Twitter Announce Advertising & Live-Content Partnership With Disney’s ESPN

Twitter shares are flying after the social-media company announced an advertising and live-content partnership with Disney's ESPN.

The partnership would put some of Disney's sports content on the Twitter platform. The specifics of the advertising revenue arrangement are not yet clear. Twitter and ESPN will roll out which specific live sports shows will be aired on the platform over the next couple of days.

"To innovate at this scale with The Walt Disney Company is a huge step forward in expanding the depth and breadth of video content we offer to leaned in, engaged consumers on Twitter"
Matthew Derella, VP of Revenue and Content Partnerships, Twitter

Derella added that "The Twitter sports community is the digital roar of the crowd, so there is no better place to start than with ESPN to deliver credible, premium content to enrich that conversation."

The move is part of a broader strategy for social media companies, including Twitter, to cash in on sports content. Twitter and Major League Baseball recently announced a partnership in which Twitter will stream some MLB games. 

Other participating Disney companies include ABC, Disney Channel, Freeform, Marvel, Radio Disney, Disney Digital Network and Walt Disney Studios Motion Pictures. - Until January of this year, Twitter CEO Jack Dorsey sat on the Walt Disney Company’s board before leaving due to potential conflicts of interest. Facebook COO Sheryl Sandberg also left the board at the same time.

Disney announced its own streaming service would arrive in 2019, creating an issue for both Twitter and Facebook which have been labelled both as media companies in addition to technology giants.