The NFL and Twitter, which have worked together on the Twitter Amplify advertising program since 2013, on Monday announced a new two-year deal under which sponsored video clips and other content will be tweeted to fans on a daily basis, both during the league’s season and in the off-season.
Via Twitter, the NFL plans to deliver nearly three times more content than it has pushed through the social service in past seasons. That’s set to include in-game highlights from preseason games through Super Bowl 50 in early 2016, as well as original content such as breaking news and analysis, custom game recaps, infographics, behind-the-scenes content and archival video.
“There is a massive amount of NFL-related conversation our fans, teams and players are having on the platform,” Vishal Shah, NFL’s VP of media strategy and business development, said in a statement.
Added Glenn Brown, head of Twitter’s content partnerships and Amplify, “Twitter users and brands cannot get enough NFL video and news, and they’ll now get more of it, and faster, than ever before.”
For Twitter, the vote of confidence from the NFL comes as the social-media company — which trails rival Facebook in both total users and financial heft — is in the midst of searching for a new CEO following Dick Costolo’s exit.
The extension of the NFL partnership also ensures Twitter will have a fresh supply of video content to try to monetize, as Facebook has been actively ramping up efforts to bring video to its platform. The NFL in late 2014 reached a non-exclusive deal to distribute video through Facebook, followed by a similar pact with YouTube.