By Barry Janoff
July 19, 2016: Calling it "the fastest way to find out what’s happening in the NBA and to have a discussion about it," Twitter has signed what was called "an expanded content partnership" with the league that will bring exclusive NBA original live programming and more video to Twitter, Vine and Periscope.
The NBA said that through its NBA Digital partnership with Turner, Twitter would deliver a free live stream of a new weekly NBA pre-game show with "first-of-its-kind elements created specifically for integration with Twitter conversation."
The show will be featured exclusively on Twitter for logged-in and logged-out users.
In addition, the NBA said that prior to the 2016-17 season, it would unveil an additional show to stream exclusively on Twitter, with content to be determined.
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.
"Twitter is the fastest way to find out what’s happening in the NBA and to have a discussion about it," Jack Dorsey, Twitter CEO, said in a statement. "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 NBA joined Twitter in 2009 and now has more than 22.4 million followers worldwide. That puts the NBA at the top among sports leagues worldwide, according to Twitter. (Figures do not include team, player or other NBA-related accounts.)
The NFL is second (19.4 million), followed by the Champions League and Premier League (about 12 million followers each).
Among other leagues, WWE has 7.7 million followers, MLB 6 million, NHL 4.9 million, UFC 4.2 million, Nascar 2.9 million and MLS 2.4 million, per Twitter.
This past April, Twitter signed a deal with the NFL to stream live Thursday Night Football games, beginning this season.
Under the agreement, NBA videos on Twitter wouldl 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 and NBA Draft, which will feature player Q&As, takeovers and behind-the-scenes access.
According to NBA commissioner Adam Silver, “We’re excited about bringing live content to Twitter, which has proven to be an ideal destination for real-time sports conversations.
"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," said Silver.
NFL-Twitter Deal More Than 140 Characters Long
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