Twitter knows its niche. It is the home of breaking news, and perhaps above all other types, the home of football news too.

The social media platform’s strategy is reasonably clear when it comes to sport, too: Twitter doesn’t simply want to get in on the action, it wants to be where the action happens. Allowing for live streaming makes it possible for fans, players and experts to give their opinions in greater depth in real time, whilst buying up rights to sporting events and doing deals with Sky Sports to show some Premier League goals on the platform shows they’re serious.

This year already, Twitter has tied its platform to football by advertising #Pogba at Old Trafford during Manchester United’s Premier League game with Liverpool.

And the association continues.

Today is international day of hype, that glorious day that only comes around twice a year: it’s transfer deadline day, and Twitter smells an opportunity. If you consider yourself to be both the online home of football, and the online home of breaking news, then transfer deadline day is your dream gig.

So it’s no surprise to see Sky Sports live stream their news channel live on Twitter at various points throughout the day – when it comes to the intersection of breaking news and sport, Twitter will always be the ones to keep the hype alive.

Sky Sports is partnering with @TwitterUK to deliver a global live stream from the #SSNHQ newsroom on #DeadlineDay: https://t.co/Tsy6Y97BSU pic.twitter.com/ZMIKrwox1G

— Sky Sports News HQ (@SkySportsNewsHQ) January 31, 2017

But what’s also important to Twitter here is the fact that the move shows off their capabilities when it comes to streaming live sporting events – even if there is no actual sport to speak of. It is clear that Twitter sees sport as a point of growth over the next few years and snapping up any chance to connect its brand to the biggest events is surely the strategy.

Then again, maybe what they haven’t banked on is a slow news day.