Social media company Twitter is in talks with technology giant Apple to allow its sports content to be accessed via digital media player Apple TV, and is targeting further rights deals with major sports organisations, according to the New York Times.
The US newspaper said the partnership would bring the Twitter app to Apple TV, which would potentially grant millions of Apple TV users access to Twitter’s live streaming of NFL American football games, along with other content.
In April, the NFL selected Twitter as its exclusive partner to deliver a live over-the-top digital stream of Thursday Night Football games to a global audience across all devices and for free during the course of the 2016 regular season.
Twitter will stream the 10 Thursday Night Football games broadcast by the NBC and CBS networks, which will also be simulcast on cable-television broadcaster NFL Network, securing the league’s targeted ‘tri-cast’ distribution model of broadcast, cable and digital platforms.
The Times said Anthony Noto, the chief financial officer for Twitter and formerly for the NFL, has been assigned to lead the live streaming effort, while an engineering team is creating its streaming video player.
The newspaper added that Twitter is also in discussions with other organisations, including Major League Soccer and the Professional Golfers Association, for similar rights agreements.
Twitter’s NFL deal will commence with the game between the Buffalo Bills and New York Jets on September 15.