Twitter to show Ashes clips as part of expanded sports offering in Asia-Pacific
Twitter, the social media giant, is to show highlights from cricket’s forthcoming Ashes series, the prestigious contest between Australia and England, as part of an extensive new content offering in the Asia-Pacific region.
At the 'All That Matters' conference in Singapore today, Twitter revealed details of 36 different content agreements for live and in-stream videos on the platform.
Twitter’s agreement with Cricket Australia includes highlights and videos of the forthcoming men’s and women’s Ashes and the Big Bash League and Women’s Big Bash League Twenty20 competitions.
Users in Australia and India will be able to access the content via Cricket Australia’s Twitter page.
The new deals also include a tie-up with Fox Sports Asia to offer real-time highlights of events on Twitter for the remainder of this year and 2018, and a global live-streaming arrangement with Premier Futsal India, the indoor soccer league.
There are also plans for original sports programming from India on Twitter, as it has landed Breakfast with Champions, the online chat show series, which will be live-streamed on the platform from next month.
Meanwhile, Cricbuzz, the online cricket news platform, will offer its Indian cricket analysis videos on Twitter across Asia-Pacific.
The social media titan has also extended content deals signed with sports organisations in 2016 and 2017.
In 2018, Twitter will continue to show clips from major competitions organised by the International Cricket Council.
There will also be highlights and clips from tennis' Australian Open through an ongoing relationship with Seven Network, the commercial broadcaster which holds the rights.
Twitter will also continue to stream League of Legends contests in Asia-Pacific, having agreed an initial deal in May with Riot Games, the publisher of the popular video game.
Twitter’s plans in Asia-Pacific also include opening up some its global sports partnerships to advertisers in the region.
Clips from Australian Rules football’s AFL, BeIN Sports Australia, the international sports broadcaster, Modern Times Group, the Sweden-based media giant, and North America’s NBA and NFL, will all now offer advertising opportunities.
Twitter and Amazon, the online retail giant have been linked to potential live-streaming rights deals with the AFL as both platforms have ramped up their sports offering in recent months.
Twitter’s content sharing agreement with Seven, the free-to-air broadcaster of AFL, could facilitate such an offering.
Twitter’s slate of 36 media agreements in Asia Pacific also covers deals with Live Nation Australia, an arm of the live entertainment promoter, Bloomberg Asia Pacific, a division of the financial news website, and Buzzfeed Japan, the news-sharing website.
Matthew Derella, Twitter’s global vice-president of revenue and operations, said: "Live is at the core of Twitter. In Q2, we streamed over 1,200 hours of live premium content globally from leading brands across sports, esports, news, and entertainment. Asia Pacific is the growth engine of Twitter and we could not be prouder to extend our success with both live streaming and in-stream premium video content in the region."
Maya Hari, managing director of Asia Pacific at Twitter, added: "Digital video consumption is growing rapidly in Asia Pacific and estimated to grow to over a billion by 2020. Introducing over 35 live and in-stream video sponsorship deals today to APAC advertisers will strengthen the success of our only-on-Twitter experience in the region and globally, combining high quality streaming video with conversation on what's happening in the world right now."