NFL signs promoted tweet deal with Twitter


In a deal that will likely make its rivals sit up and notice Twitter has signed a deal with the NFL that will feature hosted Tweets that include embedded video, highlights and analysis from NFL games and programs.

The NFL will create a dedicated team to produce content for Twitter not just on game days but seven days a week including in-game video from the Thursday Night games and will feature reports and video from all of a week’s games after they have aired, regardless of which network is showing the game.

The deal’s timing is interesting as it comes just before the expected IPO for Twitter, which was already top of mind for investors prior to this news.


The deal is interesting for a number of reasons. Twitter already has a partner that has an Amplify deal in Verizon, but apparently that only pertains to the Super Bowl. ESPN is also a partner, but it cannot broadcast NFL video in its tweets, even from its NFL broadcasts, according to The Wall Street Journal.

The agreement is part of Twitter’s Amplify service that enables broadcasters to show video clips and other programming, and ads, which is synchronized with programs that are currently airing, giving users a second screen experience that shows content that might not be available on the broadcast. The two share ad revenue that is generated from the tweets.

You may not be familiar with the Amplify service by name but if you watch sports, or other outlets for that matter, you have most likely witnessed it in action. Twitter already has deals with a number of major players including Turner Sports, the NCAA, ESPN, BBC America, Fox and the Weather Channel.

Hopefully this is a trend that other sports leagues will follow so that when fans are not in front of their screens that can still get more than just a taunting text message from their friends about the state of their favorite team.

(Editor’s note: Interestingly, the video doesn’t work in embedded tweets but redirects you to a Twitter page. Sample video tweet below. Follow @NFL for sponsored video tweets.)

NBC’s Sunday Night Football Expands Social Media Presence

Sunday Night Football on NBC

I was reading an old NBC Sports press release this morning and an interesting note caught my eye on its growing use of social media as a tool in reaching fans. Twitter, Facebook and Instagram all will feature much more prominently in the networks pro football efforts.

The first thing I saw was that for what seems like a first you will be able to get live video updates from the sidelines of Sunday Night Football. It seems that NBC’s broadcast team sideline reporter will be posting updates directly to Twitter.

As the ultimate in mobility, if not image quality, it looks like instead of a traditional camera they will be using an iPhone, according to Mashable, to record the updates that will be provided by reporter Michele Tafoya and then post them to @SNFonNBC.

I think that this is a great idea because it will enable her to expand beyond the role that sideline reporters often seem to fall into such as asking blindingly obvious questions to the coaches and occasionally providing an injury update when they can squeeze them into the broadcast.

During sports broadcasts I do not like the breakways from the action that seem to increasingly occur. ESPN almost ruined Monday Night Football for me by having a guest in the booth and talking with them and showing the conversation rather than the action that was on the field. I did not tune in to hear Mark Wahlberg tout his latest movie!

Apparently the Twitter effort started in the preseason and I managed to miss it, as I followed my tradition of not watching preseason games, or pretty much caring about their results aside from the injury reports.

For the second year NBC will also be employing Instagram as a tool to send images to fans, both ones that it generates from the control truck, field and locker-room but also fan-generated ones as well who can submit via Instagram using #SNF that be sent into a special Instagram tab on the Sunday Night Football Facebook page.

The centerpiece of the social experience will be its Facebook page, that will serve as an aggregation site for all of its various properties including, ProFootballTalk.Com and as well as the Twitter feed and the Instagram postings.

I think this is one of the best uses of social media by a broadcaster and shows that as the broadcasters, at least this one, are getting a grasp on the fact that fans view events and gather information about them with a greater variety of media tools than ever before and that reaching them all takes a more concentrated effort.