11. #UCLBESTGOAL
🗣”It was amazing - probably the best of my career”. 😎
😦A year ago today - one of the great #UCL goals - Cristiano
Ronaldo’s sensational overhead kick in Turin🔥🔥🔥
#OnThisDay @Cristano
Real Madrid 2-1 Villarreal | ¡Campeones de Liga!
realmadrid.com
UEFA Champions League
@ChampionsLeague
24 Apr 2020Sports are part of
our daily lives…
19. Sport’s return is a major
milestone for APAC
Source | Twitter Internal Day, June 2020
Sports conversations in June
2020 compared to May 2020
+59%
20. 2019: 3BN Tweets
2020: 1.8Bn Tweets (so far)
Sports on Twitter
GOOD MORNING, CHAMPIONS!
#34Ligas | #RealFootball
Real Madrid C.F.🇬🇧 🇺🇸
@StanChart
17 Jul 2020
21. 2019: 956M Tweets
2020: 580M Tweets (H1)
Home
Real Madrid C.F. @realmadrid
¡Victoria y CAMPEONES de
@LaLiga!
El resumen en vídeo, la galería y la
crónica del partido.
#34Ligas | #RealFootball
Real Madrid 2-1 Villarreal | ¡Campeones de Liga!
realmadrid.com
Football
22. Twitter was the #1 platform for
#TheLastDance announcement
Source | Tubular, Cross-Platform Views, The Last
Dance, March 31, 2020. US
6.2M
2.8M
4.6M
450K
Twitter InstagramFacebook YouTube
23. Source | Brandwatch, time period: 1 Jan - 16 Jun 2020
Unique Authors: 33.9K
65.2KTotal Mentions for #LastDance in APAC:
24. 蔡英⽂ Tsai Ing-wen
@iingwen
Hello to friends from all over the world!
Thanks for staying up late or getting up
early to cheer for the first hit with us in
#Taiwan.
@KeithOlbermann I hope you’re joining us
live bright & early for today's game, I heard
you’re a Cornell alum as well, what a small
world!35M Video views of the live
streaming on Twitter
Within 4 weeks globally,
Source | Brandwatch. April, 2020, Global.
80KTweets on CPBL
Baseball in Taiwan
25. 蔡英⽂ Tsai Ing-wen
@iingwen
Hello to friends from all over the world!
Thanks for staying up late or getting up
early to cheer for the first hit with us in
#Taiwan.
@KeithOlbermann I hope you’re joining us
live bright & early for today's game, I heard
you’re a Cornell alum as well, what a small
world!
312MImpressions of Taiwan
baseball related topics
Source | Impressions of Taiwan baseball related topics such as CPBL, Fubon
Guardians, Rakuten Monkeys & Uni Lions. Brandwatch, April, 2020.
Within 4 weeks in Taiwan,
Baseball in Taiwan
26. But as more leagues come
back, there’s one thing that
everyone is missing.
27. I am so thrilled @F1 is back! Binge
watching Drive to Survive was the
closest thing to the real deal
Charmaine Yee
@yeecharmaine
16 May 2020
16 May 2020
I'm glad it's back, and I'm not
complaining, but I think adding
artificial crowd noise would make it
so much better. Not really sure why
they aren't doing it.
Martyn
@moc_moc_a_moc
16 May 2020
And it’s better than endless re-runs
and awkward players being asked to
talk to games from years ago at the
side of the screen...
Jack
@jackbyrne91
28. Can’t believe I went from a Full time
@Twitch streamer to 3rd youngest
ever F1 podium finisher in a matter
of days….
Lando Norris
@LandoNorris
6 Jul 2020
First week of race:
2019: 698K Tweets
2020: 1.9M Tweets
Source: Twitter Internal
29. Twitter sports is real-time
conversation at scale
Peak daily Tweets around Liverpool FC
(Premiere League Champions) on the day of
EPL in APAC
207.7K
Source | Twitter Internal Data. July, 2020. APAC
30. Twitter sports is real-time
conversation at scale
Peak daily Tweets around Liverpool FC ( Premiere
League Champions) on the day of EPL
61.6K
Source | Twitter Internal Data. July, 2020. APAC
Malaysia
67.1KIndonesia
11KSingapore
33.6KThailand
34. Donovan Mitchell
@spidadmitchell
6 June 2019
That wasn’t an earthquake it was
Woj
2M
4M
6/1/19
6/7/19
6/13/19
6/19/19
6/25/19
7/1/19
7/7/19
7/11/19
NBA
NBA Free
Agency opened
Kawhi Leonard to
Clippers
NBA Finals
NBA
Playoffs
Source | Twitter Internal. US
Experts use Twitter to break
news... that broke the internet
35. Why fans turn to Twitter
Source | Tokyo 2020 Twitter Insights study conducted by Sparkler and
commissioned by Twitter, Nov. 2019. Global
Because it’s where they
learn about things first
To supplement the TV
viewing experience
To feel closer to the
environment of the game
39. Build your brand’s cultural relevance with sports
+41%Brands that are on Twitter are
41% more likely to be seen as
culturally relevant vs. those not
on Twitter
84%of people on Twitter agree that
brands associated with
sporting events on Twitter are
more culturally relevant
Source | Kantar & Twitter cultural relevance research, total population,100 US brands tested, Dec 2019; Maru, Twitter Insiders Event Research, US, Dec 2019
40. Source | AXIOS-HARRIS POLL COVID-19 LIVE STREAM 2020
YoY projected inc. in
broadcast CPMs
+13%
CPMs are expected to rise
41. Source | Twitter Internal, COVID 19 Vertical Conversation APAC Jan 2019- May 2020
Reach fans in the moment with Twitter
Amplify Sponsorships
Growth in video active minutes over 18 months in APAC
+133%
Indonesia
+54%
Thailand
+80%
Philippines
+177%
India
+50%
Australia
42. Home
Futbal Momentum Asia @FMA
CLOSING CEREMONY
FINAL PIALA DUNIA 2018
#FRACRO #WorldCup
#FMAxPialaDunia
For best results, connect
pre-game, during and
post
Amplify
Sponsorships
Clips (pre-roll)
Live Video (pre-roll)
Surround the content
43.
44.
45.
46.
47. A Gatorade + Twitter Success Story
Run it back to ’98
with #Game6Live
Gatorade x #game6live Mon@8:30pm ET…
@Gatorade
17 May 2020
Run it back to ‘98 and MJ’s final
Bulls game. Join @NBATVAhmad
for #game6live with special
guests @S10bird, @HARPER04_5,
@ZachLaVine and @BigTicket_JW.
#TheLastDance
Promoted
Challenge
Without being an official sponsor of The Last
Dance, how can Gatorade connect with the TV
documentary event to drive brand relevance
among sports fans?
Insight
More than half of people on Twitter miss
watching sports, in person or on TV, during this
time1
Solution
Partner with the NBA to livestream Game 6 of
the 1998 NBA Finals, giving fans a way to
rewatch and relive the momentous game
during a live sports hiatus
Products Used
Promoted Video, Promoted Tweet, Brand
Reminder, Amplify Sponsorship (including
livestream and in-stream branding), Live Event
Page, Live Card, Branded Emoji, Poll
Source | 1) Twitter Insiders, US Only, April 9-13, 2020, n=727; 2)
Crimson Hexagon, May 17-19, 2020; 3) Similar branded livestreams
on Twitter in May 2020; 4) Twitter Internal, May 14-17, 2020
Impact
5X
higher mention volume
during the campaign
compared to 3 days prior4
3.2X
more Live Event Page
views compared to
similar3 livestreams
96%
Positive-to-neutral
sentiment for the
campaign2
49. Jul
Aug
Sept
Oct
Nov
Dec
Events by Months
UCL FINALS
Formula 1
MotoGP
NBA
Formula 1
MotoGP
PGA Golf
EPL
Serie A
La Liga
Bundesliga
Ligue 1
Formula 1
MotoGP
Tennis GS
Liga Satu
Thai League
AFC CL
UAAP83
NBA
PGA/LPGA
BWF
One Championship ITTF Table Tennis
EPL
Series A
La Liga
Bundesliga
Ligue 1
Formula 1
MotoGP
Tennis GS
Liga Satu
Thai League
AFC CL
UAAP83
NBA
PGA/LPGA
BWF
One Championship ITTF Table Tennis UCL
EPL
Series A
La Liga
Bundesliga
Ligue 1
Formula 1
MotoGP
Liga Satu
Thai League
BWF
AFC CL
UAAP83
PGA/LPGA
One Championship
ITTF Table Tennis
UCL
EPL
Series A
La Liga
Bundesliga
Ligue 1
One Championship
AFF Suzuki Cup
UAAP83
NBA
AFF Suzuki Cup
50. If you’re part of the
conversation, you can
be part of the game.
