24 July 2012
Twitter will act as a narrator of sorts for the Olympics with a hub dedicated to covering the event in partnership with NBC, according to a report. Under the deal, which is expected to be announced Monday, Twitter will act as a curator for “millions of Twitter messages from Olympic athletes, their families, fans and NBC television personalities” which will be showcased on a single page on Twitter.com. NBC, which is airing the event, will direct viewers to the page “with on-air promotions and links to athlete interviews or video clips.” No money is changing hands in the deal, according to the report. Twitter sees the Games a chance to prove itself to A-list advertisers and has been courting companies to buy ads on Twitter to spread their ad messages. The deal between Twitter and NBC had been expected and the TV network announced a similar deal with Facebook earlier this month in which NBC will use Facebook data to inform viewers about which athletes and topics are garnering the most social media discussion. For its part, Twitter also inked a similar agreement with ESPN in May to create custom ad programs around major sporting events.