Twitter is reported to be close to a deal that will get its app on Apple's (AAPL, Tech30) TV product. Twitter's stock surged nearly 7% Monday after The New York Times wrote about the talks.
Now why does Twitter on a TV make sense? It's not because people need or want to read Donald Trump's latest insults (or my inane rambling) on their 55-inch flat screen. It's because of sports.
Remember that Twitter also owns the livestreaming app Periscope.
Twitter recently signed a deal with the NFL that will allow it to livestream 10 Thursday Night Football games starting this season. It probably helped that Twitter CFO Anthony Noto used to be the CFO of the NFL -- as well as a former Goldman Sachs (GS) banker.
But the NFL isn't the only sports league embracing Twitter. The NBA, NHL and Major League Baseball have all signed deals that will allow Twitter to stream some of their games.
So did the Pac-12 sports conference in college -- which includes popular schools like UCLA, USC and the University of Nike (NKE), oops, I meant Oregon.
Twitter needs to stay relevant. It also needs to sell more ads. And sports could be the best way to accomplish both.
You could argue that excitement about Twitter's sports deals are helping the stock rebound too. Shares are up 30% since Twitter's disappointing earnings report last month and have soared 50% since hitting an all-time low in May.
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