Twitter signed a multiyear strategic partnership agreement with the National Football League (NFL) to deliver official videos and other types of contents to fans every day.

Twitter and NFL have been partners since 2013. Under the Twitter Amplify program, brands will have the opportunity to present NFL contents, which are created specifically for microblogging company’s platform, mobile devices, and PCs.

Twitter Inc (TWTR) Signs Multiyear Strategic Partnership With NFL

Twitter users will have more access to official NFL content

Under the partnership, Twitter users will have more access to official NFL content including in-game highlights from preseason to the Super Bowl 50.

Twitter users will also have access to unique programming such as breaking news and analysis, best plays, custom game recaps fun infographics, behind-the-scenes content, and relevant archival videos.

Additionally, Twitter and NFL will continue to work together to discover new features and to expand access to NFL content for millions of football fans.

Data from Nielsen showed that NFL is popular across the media landscape. The 2014 NFL regular season has 202.3 million viewers, which account 80% of the total television homes and 68% of potential viewers in the United States.

NFL games ranked 20th and 50th most-watched TV among all the programs last fall. Last year, 29 million viewers watched five NFL game telecasts.

Executive comments

In a statement, Vishal Shah, vice president of Media Strategy & Business Development at NFL said, “We are very excited to partner with Twitter on a more comprehensive way. Providing the Twitter audience with engaging and authentic NFL content will magnify their social experience throughout the year.”

On the other hand, Glenn Brown, head of Content Partnership and Amplify at Twitter said the company’s users and brands will now get more NFL video and news faster than ever before. He added, “Over the past two years, NFL content on Twitter has seen best-in-class user engagement rates, and the expanded partnership will bolster fan experience on the platform.”

Twitter insider trading

The shares of Twitter are trading higher today. The senior executives of the microblogging company are showing confidence in its future by acquiring more shares. Jack Dorsey, co-founder and interim CEO purchased 31,000 shares. He tweeted, “Investing in Twitter’s future.”

Twitter board members Peter Currie and Peter Fenton acquired shares worth $250,000 and $200,000, respectively. Twitter CFO Anthony Noto also bought shares with a roughly similar amount.

The stock price of Twitter increased more than 4% to $28.16 per share at the time of this writing around 11:47 AM in New York.