Starsports.com and Twitter have taken their existing partnership one step further. Now Twitter users can directly view the online portal’s video without leaving Twitter.

The in-stream video service will be first rolled out for videos that form a part of the Sachin Memory Project, a program which will commemorate Tendulkar’s retirement. Over a 100 curated videos dating back to the 1980s will be made available as part of this initiative on a timeline that marks how his career has evolved, even as the world changed around him.

As part of the partnership, whenever a link to starsports.com is tweeted, Twitter users on mobile will be shown an option to download the starsports.com App.

Starsports.com was launched in June to become a multi-sport destination website with live videos.

So it is not about 140 characters anymore is it?

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