A commercial broadcasting company is allowed to show products and/or services during a TV show if a sponsoring company attributed with money. It is not allowed to do this in a promoting way. This type of branded content is not allowed with the public broadcasting organizations.

During big sports events like the Euro Cup and World Cup, the (broadcasting) licenses and image rights are limited to the licensed broadcasting companies and sponsors.

T-Mobile combined Twitter and TV in an innovative way. With the Twitter Commentary we literally gave all the tweeting football experts a voice. T-Mobile made it possible for everyone to participate in an alternative match commentary. During matches of the national team commentary was given live via a second-screen web application by two real sports commentators based on tweets from all over the Netherlands. These thousands of tweets were posted as sound waves on the website www.twitteraarcommentaar.nl. The tweets were a source of sharp, and often hilarious, football commentary.

During the 3 matches the Dutch nation team played during the EuroCup, roughly 6.000 viewers watched the matches via the live Twitter Commentary. Despite the national disappointment about the poor results of the team, the commentary highlights of the matches were watched by 20.000 viewers on YouTube in the days after the matches. Together with free publicity in radio shows and online blogs and sites, T-Mobile reached a lot of exposure for a minimum budget.