Twitter looking to score with NBA deal

In its never-ending quest to attract more users, Twitter is hoping that its next shot is an easy layup instead of an airball.

On Tuesday, the National Basketball Association said it has expanded its partnership with Twitter to include more and exclusive live NBA programming and video to be shown on the Twitter, Vine and Periscope platforms. The highlight of the deal is a new, weekly NBA pregame show that will be streamed on Twitter with “first-of-its-kind elements” that will be exclusive to the microblogging site.

The NBA said it will also launch a second program that will be exclusive to Twitter, but no other details of that program were given. The NBA also plans to offer behind-the-scenes videos that will run on the Vine and Periscope apps, which are owned by Twitter.

What the deal doesn’t include are actual, live NBA games. The NBA current broadcast deal with the ABC, TNT and ESPN TV networks, valued at $24 billion, runs for nine more years.

Financial terms of Twitter’s deal with the NBA weren’t disclosed. Twitter is expected to sell ads that will be carried during the NBA programming and split advertising revenue with the league.

Twitter’s deal follows the company’s announcement earlier this year that it will stream Thursday night National Football League games this fall. That deal, valued at $10 million, includes 10 weeks worth of Thursday night NFL games.

Photo: Twitter logo on a computer screen. On Tuesday, Twitter and the National Basketball Association announced a deal to stream live content, but not games, to users of the social media platform. The deal includes a weekly pregame show with “first-of-its-kind elements” created specifically for integration with Twitter conversations. (Leon Neal/AFP/Getty Images)

 

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