Snapchat is enhancing user engagement for Euro 2024 with a variety of features and partnerships. The app has introduced 20 exclusive AR lenses that allow users to turn their emotions and reactions into memes. Additionally, Snapchat has partnered with Nike and Adidas to offer "Kit Selector" AR lenses, enabling users to try on and purchase official team kits directly through the app. This initiative extends to Bitmoji characters as well.

Further partnerships include Deutsche Telekom, Lufthansa, and SunExpress, which have launched their own Euro 2024 AR lenses. Snapchat is also hosting official Euro 2024 highlights in Germany, France, the Middle East, and North Africa through collaborations with Deutsche Telekom, Axel Springer, TF1, and beIN SPORTS.

Snapchat's young, sports-engaged audience makes it an ideal platform for such event tie-ins, offering significant opportunities for brand promotions and user interaction.