Twitter Inks FIFA World Cup deal with SBS

TWITTER and SBS join forces as video makes up more than 50 percent of advertising revenue for Twitter in the first quarter with global video views doubling in the last 12 months.

The deal will see the two parties share advertising revenue, with Twitter live streaming a show called #WorldGameLive for all 23 matches of the World Cup in Russia from June 15 to July 16.

Hosted by Lucy Zelic the show will feature football experts and bring audiences a range of match action, previews, recaps and the best Twitter highlights.

#WorldGameLive will be available to Twitter users in Australia for free whether they are logged in or logged out of The World Game Twitter account.

Twitter Australia managing director Suzy Nicoletti said “Football is actually our biggest conversation… it’s our most global conversation on Twitter.”

“For us we’ve always noticed the consumer wants video. We’re working to try and provide more interesting experiences, and mobile video experiences, and based on those results we can see what types of brands are interested in the content.”

“Global video views doubled in the past year; it was our fastest growing ad platform; the revenue formed over 50 per cent of our ad revenue,” she said.

SBS director of sport Ken Shipp said, “We’re always looking for innovative ways to connect our audiences to a range of content on the devices and platforms they use most. Sport is something that people love to share and this partnership with Twitter enables all Australians to relive and share in the excitement.”