×
You will be redirected back to your article in seconds

Twitter Inks Three-Year MLS Content Deal, Including Live-Streaming Matches (EXCLUSIVE)

Twitter is kicking more sports to its social service, in a three-year deal with Major League Soccer that will include a slate of weekly programming including at least 24 live matches per season.

Last year, MLS had partnered with Facebook for a similar lineup of live weekly games. While Facebook is losing the Major League Soccer matches, the social giant just announced a significant deal with Major League Baseball, under which Facebook has exclusive global rights to 25 games this season.

Twitter’s deal with Major League Soccer is part of the broader move by digital players, including Facebook, YouTube and Amazon, to nab a bigger piece of the sports action. The goal: to draw in more users and have them stay engaged on their platforms longer.

Under the MLS/Twitter pact, at least 24 matches per season that are broadcast on Univision networks in Spanish will now be available in English on Twitter. The live MLS games will be available to Twitter users only in the U.S.

The live-streaming matches begin this weekend on Twitter via @UnivisionSports and @MLS. Univision is producing the games out of Miami. The first MLS match to be streamed on Twitter will feature Real Salt Lake hosting expansion club Los Angeles Football Club (LAFC) this Saturday, March 10, at 3:30 p.m. ET.

In addition to the live games, MLS will provide Twitter with a package of on-demand highlights each week via MLS’s Twitter handles, @MLS and @FutbolMLS. The parties also will also collaborate on content related to the league’s big events during the season. The league’s on-demand content will be available to all Twitter users worldwide; Twitter plans to sell ad packages for the content.

Fans of the American soccer league skew younger — and are more socially engaged — than any other U.S. pro sport, according to Chris Schlosser, MLS’s SVP of media. Twitter’s deal with MLS was led by Kay Madati, Twitter’s VP and global head of content partnerships.

The pact is an extension of the partnership between MLS and Twitter over the last several years to create content around the league’s events, including the MLS All-Star Game, Heineken Rivalry Week, Decision Day and MLS Cup.

Separately, Google’s YouTube TV recently struck a pair of pacts with two individual MLS clubs — Los Angeles Football Club and the Seattle Sounders — that give the over-the-top subscription TV service exclusive streaming rights to many of their games.

More Digital

  • The Frontier

    Conecta Fiction: Project Pitches Prizes Passed Out in Pamplona

    On Wednesday evening the Spanish city of Pamplona was overrun, not by bulls, but by hopeful TV creators who had spent the early week pitching their projects at Conecta Fiction, and who anxiously waited to find out the titles which would take home silverware. Meanwhile, “Monzón,” a Disney-Pampa-Incaa production portraying the tragic violence of Argentine [...]

  • YouTube logo

    Why Splitting Up YouTube Is a Terrible Idea

    Facing mounting pressure over failures to protect children from inappropriate content, Google is reportedly considering a number of changes to its video sharing site YouTube. The Wall Street Journal reported Wednesday that one of the ideas circulated internally was to effectively split up YouTube, and spin out all children’s content into the existing YouTube Kids [...]

  • Niantic's Harry Potter: Wizards Unite Game

    ‘Harry Potter: Wizards Unite’ to Launch This Week

    “Pokemon Go” maker Niantic is getting ready to launch its next big game: “Harry Potter: Wizards Unite” is set to launch in June 21, the company revealed in a tweet this week. The worldwide launch of Harry Potter: Wizards Unite begins this Friday, June 21! Keep your eyes peeled and wand ready for more information [...]

  • google podcast creator program

    Google, PRX Unveil Second Slate of Their Podcasts Creator Program (EXCLUSIVE)

    Roughly a year after first unveiling its podcasts creator program, Google is renewing its commitment to train budding podcasters. Together with public radio and podcast distributor PRX, Google has chosen 6 podcasters from around the world to participate in the next round of the creator program. The podcasts included in the second cohort are “37 [...]

  • Camila Cabello

    Camila Cabello Reveals Podcast Obsessions, Teases New Album at Cannes Lions

    Camila Cabello was the featured speaker at a Tuesday afternoon panel at Cannes Lions, the annual gathering of marketing, design and entertainment professionals in the south of France. Joined by Spotify chief content officer Dawn Ostroff, the talk, moderated by Variety editor Shirley Halperin, was centered around the theme of the golden age of sound [...]

  • Meg Whitman and Jeffrey Katzenberg

    Quibi Has Already Booked $100 Million in Ad Sales, Jeffrey Katzenberg and Meg Whitman Say

    Quibi, the ambitious short-form video venture from Jeffrey Katzenberg and CEO Meg Whitman, has sold $100 million in upfront ad inventory with six advertisers ahead of its April 2020 debut. Advertisers that have committed ad spending to Quibi include Google, Procter & Gamble, PepsiCo, Walmart, Progressive and AB InBev, according to the company. The $100 [...]

  • China's iQIYI Signs Content, Channel Pact

    China's iQIYI Signs Content, Channel Pact With Malaysia's Astro

    Astro Malaysia, Malaysia’s leading pay-TV operator, has struck a strategic agreement with Chinese streaming platform iQIYI. Astro obtains the exclusive rights to deliver iQIYI content on TV, on-demand and via OTT in Malaysia. It will launch the first iQIYI-branded channel comprising iQIYI’s extensive slate of original content from drama to variety shows and movies. Astro [...]

More From Our Brands

Access exclusive content