ITV, Twitter sign multi-year content deal covering Qatar 2022 and FA Cup

Throughout the competitions, Twitter will provide real-time highlights and clips from ITV's coverage.

ITV has announced a new multi-year UK content partnership with Twitter to optimise the commercial broadcaster’s output to the social media platform while also developing new tailor-made content activations.

The collaboration will bring to Twitter over 1,200 real-time highlight clips from one of Europe’s largest content providers. The agreement also includes ITV’s entertainment content and the broadcaster’s sports coverage, such as the Qatar 2022 World Cup, which will be expanded on Twitter. Along with this, ITV said the Twitter deal will cover FA Cup content as well over the next two years.

Throughout the competitions, Twitter will provide real-time highlights and clips from ITV’s coverage.

Sponsors will be able to utilize and leverage ITV’s comprehensive content offering while utilising Twitter’s targeting tools via Twitter Amplify, which permits advertisers to coincide their ads with premium video content.

Furthermore, over the course of the alliance, the Twitter Next team will create a variety of activations across ITV’s schedule.

Theo Luke, Senior Director, Global Content Partnerships at Twitter, said, “Both Twitter and ITV are at the heart of so many conversations across the UK, so being able to bring the biggest cultural and sporting moments to users on an even greater scale is incredibly exciting.

“Since the start of our partnership with ITV back in 2018, we’ve been incredibly impressed by the creativity of their editorial unit alongside the commercial aptitude and collaboration of their sales teams. Through Twitter Amplify and the addition of Twitter Next activations to this partnership, advertisers will have even more opportunities to engage with the very best of ITV’s programming in even more impactful ways.”

Pathman Ruthirapathy, ITV’s Digital Partnerships Controller, commented, “We’re really excited about continuing ITV’s long-standing partnership with Twitter. The Twitter Amplify product will be available on some of the nation’s most loved and talked about shows including the Fifa World Cup, Love Island and I’m A Celeb.

“Over the years Twitter has been a powerful tool in driving conversations and engaging fans around some of our favourite TV moments. This is a fantastic opportunity for advertisers to reach new audiences and extend their relationship with ITV’s content.”

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