Disney partners with Twitter on new live content and advertising sharing deal
It was announced on Monday that The Walt Disney Company has entered an agreement to build content and advertising opportunities for Twitter. ESPN, naturally, is a major part of the deal.
“Bringing together the best brands in sports, news, and entertainment is something only The Walt Disney Company can deliver,” said Justin Connolly, EVP, affiliate sales and marketing, Disney and ESPN Media Networks, in the official release. “Through this new agreement, participants from across the company will have the opportunity to create experiences unique to Twitter that will extend their brands in meaningful ways. This includes compelling live content across our entire portfolio that can reach and appeal to all types of audiences at scale on their platform.”
Added Travis Howe, SVP, platform ad sales strategy and global operations, ESPN, “Now more than ever, social platforms are putting a major focus on and investment in sports-related content. It is the new primary vehicle driving digital experiences to grow and engage audiences. The insights to be gained will be invaluable as we continue to serve the right content and the right ads to the right people. We look forward to announcing specific shows in development with Twitter this week at our respective NewFront presentations.”
In addition to sports, the full Disney portfolio will be a part of this content plan with Twitter. ABC, Disney Channel, Walt Disney Studios Motion Pictures, even Marvel will see an increase in exclusive content for the social-media platform.
“To innovate at this scale with The Walt Disney Company is a huge step forward in expanding the depth and breadth of video content we offer to leaned-in, engaged consumers on Twitter,” said Twitter Global VP, revenue and content partnerships, Matthew Derella. “The Twitter sports community is the digital roar of the crowd, so there is no better place to start than with ESPN to deliver credible, premium content to enrich that conversation.”