By Evan DeSimone
Twitter and the NFL announced today that they would extend their existing advertising partnership for another two years, pushing more ads and video content into users timeline to promote the pro football season.
Twitter and the NFL have been working together since 2013 in a partnership formed under the banner of Twitter’s Amplify program for media brands, which allows advertisers to run real time text and pre-roll ads as video content in concert with broadcasts and other real-time events.
The new two-year deal is the first to prominently feature video content delivered via Twitter’s native video player. The NFL will publish in-game highlights from preseason games through the Super Bowl in an effort to engage existing football fans on the platform and potentially create some new ones from the curious. The new deal calls for roughly three times more content to be published on Twitter than under the NFL’s previous agreement. That means more premium football video content for Twitter with which to promote its emerging video player.