Snapchat has partnered with TOGETHXR to introduce “Snap the Gap”, a content accelerator initiative aimed at supporting female athletes in expanding their presence as creators on the platform. The program selects nine athletes, including players from the NWSL, WNBA, PWHL, NCAA, and other leagues, providing them with mentorship, platform guidance, and strategies designed to elevate their personal brands and unlock monetization opportunities.
TOGETHXR, founded by former professional athletes turned media leaders, is collaborating closely with Snapchat to bring this initiative to life. Paula Hughes, TOGETHXR’s Chief Digital Officer, described the program as lowering the barriers for revenue opportunities by helping female athletes transition into the creator economy. Emma Wakely, Snapchat’s Sports and Media Partnerships Manager, emphasised the platform’s commitment to supporting athletes as they craft authentic, storytelling-driven content and build engaging followings.
Snapchat’s investment is supported by compelling usage data: nearly nine out of ten Snapchat users engage with sports content each week, and 85% view sporting events at least monthly. Additionally, the app’s Spotlight feature, similar to TikTok’s short-form video feed, sees over 25 million daily minutes of sports content consumption.
With brands increasingly focusing on creator-driven sponsorship and content, this initiative aligns with growing trends in collegiate Name, Image, and Likeness (NIL) deals and digital-first athlete branding. Program participants benefit from exposure that could position them favorably for future brand partnerships and broader visibility.
