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Twitter has partnered with the Football Association (FA), English soccer’s governing body, to create a bot that will send followers outside the UK highlights from this season’s FA Cup via direct messaging.
Registered users will be given access to cup fixtures featuring Arsenal, Chelsea, Liverpool, Manchester City, Manchester United and Tottenham Hotspur, from the third round of the competition onwards.
Eight 30-second-long sent to users for every match, while two-minute highlights of the game will be delivered from midnight ahead of an extended 10-minute package from midday the following day.
The move is part of the FA’s bid to build awareness in more than ten overseas markets, including the US, India, Thailand, Brazil, Egypt and Nigeria, and follows a six-year overseas broadcast deal in more than 150 territories.
“The partnership with Twitter is vital to ensure the competition remains at the forefront of fan engagement and ensures that fans across the world have live access to some of the biggest fixtures, regardless of their daily schedule or location,” said Georgina Lewis, the FA’s head of marketing.
“This approach fits within our overriding strategy to be innovative in delivering experiences in line with how modern fans are consuming sports media and want to engage with the competition in the future.”
As part of a new approach to in-game highlights distribution, users will receive a notification within minutes of the action taking place.
The project will be supported by broadcast production partner Input Media and content media agency, Social Chain, to edit and deliver highlight clips, while the number of teams and international markets included in the service is expected to increase next season.
“The Football Association has always been incredibly innovative in their use of the platform, so it felt like a natural fit to partner with them to give fans unprecedented access to one of the most prestigious knockout competitions in global football,” added Bruna Zanin-Juresic, a sports partnership consultant for Twitter.
Clips of the biggest in-game moments and highlights packages, such as Goal of the Round, will also be promoted via the ‘Emirates FA Cup’ Twitter feed.
Twitter has partnered with the Football Association (FA), English soccer’s governing body, to create a bot that will send followers outside the UK highlights from this season’s FA Cup via direct messaging.
Registered users will be given access to cup fixtures featuring Arsenal, Chelsea, Liverpool, Manchester City, Manchester United and Tottenham Hotspur, from the third round of the competition onwards.
Eight 30-second-long sent to users for every match, while two-minute highlights of the game will be delivered from midnight ahead of an extended 10-minute package from midday the following day.
The move is part of the FA’s bid to build awareness in more than ten overseas markets, including the US, India, Thailand, Brazil, Egypt and Nigeria, and follows a six-year overseas broadcast deal in more than 150 territories.
“The partnership with Twitter is vital to ensure the competition remains at the forefront of fan engagement and ensures that fans across the world have live access to some of the biggest fixtures, regardless of their daily schedule or location,” said Georgina Lewis, the FA’s head of marketing.
“This approach fits within our overriding strategy to be innovative in delivering experiences in line with how modern fans are consuming sports media and want to engage with the competition in the future.”
As part of a new approach to in-game highlights distribution, users will receive a notification within minutes of the action taking place.
The project will be supported by broadcast production partner Input Media and content media agency, Social Chain, to edit and deliver highlight clips, while the number of teams and international markets included in the service is expected to increase next season.
“The Football Association has always been incredibly innovative in their use of the platform, so it felt like a natural fit to partner with them to give fans unprecedented access to one of the most prestigious knockout competitions in global football,” added Bruna Zanin-Juresic, a sports partnership consultant for Twitter.
Clips of the biggest in-game moments and highlights packages, such as Goal of the Round, will also be promoted via the ‘Emirates FA Cup’ Twitter feed.
