SINGAPORE - Media OutReach - 23 January 2019 - The
Football Association has partnered with Twitter to give football fans in
Southeast Asia unprecedented access to key moments from this season's Emirates
Embeddable Tweet: https://twitter.com/emiratesfacup/status/1074596369086726145
Fans outside of the UK -- including Indonesia, Malaysia,
Philippines, Singapore and Thailand -- will be able to register to receive in-game clips via a Twitter
direct message (DM) bot from Arsenal (@Arsenal), Chelsea (@ChelseaFC), Manchester City (@ManCity), Manchester United (@ManUtd) and Tottenham Hotspur (@SpursOfficial)
As part of a revolutionary new approach to
in-game highlights distribution, users will receive a @mention notification within minutes of the action taking place.
Highlights clips will be a maximum of 30 seconds in length, with users
receiving up to four clips per half. Further two minute highlights clips of the
game will delivered from midnight, followed up by an extended 10 minute package
from midday, the day after.
The service will be promoted via a DM card on
users timelines and when the user engages with the DM, the DM bot is launched
and supporters will be able to select their favourite team[s] and share their
registration and in-game clips with friends, and manage their subscription.
If their preferred team is knocked out, fans are
given the opportunity to re-subscribe to receive clips from another of the
available teams still in the competition.
The breadth of teams and international markets
is expected to increase in the second season.
The partnership follows the growing
international popularity of the competition and the new six-year overseas
broadcast deal which commenced at the start of this season and sees the Cup now
broadcast in over 150 territories worldwide. It is hoped that the increased
provision of content will continue to build awareness and audiences in the
selected markets, including Thailand, Malaysia and Indonesia.
Outside of the registered Twitter service, clips
of the biggest in-game moments and highlights packages, such as Goal of the Round, will be
promoted on the @EmiratesFACup Twitter feed and in relevant markets to push
content to a broader audience. Tasked with clipping and delivering the
match-action across both projects is the competition's broadcast production
partner, Input Media and content media agency, Social Chain.
Georgina Lewis, Head of Marketing at The Football Association
said: "Worldwide interest in The
Emirates FA Cup is greater than ever. The
partnership with Twitter is vital to ensure the competition remains at the
forefront of fan engagement and ensures that fans across the world have live
access to some of the biggest fixtures, regardless of their daily schedule or
location. This approach fits within our overriding strategy to be
innovative in delivering experiences in line with how modern fans are consuming
sports media and want to engage with the competition in the future."
Bruna Zanin-Juresic, Sports Partnerships at Twitter UK, said: "We
are thrilled that fans around the world will have a new way to follow the
Emirates FA Cup this season, directly through Twitter. The Football Association
have always been incredibly innovative in their use of the platform, so it felt
like a natural fit to partner with them to give fans unprecedented access to
one of the most prestigious knockout competitions in global football."
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