While Twitter representatives declined to comment, it’s highly likely that NFL content will be integrated heavily into Twitter’s “Project Lightning.” Demoed to Buzzfeed during June 2015, the new format will package content from ongoing real-time events into a new design for users. This content will be hand-selected by a team of editors within Twitter and attempt to provide more comprehensive coverage of events like award shows, sporting events and important stories trending in the news.
Source: Twitter, NFL expand social partnership for new football season | Digital Trends