Twitter Spaces Social Audio Folded into New NFL Deal
Twitter and the National Football League have signed a new long-term deal extending their eight-year partnership and incorporating the new Twitter Spaces social audio platform. The arrangement augments the current stream of unique NFL content provided to the social media giant with some of the live audio interactions made possible on Spaces.
The NFL is the first sports league to reach this kind of deal with Twitter. More than 20 Twitter Spaces events are scheduled over the course of the upcoming NFL season. The events will be tied to various games and the big events of every season like the first game of the season, the Super Bowl, and the Draft. Players, coaches and other prominent people from the NFL and its teams are supposed to participate in the events. The Twitter Spaces interactions will be added to the ongoing curated highlight videos, polls, and live coverage of games on the social media platform.
“We’re excited to super-serve NFL fans with even more of what they love to see on Twitter, including epic touchdown highlights all season long,” Twitter head of US sports partnerships TJ Adeshola said in a statement. “In addition to fueling the timeline with the best moments from each game in real time, we’ll be doubling down on innovation by leveraging our live audio format, ‘Spaces’, to bring fans even closer to the game.”
The NFL using Twitter for social audio now, especially next year’s draft, is notable after the league partnered with social audio app Clubhouse to promote this year’s draft. Clubhouse set up a digital venue for official NFL discussions, hosting rooms and a mock draft run by fans, although nothing specifically for the coaches and players to interact with participants. Clubhouse also served as the exclusive social audio partner for the National Hockey League ahead of the Stanley Cup this year. The sports rivalry in social audio may benefit the more established social media platforms like Twitter, but that doesn’t mean they won’t have to work to come out ahead, something Twitter is clearly committed to doing when it comes to the NFL.
“The commitment to Twitter Spaces represents another innovative step forward in the longstanding partnership between the NFL and Twitter,” NFL vice president of digital media business development Blake Stuchin said in a statement. “We’re excited to bring NFL fans a new way to engage with live audio ahead of our biggest events of the year and every week throughout the NFL season.”