Irish Broadcaster RTÉ Strikes World Cup Ad Deal With Twitter

The pair will form a content partnership during the forthcoming 2022 competition

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For the forthcoming FIFA World Cup taking place in Qatar later this year, Irish television broadcaster RTÉ has struck up a content partnership with Twitter to promote clips and highlights from the games.

The soccer tournament begins on Nov. 21 with RTÉ set to broadcast all 64 games live across its RTÉ2 channel and RTÉ Player with almost 200 of hours of coverage in total.

This partnership will feature promotional content which advertisers will be able to align their messages to on Twitter. Content produced by RTÉ will include near-live highlights, clips from pre-match build-ups and post-match analyses from the studio.

Geraldine O’Leary, commercial director, RTÉ, highlighted the partnership as a new opportunity for the broadcaster to “deliver impact and cut-through” for advertisers during the tournament.

“We are excited that advertisers will be able to leverage the online conversation around this huge event. The combination of expert coverage and analysis from the RTÉ Sport team and Twitter’s advanced targeting tools will allow advertisers to reach and engage sports fans on an even greater scale than ever before,” she added.

Creative coverage

Twitter Amplify, the social media company’s ad platform, will place brand messages from the competition through the @RTESport account with over 138,000 followers, featuring branded pre-roll video.

Theo Luke, senior director, global content partnerships at Twitter, said that both Twitter and RTÉ were “at the heart of so many football conversations” taking place across Ireland, with the World Cup creating a greater scale.

“This is our first official partnership with Ireland’s national broadcaster and when it comes to sports coverage, we’ve always been impressed with the creativity of their editorial teams, the breadth of coverage dedicated to international football tournaments as well as the high caliber punditry on display,” Luke added.

The tournament will run for four weeks with the final taking place on Dec. 18.