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Twitter plans to launch content sponsorship deals with more than three dozen news outlets, media companies and sports leagues in the first half of this year, according to a schedule of events shared with advertising partners and seen by Axios.

Why it matters: Elon Musk’s leadership style has caused many advertisers to flee, but media companies, newsrooms and sports leagues receive too much revenue and marketing benefits to exit the platform.

Details: This year, nearly all major sports leagues, including the NFL, NBA, NHL, MLB, NASCAR, PGA Tour and more, plan to run content deals on Twitter around regular season games and tentpole events, such as March Madness, the NBA. Playoffs and Super Bowl, according to the schedule seen by Axios.

How it works: For the past few years, media companies and sports leagues have brokered multiyear deals with Twitter – typically between one and three years – through a selective program called Twitter Amplify.

Be smart: There is little financial downside to staying in content deals for publishers on the platform. But the company and the league don’t want to broadcast that they’re sticking to the deal because they fear reputational damage from the free speech of Musk’s free-for-all Twitter era.

For Twitter and its participating content partners, the offer can be an important additional revenue driver.

The big picture: Most efforts by media organizations to get out of Twitter have been short-lived or non-existent, even for companies tied to banning Musk journalists last year.

By the numbers: While many advertising categories on Twitter saw declines of between 30%–60% in the number of U.S. advertisers. active last quarter compared to the same quarter in 2021, the number of U.S. media and entertainment advertisers active down less than 15. %, according to sources familiar with the situation.

Flashback: Most social media boycotts don’t last forever. Fox News went quiet on Twitter for over a year, only to return in 2020 during the coronavirus news cycle.

Bottom line: In a tough economic moment for the media industry, Twitter has proven too useful to give up.

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