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Sport and social media will link ever closer tonight when a soccer match between English clubs Manchester United and Everton is streamed live on Facebook.
The testimonial match to celebrate the career of England captain Wayne Rooney will be made available on Facebook via Rooney's official page and also United's to a potential 1.7 billion users of the social media platform.
"I am delighted that through this agreement with Facebook my testimonial game will be streamed globally on both the Wayne Rooney and Manchester United Facebook pages," Rooney said on his Facebook page.
Facebook is also making a live content push outside of sport by making cash payments to internet personalities to create content over several months.
Facebook hasn't confirmed the amount it is spending but did release a short statement in July confirming the deal.
"As part of this early test program we're working with these partners to offer temporary financial support to encourage experimentation with this new format," it read.
Facebook's deal with soccer marks a continuation of the growing relationship between sports content and online media giants.
This year for the first time, YouTube showed the European Champions League and Europa League soccer finals live.
Meanwhile, Twitter has scored a live-streaming deal with the National Basketball Association [NBA] that will for the first time broadcast original programming created exclusively for the social media company.
And the micro-blogging site is planning more live sports streams with partners such as Major League Baseball, the National Football League and the National Hockey League.
Snapchat is already scrimmaging down with the NFL in a deal announced Tuesday that will see the gridiron game become the first sport to get a dedicated media channel on the app's "Discover" platform.