Remember the day. From this morning twitter and the NFL will be working together to produce a range of exclusive commercial content for users of the micro blogging site that has a major presence in Dublin.
The global partnership between the two organisations will enable fans to engage with specially produced NFL video content across a range of PCs, tablets, and mobile devices.
This deal is the first between the NFL and a social platform and could yet turn out to be as important for the way in which sport is enjoyed and consumed as when Sky Sports signed the English Premier League and changed the face of sports broadcasting from an occasional treat to a 24/7 lifestyle.
It mirrors a deal with the NBA earlier this year that brought in sponsorship from major players like Sony and Taco Bell and enhanced the NBA playoffs for fans and teams alike.
With the GAA broadcast rights for the next three years currently being negotiated, and battle already joined at the heart of European Rugby over whether Sky or BT Sport will show what eventually emerges from the megaphone diplomacy currently being undertaken, this move between twitter and the NFL is an example of how quickly the whole sporting media landscape is changing.
There will be multiple premiere sponsors of the new programming throughout the remainder of the 2013 NFL regular and postseason, as well as an exclusive sponsorship of the programme for the Super Bowl next February.
In addition to content featuring game footage, NFL video packages on Twitter will include news, analysis, fantasy football advice, and voting platforms.
“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.”
“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,” said Adam Bain of Twitter.
“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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