Sports broadcaster ESPN and Twitter have extended their deal to stream sports-related videos on the micro-blogging site, a part of a growing number of tie-ups as TV networks and Twitter search for new advertising revenue.
The current deal continues the agreement signed in 2012, which included sports’ fans Twitter posts posted on ESPN telecasts and a recent trial with college football web-video highlights on the micro-blogging site.
As per the deal, the sports broadcaster will soon show in-tweet video highlights of football, soccer and the X Games, while offering Twitter with an assured promoted tweets to parallel ads within the videos themselves.
Additionally, users can watch the video clips on short-messaging service’s website and mobile apps as soon as the action takes place on TV.
ESPN’s executive VP of multimedia sales, Eric Johnson, said the firm wants to be able to push ESPN’s content wherever sports fans are.
"Twitter is a great opportunity for us to do that," Johnson said.
Twitter, which is well known as a means of sharing 140-character text messages, also enables firms to post longer story summaries, photos and videos that can arise without skipping away from Twitter.com or Twitter apps.
