The TV streaming wars are heating up and the weapon of choice is live sports.
Twitter inked a three-year content deal with the MLS today. The deal, which was first reported by Variety, will include a slate of weekly programming including at least 24 live matches per season, which will only be available to Twitter users in the U.S.
The agreement kicks off this weekend with a live-stream of Real Salt Lake hosting expansion club Los Angeles Football Club (LAFC) this Saturday, March 10, at 3:30 p.m. ET. Fans can watch the games on Twitter via @UnivisionSports and @MLS.Univision.
As part of the agreement, MLS will provide Twitter with a weekly package of on-demand highlights through MLS’s Twitter handles, @MLS and @FutbolMLS. Twitter and MLS will also collaborate on content related to the league’s big events during the season.
This move by the MLS resembles a growing trend among sports organizations, which are trying to reach younger audiences who are turning off traditional television in favor of more affordable streaming packages. Just today, the MLB announced an exclusive streaming deal with Facebook that will see 25 of the league’s games stream on the social sites video platform, Watch.
YouTube has also been focusing its efforts on locking in exclusive streaming deals with professional sports teams. Since the beginning of the month, the Google-owned service locked in deals with two major league soccer teams including the LAFC and Seattle Sounders FC.