Fan-facing content -- from online videos to podcasts -- has a valuable role to play in rights holders’ commercial strategy. Not only can it bring audiences closer to their favourite team and allow clubs to forge their own narrative, but it can also prove a lucrative revenue stream.
A Sports Audio Report from Sirius XM Media, Group M and Edison Research has recently revealed that 89% of sports fans in the U.S. watch sport content, and 64% listen to sports audio content. With those sports audio listeners alone garnering an average yearly spend of $262 on sports merch and memorabilia, there are ample benefits for rights holders to make sure the content they put out is of high quality.
So, how can they make the most of the opportunities presented by this content? The answer might lie in outsourcing its creation, rather than relying on in-house marketing teams to produce something outside of their core competencies.
What’s the appeal of outsourcing content?
Football clubs are, in many ways, pioneers when it comes to digital content creation within sport -- often taking the lead in adopting trends and strategies.
For years, the perceived wisdom has been that, alongside the day-to-day activities of running a football club, the rights holders should also function as a media house that creates video, social and audio content of the fans. However, this view is beginning to change.
As Roger Mitchell, founder at Albachiara SAGL pointed out on the “Unofficial Partner” podcast, numerous sports clubs are beginning to acknowledge that content creation is outside of their core competences and are looking toward partnerships to help carry out this task. Finding the right partners to deliver content on their behalf can help to improve its efficiency and quality, whilst helping the club focus on other important tasks.
Outsourcing this content also allows rights holders to find the right content creators for their target medium and audience, rather than relying on whoever happens to be within their content team. Having content producers that truly understand the medium of delivery, and the tone required to reach a specific audience, can dramatically improve the effectiveness, engagement, and impact of any piece of audio.
Managing the costs
One hesitancy that clubs may have toward outsourcing is the cost. Turning to third parties for production can be an expensive option, particularly in comparison to using internal resources. That’s why it’s so important to take a similar approach to the commercial side. Although digital revenue might not compare to that generated by player acquisition or transfers, there is still a significant amount of money on offer.
A valuable partnership therefore needs to consider both sides of the conversation. First, the partnership should provide rights holders with access to expert knowledge in how to use content to best connect with fans and audiences. However, it should also help brands to tap into and maximise the commercial value of any official audio and media content, both through the content itself and the partnership opportunities it provides.
This gives partner clubs, teams and official bodies confidence that their content will connect to their fans and deliver their values, whilst also allowing them to fully capitalise on commercial opportunities. In the long run, this can make outsourcing more cost-effective than using internal resources.
The future of content creation in sport
With a summer of major sporting events, including the 2024 Paris Olympics, fast approaching, it’s time rights holders considered leveling up their content creation. Whilst in-house marketing teams might have traditionally been called upon to create fan-facing video and audio, calling on the professionals in this area and utilising their expertise can make it aa much quicker, easier, and cheaper job in the long term -- with impressive results.
Jim Salveson is director at Voiceworks Sport, a collective of sport audio experts working with major rights holders including World Athletic, ParalympicsGB and Premier League clubs.
