×
You will be redirected back to your article in seconds

Twitter Names New Heads of U.S. News, Sports Content Partnerships (EXCLUSIVE)

TJ Adeshola will lead U.S. sports deals; Nick Sallon to lead U.S. news partnerships

Twitter has filled some key roles in its reorganized content partnerships group in the U.S. — promoting company insiders instead of outside hires.

In June, Twitter’s global content partnerships group, led by VP Kay Madati, shifted to a regional management structure rather than one organized around content verticals.

With the reorg, global video-partnerships head Todd Swidler and global head of news Peter Greenberger left Twitter. Laura Froelich — formerly global director of sports content partnerships — was moved into the new role of head of U.S. partnerships, while David Grossman, formerly Twitter’s global head of entertainment, is now head of U.S. entertainment (reporting to Froelich).

Now Froelich has picked two other lieutenants: TJ Adeshola as head of U.S. sports and Nick Sallon as head of U.S. news.

Adeshola (pictured above, left) will lead all U.S. sports partnerships at Twitter, after spending the previous few years managing Twitter’s partnerships with major U.S. sports leagues, including the NFL and the NBA. Before joining Twitter in 2012, he worked on ESPN’s digital sales and marketing team.

Sallon (above, right) spent the previous two years as the GM of news for live video. He joined Twitter in 2015 with the company’s acquisition of Periscope, where he led content strategy. Sallon has focused on developing digital video strategies and revenue opportunities for news organizations, including working on programming for Twitter like Bloomberg’s TicToc and Buzzfeed News’ “AM2DM.” Prior to Twitter, he ran content acquisition and business development at Aereo (the Barry Diller-backed live-TV streaming startup sued by big broadcasters).

In addition, Madati announced two other new members of the global content partnerships group: Stacy Minero as head of content creation, and Tyler Vaught as head of creators and Niche, Twitter’s branded-content program for creators.

Minero, who reports to Madati, will focus on branded content. She’s spent the past four years at Twitter on brand strategy and agency development, where her team advised brands on content strategy and creative ideas to launch campaigns or win cultural moments. In 2017, she launched Twitter’s Fuel Team, designed to scale creative strategy to a broader slate of clients and offer in-house editing to optimize video for Twitter.

Vaught is tasked with driving the global strategy around how Twitter partners with creators for branded and original content. He has been at Twitter for three years, previously as Niche’s head of West Coast business development. Vaught reports directly to Minero.

According to Twitter, even though it dissolved the dedicated live-video team, video remains a strong strategic focus for the company.

During the second quarter of 2018, according to Twitter, it continued to invest in video infrastructure, improving the quality of the video experience while increasing reach and engagement for content owners. Also in Q2, the company signed 50 new live-streaming, video-on-demand, video highlight, and Twitter Amplify video-ad deals, including with Disney/ESPN, NBCUniversal and Viacom.

Pictured above: TJ Adeshola (l.), Nick Sallon

Popular on Variety

More Digital

  • John Carmack John Carmack, Chief Technical

    Oculus CTO John Carmack to Step Down

    One of the driving forces behind Facebook’s virtual reality efforts is leaving his post: Oculus CTO John Carmack announced Wednesday afternoon that he was transitioning to a “consulting CTO” role this week, and devote most of his time to new challenges outside of the company. “I will still have a voice in the development work, [...]

  • Rachel Brill - BR Studio -

    Bleacher Report Taps Epix's Rachel Brill to Head B/R Studio

    Rachel Brill is departing Epix to join WarnerMedia’s Bleacher Report as senior VP and general manager of B/R Studio, the digital sports division’s recently formed original programming arm. As head of B/R Studio, Brill is tasked with building a slate of mid- and long-form content aimed at Bleacher Report’s millennial and Gen Z-skewing audience. She [...]

  • Variety Tastemaker honoree Ayesha Curry

    Ayesha Curry's Impact Ranges From Family to Food to Philanthropy

    Ayesha Curry — wife, mother, restaurateur, author, executive producer and CoverGirl — literally does it all. Receiving Variety’s Inaugural Tastemaker award at the 2019 Napa Valley Film Festival, the entrepreneur is being recognized for her social impact in combining entertainment, philanthropy and her culinary lifestyle. Curry holds her cookbook — her first step toward a [...]

  • Joe Anthony Russo

    Russo Brothers Creating Marvel vs. DC Docu-Series for Quibi

    Anthony and Joseph Russo, who have been key creative members of the Marvel Cinematic Universe, are now bringing a new show to Quibi documenting the decades-long rivalry between Marvel and DC. Quibi, the mobile TV subscription startup founded by Jeffrey Katzenberg, greenlit “Slugfest,” a documentary series executive produced by the Russo Brothers, whose directing credits [...]

  • Nobu Hotel Palo Alto

    High-Tech Flourishes Help Hotels Thrive in Silicon Valley

    To thrive in Silicon Valley, hotels must be up to par, technology-wise. “The Nobu brand marries the east and west to create something entirely new — it’s approachable luxury,” says Andrew Tilley, VP of hotel openings. Nobu Hotel Palo Alto (180 Hamilton Ave., Palo Alto, 650-666-3311, nobuhotels.com) is the latest retreat from chef Nobu Matsuhisa, [...]

  • sirius xm app on phone

    SiriusXM Starts Publishing Daily Videos From Dozens of Shows

    SiriusXM is doubling down on video: The satellite radio service officially announced a new initiative called SiriusXM Video Wednesday, with plans to publish daily videos from dozens of shows to paying subscribers. Some of the SiriusXM hosts you’ll be able to see more from include Kevin Hart, Jenny McCarthy, Joel Osteen, Karen Hunter and Jason [...]

More From Our Brands

Access exclusive content