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Twitter strikes deal with Sky Sports to show real-time Premier League action

Sky Sports

Twitter has made a huge leap in its recent foray into sports broadcasting with the announcement that it has partnered with Sky Sports to provide real-time video clips of live Premier League action.

Commencing with the start of the upcoming 2016/17 season, the deal will allow football fans in the UK and Ireland to see a selection of key goals and moments from every Premier League game broadcast during the season as well as enjoy post-match analysis via the Sky Football Twitter account.

As part of Twitter’s continuous efforts to strengthen its advertising revenue it will also make the clips available through Twitter Amplify, its programme which unites broadcasters and advertisers to create branded video content which is then promoted directly into people’s timelines.

David Gibbs, digital director at Sky Sports and Sky News said: “We’re delighted to be working with Twitter to bring in-game clips to football fans across the UK & Ireland as part of our biggest ever season of football. With more than 30 million users across a variety of platforms, Sky Sports is already the number one digital destination for sports in the UK. By expanding our partnership with Twitter, we can bring even more great action to an even bigger audience.”

Theo Luke, head of Twitter Amplify, added: “We can’t think of a better way to continue the momentous summer of sport on Twitter than live Premier League video clips. Sky Sports are incredibly innovative on Twitter so it seemed like a natural fit to work with them to bring fans the most sought after action in sport, in an instant.”

Having high quality footage of key moments in the action available via Twitter could also help the Premier league combat the ongoing issue of fans capturing and sharing their own videos of the action through social media.

As part of its effort to grow its user base through a focusing on sports broadcasting, Twitter recently announced partnerships with the NHL and MLB to live-stream weekly out-of-market games alongside nightly sports highlight shows which it will produce.

The social media giant will hope that such moves will help turn around its poor revenue figures which saw its share price fall by as much 10 per cent.