Twitter signs multi-year deal with NFL

The National Football League said it signed a multi-year partnership with microblogging site Twitter Inc to deliver video and other content to NFL fans on a daily basis. That differs from prior deals, where Twitter and its partners sold the content together.

Per the NFL, the content will consist of breaking news and analysis, game highlights, “custom” game recaps, infographics, behind-the-scenes footage and archival video.

Twitter is also is the middle of looking for a new CEO.

The NFL has made a concerted effort over the last year to boost its digital strategy, signing content deals with Facebook, YouTube and Snapchat to make official in-game video clips and fan-generated content more widely available online. The NFL and Twitter had previously operated on two consecutive one-year contracts; this new agreement broadens and expands the existing sharing agreement between the two. Ads featuring NFL content will be targeted using similar analytical tools.

The NFL and Twitter had already been partners since 2013.

The NFL regular season will kick-off on September 10 when the defending champions New England Patriots take on the Pittsburgh Steelers. Like NFL games.

According to Nielsen, the NFL last season reached more than 202 million consumers, accounting for 80 percent of U.S. homes with televisions and 68 percent of potential viewers across platforms.

Additionally on Monday, a Form 4 filing showed that interim Twitter CEO Jack Dorsey purchased about 31,600 shares at around $27.67 per share.

For the rest of you: The NFL thinks Twitter is a good place to distribute some of the media world’s most in-demand content. So whenever Twitter figures out who’s going to run the company, deals like this could help them succeed.

Glenn Brown, the Twitter sales exec in charge of the company’s deals with content companies, won’t comment directly on its Project Lightning plans. Twitter CFO Anthony Noto also bought shares with a roughly similar amount.