Twitter has secured a $10 million deal to broadcast Thursday night NFL games online for free.
The social media website, which came out on top of a bidding war against Yahoo, Amazon and Facebook, will stream ten games to its 800 million users.
"Twitter is where live events unfold and is the right partner for the NFL as we take the latest step in serving fans around the world live NFL football," Roger Goodell, NFL commissioner, said in a statement.
"There is a massive amount of NFL-related conversation happening on Twitter during our games and tapping into that audience, in addition to our viewers on broadcast and cable, will ensure Thursday Night Football is seen on an unprecedented number of platforms this season.
“This agreement also provides additional reach for those brands advertising with our broadcast partners."
The deal includes in-game highlights and pre-game Periscope broadcasts from players and teams.
Last year, the NFL signed a multi-year partnership with Twitter to deliver daily video and other content to fans.
Jack Dorsey, Twitter CEO, added, "People watch NFL games with Twitter today. Now they'll be able to watch right on Twitter Thursday nights."