The NFL has struck a deal with Twitter to make American football highlights and other content available on the social-media service, the latest big partnership aimed at capitalising on the intersection of tweeting and TV.
The NFL will have a team dedicated to producing “programming” for Twitter users seven days a week, including in-game highlights from Thursday night games on the NFL Network, and clips from games on other networks such as CBS and Fox once they have aired. In addition, the NFL will serve up content including news, analysis and fantasy football advice.
The initiative is part of Twitter’s Amplify revenue-generating programme that lets TV content owners distribute programming in users’ Twitter feeds, with short ads embedded. The companies share the ad revenue.