Twitter, The Football Association Created a DM Bot to Deliver Emirates FA Cup Video Highlights

The initiative kicks off with the third round of matches, Jan. 4 through 7

Twitter teamed up with The Football Association in the U.K. to create a direct message bot that will deliver video highlights to fans outside of the U.K. during the Emirates FA Cup soccer tournament.

Fans in over 10 markets—including the U.S., India, Thailand, Brazil, Egypt and Nigeria—who follow the Twitter accounts of Arsenal, Chelsea, Liverpool, Manchester City, Manchester United and Tottenham Hotspur will see a direct message card in their timelines and in their local languages.

The

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