• Loading stock data...
Thursday, September 18, 2025

Shot Callers: TJ Adeshola, Head of U.S Sports, Twitter

Twitter continues to be the platform where live sports discussion lives. As a result, the platform remains a very important place for the company’s partners to reach sports fans as well as listen in on what the important subjects of discussion are amongst sports fans.

FOS Editor Ian Thomas chats with Twitter’s TJ Adeshola about the brand’s sports partnerships strategy and the platform’s continual importance in the sports space.

Edited highlights appear below:

On Twitter embracing the conversation surrounding women’s sports (1:32)

Adeshola: “We realize that women’s sports have a hyper-engaged audience, particularly on Twitter, but oftentimes the content is underserved and under distributed. So we really leaned into our partners at the WNBA, at the National Women’s Hockey League, at Fox Sports with the Women’s World Cup too, to really amplify this platform and make sure that if you’re a women’s sports fan, which is not a monolith, that you have access to that content, particularly on Twitter. That brings in some social issues on top of the sports issues when it comes to women’s sports on a platform like Twitter where conversation can go all over the place…That’s the beauty of Twitter, right? You get to see every side of the conversation.”

On working alongside Fox Sports this summer to amplify the world cup (2:34)

Adeshola: “We realize everybody can’t make it there. So for us the objective is to work with Fox Sports or the rights holder in that particular instance to create that experience on Twitter. As a result, every single goal that ‘s scored in the women’s World Cup will be published on Twitter in real time. So if you are a fan of the property, you don’t have to miss any goal. Additionally, we have a live show that Fox is producing, it is kickass, and it is occurring right in front of the Eiffel Tower. So it really makes you feel like you’re in Paris for the games. That’s really our objective. You can’t make it and can’t get that flight out to France? We will give you a taste of the women’s World Cup in your timelines each and every single day.”

SEE MORE: Shot Callers: Kristin Bernert, SVP of Business Operations, Madison Square Garden

On the keys to building strong partnerships (3:38)

Adeshola: “They do look to develop deeper engagement with fans of whatever they are through Twitter and through services that you guys have… I think if you’re to build a true partnership in every meeting of the word, you have to, you have to understand what their objectives are. You have to understand what their needs are and you have to have an aligned goal or aligned goals. So our first thing is we sit down and we say, what are you looking to achieve?”

SEE MORE: Shot Callers: Ben Reynolds, Co-Founder & CEO, Spalk

On what partnerships are in store for Twitter later this year (7:41)
Adeshola: “We’re really leaned into this idea of being the global virtual sports bar. From the comfort of your own couch or home that you can sit and consume a live game with hundreds of thousands of friends across the globe…So we’re going to continue to fuel that bar. We’re going to continue to make sure there’s top-shelf inventory in that bar. So the back half of the year where we’re having some really cool conversations with the NFL around what our live content will look like this year. I don’t want to drop any spoilers, but I’m really excited about what we’ve got in store for our NFL and The Checkdown property of those guys this fall. We’re already talking about Olympics 2020. With Adidas, we’ve got a really cool women’s sports high school initiative that we’re going to continue to roll up our sleeves on and dig deep in.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Silver: My Comments About Basketball Highlights Were ‘Misconstrued’

The NBA commissioner spoke at the Front Office Sports Tuned in summit.
[Subscription Customers Only] Jul 9, 2025; East Rutherford, New Jersey, USA; Real Madrid CF forward Kylian Mbappe (9) reacts after a semifinal match of the 2025 FIFA Club World Cup at MetLife Stadium.

CVC Builds Out Sports Division Amid Crowded PE Market

The firm’s sports portfolio is reportedly worth $13.6 billion.

Greg Norman Leaves LIV As Golf World Continues to Shift

Norman relinquished the league’s CEO role in January.
People congregate at Turning Point Headquarters in Phoenix after news that the founder, Charlie Kirk, was shot and killed at a rally in Utah on Sept. 10, 2025.

Panthers Staffer, Suns Reporter Fired for Charlie Kirk Posts

Conservative activist Charlie Kirk was fatally shot in Utah on Wednesday.

Featured Today

Premier Lacrosse League

‘The Circus Is Coming to Town’: Why Upstart Leagues Start on Tour

In their ambitious plans, a traveling schedule is only temporary.
PHILADELPHIA, PENNSYLVANIA - APRIL 19: A detailed view of the MLB Debut patch on the jersey of Patrick Monteverde #44 of the Miami Marlins prior to game against the Philadelphia Phillies at Citizens Bank Park on April 19, 2025 in Philadelphia, Pennsylvania.
September 13, 2025

The Tiny Jersey Patch at the Center of the MLB Rookie Card..

Autographed cards containing a piece of baseball history have upended the market.
September 11, 2025

Eagles-Chiefs Super Bowl Rematch Could Set More NFL Ratings Records

Fox will nationally televise Sunday afternoon’s matchup.
September 10, 2025

ESPN’s ‘MNF’ Ratings Up 8% As NFL Surges to Strong Start

ESPN posts its second-best Week 1 “Monday Night Football” audience.

Fundamentals: Women in Sports

Welcome to the latest episode of Fundamentals, a Front Office Sports interview…
September 22, 2020

Fundamentals: USTA CEO Michael Dowse

Dowse, the CEO and executive director of the national governing body for tennis, discussed the unique challenges of a fan-less US Open and growing the sport in the U.S.
November 17, 2020

Fundamentals: Women In Esports

On this episode of Fundamentals, three guests join the show to discuss the opportunities for women in the gaming industry, as well as the challenges they face.
Sponsored

How World Series Champ Dexter Fowler Became a Premier League Team Owner

Dexter Fowler discusses navigating retirement and embracing new roles as an owner & investor.
July 28, 2020

Fundamentals: RISE CEO Diahann Billings-Burford

Diahann Billings-Burford is the CEO of RISE, a national nonprofit whose mission is to use sports as a means of eliminating racial discrimination and acting as a vehicle for social justice and societal equality.
July 24, 2020

Fundamentals: MLL Commissioner Sandy Brown

Sandy Brown — commissioner of Major League Lacrosse — discusses the logistics and realities of the league’s return to play with a single-location tournament format, along with the growth of the sport as a whole.
July 17, 2020

Fundamentals: Evil Geniuses CEO Nicole LaPointe Jameson

Nicole LaPointe Jameson, CEO of professional esports team Evil Geniuses, discusses the state of esports and what is next for the organization.
July 16, 2020

Fundamentals: The Launch of VaynerGaming

VaynerGaming division lead Darren Glover and VaynerSports EVP Mike Neligan join the show to discuss the new division, and the future of commercial opportunities in esports.