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National Lacrosse League broadens reach with Twitter, Xumo deals

North America’s National Lacrosse League has signed content partnerships with social media platform Twitter and over-the-top provider Xumo.

The two-year live streaming deal with Twitter covers the NLL’s 2017 and 2018 seasons. As the NLL’s exclusive live streaming partner, Twitter will distribute a free live broadcast of an NLL Game of the Week, as well as playoff and Champion’s Cup games and league-wide highlights, on its platform. Games will also be simulcast on NLLTV.com, the league’s recently launched subscription video hub, for paying subscribers only.

The NLL Game of the Week will be broadcast on Twitter for the remainder of the 2017 season, beginning with Friday’s clash between Toronto and Colorado, and all of the 2018 season. One West Division and one East Division final will also be streamed, as well as the best-of-three game Champion’s Cup series.

Both logged-in and logged-out Twitter users in the US and Canada will be able to stream the NLL games at NLL.twitter.com and via @NLL on computers, tablets and mobile devices.

“The future of the sports viewing experience is digital, and this partnership will not only elevate the fan experience by making the game more accessible to audiences, but enable simultaneous real-time conversations and connections with other fans on the same platform,” Nick Sakiewicz, commissioner of the NLL, said. “Another critical step in the league’s transformation, this collaboration is a pivotal opportunity to enhance the NLL’s digital presence in North America.”

Meanwhile, the Xumo agreement, terms of which were undisclosed, will provide smart television owners with free access to NLL recorded games and highlights.

NLL content will be available via the Xumo platform through its integration on Magnavox, Panasonic, Philips, Sanyo and Vizio smart televisions; via Roku; and on Xumo iPhone and Android apps.

Xumo will aggregate videos and games from NLLTV, the league’s newly-launched digital content network.

Currently, NLLTV subscribers can stream live games via the digital network. The Xumo partnership expands access for non-subscribers, enabling them to watch recorded games and highlights after they’ve aired on NLLTV.