NFL enters into live content partnership with Twitter

American football league the NFL has struck a new global multi-year deal with social media platform Twitter that it says will break new ground in creative live programming and video-on-demand content.

The NFL and Twitter, which have collaborated since 2013 through the Amplify program, will offer brands the opportunity to advertise on official NFL content created specifically for the Twitter platform.

The league will produce a 30-minute live digital show that will air on Twitter five days per week during the NFL season. The program will be hosted by top talent from league-owned cable television channel NFL Network and will cover the likes of breaking news, game highlights, key storylines, fantasy projections, team power rankings and pre-game updates.

The NFL will utilise Periscope and Twitter to bring fans unique live pre-game access from each of its primetime game windows, as well as other key match-ups during the season.

The NFL will also continue to program highlights, breaking news and analysis, as well as items such as ‘Throwback Thursday’.

The agreement comes after e-commerce and media company Amazon last month replaced Twitter as the NFL’s live streaming partner for its Thursday Night Football package.

“Twitter continues to be an important partner in accessing millions of highly engaged fans on digital media,” Brian Rolapp, chief media and business officer for the NFL, said. “We have every expectation that the new daily live show, produced by NFL Network and featuring some of our top analysts, will quickly become some of the most popular programming on Twitter.”