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
SHOTS FROM THE CITY or STADIUM
or homeruns, touchdowns, tries and so on.
PREDICTIONS VIA POLLS
ENCOURAGEMENT DURING GAME
MAN OF THE MATCH
or, let your fans decide who the MOTM/MVP is
IF YOU WIN
BEST MOMENTS FROM THE GAME
RARER TYPES OF CONTENT
PROMOTION OF OTHER CHANNELS
Written by Ross Cranwell
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.
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.
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.
So, 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.
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.
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?
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.
As a sports team, what can you give fans the opportunity to be a part of?
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.