Dozens of media companies set 2023 content deals with Twitter
Sara Fischer
Twitter is planning to run content sponsorship deals with more than three dozen news outlets, media companies and sports leagues in the first half of this year, according to a schedule of events shared with ad partners and seen by Axios.
Why it matters: Elon Musk's leadership style has caused many advertisers to flee, but media companies, newsrooms and sports leagues are reaping too much revenue and marketing advantage to quit the platform.
Details: This year, almost all of the major sports leagues, including the NFL, NBA, NHL, MLB, NASCAR, PGA Tour and more, plan to run content deals on Twitter around regular season games and tentpole events, like March Madness, NBA Playoffs and the Super Bowl, according to the schedule seen by Axios.
Sports publishers like CBS Sports, Turner Sports, ESPN, FOX, Univision and Telemundo are also slated to take part in deals around key sports events, per the document.
News outlets such as the Wall Street Journal, NBCU, Reuters, Axios, Bloomberg, Forbes, Conde Nast and USA Today are also slated to participate in various Twitter content deals around tentpole moments such as the World Economic Forum at Davos, CES and Pride Week.
Entertainment and TV companies such as NBCU, Paramount and Disney are all slated to run content aligned with various award shows, concerts and prime-time TV hits, like "The Bachelor" on Disney's ABC, "RuPaul’s Drag Race" on Paramount's MTV and "The Masked Singer" on FOX.
How it works: Over the past few years, media companies and sports leagues have brokered multiyear deals with Twitter — typically between one to three years — through a selective program called Twitter Amplify.
The program pairs advertisers with timely videos from premium publishers, and publishers split a percentage of ad revenue made from their videos with Twitter.
Some content partners, like NBCU, sell ads directly to brands that want to sponsor their videos and share a portion of that ad revenue with Twitter. Others, like the NFL, rely on Twitter to sell the ads across their video content.
Most of these media partnerships are multiyear deals and were brokered before Musk took over Twitter. Some deals, like the NFL's partnership with Twitter, are worth seven figures if they run for their full term, according to two sources familiar with the agreements.….
https://www.axios.com/2023/01/17/twitter-media-sports-content-deals
https://twitter.com/elonmusk/status/1615406697849442304?s=20&t=pEONFEfrHcEsfFBGMPmqxQ