Univision Twitter World Cup Pact

State Farm, McDonald’s are Spanish broadcaster's first Twitter Amplify sponsors for World Cup

Univision Communications announced a deal with Twitter for the first sponsored video-tweet campaign tied to the World Cup.

The programmer said it has signed McDonald’s and State Farm as initial sponsors for the Twitter Amplify program. During the soccer tournament, Univision’s @UnivisionSports Twitter handle is tweeting real-time highlights. With Twitter Amplify, targeted users will receive sponsored tweets.

“Our partnership with Twitter speaks to how we work with advertisers to leverage Univision’s content for our digitally and social-savvy audiences with key World Cup moments in real-time,” said John Kelly, Univision’s EVP of digital sales.

Here’s an example of a Univision Deportes tweet sponsored by State Farm:

Univision, which has Spanish-language U.S. broadcast rights to the 2014 World Cup, said its broadcast of the Brazil-Mexico match on Tuesday, June 17, was the No. 1 program across all English- and Spanish-language broadcast networks that day in terms of Twitter unique authors and tweets.

“We know sports are a big part of the global conversation on Twitter, so beaming amazing content directly to mobile devices is a perfect way for anyone to feel like they’re part of the event, especially one as massive as the World Cup,” said Twitter Amplify head of sports Laura Froelich.

Twitter also has signed deals for Twitter Amplify with ABC, NBC, CBSFox, ESPN, Turner Sports and the NBA, Viacom, BBC America, The Weather Channel, A+E Networks, Discovery Communications and Major League Baseball.

Separately, Twitter has seen a wave of high-level exec departures, including media chief Chloe Sladden, who had led the company’s deals to make hashtags prevalent on TV, and chief operating officer Ali Rowghani.

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