Involving NFL fans in the action as it happens plays to Twitter's strengths and creates new opportunities for sports organisations, sponsors and advertisers to reach millennials

Last night Twitter live streamed a NFL game for the first time. Receiving an overwhelmingly positive reception, it was a rare glimmer of bright news for the microblogging site in what’s been a pretty gloomy business atmosphere of late for Jack Dorsey and co. It was one of ten matches it will show this season for the relatively cheap price of $10 million. Twitter bagged the deal at such a rate partly because savvy NFL executives bought into the potential of what a partnership might mean for exposure, fan engagement and brand building. The league can test

the mood and appetite for this kind of event from spectators and sponsors while Twitter can try to build a new revenue stream and pull in much needed users. As an avid Twitter user, big NFL follower and someone who specialises in content, last night’s experiment was a wonderful collision of interests. Second screen to first down Twitter is commonly referred to as a ‘second screen’ experience in the context of sport viewing. In other words, you watch the main event on your television (first screen) and flick to the phone or tablet in your hand (second screen) to comment and… read more »