Twitter and ITV agree content deal covering Qatar 2022, Rugby World Cup and FA Cup
A new multi-year content partnership has been announced between ITV and Twitter. The partnership will optimize the broadcaster’s output on Twitter and create bespoke content activations for the social media platform. The deal will exclusively cover the Qatar 2022 World Cup, 2023 Rugby World Cup, and the FA Cup for the next two years.
This partnership materializing will bring more than 1200 real-time highlight clips from one of Europe’s largest content providers to the social media giant.
The partnership is being announced at a time when Twitter’s Amplifying initiative is covering some ground. The initiative would allow advertisers to align their ads with premium Video content as a result, sponsors will be able to harness and leverage ITV’s extensive content offering whilst utilizing Twitter’s targeting tools.
In addition to this, the social media giant’s Next team will produce a selection of activations across ITV’s schedule over the course of this partnership.
Twitter and ITV joint initiative
“Both Twitter and ITV are at the heart of so many conversations across the UK, so being able to bring the biggest cultural and sporting moments to users on an even greater scale is incredibly exciting. Since the start of our partnership with ITV back in 2018, we’ve been incredibly impressed by the creativity of their editorial unit alongside the commercial aptitude and collaboration of their sales teams. Through Twitter Amplify and the addition of Twitter Next activations to this partnership, advertisers will have even more opportunities to engage with the very best of ITV’s programming in even more impactful ways.” Theo Luke, senior director, global content partnerships at Twitter.
“We’re really excited about continuing ITV’s long-standing partnership with Twitter. The Twitter Amplify product will be available on some of the nation’s most loved and talked about shows including the FIFA World Cup. Over the years Twitter has been a powerful tool in driving conversations and engaging fans around some of our favorite TV moments. This is a fantastic opportunity for advertisers to reach new audiences and extend their relationship with ITV’s content.” Pathman Ruthirapathy, ITV’s digital partnerships controller