Commentary

Twitter's NFL Deal: Won't Stream Full Games, WILL Air 'Official' Content

Last month, after Amazon outbid Twitter for streaming rights to some NFL games, we thought the social network’s season was toast.

Proving us wrong, Twitter and the NFL just announced a multiyear partnership, which seems to encompass everything except full-length games.

Per the content-sharing pact, the pair is inviting brands to advertise on “official” NFL content created specifically for Twitter’s unique platform.

Specifically, the league plans to produce a 30-minute live digital show, which is scheduled to stream on Twitter five days a week during the NFL season.

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Hosted by NFL Network talent, the program will  cover everything from news to highlights to fantasy projections to pre-game updates.

The NFL also plans to incorporate Periscope and Twitter to offer live pre-game access from each and every prime-time game windows, as well as key match-ups during the season.

“Twitter continues to be an important partner in accessing millions of highly engaged fans,” Brian Rolapp, the NFL’s chief media and business officer, said in a statement.

Of course, neither Rolapp nor anyone at Twitter made mention of Twitter’s failure to secure streaming rights for 10 games during the forthcoming 2017-2018 season.

That honor recently went to Amazon -- a prize for which the ecommerce giant reportedly paid about $50 million.

If accurate, that’s about five times what Twitter paid the NFL to stream 10 games during the 2016-2017 season.

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