Twitter misplaced the deal to stream the NFL’s Thursday Night time Soccer video games this yr to Amazon, however right this moment the corporate is asserting a brand new multi-year settlement that may carry reside soccer programming to its service. According to the NFL, Twitter will stream official NFL video and different content material to followers year-round, together with a brand new 30-minute reside digital present that may air on Twitter 5 nights per week, throughout soccer season.

The present shall be hosted by NFL Community expertise and can concentrate on overlaying “breaking information, recreation highlights, key storylines, fantasy projections, crew energy rankings, pre-game updates,” and extra, the group says.

As well as, the reside pre-game protection will embrace Periscope broadcasts like play warm-ups and sideline interviews, designed to present soccer followers behind-the-scenes entry to groups on recreation days.

This reside footage shall be augmented with NFL highlights, information and evaluation, and historic content material – the latter which can make the most of the favored social media hashtag, #TBT, or “Throwback Thursday.”

“We’re very excited to supply soccer followers all over the world much more content material on Twitter from the NFL,” mentioned Twitter COO Anthony Noto, in an announcement concerning the new NFL deal. “This new multi-year collaboration will carry compelling reside studio packages that debate what’s occurring within the NFL, distinctive behind the scenes reside broadcasts earlier than video games, and the very best NFL highlights to Twitter, alongside the real-time NFL dialog,” he added.

The brand new deal’s phrases weren’t disclosed, however the expired deal for Thursday Night time video games had price Twitter $10 million. Amazon’s new deal is way pricier – it’s reportedly valued round $50 million. Given there are not any reside video games this time round, the brand new settlement is probably going extra inexpensive for Twitter.

The NFL and Twitter have been working collectively since 2013 via the Twitter Amplify program, and announced last year that Twitter can be the unique reside streaming dwelling to Thursday Night time Soccer video games in the course of the Common Season, reaching Twitter’s then 800 million customers worldwide. The video games had been additionally broadcast by NBC, CBS, and the NFL Community, however Twitter’s platform gave the video games a world attain.

Nevertheless, Twitter’s attain in contrast with TV remains to be small. Based on the NFL, the debut game had attracted over 2 million viewers on Twitter, however 48 million watched on TV. As well as, not everybody liked the expertise of seeing reside tweets alongside video games, feeling like they could distract from the experience and weren’t all the time of high-quality.

The NFL’s new reside programming for the digital community could not appeal to as many viewers, however the nature of the programming itself could also be a greater match for the Twitter viewers.

“Twitter continues to be an vital accomplice in accessing thousands and thousands of extremely engaged followers on digital media,” mentioned Brian Rolapp, chief media and enterprise officer for the NFL, in a release. “Now we have each expectation that the brand new every day reside present, produced by NFL Community and that includes a few of our prime analysts, will rapidly turn into a number of the hottest programming on Twitter.”