The apparel brand has made the live coverage available globally to Twitter’s logged-in and logged-out audiences, through its dedicated @FNS Twitter handle, and on computers, mobile, and connected TVs. Like similar deals worked out for Twitter’s other livestreamed programming, a Twitter timeline for viewers to watch, Tweet and view commentary about high school football’s top teams.
The first of these eight football games has launched on Friday, September 7 between top Georgia-based football teams Cedar Grove and McEachern.
Andrew Barge,Twitter’s head of sports broadcast partnerships, said via a statement from Adidas: “High school football fans view Twitter as an indispensable tool to follow what's happening – whether it’s the national recruiting stage or their local communities, every Friday night, we see players, teams, coaches, alumni and fans embrace this passionate culture.
“We're thrilled to partner with Adidas and Intersport to help fulfill this massive and untapped opportunity. Both have established credibility as creators in the high school sports arena, and with Twitter's engaged audience, we're excited to deliver eight live games that celebrate the unique, community-based passion for high school football on a national level."
Kelly Olmstead, vice president of brand activation for Adidas, said: “We’re excited to be the first brand to live stream high school football games on Twitter and revolutionize the way fans can experience the game.”
Added said Jeff McGillis, VP of US Sports for Adidas: “Combining the passion and excitement of high school football with a premium live video experience from Twitter exemplifies how Adidas is the brand that truly fuses sports and culture. Friday Night Stripes provides a unique digital stage for the next generation of football players to showcase their skills and an opportunity for Adidas to build and share football culture across the globe.”
The partnership comes off the heels of Twitter’s Live Brand Studio service that was announced during the company’s Newfront event this past April. Twitter’s full-service team works with brands to determine the best content to showcase, develop a media plan that targets the right audience, provide dedicated technical support, tools to share show clips, real-time analytics, and more.