Twitter promotes Adeshola to lead US sports interests

Social media company Twitter has promoted TJ Adeshola to the role of head of US sports as it continues a reorganisation of its global content partnerships group.

In June, the group moved to a regional management structure which meant that Laura Froelich, formerly global director of sports content partnerships, took up a new role of head of US partnerships.

The Variety website said Froelich has now appointed Adeshola to lead all US sports partnerships at Twitter. Adeshola previously managed Twitter’s partnerships with major US sports leagues, including American football’s NFL and basketball’s NBA.

Before joining Twitter in 2012, he worked on the digital sales and marketing team at US sports broadcaster ESPN.

In April, Twitter unveiled a raft of new content partnerships, including significant new deals in the sports sector with ESPN’s parent company Disney and Formula One.

Under the deal with Disney, ESPN is working with Twitter to create live shows that will be available on the social media platform.

Under the partnership with the motor-racing world championship, a live post-race F1 show is being made available exclusively on Twitter.