Manager at Snap, emphasizes that the initiative is designed to transform significant sporting moments into unforgettable experiences, thereby allowing fans to engage innovatively from their seats.
This collaboration builds on Snap's previous efforts in the sports domain, notably during the Paris 2024 Olympic and Paralympic Games, where RWS Global managed fan experiences across numerous sports and venues. By seeking to revolutionize how fans connect with live events, the partnership positions Snap at the forefront of enhancing fan engagement through technology, indicating a promising direction for both companies in the evolving digital landscape.
In related news, the annual Allen & Co. conference in Sun Valley, Idaho, serves as a gathering for tech, media, and finance leaders, including prominent figures like Apple CEO Tim Cook and Disney CEO Bob Iger. This event provides a platform for discussions around industry trends and future strategies, with a focus on navigating the complexities of the current economic environment.
Additionally, the recent shifts within major tech companies, such as Apple’s leadership transition, highlight the dynamic nature of the industry. As Snap continues to innovate in the realm of AR and fan engagement, these developments signal the importance of adaptability and collaboration among industry leaders in a rapidly changing market.