Twitter may have missed out on retaining the streaming rights for NFL Thursday Night Football, but it’s getting a consolation prize in the form of a new live NFL pregame show.
The companies today announced a new multiyear deal to deliver uniquely packaged official NFL videos and other types of content to fans around the world daily, year-round, according to a news release.
As part of the deal, the NFL will produce a 30-minute live digital show that will air on Twitter five days per week during the NFL season. NFL Network on-air personalities will host and cover news, game highlights, pregame updates, and more. The League will use Periscope and Twitter to produce live pregame access during primetime game windows and other match-ups during the season.
"We have every expectation that the new daily live show, produced by NFL Network and featuring some of our top analysts, will quickly become some of the most popular programming on Twitter," said Brian Rolapp, chief media and business officer for the NFL, in a statement.
"We are very excited to offer football fans around the world even more content on Twitter from the NFL," said Twitter COO Anthony Noto in a statement. "This new multiyear collaboration will bring compelling live studio programs that discuss what's happening in the NFL, unique behind the scenes live broadcasts before games, and the best NFL highlights to Twitter, alongside the real-time NFL conversation."
Twitter last season was the official livestreaming partner for NFL Thursday Night Football, a deal worth $10 million which let Twitter air 10 games. This season, Amazon will be the platform livestreaming those same games, although reports indicated the rights cost Amazon five times as much this time around.
The NFL agreement adds to Twitter’s new sports-heavy slate of programming. During Twitter’s Digital Content NewFronts presentation, the company announced new series and programming deals with MLB, WNBA and the PGA, as well as Bloomberg, BuzzFeed, Live Nation and more.