TORONTO — CBC/Radio-Canada announced Monday a new partnership with Twitter Canada that will see the public broadcaster’s tweets, featuring live content streams and clips, from its coverage of the Tokyo 2020 Summer Olympics (now scheduled to begin in July 2021) and Beijing 2022 Winter Olympics reach a wider Canadian audience through the use of Twitter Amplify.
“We’re thrilled to continue working with Twitter Canada through this new two-game partnership that will provide Canadians with more opportunities to access CBC/Radio-Canada’s exciting coverage of the Olympic Games,” said Joe Gottfried, director of sales and marketing, sports and Olympics, CBC/Radio-Canada Media Solutions, in the news release. “With the Tokyo and Beijing Games scheduled only six months apart, our partner brands will have unique opportunities to create a continuous and lasting impact, and connect with an engaged audience around touchstone cultural moments.”
The Twitter Amplify program will expand the reach of CBC/Radio-Canada’s Olympics coverage through ad-supported promoted tweets targeting users outside of those already following CBC and Radio-Canada’s Olympic Games-dedicated accounts (@CBCOlympics and @RC_Sports). Twitter availability of streams featuring five top-tier Olympic Games events is one of the highlights of the agreement (which five events were not disclosed).
“CBC has been an incredible partner for Twitter during the last two Olympic Games and we look forward to building on those successes with a new selection of premium content opportunities in the months ahead,” said Conor Clarance, head of sports at Twitter Canada.
CBC/Radio-Canada first used Twitter Amplify during the Rio 2016 Summer Olympics. In 2018, CBC/Radio-Canada became the only official PyeongChang 2018 Winter Olympics broadcaster able to livestream events from the Games on Twitter.
CBC/Radio-Canada’s coverage of the Tokyo 2020 Olympic Games is scheduled to begin on July 23, 2021.
