Looking to turn more tweets into cash, ESPN is broadening its partnership with Twitter to try to sell ad-supported video highlight clips for a range of sporting events promoted in tweets on the social-media giantâs service.
Twitter and ESPN announced a partnership last year to sell ads around fan tweets, and expanded into video highlights for college football in the fall. Now the duo are bringing the concept to other major sporting events, including the World Cup and ESPN's X-Games, representing a continuation of the year-old partnership, an ESPN rep said.
At its upfront Monday, Fox also announced plans to push short video clips to Twitter. The social-media giant has similar deals with The Weather Co. and Turner Broadcasting System to promote short-form video, and Twitter has been in discussions with other media companies about such partnerships.
ESPN, which will tout the expanded Twitter relationship at its upfront TuesdayÂ in New York, requires that advertisers buy a minimum amount of sponsored highlight-video tweets. The sports cablerÂ owns multiplatform rights to highlights with every major pro and college sports league.