• by Wayne Friedman , September 26, 2013

Twitter has made another TV partnership deal -- this time with the National Football League and in particular for its NFL Network.

The deal is part of Twitter’s Amplify program -- where CBS, Viacom, A&E Network and Bloomberg TV have already signed. For the NFL, it will enable fans to get customized NFL video content, created specifically for the Twitter platform, on PCs, tablets and mobile devices.  

Access will also include in-game highlights from NFL Network’s Thursday Night Football, as well as clips from other regular-season and postseason games.

Specific advertising details were not released.

But media executives say, as with other deals, Twitter will be a supplier of ad inventory to a network, which in turn sells that inventory to an advertiser. Twitter and the network then share in the total advertisers' spend -- with networks getting a majority of the big spend. Networks also get tie-in promotion from social media users.

The companies say multiple premiere sponsors will come aboard throughout the 2013 NFL regular and postseason, including an exclusive sponsorship in Super Bowl XLVIII.

Last season, NBC’s “Sunday Night Football” drew top honors with the highest average viewership on television .