ITV, the UK commercial broadcaster, has extended its content partnership with social media giant Twitter.

Through a two-year renewal, ITV will provide content from its sports programming on the platform.

With rights to international soccer’s showpiece FIFA World Cup this year, the broadcaster will share real-time highlights during matches and clips from its coverage throughout the tournament.

Additional sports content will include English soccer’s FA Cup knockout competition and the Rugby World Cup.

Through Twitter Amplify, which allows advertisers to align their ads with premium video content, sponsors will be able to “harness and leverage ITV’s extensive content offering whilst utilizing Twitter’s targeting tools”.

Over the course of the partnership, the Twitter Next team (the company’s brand strategy arm) will produce a selection of activations across ITV’s schedule. 

The extended agreement between ITV and Twitter builds on a partnership that began in 2018.

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

“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.”

Pathman Ruthirapathy, digital partnerships controller at ITV, added: "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."