Major League Soccer announced on Monday an extension of a content agreement with Twitter, now slated to run through the end of the 2022 season.
MLS will continue to provide Twitter with a package of live and on-demand content each week, including every goal of the MLS season. This will enable fans to follow their favorite teams and players through MLS's Twitter handles, @MLS and @FutbolMLS. Select live matches in English will continue to be broadcast on the platform through @UnivisionSports and @MLS.
“Our collaboration with Twitter has proven to be a highly effective vehicle to connecting with fans in innovative ways and bringing our teams and world-class athletes to new audiences,” said Chris Schlosser, SVP Media, MLS in a statement. “We are excited to extend our partnership and look forward to working with Twitter and Univision on creative executions during live matches and at our big events.”
MLS and Twitter will also collaborate on pioneering initiatives throughout the agreement. A primary example of this is the digital SLR camera the league installed last season for a Heineken Rivalry Week match between the LA Galaxy and LAFC. Every time a fan tweeted using hashtag #LALookIn, the camera snapped a photo and it was sent back to the fan. This activation marked the first time in history when a Twitter-powered camera was used during any major professional sporting event in the world.
“We couldn’t be more excited to extend our partnership with one of the fastest growing sports properties in the world, Major League Soccer, " said TJ Adeshola, head of US sports partnerships at Twitter. “The LIVE match day action along with commentary and highlights have been a huge success -- now, the community will get to watch LIVE programming around the Playoffs and the MLS Cup on Twitter!”