X, the social network formerly known as Twitter, has been selling special ad packages tied to the National Football League playoffs and Super Bowl, which include video ads that run before NFL highlight videos, an effort to use the U.S.’s most popular sporting event to lure back major advertisers.
The packages range in price from $250,000 for video spots that run before highlights of the two conference championship games last month, to $1 million for ads during the playoffs schedule through the final game, according to people familiar with the deals, who asked not to be identified because the details aren’t public.
X sold its most important ad slot, known as “first look,” to BetMGM, the online sportsbook, according to people familiar with the arrangement. This means BetMGM’s advertisements appear on X right near the top of users’ feeds when they first open the service, and also at the top of the app’s search and trending sections, placements that typically cost several million dollars.
That ad purchase is part of a broader partnership between X and BetMGM announced Friday. The accord includes adding BetMGM’s live point spreads in the X app, though users will not be able to place wagers through the social network and will have to go to the sportsbook instead. X users in the U.S. will get access to betting odds on pro football first, with each of the major professional and college sports expected to follow in the coming weeks, BetMGM said in a separate statement.