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NBC Olympics, Snapchat seal 2016 Olympics content partnership

NBCUniversalMedia LLC unit NBC Olympics and Snapchat struck a partnership to add a user-drivercurated feature and an NBC Rio Olympic Discover channel for the Rio de Janeiro2016 Olympic Games on Snapchat.

Under the deal, Snapchat users will able to create "LiveStories" updates from the tournament using photo and video "Snaps"from the games, athletes and sports fans on the scene.

The NBC Rio Olympic channel on Snapchat Discover willfeature short clips and behind-the-scenes videos from the Olympics coverage.The content will be produced by BuzzFeed. Audiences will be able to access thededicated Snapchat Discover channel from Aug. 4 to Aug. 22.

President Gary Zenkel said this is the first time that NBCOlympics has agreed to share its coverage of the games outside its ownplatforms, Bloomberg News reported April 29.

In 2011, ComcastCorp. unit NBCUniversal securedU.S. media rights to the Olympics until 2020 for $4.38 billion.