Snapchat hired the former "Director of Digital" from Nike. Apparently to win "Sports partnerships". I think we underestimate messengers as second screens or "one to many communication tools" because communication on them is not visible to the public and concentrated on small "one to one" or "one to some" groups. But the hundreds of millions of people using messengers might enjoy that realtime and non-public component a lot, especially in sports. You Facebook post "goal! yes!" looks awkward like 2 minutes later, but it stays on your profile or on your Twitter timeline forever. In messengers, that's different, which makes them a great second screen tool. Not only for sports.
In a related story, Facebook tests disappearing posts.