The Walt Disney Company has announced a partnership with Twitter to create live content and advertisements in sports, news, and entertainment. Twitter will produce their version of ‘SportsCenter Live’ with Disney-owned sports channel ESPN for breaking sports events.

The company will be launching a division to help online influencers make scripted series for Twitter, along with a team to help marketers make live content. Video makes up half of Twitter’s advertising revenue. This is just one of the latest pushes for social media platforms to create original sports content.

To innovate at this scale with The Walt Disney Company is a huge step forward in expanding the depth and breadth of video content we offer to leaned in, engaged consumers on Twitter,” added Matthew Derella, Twitter’s global vice president of revenue and content partnerships.