Snapchat keeps upping the stakes on sports coverage and is looking for ways to increase its reach and resonance, since announcing a new deal with European Football League LaLiga, where Snap will be hosting exclusives, weekly highlights, historic archives, top goals and the like.
To quote Snap :

Snapchatters will be able to experience some of the most spectacular moments in the game through LaLiga's own dedicated Discover Show, LaLiga Show Time, as well as Stories and Spotlight content published on the LaLiga Snap Star account. 

The agreement includes Lenses, stickers, Bitmoji packs, and much more, all branded LaLiga.

It has been especially very successful in sports coverage as much more of a keen interest in NFL football-based view. According to Snap's own report, 87 million Snapchatters watch sports content every month, while NFL fans interacted with Snap's AR tools during the Super Bowl LVI over 2.1 billion times.

Earlier this year Snap had announced a move to further extend its content deal with the NFL, WNBA, and NBA. In addition to the developing AR experiences and Spotlight clips, the NFL, WNBA, and NBA will all create exclusive content for Discover.

LaLiga will add to that, and Snap will also be hoping that its expanded sports offering will help to improve the value among a broader scope of users, which will then increase the value of its ad offering.

Snap is now looking to make older users a bigger focus in the app, following a report recently. Just 16 percent of Snap's current user base is over the age of 35, while reaching the youth has long been a key selling point for ad partners. Now, amid increasing revenue pressures, Snap is feeling the heat which has forced it to re-examine its broader approach.

Because while targeting the under-24 demographic is crucial (60% of Snap users are under 24 years old), the older demographics hold more discretionary income and have a greater interest in a broader set of products.

The usage statistics may also suggest that Snapchat just isn't holding onto users as they move into older brackets, which would further depress its value as an ad network.

Though that's theoretical. As of now, it has been five years since Snap was established in 2011, meaning that so far, only the early adopters who are now over 24 will have moved into that bracket. That might mean Snap will still see its usage rates among older people increase over time, which is probably the real focus of this new internal push, in improving its offering to keep these Snap users coming back to the app, rather than seeing them lose interest at a certain age.
Does Snap deliver for all the same value it delivers for kids? The answer, pretty clearly, is no, but maybe, if Snap can re-shape its offering to better evolve with its audience, that will help it maintain relevance in new ways.

In which case, sports content would likely play a big part. If Snap can make itself a more complementary platform for sport fans, then that would assure that even older users still keep coming back, and this could be the key to Snap's next development.

The real takeaway for marketers, however, will be Snap's push into all that expansion on sports content, but also interestingly, how exactly they go about retaining that older audience and what that means for ad offerings.