Twitter has partnered with Seven West Media to stream highlights and live video of the Australian Open tennis tournament, which begins next Monday.
The partnership builds on Seven's 'total video' mantra of providing sports fans with access to content across multiple devices, which helped the network broaden its audience of the Rio 2016 Olympic Games.
Seven's Twitter coverage, which can be found by searching #AusOpen or through @7Tennis, will feature short pre-roll spots from sponsors, including ANZ, Kia, Campari, Gold Coast Organising Committee, This Australian Life and William Hill.
Some companies, such as vitamins and supplements company Blackmores, are working with Seven West Media to produce a series of "bespoke conversational videos".
“Twitter is where sports lovers come to witness and relive their favourite moments, and there’s nothing more iconic than the Australian Open. By working with Seven, we can bring them more reach and revenue for the best moments from their premium coverage of one of the biggest tournaments in sport," Twitter head of sports content partnerships Laura Froelich says.
Twitter has been making big moves in the sports streaming space, showing live streams of the Melbourne Cup and the NFL last year. Most recently, it secured rights to broadcast live coverage of the 2016 PGA Tour.
“At Seven we believe that TV now stands for total video and Twitter is an essential platform of our 7everywhere product and strategy," Seven West Media chief digital officer Clive Dickens says.
"Consumers can experience our exclusive live sports content on their device and platform of choice and our partners and sponsors messages follow our premium content everywhere."
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