NLL to live-stream games on Twitter
The National Lacrosse League (NLL) is hoping to broaden its audience by signing an exclusive live-streaming agreement with Twitter Inc. that lets the social media platform’s users watch games for free.
As part of the two-year deal, Twitter will broadcast the NLL Game of the Week, playoff and Champion’s Cup games as well as highlights. The livestreams will be available in Canada and the United States, even if the viewer is not signed into an account.
“The future of the sports viewing experience is digital, and this partnership will not only elevate the fan experience by making the game more accessible to audiences, but enable simultaneous real-time conversations and connections with other fans on the same platform,” said Nick Sakiewicz, commissioner of the NLL, in a statement. “Another critical step in the League’s transformation, this collaboration is a pivotal opportunity to enhance the NLL’s digital presence in North America.”
Four of the NLL’s nine teams are Canadian, and five of the seven Game of the Week livestreams will feature at least one from Canada.
“For fans of Canada’s four NLL teams and sports fans across the country, we are pleased to (announce) the unique live streaming experience,” said Toronto-based Christopher Doyle, head of sports at Twitter Canada. “Our new partnership with NLL will give yet another viewing opportunity for Canadians and showcase the best regular season and playoff lacrosse action.”
The NLL has been experimenting with new technology in recent years as it tries to expand its audience and take on more mainstream sports. Last fall, the league partnered with UHWK — a sporting goods company that specializes in point-of-view cameras — to add new viewing angles for people watching games and practices.
Meanwhile, Twitter has been focusing on various video initiatives such as livestreaming to help grow its number of monthly active users. The social platform has said adding new video offerings and features in recent months has been effective in getting more people to use the service, and it will continue to sign new livestreaming deals in the future.