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Twitter to distribute FA Cup clips

Twitter has teamed up with the Football Association in England to offer highlights clips of the FA Cup to fans worldwide.

Under the deal, Twitter will deliver highlights via direct messages to users who follow Arsenal, Chelsea, Liverpool, Manchester City, Manchester United and Tottenham Hotspur on the social media platform.

The deal includes markets such as Brazil, Egypt, India, Nigeria, Thailand and the US.

The coverage will be distributed from the third round of the competition, which takes place in early January.

The highlights clips will be up to 30 seconds long, with users receiving a maximum of four clips per half. A two-minute highlights wrap-up will be available from midnight after the game, with a 10-minute highlights package available from midday the following day.

Input Media will produce the clips and the Social Chain agency will deliver the action.

“The partnership with Twitter is vital to ensure the competition remains at the forefront of fan engagement and ensures that fans across the world have live access to some of the biggest fixtures, regardless of their daily schedule or location,” the FA’s head of marketing, Georgina Lewis, said.

“This approach fits within our overriding strategy to be innovative in delivering experiences in line with how modern fans are consuming sports media and want to engage with the competition in the future.”