The most watched event of the year, The NFL’s Super Bowl, consistently attracts the world’s top brands to become advertisers. But this year, some are investing more in Snapchat than TV.

The 30-second and 60-second Super Bowl ad spot is the pinnacle of traditional advertising – but this year, ads are getting a digital makeover thanks to the NFL’s partnership with Snapchat.

Snapchat is gearing up for its first sponsored Super Bowl Story during the game between the Broncos and Panthers on February 7th.

Marriot, Budweiser, Pepsi, and Amazon are among the brands that will run ads in the NFL’s Live Story on game day. In a Digiday report, sources claim that the revenue generated from these sponsors among others, expected to total “in the low seven figures,” and will be split between Snapchat and the NFL.

What attributed to the successful sell-out of Snapchat’s Live Story was a fundamental change in strategy. Last year, Snapchat tried to lock down one, major sponsor. This time around, they turned to multiple brands to join their live story, and it seemed to pay off.

Snapchat’s relationship with the NFL was a season-long process. Throughout the season, Snapchat featured Live Stories from various regular season and playoff games, allowing fans to see exclusive content and different perspectives all within Snapchat.

Article Written By: Erica Perry