Continuing its strategy to find live content and stand out from other social media platforms, Twitter has signed a new deal with the NBA. While it won’t include live games, the NBA will produce shows that will be exclusive to Twitter. This adds to previously signed deals for Twitter that includes live streaming rights to NFL’s Thursday Night Football, Pac-12 digital content, the Republican and Democratic National Conventions and several Bloomberg news programs. And that won’t be all as Twitter looks for even more live content from other sports leagues.
This new deal with the NBA will begin in the upcoming 2016-17 season and will entail two shows. One will be available on the Twitter website and app to members and visitors alike. The other show is still be developed. The Wall Street Journal says this Twitter deal for new shows isn’t all that’s on the NBA’s docket for next season. Content will be produced for Twitter’s Vine and Periscope platforms as well:
In addition, the NBA plans to double the amount of digital content it creates for Twitter, Vine and Periscope with more in-game highlights, behind-the-scenes shots, footage of player arrivals and live streams of news conferences and interviews
As it did with its Live @ Wimbledon stream earlier this month, the live NBA show will be pinned at the top of its screen with tweets streaming below the video. NBA and Twitter will share revenue on the advertising sold on the video.
From the official press release, NBA Commissioner Adam Silver said the agreement with Twitter will give the Association access to more fans:
“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.”
The NBA will produce content for Twitter, Vine and Periscope from its major events such as the All-Star Game, playoffs, finals and the Draft.
So Twitter continues to be aggressive in its plans to bring live content to users and hopes that it can diffentiate from Facebook and Snapchat.