Deal also includes non-sport content

ITV Football

ITV and Twitter have agreed a two-year content partnership to bring the broadcaster’s programmes to the platform.

This includes a host of sport content, such as the FA Cup, Rugby World Cup, and the Qatar 2022 FIFA World Cup. As well as building up to Qatar 2022, there will also be real-time highlights during matches and clips from ITV’s coverage throughout the tournament.

This comes as Twitter looks to market itself of the football viewing experience. It recently revealed a promotional video starring well-known commentator Clive Tyldesley to this effect.

Sponsors will be able to use this content while taking advantage of Twitter’s targeting tools on Twitter Amplify, alongside a series of activations from the Twitter team. These will also include non-sport content, such as Love Island and I’m a Celebrity… Get Me Out of Here!.

Theo Luke, senior director of global content partnerships at Twitter, 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.

“Since the start of our partnership with ITV back in 2018, we’ve been incredibly impressed by the creativity of their editorial unit alongside the commercial aptitude and collaboration of their sales teams. 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, Love Island and I’m A Celeb.

“Over the years Twitter has been a powerful tool in driving conversations and engaging fans around some of our favourite TV moments. This is a fantastic opportunity for advertisers to reach new audiences and extend their relationship with ITV’s content.”