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Twitter has partnered with the NFL in order to broadcast instant-replay football as part of a new advertising partnership through the social media platform’s Amplify service.

According to Gerry Shih and Jennifer Saba of Reuters, the agreement between the two entities will attempt to capitalize on the use of social media while viewers watch TV. The NFL will package in-game highlights along with an advertisement inside tweets that are “sponsored” and distributed by a marketer during games. Both the NFL and Twitter would receive a cut of the revenue generated.

The hope for Twitter is they will be able to grab a slice of the television advertising market through their Amplify platform.