Snapchat and RWS Global partner to enhance stadium experiences

NEW YORK - Snap Inc. (NYSE:SNAP) and RWS Global announced a partnership Wednesday to integrate augmented reality technology into live sporting events, beginning with the upcoming World Aquatics Championships in Singapore and the British & Irish Lions Tour in Australia this summer.

The collaboration will combine Snap’s augmented reality lenses with RWS Global’s PV4 sport presentation software to create interactive fan experiences on venue video boards. The "Snapchat Cam" feature will allow attendees to participate in customized AR filters and interactive games during events. With a healthy current ratio of 4.3 and strong gross profit margins of 54%, InvestingPro data suggests Snap has the financial stability to support such technological innovations.

"We’re excited to expand our partnership with RWS Global and bring the magic of augmented reality to even more fans in stadiums around the world," said Ashley Moje Goldstein, AR Platform Partnerships Manager at Snap.

The initiative builds upon previous collaboration between the companies during the Paris 2024 Olympic and Paralympic Games, where RWS Global produced in-venue fan experiences across 37 venues.

Kim Henshaw, Executive Vice President of Sports Business Operations at RWS Global, stated the partnership aims to "leverage AR and cutting-edge technology to elevated, immersive fan experiences."

The World Aquatics Championships will run from July 11 to August 3 in Singapore, while the British & Irish Lions Tour will feature fixtures in Australia on July 19, July 26, and August 2.

According to the press release statement, the AR integrations will also create new sponsorship opportunities, potentially generating additional revenue for event hosts through branded experiences.

RWS Global describes itself as creating over one million live moments daily across entertainment and sports venues worldwide.

In other recent news, Snap Inc. has seen a notable revision in its financial outlook, with Wells Fargo raising its price target to $11 from $8, driven by expectations of accelerated revenue growth in an improving advertising environment. The firm anticipates Snap will report $76 million in EBITDA for the second quarter, surpassing the consensus estimate of $40 million. Additionally, Loop Capital Markets adjusted its price target for Snap to $12 from $16, maintaining a Buy rating despite the lowered valuation. Benchmark has reiterated its Hold rating on Snap, citing improvements in the company’s direct response advertising technology, which now constitutes 75% of Snap’s revenue.

Snap also announced plans to launch a new version of its augmented reality glasses, Specs, in 2026, alongside updates to its operating system, Snap OS. These updates include integrations with OpenAI and Google Cloud, enhancing Snap’s capabilities in AI-powered applications. The company has introduced new developer tools for location-based experiences and announced a partnership with Niantic Spatial. Meanwhile, Snap reports that user engagement with AR Lenses remains strong, with 8 billion daily interactions. These developments reflect Snap’s strategic moves to enhance its technological offerings and expand its market presence.

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