ESPN, Twitter Expand Collaboration

ESPN and Twitter Inc. are announcing a major expansion of their collaboration to post sports-related videos on the short-messaging service—part of a growing wave of tie-ups as TV networks and Twitter hunt for new advertising revenue.

ESPN, which is majority-owned by Walt Disney Co., plans to show video-highlight clips on Twitter of major sports events in the coming year, including from soccer matches leading up to the World Cup, college football and the X Games extreme-sports tournaments. People can watch the video clips on Twitter’s website and mobile apps shortly after the action happens on TV.

The sports network plans to sell ads that will run inside the video clips, and marketing sponsors will commit to buying from Twitter a minimum value of “promoted”—or paid—Twitter posts to circulate their marketing pitches.

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