Content, context and connections
Marketers frequently use the phrase ‘Content is King’. More specifically, the creator, curator and owner of content can be very influential. For many years TV networks, producers and broadcasters were firmly in control. Digital and social media has changed the paradigm forever. Sponsors, fans and players are also creators and broadcasters in the new age of digital.
The official transfer announcement of Paul Pogba generated 79,028 re-tweets and became the most re-tweeted Manchester United post of all time on twitter. Adidas, kit supplier to the club exploited this transfer saga by producing short video clips featuring Stormzy, a local grime artist including samples of the hit ‘Shut Up’, as the transfer rumours began. Later, clips of Pogba with the same ‘Shut Up’ samples appeared as frustrated fans awaited the outcome of transfer negotiations. The evening before the transfer was announced a music video of Stormzy rapping and Pogba in a United kit was apparently leaked and watched 6 million times in one day.
As the combination of sports content and live sport in particular drives conversation with consumers that lead to increased sales, it is no surprise that Amazon is exploring the acquisition of broadcast rights to sports events including the French Open at Roland Garros as well as golf, motor racing and football. Not satisfied being ranked the 8th most valuable brand in the world by Interbrand worth $50.33 billion, the brands who are best weathering technological change are the ones driving change as well. According to Interbrand CEO, Jez Frampton, “They understand their Anatomy of Growth is complex, unique and personal; they look inward and outward, expand into new markets, and create better experiences to grow their brands and businesses.”
The ‘inward-outward’ approach is a smart piece of advice that brands, clubs and athletes entering the Chinese market should take note of. Latest research from the Nielsen Sports fan DNA program analysing the impact of sponsorship on fan behaviour confirms the largest group of Chinese football fans are ‘Connection Fans’. Accounting for 32%, these Chinese football fans are driven by the social aspects of the game that brings people together. They also respond positively to sponsorship when messaging and communications are tailored around their drivers of engagement. This means creating the right content in context to connect with fans and bring them even closer to the game.
There are now 13 Chinese partly or fully owned top football clubs in Europe today compared to one in 2014. In recent years, top European clubs visited China in the off-season collecting large exhibition match fees before returning to Europe for the regular season. These fleeting visits generated cash but did little to create long term engagement with the Chinese fans. Digital platforms, social media and fan apps have changed the dynamics between the teams, players, sponsors and fans. But, there is one more important ingredient: local people with local knowledge. Clubs like Liverpool FC, Inter Milan and Aston Villa now refer to the human capital available through Chinese investors like Suning who can support their European marketing colleagues to create more content, relevant context and connected fans on a daily basis. As the saying goes…..there are many roads to Rome or is that China now?