NFL Twitter - PartillaTwitter’s turmoil in the boardroom and slowing user growth have grabbed the headlines as of late, but the news is not all discouraging. The National Football League just announced that it is renewing the deal with Twitter it first signed two years ago. The two-year agreement ensures that Twitter will play host to official NFL content custom-produced for the platform. Users of this social media will now be exposed to more NFL-themed content.

The social media behemoth has been angling to become a major player in the live events. Analysts have revealed that Twitter has been developing a product that will work to curate and organize tweets about live events such as sports games, concerts, and more. Executive are hopeful that his product, which they are calling Project Lightning, will attract people to the platform without actually forcing them to have an account. Other companies in the space such as SnapChat have already begun to see a lot of success regarding live events.

The deal inked in 2013 allowed official NFL content and highlights to be displayed on Twitter. The two parties divide the generated revenue from the ads that are shown at the beginning of the video clips. NFL fans on twitter will also have access to exclusive content such as expert analysis, behind the scenes videos, game recaps, infographics, breaking news, and more. Peter Kafka from Re/code points out that the significance of this deal lies in the fact it is the first time Twitter has reached a multi-year deal with a large media company.

A recent report from Nielsen reports that the National Football League reached upwards of 200 million unique viewers during their 2014 regular season. That’s an impressive number as this accounts for more than two-thirds of all viewers in the United States. Furthermore, this data deals only with the regular season and does not include the sport’s most-watched event, the Superbowl.

John Partilla is the CEO of Screenvision, and he’s a veteran of the marketing industry with nearly three decades of experience in a variety of roles.  Please read “John Partilla Named Screenvision CEO,”  “John Partilla: Screenvision Names Exec CEO – Variety,” “Screenvision Taps John Partilla To Be CEO As It Seeks To Rebuild” and his  Screenvision profile to learn more. Also, check out his CrunchbaseTwitter, and LinkedIn.