Twitter Inc (NYSE:TWTR) signed a multiyear strategic partnership agreement with the National Football League (NFL) to deliver official videos and other types of contents to fans every day.
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This is an extension of that deal, but it now includes more content then before, including ingame highlights from pre-season through the Super Bowl, as well as breaking news and analysis, best plays, custom game recaps, fun infographics, behind-the-scenes content, and archival video.
A two-year content and advertising deal announced Monday expands upon similar partnerships that Twitter forged with the NFL in 2013 and 2014.
The move could also be a significant boost for Twitter. The new deal calls for roughly three times more content to be published on Twitter than under the NFL’s previous agreement.
The NFL and Twitter had already been partners since 2013. Watching NFL games with a second screen featuring Twitter immeasurably increases the experience. The partnership also means Twitter users could be seeing more sports-related ads.
“We know if we put content in front of the hundreds of millions of Twitter users, they will engage with the content”, predicted Vishal Shah, the NFL’s vice president of media strategy and business development.
In the 2014 season, Twitter introduced NFL curated timelines so fans could follow all the tweets relevant to a particular game or team. Dorsey on Monday said he bought more than 31,000 shares of Twitter, worth about $875,000 – signaling investors that he has faith in the company’s future.
Glenn Brown, the Twitter sales exec in charge of the company’s deals with content companies, won’t comment directly on its Project Lightning plans. Vine shows short clips of video in a loop, while Periscope allows people to stream live video on Twitter.
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For the rest of you: The NFL thinks Twitter is a good place to distribute some of the media world’s most in-demand content. So whenever Twitter figures out who’s going to run the company, deals like this could help them succeed.
