American football organising body the NFL has signed a multi-year partnership with Twitter to deliver video and other content to fans on a daily basis, with in-game highlights from the current pre-season all the way up to Super Bowl 50 in February 2016 to be distributed across Twitter.
The NFL had already partnered with the social network in the past through its Amplify program, but the new deal will offer brands the opportunity to present official NFL content created specifically for the Twitter platform across mobiles and desktops, and will offer the NFL and its partners improved video delivery and brand integration.
In addition to in-game highlights, Twitter users will also be able to access breaking news and analysis, best plays, custom game recaps, infographics, behind-the-scenes content and archival video. In addition, the NFL and Twitter will collaborate on new discovery features and user experiences to broaden access to millions of fans.
"We are very excited to partner with Twitter in a more comprehensive way," said Vishal Shah, vice president of media strategy & business development at the NFL. "There is a massive amount of NFL-related conversation our fans, teams and players are having on the platform. Providing the Twitter audience with engaging and authentic NFL content will magnify their social experience throughout the year."
"Twitter users and brands cannot get enough NFL video and news, and they'll now get more of it, and faster, than ever before," said Glenn Brown, head of Twitter content partnerships and Amplify. "Over the past two years, NFL content on Twitter has seen best-in-class user engagement rates, and the expanded partnership will bolster the fan experience on the platform."
Twitter, which saw 28.4m tweets regarding the Superbowl during this year's game, will likely also make use of its new live-event feature Project Lightning as part of the partnership for special occasions like the NFL Draft, opening games and Superbowl.