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Twitter extends NFL and MLS partnerships

Twitter has extended content partnerships with MLS and the NFL as part of a series of announcements at a presentation to advertising executives in New York.

The social-media platform has used a number of deals with major sports leagues in the United States – including the NBA, MLB, NHL, and the PGA Tour – as part of its broader strategy to use live video to keep users engaged.

The MLS partnership – which features live games, highlights and features – has been extended until the end of the 2022 season. The original deal, announced in March 2018, was due to last three years. The two parties will look to continue to collaborate on pioneering initiatives, such as last summer’s fan-controlled camera for a Heineken Rivalry Week match between the LA Galaxy and LAFC.

The multi-year extension with the NFL will feature new live programming built around NFL’s tentpole events, more game highlights, and unique sponsored content opportunities for brands. New content includes a live Q&A with media personalities before prime-time games on Thursdays, Sundays and Mondays, and custom “best touchdowns” and “best touchdown celebrations” highlight reels.

In addition, Twitter announced a new partnership with US Spanish-language broadcaster Univision, which will involve highlights from Mexico’s Liga MX and Uefa Champions League.

Other content deals were announced with the Players’ Tribune, ESPN, Bleacher Report and Blizzard Entertainment. A series of news and entertainment deals were also revealed.