Seven renews Twitter content partnership for new AFL season
Seven, the Australian commercial broadcaster, has renewed its content partnership deal with Twitter, the social network giant, for the 2019 season of Australian Rules football’s Australian Football League.
As part of the deal, Armchair Experts, 7AFL’s social show on Twitter, will return for a second season and will feature a pre-show, a half-time show, and a post-match review show. For the first time, the show will be available to watch on demand on 7Plus and via the 7Sport app.
The show drew an audience of over 1.5 million last season, helping Seven to secure its first major sponsor for the show this year in a deal with PointsBet, the online bookmaker.
PointsBet will have the opportunity to integrate within the show, including creating bespoke segments, product placement or filming off-site at a client activation site. The bookmaker can also insert pre-roll ads before the live show on Twitter, and integrated segments will also be available for other campaigns on the platform.
James Bayes, the Seven digital sales director, said: “Armchair Experts provides our partners a great new way to reach a very passionate AFL audience more directly than previously possible. We’re committed to ongoing innovation in the way we connect brands to audiences through Australia’s largest sport. The 2019 AFL Premiership Season is shaping up to be bigger than ever and we’re thrilled to bring it to audiences in new ways across platforms.”
Angus Keene, head of revenue partnerships, Twitter Australia said: “The partnership with Seven gives our advertisers another opportunity to reach a passionate AFL audience when they’re most receptive during games. Importantly, it also provides Seven with another channel to monetise their AFL content, increase its reach and innovate with new formats like Armchair Experts.”
Armchair Experts will be streamed via the 7AFL Twitter account throughout the 2019 AFL season, which begins on Thursday when Carlton take on Richmond.
Last week, the AFL extended its sponsorship agreement with Toyota, the Japanese automotive giant, in a deal worth A$18.5 million ($13.1 million) a year, reported to be the most valuable sports sponsorship ever in Australian sport.
The new contract, which runs until 2023, moves the AFL ahead of Tennis Australia as the sports body that earns the most from sponsorship, The Australian has reported, replacing the previous deal which was worth A$16 million a year.