Twitter partners Sony Sports to bring cricketing action online

Micro-blogging platform Twitter has entered into a partnership with broadcaster Sony Pictures Networks India (SPN) ahead of the upcoming Indian cricket team tours to Sri Lanka and England.

As part of the deal, Twitter users in India will be able to experience cricket video content on their timeline with in-match and powerplay highlights.

“This is something that we are doing for the first time in India – bringing premium cricket in-match video clips onto the platform partnership with Sony Sports,” said Amrita Tripathi, head – global content partnerships for Twitter in India.


Globally, Twitter has similar sports partnerships with NFL, NBA, ESPN and others.

Twitter is used by fans world over to get the latest sports news, enhance their viewing experience or just stay connected to other fans of the game, turning the service into a virtual stadium.

A recent Twitter research found that 69% of all people on Twitter in India classify themselves as cricket fans, while 30% of them describe themselves as “huge fans”. Also, 51% of cricket fans on Twitter read posts about matches, players, news reports.


The findings of the research also showed that 25% of fans plan to engage with tweets during the matches, 31% of fans plan to watch videos and 25% of fans want to follow the teams on the service.

And now with the deal, cricket fans on Twitter will be able to consume video highlights and be a part of every moment of every game in real-time, including fall of wickets, four’s and six’s to Man of the Match clips, as well as audience-favourites like the best catches of the match.

These video highlights, as well as Twitter Moments, will be available for fans across various cricket formats.


“While the sports experience has changed in recent times, the roar of sports fans on Twitter is louder than ever. Conversations around cricket leagues in 2020 increased by 23% when compared to those in 2019, which in itself was a record-breaker with 27 million tweets.” Tripathi added.

Manish Aggarwal, Head – Growth and Monetisation, Digital Business, SPN, said, “We are excited to partner with Twitter and take our viewer engagement to the next level. Since it is a new and refreshing phenomenon, the viewers will now have one more platform to share/discuss and express their views on the matches.”

Publisher partnerships on Twitter provide consumers with premium content and can also be leveraged by brands with Twitter Amplify. This partnership with Sony Pictures Networks will offer brands the chance to align their ads via pre-rolls with this premium content, thus amplifying their ads when audiences on Twitter are the most leaned-in.


Sony Sports will also be tweeting out live coverage of India’s tour of Sri Lanka (starting July 18) and its series with England (starting August 4).

Through the course of this year, Twitter will bring you a range of different cricket content from partners, like the sports channels of Sony Pictures Networks India, including Twitter Spaces and behind the scenes action with the Twitter #BlueRoom for the upcoming World Cup series and India vs. Australia women’s series.

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