NFL Inks Multi-Year Content, Ad Deal With Twitter

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The social network will now surface more game highlights and other video for football fans.

Just in time for the start of preseason football, the National Football League has signed a multi-year deal with Twitter to bring more game highlights and other video content to football fans on the social network.

The partnership, an extension of the NFL's existing relationship with Twitter, will increase the amount of NFL content available on Twitter, including in-game highlights from preseason games through 2016 Super Bowl, breaking news, analysis, game recaps and behind-the-scenes videos.

Twitter will also work with the NFL to increase discovery of this content, likely by placing video clips in the feeds of Twitter users who have shown an affinity for football-related content. "There is a massive amount of NFL-related conversation our fans, teams and players are having on the platform," said Vishal Shah, the NFL's vp of media strategy and business development. "Providing the Twitter audience with engaging and authentic NFL content will magnify their social experience throughout the year."

The deal also includes a branded content component that gives advertisers the opportunity to present official NFL content created specifically for Twitter. It marks an expansion of a relationship that began in 2013 when NFL joined Twitter's Amplify video advertising program.

"Twitter's users and brands cannot get enough NFL video and news, and they'll now get more of it, and faster, than ever before," said Twitter content partnerships head Glenn Brown. "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."

The NFL has made a concerted effort over the last year to boost its digital strategy, signing content deals with Facebook, YouTube and Snapchat to make official in-game video clips and fan-generated content more widely available online. Regular season NFL games begin Sept. 10 with a kickoff game between the New England Patriots and the Pittsburgh Steelers.

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