CBC to reconnect with Twitter for Tokyo and Beijing Olympics
By Jonathan Rest
CBC, the public-service broadcaster in Canada, is to once again team up with Twitter for its coverage of the next two editions of the Olympics, increasing the social media giant's involvement with games' rights-holders.
Under the terms of the two games partnership with Twitter Canada, CBC's tweets featuring live content streams and clips from its coverage of Tokyo 2020, now taking place next summer, and Beijing 2022 will reach a wider Canadian audience through the use of Twitter Amplify.
Ad-supported promoted tweets will target users outside of those already following CBC and Radio-Canada’s Olympic Games-dedicated accounts, @CBCOlympics and @RC_Sports, respectively.
The availability on Twitter of streams featuring five top-tier Olympics events is one of the highlights of the agreement.
CBC/Radio-Canada’s use of Twitter Amplify dates back to Rio 2016, while for PyeongChang 2018, the media outlets became the only official Olympics broadcaster to live-stream events from the games on Twitter.
Joe Gottfried, director of sales and marketing, sports and Olympics, at CBC/Radio Canada Media Solutions, said: “With the Tokyo and Beijing Games scheduled only six months apart, our partner brands will have unique opportunities to create a continuous and lasting impact, and connect with an engaged audience around touchstone cultural moments.”
Conor Clarence, head of sports at Twitter Canada, added: “CBC has been an incredible partner for Twitter during the last two Olympic Games and we look forward to building on those successes with a new selection of premium content opportunities in the months ahead.”
CBC holds Olympic Games rights in Canada until Paris 2024, and recently struck an agreement with the International Olympic Committee to carry the Olympic Channel on Gem, its free streaming service.
NBC, the US national network, and Eurosport, the Discovery-owned pan-European sports broadcaster, will both be making extensive use of Twitter during next summer's games in the Japanese capital.
NBC will give Twitter access to limited live coverage from Tokyo 2020, a move described by media analysts as the first time the network has relinquished control of some live video from the Olympics.
NBC Olympics and Twitter will create a daily, original studio programme live from Tokyo, a daily poll that will allow fans on Twitter to choose one live look-in to NBC’s Primetime or Primetime Plus broadcasts each night, and video highlights throughout each competition day.
Eurosport, meanwhile, will publish real-time Olympics highlights on Twitter to complement its comprehensive coverage on Eurosport digital properties, and is offering IOC TOP sponsors dedicated advertising opportunities for Twitter content.
Under the terms of the partnership, Twitter will amplify Eurosport’s digital coverage of Tokyo 2020 in 16 European markets - Austria, Belgium, Czech Republic, Denmark, Germany, Greece, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Sweden, Switzerland and the UK.
Clips in the UK will be subject to a three-hour delay due to the existing sublicensing agreement with the BBC, the public-service broadcaster.
Eurosport’s countdown 'Road to Tokyo' coverage will be made available to Twitter users, as will extensive event highlight clips featuring medal-winning moments and the most exciting and locally-relevant moments during the Olympic Games, as well as live coverage of the opening and closing ceremonies in Germany, Norway, Sweden, Poland, Ireland, Austria, Belgium, Czech Republic and Portugal.