Twitter & NBA Announce Exclusive Original Live Programming Deal

Twitter & NBA Announce Exclusive Original Live Programming Deal
SHARE
THIS



On Tuesday at the Ministry of Sports Marketing conference, Twitter Australia’s head of sport and food, Jonno Simpson said live streaming of sport is where the future of sport and social media is headed. Today Twitter has announced an original live programming deal with the National Basketball Association (NBA).

At the Ministry of Sports Marketing conference, Simpson said: “Two clicks and you are dead. If you need fans to click more than two times to get somewhere, give up, because your fans will. You mustn’t put barriers in way of people accessing content.”

An NBA press release announced the partnership which will bring exclusive original live programming and more video to Twitter, Vine and Periscope. The full release is below.

The partnership means the NBA videos on Twitter will continue to include #NBARapidReplay highlights, #NBAVine highlights and behind-the-scenes footage, #PhantomCam player arrivals, plays of the game, animated GIFs, #NBAmixtape custom edits, “Day in the Life” takeovers and Periscope live streams of press conferences and interviews.

Early this year, the National Football League (NFL), and Twitter signed a deal which will provide free, live streaming video of Thursday Night Football without authentication to the over 800 million registered and non-registered users worldwide on the Twitter platform on mobile phones, tablets, PCs and connected TVs.

Simpson discussed this deal with B&T calling it an ‘eyeball play’ by the NFL and further cementing Twitter as the owner of live video. “It’s an eyeball play, the NFL wants to get their content to as many people as they possibly can around the world. We’re an opportunity for them to do that. There’s an opportunity for us to increase our audience and increase the value of the NFL’s content by giving them commercialisation deals globally.

“That’s where we’re making our bet: we own live video and live sport is so big on Twitter, so how can we combine the two? How can you have a Twitter experience when you’re watching the game live? It’s about watching the game but also engage, share and talk.”

NBA press release:

The National Basketball Association (NBA) and Twitter (NYSE:TWTR) announced today an expanded content partnership that will bring exclusive original live programming and more video to Twitter, Vine and Periscope.

The NBA, through its NBA Digital partnership with Turner, and Twitter will deliver a free live stream of a new weekly NBA pregame show with first-of-its-kind elements created specifically for integration with Twitter conversation. The weekly pregame show will be featured exclusively on Twitter for logged-in and logged-out users. Ahead of the 2016-17 season, the NBA will announce an additional to-be-determined show that will also stream exclusively on Twitter.

“We’re excited about bringing live content to Twitter, which has proven to be an ideal destination for real-time sports conversations,” said NBA Commissioner Adam Silver. “We’ve seen technology bring fans closer to our game, teams and players in ways we could have only imagined a decade ago. This expanded partnership will help feed our fans’ growing demand for the NBA by more deeply integrating the league across Twitter’s many platforms.”

“Twitter is the fastest way to find out what’s happening in the NBA and to have a discussion about it,” said Twitter CEO Jack Dorsey. “Watching NBA basketball together with Twitter is a great experience, and the league has been at the forefront of embracing new ways to reach their fans. We’re happy to bring even more great NBA content to our global audience.”

The partnership also includes an extension of the NBA and Twitter’s Amplify program, with the league increasing its content creation across Twitter, Vine and Periscope. NBA videos on Twitter will continue to include #NBARapidReplay highlights, #NBAVine highlights and behind-the-scenes footage, #PhantomCam player arrivals, plays of the game, animated GIFs, #NBAmixtape custom edits, “Day in the Life” takeovers and Periscope live streams of press conferences and interviews.

In addition, @NBA will also produce more videos from major events, including NBA All-Star, NBA Playoffs, The Finals, NBA Draft and others, that will feature player Q&As, takeovers and behind-the-scenes access.

Since the NBA joined Twitter in 2009, the league has built the largest Twitter community of any sports league in the world with more than 22 million followers. The NBA recently became the first organization to surpass 2 billion loops on Vine and, since joining the platform during The Finals 2013, the NBA has built Vine’s largest community among all sports leagues, teams and players, with more than 1.8 million followers.

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]