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Turner Sports has signed a two-year deal with Snapchat to create "Live Stories" surrounding sporting events like March Madness basketball, college baseball and professional golf, becoming the latest media company to team up with the disappearing-messages service.

Snapchat will feature 14 Live Stories throughout the March Madness tournament, which will air on Turner properties as well as on CBS. The Snapchat stories will collect videos and photos from fans at the games as well as behind-the-scenes content created by Turner's social media team. Snapchat and Turner will work together to sell advertising within those stories and share in the revenue.

Snapchat has been expanding its ties to media and sports companies eager to reach the app's young audience. Snapchat, which has more than 100 million users who log into the app daily, has featured stories from the National Football League and Major League Baseball. CNN, a Turner property, has a channel on Snapchat's Discover page, a hub for news and entertainment from various media companies including BuzzFeed, Vox Media, ESPN and The Wall Street Journal. Last month, Snapchat signed a multiyear arrangement with Viacom that allows the media giant to sell advertising on Snapchat's behalf.

Seth Ladetsky, senior vice president of ad sales at Turner Sports, said the company tested a March Madness Live Story during the Final Four of last year's tournament and negotiated with Snapchat to expand the offering this year. "It lends itself very well to these big events," he said.

Insurance company Allstate will be one of the advertisers in the Live Stories, Mr. Ladetsky said.

Under the new agreement, Live Stories will also be created for other events for which Turner holds the rights, such as the College World Series and PGA Championship. Turner Broadcasting, a unit of Time Warner Inc., owns networks like TBS, TNT and CNN.

In the future, Turner hopes to partner with Snapchat for events surrounding its planned e-sports league, Mr. Ladetsky said.

Write to Steven Perlberg at steven.perlberg@wsj.com

(END) Dow Jones Newswires

March 10, 2016 07:35 ET (12:35 GMT)

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