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Twitter scores partnership with NFL to put in-game highlights into tweets

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Football game (Ed Yourdon/Flickr)
Football game (Ed Yourdon/Flickr)

Twitter has partnered with the National Football League to deliver in-game video highlights and other content directly to users via tweets, The Wall Street Journal reports. Under the deal, a different NFL team will be responsible for tweeting out the content every week, and that content will include everything from in-game highlights from the NFL Network's Thursday night games to pre-recorded videos of games that aired previously on CBS and Fox. Aside from giving NFL fans more ways to watch, the move further bolsters Twitter's business prospects and mainstream appeal ahead of its initial public offering.

The Journal doesn't specify when users can expect to see official NFL video tweets appearing in their streams, but the partnership reportedly covers the regular NFL season and the playoffs. And according to The Journal's sources, the NFL and Twitter have already sold a "low eight-figures" worth of advertisements around their content, with Verizon named as one of the leading advertisers. The deal is all part of Twitter's new Amplify program, which launched in May but has already signed the NBA and other major networks like A&E, Bloomberg Television, Clear Channel, and, as of earlier this week, CBS.

Update: The NFL has confirmed the deal and, in an accompanying statement, the league's chief operating officer Brian Rolapp hinted at incorporating advertisers into the platform, describing the partnership as, "a unique vehicle to reach millions of highly engaged fans in an environment which will allow trusted partners and sponsors to align with our brand."