In a recent flurry of media deals, Twitter may have gained one of its most lucrative partners yet. The NFL has now become one of Twitter’s newest media partners in a deal that plans to bring football highlights to “Tweeters” everywhere.
The NFL has found another great way to reach its audience
Twitter is full of fans from every sport on the planet. Each fan base is different in size, but there’s no question that the NFL has one of the largest. With the league’s recent media partnership with Twitter, content will be promoted straight to fan’s timelines.
The NFL’s official Twitter account will now have some of their tweets promoted. The idea is to provide fans with an extra outlet of football content. A major idea in this deal is to promote video clips through the social network. In fact, fans will be able to view nearly “real-time” highlights from each Thursday Night Football game. Some of these videos will only take a minute or so to be posted.
Other planned content will be spread throughout the week and include news, analysis, game highlights, and fantasy tips. The account will also be used to entice fans to vote via live polls.
Not only will fans of the NFL be reached, but ads might be sent out based on influential people that non-fans are following. Vishal Shah, VP-digital media business development for the NFL, estimates that roughly 20 million people will be reached because of the media partnership.
“From a discovery standpoint, we do want to get in front of new audiences and expose them to our sport. The economics are certainly a good benefit but not necessarily the primary objective for us. We know that the fans are on Twitter, and we know the fans are consuming on social platforms. What we haven’t seen anyone else do is find the right way to deploy some of the crown jewels from a rights perspective and make sure the fans get the content to add context to all that social conversation.”
The fans will certainly be reached and conversation will be driven by the league’s promoted content. There is apparent room to grow in these partnerships. The NFL is certainly on the right track and perhaps can entice further partnerships because of the Twitter partnership. What do you think of Twitter’s ever-growing list of social media partners?