Twitter and NBA Partner On In-Game Replays #NBARapidReplay

Posted May 18, 2013

Twitter and the National Basketball Association have partnered with each as part of a plan for Twitter to expand beyond 140-character status updates.  NBA Digital, a joint venture between the NBA and TBS, is going to post game highlights on Twitter during the playoffs using the hashtag #NBARapidReplay, according to Twitter president of global revenue Adam Bain.  Short advertisements will appear side-by-side with the clips too.

Content from the NBA is being added to Twitter as the micro-blogging company is aiming for a 2014 revenue goal of $1 billion.  Twitter CEO Dick Costolo threw water on a hot rumor that the company plans to go public soon.  Twitter also recently partnered with ESPN to show highlights from football games, soccer matches, and other games.

?People on Twitter are talking about what they?re watching on TV,? said Bain in an interview with Bloomberg. ?This is a great way to bring great content onto the platform and have marketers support it.?  Some of the basketball replays will appear side-by-side with ads for Sony Pictures Entertainment, Taco Bell, and Sprint.

The NBA has over 7 million Twitter followers and estimates that there are around 120 million fans of players and teams on the website.  The goal is to increase the conversations between these users, added NBA Digital SVP and general manager Christina Miller.  Twitter and NBA Digital are relying on technology that was built by SnappyTV.  Based in San Francisco, SnappTV offers tools to create online clips of video broadcasts.

Twitter has similar deals with other networks.  Twitter works with Viacom to post comedy clips from Comedy Central and weather forecasts from Weather Channel LLC.  Twitter also posts college basketball clips that are provided by TBS.

[Image Credit: Bleacher Report]