American football league the NFL has signed a new multi-year partnership with social networking service Twitter which will deliver daily uniquely packaged official NFL video and other types of content to fans on a year-round basis.
The agreement announced today (Monday) follows a deal struck in September 2013, when the NFL was among the early partners on Twitter Amplify, showing extra footage on certain game days, after games and during the off-season.
NFL and Twitter said the new partnership will offer brands the opportunity to present official NFL content created specifically for the Twitter platform, on PCs, tablets, and mobile devices. The two parties said the partnership breaks new ground in creative programming, improved video delivery, and brand integration with NFL content on Twitter.
Twitter users will have access to significantly more official NFL content than in the past, including in-game highlights from pre-season through Super Bowl 50 on February 7, as well as unique programming like breaking news and analysis, best plays, custom game recaps, infographics, behind-the-scenes content, and relevant archival video.
Vishal Shah, vice-president of media strategy and business development for the NFL, said: “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.”
Glenn Brown, head of Twitter Content Partnerships and Amplify, added: “Over the past two years, NFL content on Twitter has seen best-in-class user engagement rates, and the expanded partnership will bolster the fan experience on the platform.”