As Twitter continues to work towards going public, it’s trying harder to become intertwined with the television industry. On September 26th, NFL and Twitter agreed to a deal that would allow custom NFL video content to appear on Twitter, the first partnership of it’s kind. It falls under the umbrella of Twitter Amplify, Twitter’s advertising initiative that dates back to May, whose stated goal is to “amplify” the social TV conversation with real time, dual-screen sponsorships. The ultimate goal, for Twitter, is to provide a unique viewing experience that deepens engagement across the social network while increasing its potential value for future advertising and brand partners. And with content that’s as popular as the NFL, it appears as though they’re well on the way to doing just that.