Twitter will broadcast 10 NFL matches for free after reaching an agreement to show Thursday night games online.
The social networking site beat a number of companies to the win the rights, including Yahoo and Amazon. Facebook was also in the running until dropping out of the bidding last week.
Twitter will live stream the Thursday Night Football fixtures during the 2016 NFL Regular Season and the deal will also include in-game highlights as well as analysis before matches through the site's live streaming app, Periscope.
"People watch NFL games with Twitter today," Twitter CEO Jack Dorsey said. "Now they'll be able to watch right on Twitter Thursday nights."
NFL Commissioner Roger Goodell added: "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.
"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."
The NFL has experimented with social media before, partnering with Snapchat last year to allow users to share their experiences at different stadiums.