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Twitter partners with Australian Open as it strengthens its commitment to live sports streams

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By Tony Connelly | Sports Marketing Reporter

January 13, 2017 | 3 min read

Twitter has further expanded its sports broadcasting portfolio through a partnership with Seven West Media to live stream video and highlights from the Australian Open Tennis Championships 2017.

The deal will see Seven West Media, the domestic broadcaster of the Australian Open Tennis, deliver video highlights and live footage from the Grand Slam in Melbourne via Twitter.

Through Twitter’s Amplify platform tweets from Seven West Media will be able to monetise the content through pre-video advertising for sponsors including William Hill, ANZ, Campari and KIA.

Australian Open

Australian Open

Blackmores, a content sponsor for this year’s Australian Open, will also work with Seven to create and tweet a range of ‘Conversational Video Ads’.

Laura Froelich, Twitter’s head of sports content partnerships, said: “Twitter is where sports lovers come to witness and relive their favourite moments, and there’s nothing more iconic than the Australian Open. By working with Seven, we can bring them more reach and revenue for the best moments from their premium coverage of one of the biggest tournaments in sport.”

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This deal surrounding this year’s tournament, which commences on 16 January, marks the first time that Twitter has streamed live coverage of a major sporting event outside the US and builds on the social media platform’s earlier deals live streaming deals with the likes of the NFL.

In addition to football and tennis, Twitter also recently partnered with the PGA Tour in a deal that will see it stream more than 31 tournaments free of charge.

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