X, the social network formerly known as Twitter, has been selling special ad packages tied to the National Football League playoffs and Super Bowl, which include video ads that run before NFL highlight videos, an effort to use the US’s most popular sporting event to lure back major advertisers.

The packages range in price from $250,000 for video spots that run before highlights of the two conference championship games last month, to $1 million for ads during the playoffs schedule through the final game, according to people familiar with the deals, who asked not to be identified because the details aren’t public.

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