NFL and Twitter Expand Partnership With More Video and Ads

The National Football League and Twitter already have a relationship, but in a new deal, Twitter users will be able to enjoy an increased amount of footage beginning with the start of pre-season football. The NFL has just signed a multi-year deal with the social network to add more game highlights from pre-season games through the 2016 Super Bowl, breaking news, analysis, game recaps, behind-the-scenes video and other footage of interest to football fans. The relationship between the two companies began in 2013.

NFL_LogoTwitter’s component of the new deal is to increase discoverability of the NFL footage by placing video clips in the feeds of Twitter users with a penchant for football content.

According to The Hollywood Reporter, NFL executive Vishal Shah notes that, “there is a massive amount of NFL-related conversation our fans, teams and players are having on the platform. Providing the Twitter audience with engaging and authentic NFL content will magnify their social experience throughout the year.”

A branded content component of the deal will give advertisers the chance to offer official NFL content specifically for the Twitter platform. Since NFL joined Twitter’s Amplify video advertising program in 20013, NFL content on the platform has been very successful, says Twitter executive Glenn Brown, as quoted by THR. “Twitter’s users and brands cannot get enough NFL video and news, and they’ll now get more of it, and faster, than ever before,” he says.

According to Brown, NFL content on Twitter has seen “best-in-class user engagement rates.” The NFL deal with Twitter is only one way that the football league has expanded its reach on digital platforms. THR reports that last year, the NFL signed content deals with Facebook, YouTube and Snapchat “to make official in-game video clips and fan-generated content more widely available online.”