37 Types of Content Every Sports Team Should Be Using

Fan Engagement, Italian Soccer Marketing, MLS Marketing, Scottish Football Marketing, Soccer Marketing, Spanish Football Marketing, Sports Marketing

Goals. Touchdowns. Wins. Birthdays.

These are just some of the many moments that sports teams can highlight and turn into shareable content for their fans.

Having managed The Third Rail’s social media accounts for NYCFC’s inaugural season in the MLS, I wanted to organize these shareable moments in one place for my own use and thought it may be useful to other sports teams, too.

In this post, I’ve listed out 37 pieces of content that every sports team can use to make their social media shine.

MOMENTS FROM TRAINING

TIMEZONES TO WATCH

PREVIEW OF GAME

GAMEDAY CONDITIONS

SHOTS FROM THE CITY or STADIUM

PRE-GAME STATS

INJURY REPORTS

PRE-GAME FESTIVITIES

TEAM ARRIVALS/WARMUPS

TEAM LINEUPS

GOALS

or homeruns, touchdowns, tries and so on.

PREDICTIONS VIA POLLS

HALF-TIME

ENCOURAGEMENT DURING GAME

SUBSTITUTIONS

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FINAL RESULT

GAME STATS

MAN OF THE MATCH

or, let your fans decide who the MOTM/MVP is

IF YOU WIN

PLAYER STATS

POST-GAME INTERVIEWS

BEST MOMENTS FROM THE GAME

PHOTO REVIEW

STANDINGS

MILESTONES

HAPPY BIRTHDAY

HOLIDAYS

PLAYER QUOTES

PLAY-BY-PLAYS

COUNTDOWNS

RECAPS


RARER TYPES OF CONTENT

PLAYER MOVES

TEAM OUTINGS

CHARITY EFFORTS

GIVEAWAYS

MERCHANDISE OFFERS

PROMOTION OF OTHER CHANNELS


Written by Ross Cranwell

11-Year Old Wins Official Scottish Goal of the Month Award

CSR, Fan Engagement, Scottish Football Marketing, Soccer Marketing, Sports Marketing

Once again Celtic’s community efforts stand out in the soccer world with this latest gesture in Scotland. Last time we saw how the club offered free tickets to unemployed Glaswegians, and this time they did something equally special with the help of Hamilton.

An Incredibly Creative Way to Highlight Fans

Fan Engagement, Italian Soccer Marketing, Soccer Marketing, Sports Marketing, Stadium Marketing

We have talked in past articles about how clubs put fans pictures on everything from shirts to buses. Well, now you can get your little head on right on to the football pitch – during a huge game!

Juventus FC are offering fans the opportunity to have their faces shown on the pitch side advertising for the game against AC Milan this February.

juv-milan

Imagine your face on the side advertising as your favourite striker runs with the ball in your beloved stadium — in front of tens of thousands of supporters in person – and millions of viewers worldwide.

Yes, this campaign is pretty cool.

Let’s take a look at the details.

IMG_2244So, the prize is to have your photo on the side advertising.

To start the process you need to download the Juve app (smart marketing hack #1 – as is an opportunity to get more visibility for their app)

Once the app has been downloaded, you need to submit your photo and then get your friends to vote on that photo (smart marketing hack #2 – as drives further recognition of the campaign and the club).

This campaign is a clever use of what is available to the Juventus marketing team. With a certain portion of pitch-side advertising, they can be creative as they like. You will often see clubs advertising their own app or tickets to future games, but this fan engagement campaign is very clever and I hope it succeeds.

Keep an eye out on February 7th to see this campaign in action.

How Barcelona Remind Global Fans about Games

Fan Engagement, Sports Marketing

More than ever before, clubs need to have a global presence. Understanding and communicating with your international fans are a key to building your brand past your native country.

Barcelona is one club who has taken this into account. Here is one simple way in which they communicate with their fans from China to Chile.

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As you can see its a simple image (and not necessarily a beautiful one) – but the thing to note is that they are trying to make it as easy as possible for fans to follow their matches.

I personally don’t like the design, and find it hard to read, but the idea is right. It follows the ‘Don’t make me think’ principle whereby global fans can just look at the time in their zone and see when they need to get to follow Barcelona’s feed.

It’s smart, it’s simple – let’s just hope they make it easier to read the image.

What are you doing to make the experience for your users/fans as simple as possible?

How AS Roma Turned Turned Their Bus into a Fan Engagement Opportunity

Fan Engagement, Sports Marketing, Supplementary Revenue

Roma have a new American owner and the marketing smarts from Pallotta and his forward thinking approach are starting to show.

One of the initiatives that they have been pushing across social media and their website is the Roma bus – and the chance to have your face on the side of the vehicle.

This is a fun project that provides Roma with revenue and loyalty and gives fans an opportunity to be visible every time the Roma bus pulls into the stadium.

New York City FC recently launched the same initiative for their shirts, but this option was limited to season ticket holders only.

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As a sports team, what can you give fans the opportunity to be a part of?

Buffon winning MVP award

Fan Engagement: How The Top Team in Italy Excels at Fan Interactions

Fan Engagement, Italian Soccer Marketing, Soccer Marketing, Sports Marketing

I am a Serie A fan, but definitely not a Juve fan. It’s nothing to do with the club per se, but more as a result of their dominance in the Italian league. I like to see different clubs competing for the Scudetto, and always having one team winning can become tiresome.

Nevertheless, I have been very impressed with their marketing, and today I want to highlight one aspect – which is how they provide unique opportunities for their fans.

In this tweet we see Brazilian Teodoro with exclusive access to the pitch and to a player. You can see from his face that this is an incredible moment.

Providing this unique opportunity shows that they care about their fans and is consistent with their dedication to providing experiences for what they call JMembers.

The MVP award that Buffon is receiving in the image above was also voted by the fans, as is done after every game, so not only does an individual fan have his dreams come true, but each of the Juve fans from around the world are part of that moment. Like New York City FC have recently done with their City Voice site, Juventus give the fans a chance to contribute to the club.

Take a look at the full experience here:

What can other clubs take away from this?

Look for opportunities with your club where you can turn the spotlight to your fans – often at no cost. Give your supporters the chance to be close to the club and it’s players and then promote these events when they take place.