Twitter will broadcast 10 NFL matches for free after reaching an agreement to show Thursday night games online.
The social networking site beat a number of companies to win the rights, including Yahoo and Amazon. Facebook was also in the running until dropping out of the bidding last week.
It is a significant announcement and was enough for the NFL Commissioner, Roger Goodall, to post his first tweet for 18 months.
The matches, as well as in-game highlights and analysis before the games, will be available via the site’s live streaming app, Periscope.
The news went down well among Twitter users, with a nod to the fact that the deal seems to have been made primarily with fans – and Twitter – as the winners.
NFL Commissioner Roger Goodell added: “Twitter is where live events unfold and is the right partner for the NFL as we take the latest step in serving fans around the world live NFL football.
“There is a massive amount of NFL-related conversation happening on Twitter during our games and tapping into that audience, in addition to our viewers on broadcast and cable, will ensure Thursday Night Football is seen on an unprecedented number of platforms this season.”
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