Dive Brief:

• Twitter has struck a deal with Univision and Fox Sports to distribute video highlights of the Copa America soccer tournament.
• According to the Wall Street Journal, both networks are posting short clips from the tournament to Twitter while the games are still happening and each clip has a six-second pre-roll video ad from a pre-selected group of seven advertisers.
• The campaign falls under the Twitter Amplify advertising unit.

Dive Insight:

Live sporting events are one of the last on-demand viewing events that linear TV has left, but at the same time sports executives recognize the challenge of reaching cord cutters. The NFL cut a deal with Twitter earlier this year to live-stream 10 Thursday Night Football games, and Wimbledon just signed on with Snapchat to have a Snapchat Live outpost during the tennis tournament’s fortnight for three years beginning with this year’s tournament.

This deal gives marketers an opportunity to piggy-back on the clips with creative real-time efforts that take advantage of hashtags and conversation around the highlights posted to the microblogging site.

Twitter has been under fire recently by its investors and for the fact it has been passed by Snapchat in the average daily user metric, but deals like live-streaming Copa America soccer highlights indicate it is still relevant -- and has something unique to offer marketers.