Sports brands faced the first challenge – handling recognition. They needed to manage both the positive emotions coming from their supporters and the negative emotions appearing among their rivals’ fans.
SECOND LESSON: Brand recognition and positioning relates both to your fans and to the supporters of opposing teams. Sponsors will analyse it.
⇒ 1872, first international match. Scotland played against England.
⇒ 1883, first international tournament. England, Scotland, Ireland and Wales competed for the UK Championship.
⇒ July 30, 1930, Montevideo, Uruguay. First World Cup final. 93 000 spectators attended the game.
⇒ 2015, Berlin. Champions League Final, FC Barcelona vs Juventus. Viewership: ~ 382 millions of people. The biggest in sports history.
The development of football clubs’ recognition has been very fast. The revolution in communication that came with the TV and internet entirely changed the “scale of fame” for the best athletes. They no longer have to fight for recognition in their country or even on the continent they live. Currently, it’s a battle for a global audience.
THIRD LESSON: To maximise your sports brand’s reach globally, you should consider using four communication channels:
- Social platforms [Facebook, Instagram, TikTok, Twitter and more],
- Video-streaming [OTT, VOD, YouTube],
- Mobile native applications.
Sports club’s editorial office is a group of people who have to work hard every day to produce appealing content for the fans. At the end of the twentieth century, their responsibilities were relatively easy – they had to prepare sports news about the team. However, as time passed, the expectations of the quality of the content and its diversity went much higher.
Providing them with the best tools on the market is an essential factor in improving their operations; thus, enhancing Fan Experience. When looking for such solutions, you should consider two elements: the cost and the quality. The former should be the lowest, the latter should be the highest!
For this reason, TISA created two tools – UMPIRE and BRISK.
UMPIRE is an integrated content management system that helps sports organizations enhance their communication across all digital platforms, boost fan engagement and build community.
BRISK is much more than a social media management tool – it’s a business-driven product that enables sports organisations to create and implement effective social media communication strategies and build relationships with fans.
FOURTH LESSON: Provide your team with the best tools on the market to keep enhancing Fan Experience.
As time went on, ideas for fan engagement in the sports industry kept improving. One of the key questions was how to improve the fans’ experience while monetising it by adding a new revenue stream.
Betting has a very long history. Even in ancient times, spectators couldn’t remain inert towards the competition they saw. They were participating in various betting contents to check who is the best in the prediction of the winners.