From its @ITVFootball account, ITV will share more than 150 clips over the course of the tournament via Twitter Amplify, which gives brands the opportunity to publish real-time in-tweet video clips that are accompanied by pre-roll or post-roll advertisements.
For the second year running, Wimbledon will also be tweeting out live video clips, with a focus on the iconic non-matchplay moments not picked up on TV during the upcoming tennis tournament.
The clips, sponsored by Stella Artois, include ground staff mowing the courts, the trophy engraver adding the winners names and the finalists’ iconic walk from the clubhouse onto centre court.
Speaking to Marketing Week, Twitter’s head of Amplify for EMEA Theo Luke said the latest moves around Euro 2016 and Wimbledon show innovation.
“It’s going to be a huge summer of sport and we’re delighted that fans will be able to get closer to the action through Twitter,” said Luke. “Both brands (Budweiser & Stella Artois) and partners (ITV & The All England Club) are incredibly innovative on Twitter, so it seemed like a natural fit to work with them to bring amazing video content to fans. It continues to show Twitter’s live sports pedigree.”
Last month, Twitter signed up both bet365 and EE to sponsor football highlights for its Amplify ad service
And today (7 June), Twitter claimed that new research, compiled by ResearchNow, shows that twice as many Brits now think Twitter is better for real-time football updates than other platforms.
The research also claims that it is “projected that there will be a threefold increase in followers of relevant brand accounts” on Twitter as a result of Euro 2016.