In-game tweets during yesterday’s Grey Cup in Toronto had a different look thanks to a partnership with digital media company Dive Networks.

The pair partnered on an execution that displayed live tweets that used the hashtag #GreyCup as well as updates from @CFL, @REDBLACKS and @calstampeders on an in-stadium display at BMO Field.

The execution marked the first time the company’s had partnered on an in-game display, with Laura
Pearce, head of consumer marketing at Twitter Canada, saying there are more projects between the two in the works.

Twitter Canada has been a longtime partner of the CFl and Grey Cup, extending its activations this year to include things like a custom emoji for the game. Tweets around the CFL playoffs and Grey Cup are always the peak of activity around the league on the social media platform, according to numbers from the social media co.