FOX Sports and Twitter have announced a partnership extension to air World Cup highlights for the upcoming men’s and women’s tournaments.
The extension comes after the two companies also collaborated during the 2018 and 2019 World Cups. FOX Sports owns the English-language broadcast rights here in the United States until 2026.
“We are thrilled to collaborate with Twitter,” claimed Edward Hartman, Senior Vice President of Digital Partnerships and Wagering at FOX Sports.
“Their platform is core to FOX Sports’ digital strategy surrounding the World Cup tournaments. We look forward to continuing this relationship.”
On the other end of that relationship is Twitter. The different options for conversation and connectivity through Twitter create a soccer community. FOX Sports and Twitter hope to expand the potential of the World Cup at the end of 2022 and in the summer of 2023.
“We are excited to work with FOX Sports to bring the biggest moments from the men’s and women’s FIFA World Cup to Twitter,” stated TJ Adeshola, Head of U.S. Sports Partnerships at Twitter.
“For the first time ever, fans will be able to join Twitter Spaces to hear all about the games, bringing them closer than ever to the action in Qatar, Australia and New Zealand.”
FOX Sports and Twitter World Cup highlights
The collaboration will help fans follow these World Cup matches on Twitter with as much information as possible. Highlights of the games will supposedly be available in “near real-time” via @FOXSports and @FOXSoccer on Twitter. These highlights include every goal scored during the two tournaments. Along with highlights, analysis and interactive Q&A’s will also be accessible via Twitter Spaces.
Twitter Spaces allows audio conversations for users of the social media app. Anyone using Twitter can either create or join a Space; however, only people on iOS and Android can currently use this function on Twitter.
Also, FOX Sports announced that advertisers can jump on the videos for sponsorships via Twitter Amplify. Amplify allows creators or publishers the ability to monetize their video content on Twitter.
Essentially, a publisher, in this case FOX Sports, enters a sponsorship with an advertiser. Any video content that is Tweeted out from the two aforementioned accounts comes with ads attached during the World Cup. For example, if the Twitter account @FOXSports tweets out a goal during the World Cup practically in real time, an ad will play before the video.
Win-win scenario for all involved
The cross-promotion agreement between FOX Sports and Twitter has a few major beneficiaries. For one, fan involvement goes up in terms of ease of access to see World Cup highlights. These happen in seemingly real time, allowing those away from their TV or those unable to stream ability to see what is happening. FOX Sports and Twitter benefit because of their ability to run videos with ads, bringing in revenue on top of other incomes. Advertisers have the opportunity to run promotions on videos that could easily reach hundreds of thousands of viewers.
Finally, FOX Sports’ inclusion of their wagering exec in the press release also suggests possible FOX Bet promotion during these two tournaments. It appears to be a win-win situation for both FOX Sports and Twitter.
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