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NFL Is Twitter’s Newest Advertising Partner

The social media platform’s Amplify program will bring in-game highlights to your feed

Twitter’s newest Amplify advertising partner may have the social media company’s employees working weekends — particularly Sundays.

The National Football League follows CBS as the latest members of Twitter’s Amplify advertising program, the NFL and Twitter jointly said Thursday.

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Effective immediately, Twitter users will have access to in-game highlights from NFL Network’s “Thursday Night Football” as well as clips from other regular season and postseason games and other video content.

“With consumption habits shifting to mobile devices and companion experiences alongside broadcasts of our games, this partnership will provide us an additional channel to reach those users, ” said Brian Rolapp, chief operating officer, NFL Media.

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The deal marks the first time the NFL has partnered with a social media platform, and the partnership includes an exclusive sponsorship for Super Bowl XLVIII.

“Having access to this type of highly coveted content on Twitter will not only offer our users a unique programming schedule which will deepen their engagement with our platform but will also provide our sponsors with a value proposition that few other partners can bring to the table,” said Adam Bain, president of Global Revenue for Twitter.