Adidas to live-stream high school American football on Twitter
Adidas, the German sportswear giant, has announced it will live-stream eight US high school American football games on Twitter over the next three months.
The Friday Night Stripes programme will offer matches from 7 September to 9 November featuring nationally-ranked teams from California, Nevada, Indiana, Georgia and Florida.
It will be the first time that high school American football games have been live-streamed to a mass audience, with the action available globally, including in USA and Canada, via the @adidasFballUS account.
The coverage will be produced by Intersport and feature professional commentators.
Kelly Olmstead, Adidas' vice-president of brand activation, said: “From grassroots to the NFL, adidas is ever-present in football culture and being digital first is everything when it comes to connecting with our consumer. We’re excited to be the first brand to live stream high school football games on Twitter and revolutionise the way fans can experience the game.”
Andrew Barge, head of sports broadcast partnerships at Twitter, added: “High school football fans view Twitter as an indispensable tool to follow what’s happening - whether it’s the national recruiting stage or their local communities, every Friday night, we see players, teams, coaches, alumni, and fans embrace this passionate culture. We’re thrilled to partner with adidas and Intersport to help fulfill this massive and untapped opportunity. Both have established credibility as creators in the high school sports arena, and with Twitter’s engaged audience, we’re excited to deliver eight live games that celebrate the unique, community-based passion for high school football on a national level.”