As the knockout stage of Euro 2024 approaches, Snapchat had given a preview of the myriad ways by which Snapchatters can stay engaged with the event within the app with a whole host of Lenses and activations that fans can use to show love for their favourite team.
Snapchat has also released 20 event-exclusive AR Lenses that are designed to "spark Snapchatters to turn all of their emotions and reactions towards the action on the pitch, into memes to share with their friends and family within the application."
As you can see from the clip above, Snap offers a range of character representations and supporter effects for each element of the tournament.

Snap has also partnered with Nike and Adidas with the "Kit Selector" AR lenses so that Snapchatters can try out all the official EUROs Nike and Adidas team kits. Users can swipe up to buy supporter gear in the application that is also part of the core of Snap's expanded commerce push, which expands digital Lenses into real life products. The same also goes to its Bitmoji characters and the clothing you dress these depictions in.

Snap has also teamed up with Deutsche Telekom for a set of Euro 2024 AR Lenses, while Lufthansa and SunExpress have each released official Euro 2024 activations.

On the content side, Snapchat is also broadcastin other official Euro 2024 highlights in Germany, France, the Middle East and North Africa, through collaborations with Deutsche Telekom, Axel Springer, TF1, beIN SPORTS.

Given the skew of Snapchat's audience towards young demographics and that its users are highly engaged in sports in general, together it becomes relatively obvious that Euro 2024 will be something that many users will focus their attention on in the app, which may also offer a space for brand tie-ins and promotions.