Recently Twitter has been expanding it’s mini-blogging platform to new heights. A partnership with periscope and new updated features coming out monthly keeps Twitter in one of the top spots when it comes to th
e social media platform competition.
In an all out effort at World social domination, Twitter has recently introduced live-stream sport broadcasting. They launched this tactic with footage from Wimbledon and signed an enormous exclusive deal with the National Football League allowing fans to watch Thursday Night Football from anywhere around the world through their platform.
The deal with the NFL is sweet for all, Twitter will be the digital outlet for Thursday night football games giving them the rights to air the live game and also air pre and post game periscopes from individual players and teams as a whole. Roger Goodell, NFL commissioner stated:
“There is a massive amount of NFL-related conversation happening on Twitter during our games and tapping into that audience, in addition to our viewers on broadcast and cable, will ensure Thursday Night Football is seen on an unprecedented number of platforms this season. This agreement also provides additional reach for those brands advertising with our broadcast partners.”
The key to this partnership may be the last line. Integration of their corporate partners and allowing these companies to actually get what they only hope for in other mediums – real engagement with their brand – could be huge. It could also signal an even more dangerous trend, a move to social that could impact traditional TV buys and ultimately rights fees. It will be incumbent on the other NFL broadcast partners to make this feel like a seamless team effort and not a kid stealing chicken from the picnic table and running away.
Twitter is now trying to get their hands on the NBA, MLS and broadcast outlet, Turner. Turner Sports airs the NBA, MLS and NCAA Men’s Basketball Tournament; meaning a deal struck with them could mean major moves for Twitter as a respected digital platform for sport worldwide. Looking into the NFL deal it may seem like a no-brainer to strike these deals and get the ball rolling. One problem, Twitter can only offer revenue through advertising which may not be enough to cover the cost to be an official streamer. It is the brand integration and engagement through promotion that will key the Twitter financials…
Turner sports also has an E-Sports division, the E-League, that twitter has expressed exclusive interest in streaming alongside its rival Facebook who is also trying to be the official streamer for this league. If Twitter has a prayer of winning over all corporations it may need to bring more to the table, especially if powerhouse Facebook is in the mix.