×
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

  • Missing Link Laika Studios

    ‘Missing Link’ Again Tops Studios’ TV Ad Spending

    In this week’s edition of the Variety Movie Commercial Tracker, powered by the TV ad measurement and attribution company iSpot.tv, Annapurna Pictures claims the top spot in spending for the second week in a row with “Missing Link.” Ads placed for the animated film had an estimated media value of $5.91 million through Sunday for [...]

  • Sirius Logo

    SiriusXM Unveils $8 Essential Plan for Consumers Without Cars

    SiriusXM wants to cater consumers without cars, or cars without compatible stereos, with a new $8 plan for mobile and in-home listening. Dubbed SiriusXM Essential, the plan offers access to 200+ channels featuring the network’s entire music programming, as well comedy, news and select sports channels. Consumers will be able to test the new plan [...]

  • Mueller Report Book Editions Top Amazon's

    Mueller Report Book Editions Shoot to Top of Best-Seller Lists at Amazon, Barnes & Noble

    Robert Mueller is now a best-selling author. Book publishers’ forthcoming editions of the special counsel’s report zoomed to the top of the Amazon’s and Barnes & Noble’s lists of book best-sellers Friday. That comes a day after the report was publicly released, culminating the nearly two-year investigation into Russian interference in the 2016 U.S. election [...]

  • Marques Brownlee - Retro Tech

    YouTube Orders Marques Brownlee 'Retro Tech' Original Series

    YouTube has turned to one of its homegrown stars — technology vlogger Marques Brownlee, aka “MKBHD” — for its newest original series. The video platform has greenlit series “Retro Tech” featuring Brownlee, in which he’ll unbox and review vintage technology products that have defined pop culture. The show, slated to debut in December 2019, follows [...]

  • Netflix Tests Random Episode Button in

    Netflix Starts Testing Random Episode Button

    Netflix is testing a button to play random episodes of select TV shows, the company confirmed Friday morning. “We are testing the ability for members to play a random episode from different TV series on the Android mobile app,” a Netflix spokesperson told Variety. “These tests typically vary in length of time and by region, [...]

  • Netflix Our Planet Sophie Darlington

    Netflix's 'Our Planet' Roars to Life With Work by Top Wildlife Cinematographers

    In terms of scope, production time and — very likely — budget, Netflix’s “Our Planet” is one of the most ambitious projects from the streaming service to date. Narrated by David Attenborough and made available worldwide on April 5, the goal of the eight-part series is to capture diverse habitats across the globe and highlight [...]

More From Our Brands

Access exclusive content