Twitter Expands Video Partnerships With ESPN and Fox


Sports highlight clips are coming to Twitter thanks to a deal with ESPN that would see more advertising revenue for the microblogging site.

The Wall Street Journal reported that the highlights will be available on Twitter’s desktop and mobile platforms in real time. Some major events that will be covered under the deal include soccer matches leading up to the 2014 World Cup, college football matches and the X Games.

In turn, ESPN will sell video ads that would run in the highlights, and marketing sponsors will make commitments to purchase a minimum value of promoted posts from Twitter.

Eric Johnson, ESPN’s executive vice president of multimedia sales, said to The Wall Street Journal: “We want to be able to push ESPN’s…content wherever sports fans are. Twitter is a great opportunity for us to do that.”

Besides its deal with ESPN, Fox Business reported that Twitter and Fox reached a similar deal where the broadcast network would post clips of upcoming shows and past episodes. Brands would be able to buy ads that would air before the clips.

Twitter has been looking to video as a way of diversifying itself from purely being a microblogging site and more of a social media destination. Earlier this year, it launched the Vine app, which lets users create and post six-second video clips.

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