In what Twitter is calling its "largest video distribution and ad deal to date with Univision and Fox Sports, the two broadcasters are both delivering short clips to the social network" from the Copa America Centenario," according to Mike Shields of the WALL STREET JOURNAL. Twitter said that the video highlights, which are being posted to Twitter during games in real time, carry "six-second pre-roll ads from seven different global advertisers." Fox Sports Digital VP/Sales Integration Nick Freeman said that the net was able to bring in more revenue from this deal -- "even though it is sharing revenue with Twitter -- than it would selling a single digital sponsorship for the Copa America on its own, given that Twitter has access to a broad set of global advertisers." Twitter Dir of Content Sponsorships & Twitter Amplify Mike Park said that the social-media platform "will bring in more ad revenue from this Copa America deal than it did through Twitter Amplify during the men’s World Cup two years ago." Park: "This model, in terms of highlights and ads, is becoming the bedrock of future video buys" (WSJ.com, 6/6).
DATA DIVE: Vice Sports has partnered with data outfit Sportradar to create its Live Sports Centre for the Copa America and Euro '16 tournaments. The Live Sports Centre is a second-screen digital product that combines live scores, match commentary, predictive content, social media and other content. The creation of the product extends a recent run of new business for Sportradar, which also recently picked a multiyear contract with the AP, and adds to recent activity for Vice Sports that includes a wide-ranging partnership with ESPN (Eric Fisher, Staff Writer).
