Paddy Power has signed a deal with ITV and Twitter to sponsor near-live World Cup video highlights.
The Irish bookmaker and the broadcaster will tweet up to 10 video highlights per game following a successful trial in the opening match between Brazil and Croatia.
Twitter’s advertising product Twitter Amplify will also promote the clips, targeting users based on their location, who they follow and what they write about.
Glenn Brown, senior director at Twitter Amplify, told Campaign the speed of the content was key to its appeal.
"The clipping and capture of the broadcast feed is happening in real-time, and so it's just a matter of how long it takes to type in the tweet text and push it out," he said.
The partnership is the latest Paddy Power promotion in a World Cup which has already seen it pretend to carve a message into the rainforest and rebrand several of its shops under the name 'Pele Power'.
Sean Hargrave of marketing news source MediaPost has identified the bookmaker as the brand which has made the biggest gain in the World Cup thanks to its irreverent digital marketing.