Twitter has agreed a partnership with Uninterrupted, the multimedia site owned by National Basketball Association (NBA) star, LeBron James.
The deal, which started during Thursday night’s NBA finals game one, sees Twitter air a Crown Royal Canadian Whisky-sponsored halftime show for games one to three of the championship series between James’ Cleveland Cavaliers and Golden State Warriors.
‘Halftime is Uninterrupted’ is available to Twitter users worldwide, and includes commentary from pro athletes and influences during each of the three shows, highlighting top NBA Finals tweets and interviews from NBA Twitter personalities.
The show features Milwaukee Bucks guard Eric Bledsoe, Los Angeles Clippers guard Austin Rivers, podcast personality Big Wos and Van Lathan, with San Antonio Spurs forward Rudy Gay presenting for game one and two.
Devin Johnson, president and chief operating office at Uninterrupted, told Dime Magazine that he sees the show providing an “irreverent perspective on the game, through the lens of those that play and create the culture around basketball.”
“We’re thrilled to partner with Uninterrupted to bring live stream content to Twitter,” said TJ Adeshola, head of US sports league partnerships at Twitter. “Uninterrupted will deliver authentic storytelling directly from influencers to drive #NBATwitter conversation during halftime of the Finals.”
The Warriors needed overtime to beat the Cavs on Thursday night, eventually prevailing 124-114.