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Of all the major social media platforms, none has quite ascended as rapidly as Snapchat. In recent years it has become a prominent part of the social media sphere, but given its relatively sudden arrival and unique nature, many teams are still trying to figure how best to use it. This research looks at why fans use Snapchat to follow sports from a Uses and Gratifications perspective in order to understand their motivations as well as ascertain what may be the best practices for teams to use ondoi:10.1177/2167479517731335 fatcat:phqolgcyqrhlpcu7j2coymngo4