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In a major announcement, student-athletes will now be able to monetize and make money from game highlights shared on the social media platform.
Twitter and Opendorse, an athlete endorsement tech company, announced the deal Thursday that will help student-athletes earn money from their name, image, and likeness (NIL).
Twitter Amplify, the platform’s ad tool, will run pre-roll advertising from brands on the athlete’s video content. This will mark the first time that participating student-athletes will be compensated in such a way.
It’s not unusual for sports highlights to get tens of millions of views on the platform, and with the new NIL rules for student-athletes, they will be able to benefit from those clips.
Twitter boosts NIL compensation for student-athletes
The first group of student-athletes to benefit from the new partnership will be those in the PAC-12 during the 2022-23 college football season.
“Twitter has always been and will continue to act as the megaphone for athletes to use their voice,” senior partner manager at Twitter Sports David Herman said in a statement. “Now they can leverage their most impactful moments on the field to earn meaningful NIL compensation. We’re thrilled to roll this program out with PAC-12 football and look forward to expanding it to sports and conferences across the country.”
When highlight videos are published on Twitter, the social network’s Amplify platform applies pre-roll advertising, from which athletes receive commission. The plan is to roll out the feature to more sports and more athletic conferences in the future.
“We’ve long imagined a world where athletes have instant access to the moments they create inside the lines of their sport,” said Opendorse chief executive Blake Lawrence. “NIL and Twitter Amplify tools take this concept to the next level. Now, athletes can share and monetize their moments in real time. This is the future of athlete-driven marketing.”