Twitter and European Broadcaster ITV Merge For New Sport Highlight Content

European broadcaster ITV partners with social media giant Twitter for a two-year agreement bringing 1,200 real-time exclusive sports highlights to the platform’s users.

Ahead of global sporting events such as the 2023 Rugby World Cup, 2022 FIFA World Cup and Emirates FA Cup, the partnership will provide Twitter users access to exclusive ITV programming and sports-related content.

“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,” said senior director of global content partnerships at Twitter, Theo Luke.

With more than 41 million tweets about football in the UK since the start of 2022, the move is set to accommodate the demands of sporting audiences around the globe and will extend the accessibility of ITV content to the masses.

“Over the years Twitter has been a powerful tool in driving conversations and engaging fans around some of our favourite moments,” said digital partnerships controller at ITV, Pathman Ruthirapathy.

ITV Studios, spanning 13 countries and the largest commercial producer in the UK, will see the partnership leverage the Twitter Amplify product, which allows advertisers to align their ads with exclusive video content.

“This is a fantastic opportunity for advertisers to reach new audiences and extend their relationship with ITV’s content,” said Mr Ruthirapathy.