Sports Marketing Watch #4

How are Eurosport trying to revitalise their digital product portfolio? Are data-driven graphics the best way to engage with new audiences? Here’s a round-up of some of the exciting things happening in the industry right now…

Warrington looking at the US for marketing inspiration

Warrington Wolves Chief Executive Karl Fitzpatrick has headed to the USA to find out more about how they can market themselves differently to their Super League competitors.

The club have had a bold approach to marketing in 2019 and have achieved record-breaking social media engagements, while attendances have risen by 10%. Now, their CEO has travelled to Los Angeles to meet with teams from the NFL, NBA, MLS and NHL.

Speaking about the trip, Fitzpatrick said: “I am a big fan of American sports in terms of how they market themselves and the experience for spectators which is sensational.

“It is true to say we have been the most talked about Super League club this year on social media, but it is really important we continue to improve and raise the bar.”

Paul Rehrig to oversee Eurosport’s digital portfolio

Discovery have appointed Paul Rehrig as general manager of Eurosport’s direct-to-consumer business unit, Eurosport Digital.

His primary responsibility will be on developing Eurosport’s digital products, including the Eurosport app, Eurosport Player and the broadcaster’s website.

Enhancing their app experience is a big opportunity for Eurosport. The mobile app market is expected to reach £150billion by 2020, compared to £51billion in 2016, according to Knowband.

Rehrig was previous working at AMC Network, who are based in New York. On his appointment, he described Eurosport as a digital pioneer, adding: “Serving sports fans with programming and content across Europe is a significant responsibility and I’m thrilled to lead such a world-class team.”

Are data-driven graphics the best way to connect with new audiences?

Genius Sports Media have announced a new suite of data-driven fan engagement services for brands and publishers to find new ways to connect with audiences.

The new marketing tools are designed to make it easier for advertisers to tailor the content and delivery of their campaigns around the sporting calendar.

Brands will be able to embed relevant content such as real-time statistics, betting odds or video highlights into their creative output. This will allow them to deliver personalised messaging, maximising efficiency of ad spend.

Genius Sports Group Chief Executive Mark Locke said: “We have been helping brands acquire customers for well over a decade and have subsequently built an understanding of how and when sports fans engage with media that simply can’t be replicated by traditional agencies.”

Brisbane Heat pick up major marketing award

Cricket isn’t a sport renowned for making headlines on social media, but Big Bash side Brisbane Heat have picked up an award for their marketing efforts over the past 12 months.

Their social media channels have enjoyed significant growth and the club have been commended for their clear focus on entertaining fans and trying to get more families interested in the sport.

The club’s strategy of producing high quality digital content leading into and during the 2018-19 WBBL and BBL seasons resulted in the Heat retaining the position of having the highest combined social media following of any Australian sports club across Instagram, Facebook, twitter and YouTube – a total community of 1,302,804.

It just goes to show that sometimes quality of content is worth far more than quantity.

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