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The NFL & Twitter Are Betting Big on Live Audio

With 26.7 million followers, the NFL has a massive Twitter audience that gives them nearly unlimited potential for reach on Sundays. And as part of a multi-year content partnership extension between the two companies, live audio through Twitter Spaces will be an even bigger part of the football fan experience now and into the future.

The NFL is now the first sports league to provide sponsored Twitter Spaces, the platform’s live audio hangout feature. There will be 20 dedicated NFL Spaces throughout the season, led by conversations during tentpole pro football events like opening week, the Super Bowl, and the NFL Draft.

“By leveraging Spaces,” Twitter general manager of sports TJ Adeshola told Boardroom, “our aspiration is to leverage this new format to bring the #NFLTwitter community closer to the game by actually allowing them to tap in to live conversations with their favorite players and NFL talent.”

Rather than having to build up a new audience on another live audio platform like Clubhouse or Spotify Greenroom, the NFL gets to harness the power of every one of its Twitter followers by making sure every single one receives a push notification whenever the league goes live.

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Fans can also expect weekly curated highlight videos during the regular season as part of this partnership, as well as an expanded set of NFL Twitter polls. Teams will be able to reach their communities through highlights, on-field coverage, and Twitter Moments, cultivating a new level of social connectivity among fans.

“Fans should be most excited to see even more of their favorite highlights in real time on Twitter,” Adeshola said. “More specifically, every touchdown highlight every week, in addition to the swaggiest dance celebrations.”