The NFL and Twitter have formed a strategic partnership through the social media network's Amplify program to allow fans to engage with customized NFL video content created specifically for the Twitter platform, on PCs, tablets, and mobile devices. T
his deal represents the first time the NFL has partnered with a social platform and is the first step in a broader strategic collaboration.
There will be multiple premiere sponsors of the program throughout the 2013 NFL regular and postseason, including an exclusive sponsorship of the program for Super Bowl XLVIII.
Starting today, Twitter users will have access to a uniquely packaged, seven-day-a-week NFL content programming schedule on Twitter, including in-game highlights from NFL Network’s Thursday Night Football as well as clips from other regular season and postseason games. In addition to content featuring game footage, NFL video packages on Twitter will include news, analysis, fantasy football advice, and voting platforms from NFL Network and NFL.com.
“Partnering with Twitter provides the NFL with a unique vehicle to reach millions of highly engaged fans in an environment which will allow trusted partners and sponsors to align with our brand,” said Brian Rolapp, Chief Operating Officer for NFL Media. “With consumption habits shifting to mobile devices and companion experiences alongside broadcasts of our games, this partnership will provide us an additional channel to reach those users which is completely complementary to our flagship mobile product, NFL Mobile from Verizon.”
“The NFL brand is more than just the premiere sports league in the world, it is creating content that is extremely popular and widely consumed,” said Adam Bain, President of Global Revenue for Twitter. “This partnership brings the best of the NFL to fans on our platform, and allows them to connect and share around their passion for football. The NFL has always been at the forefront of media innovation and this is the next step in that evolution. Having access to this type of highly coveted content on Twitter will not only offer our users a unique programming schedule which will deepen their engagement with our platform but will also provide our sponsors with a value proposition that few other partners can bring to the table.”
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Aaron Wilson covers the Ravens for The Baltimore Sun.