Before its IPO, Twitter today announced a new advertising partnership with the NFL, who will feature football video highlights and replays on Twitter streams.
The deal is part of Twitter’s Amplify program, which debuted last May as a way for TV content owners to push programming with short ads onto Twitter feeds. Programmers and Twitter sell ads for the content and share revenue.
AllThingsD reports that the NFL will only send out in-game replays during the Thursday night game, which is broadcast on NFL Network. For all other games, which Fox, NBC and ESPN have the rights to, replays will be available after the game is over.
In addition to replays and highlights, the NFL will push out content like news, analysis and fantasy football advice to Twitter streams as part of this deal.
Twitter, which filed for an IPO earlier this month, has inked several Amplify partnerships as of late, including one with CBS. The latest deal could help increase revenue as the social media giant nears its IPO.