At the upcoming 2018 FIFA World Cup this June, Astro Malaysia will utilise Twitter’s In-Stream Sponsorship to monetise its video content while enabling advertisers to reach out to engaged audiences and sponsor exclusive content. (Photo credit: iStock by Getty Images)

Engaging sports fans in APAC via Twitter

Nine new partnerships will feature new In-Stream Video programming on Twitter

In addition to live original programming, live games, highlights and events on its platform, social network giant Twitter has announced nine new video sports collaborations in Asia-Pacific.

Under this partnership, sports media companies — Asian Tour, Astro Malaysia, BallBall, Eleven Sports, Fox Sports Asia, International Table Tennis Federation, NetTV, SportsFix TV, and TV One — will utilise Twitter’s In-Stream Sponsorship to enable these publishing partners to monetise their video content while enabling advertisers to reach out and engage audiences with sponsor exclusive content.

Aneesh Madani, head of sports partnership for Asia-Pacific, Twitter, commented: “Digital video consumption in Asia-Pacific is growing rapidly. Introducing these in-stream video sponsorship deals for sports to advertisers in Asia-Pacific will strengthen the success of our partners in the region, and give fans an easy way to keep up with the sports they care about most.”

As one of Twitter’s new partners, Astro Malaysia will provide fans with access to clips and content from various sports tournaments such as the English Premier League, Formula 1, MotoGP, and the upcoming FIFA World Cup.
CK Lee, head of sports business, Astro, told APB: “We understand that sports fans are engaged on social conversations across various social media platforms on their mobile while watching a live football match on TV. As more and more sports fans are having conversations and engagement on social media, Astro wants to be in the centre of it.

“Twitter has the right touch points to help us connect with sports fans, as well as amplify our live coverage, latest news, scores and results on the World Cup.

The partnership, Lee added, will see both Astro and Twitter lending their respective strengths — live sports content and social networking service — to create content and fans engagement. “Besides engaging sports fans, the partnership will also open up more opportunities for brands that want to be connected with sports fans,” he concluded.

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