Twitter's Marketing Deal With NFL The Initial Kickoff

by , Sep 26, 2013, 5:31 PM
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Twitter has inked a marketing and branding deal with the National Football League to provide game highlights to social media fans. Financial terms were not disclosed, but the league's commissioner said there are plans for other partners as the NFL brings more technology to stadiums.

The partnership is part of Twitter's Amplify program, which includes A&E, Bloomberg, some ESPN and Viacom.

On Thursday, Twitter users gained access to a packaged, seven-day-a-week NFL content programming schedule on the social media platform, such as clips from past regular and post-season games, as well as in-game highlights from NFL Network's "Thursday Night Football."

There's also an initiative to get Wi-Fi in all stadiums to support mobile devices, according to the NFL commissioner Roger Goodell, during a news conference. "We want to make sure fans ... have access to highlights," he said. "We want to put it in all 31 stadiums and make sure the same service and technology is there for fans. The costs vary given the different proposals we have."

Goodell expects technology partners to help solve the problem of supporting services, such as WiFi and cellular overload, especially as the NFL encourages fans to bring mobile devices to games. The partnership represents the first time the NFL has partnered with a social platform and is the first step in a broader strategic collaboration around some of the most valuable content in the entertainment business.

NFL video packages on Twitter feature news, analysis, fantasy football advice and voting platforms from NFL Network and NFL.com.

Plan to see multiple premiere sponsors of the program throughout the 2013 NFL regular season and postseason, including an exclusive sponsorship of the program for Super Bowl XLVIII. The partnership aims to enable national sponsors to gain maximum engagement and conversation around NFL content on a social channel.

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