In a key distinction from the previous deal, Twitter will do all the ad-selling, Previously, it co-sold the ads with partners.
Neither the NFL nor Twitter would share the terms of the deal, other than saying that the NFL will contribute its licensed content, then Twitter will share the revenue back to the NFL, with certain threshold requirements that make it worth the NFL's while.
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"When we posted NFL content we saw best-in-class engagement rates," said Vishal Shah, the NFL's VP of media strategy and business development. "How do we widen the content selection and make it more comprehensive in terms of the highlights, and combine that with new discovery features?"
Shah said the deal is different than any existing Amplify relationship for Twitter, in that it's "always-on content" that runs 24/7.
Asked whether the NFL has concerns about Twitter's stagnating growth, Shah said "that platform isn't going anywhere."
The NFL has more than 12.5 million followers on its primary Twitter account. "The overarching theme is that you have over 300 million monthly active uniques and a great international platform," Shah said.
Correction: An earlier version of this story misstated the number of unique followers on the NFL's primary Twitter account.