Caribbean Premier League: Twitter in video sponsorship tie-up with Hero MotoCorp
New Delhi: Twitter Inc. on Monday announced a video sponsorship tie-up with two-wheeler maker Hero MotoCorp Ltd for the ongoing season of the Caribbean Premier League (CPL), in an attempt to build live sport conversations on the microblogging site.
Simply put, Hero will feature in a pre-roll ad in the video content curated to capture crucial moments of the T20 league on Twitter.
CPL is the Twenty20 cricket league played in the West Indies.
“Our live sports strategy is centered around community, conversation and video. We have built the cricket community on Twitter in the past with IPL (Indian Premier League) and associations with the ICC (International Cricket Council). The idea is to build the community first. A piece of trivia or fan engagement on Twitter during a live match could make fans smarter (by their own admission),” explained Aneesh Madani, head of sports partnerships (Asia Pacific), Twitter.
The company has had 300 such media partnerships across 20 different countries.
“These deals are an important foundation to make social content a viable business model for both the publisher and Twitter,” he added.
Twitter’s in-stream video sponsorship enables publishers to monetize video content while making it easy for advertisers to reach engaged audiences and sponsor exclusive content.
“Twitter has always been the destination for live sports conversation. Twitter’s in-stream video sponsorship will help fans watch premium sports video content from the Caribbean Premier League. We’re excited as this will ensure cricket fans on Twitter don’t miss out on magic moments of the season,” he said.
Hero, also the title sponsor of the CPL, said the partnership was in line with their commitment to sports.
“We are thrilled to be the first title sponsor of a T20 cricket league to have an in-stream video sponsorship campaign run on Twitter that brings some of the best videos from the Caribbean Premier League to cricket fans in India. Twitter is a key partner of ours and this is yet another signal of Hero’s commitment to sports,” said J. Narain, head of sports, Hero MotoCorp in an emailed statement.
“We saw Twitter as a natural ally for match videos to drive conversation and monetization,” said Jamie Stewart, commercial director, CPL.
Twitter wants to get into the business of streaming live sports. In April 2016, the company paid the National Football League of the US $10 million for the rights to stream some of the league’s Thursday Night Football games. In India, it has picked up the tender documents to acquire digital media rights for the IPL cricket tournament. The last date for buying bid documents is 24 August. The bidding process will close on 28 August and results will be announced the same day.
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