Sideline tweets: Sky Sports to tweet Champions League football highlights in real-time

22 Oct 2013

Grabyo's interface for sharing video clips on Twitter

Twitter users will start to see promoted tweets featuring footage from Sky Sports’ coverage of the UEFA Champions League almost as soon as it has aired on TV.

These tweets will start during tonight’s UEFA Champions League coverage and will continue throughout the tournament.

Sky Sports has partnered with Grabyo to deliver the content following a successful trial run during September’s transfer deadline which generated over 570,000 clip views in 12 hours. These clips also received over 6,000 re-shares on social networks, extending their reach to over 7m users in all.

Highlights from tonight’s group stage matches – including in-game footage, goals and post-match interviews – will be sent out in real-time as promoted tweets targeting football fans discussing the tournament on Twitter. Tweets will be sent via the account for Sky’s internet TV service, Now TV, as the aim is to promote this service and Sky Sports’ Champions League coverage in one fell swoop.

Ad-supported clips from Sky Sports News will also be delivered in this way.

Elaine Burke is the host of For Tech’s Sake, a co-production from Silicon Republic and The HeadStuff Podcast Network. She was previously the editor of Silicon Republic.