Mumbai: Twitter and Sony Pictures Networks India (SPNI) are coming together to bring the best of sporting action to Twitter audiences for India’s cricket tours with Sri Lanka and England starting from 18 July.

With the sports channels of SPNI’s live coverage of the tours on Twitter, cricket fans will be able to consume real-time video highlights on their timeline. These video highlights, as well as Twitter Moments, will be available for fans across various cricket formats giving them an unparalleled experience, the platform said in a statement on Thursday.

With this partnership, Twitter Amplify will enable brands to align their ads via pre-rolls or promoted videos to reach sports audiences in real-time, it added.

“While the sports experience has changed in recent times, the roar of sports fans on Twitter is louder than ever," said Twitter India's head-global content partnerships, Amrita Tripathi. "Conversations around cricket leagues in 2020 increased by 23% when compared to those in 2019 - which in itself was a record-breaker with 27 million Tweets. We are delighted to partner with Sony to bring in-match premium cricket video content to people on Twitter in India for the very first time, building on a promising content partnership with one of the top sports broadcasters in the region.”

“We are excited to partner with Twitter and take our viewer engagement to the next level," said SPNI's head-growth and monetisation, digital business, Manish Aggarwal. "It is a pleasure to come together and be able to reach out to cricket enthusiasts with video highlights. Since it is a new and refreshing phenomenon, the viewers will now have one more platform to share/discuss and express their views on the matches.”

Through the course of this year, Twitter will bring a range of different cricket content from partners, like the sports channels of SPNI, including Twitter Spaces, and behind-the-scenes action with the Twitter #BlueRoom for the upcoming World Cup series and India vs Australia women’s series.