Language Training For Football Clubs

“When you look back at all the British football players who have been successful playing abroad, it is the ones who have got themselves into the culture, learnt the language, and made their life enjoyable. Throw your heart and soul into it and more than anything learn the language, because I think if you can be happy and communicate off the pitch that will reflect in your football and how things go on the pitch.” Gary Lineker, September 1st , 2013, interview for BBC

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At LinguaTracks we also believe communication is crucial for the success of a football team. With the ever expanding foreign influence on the UK game we are extremely aware of the need to integrate the players, staff and their families into their new surroundings as efficiently and smoothly as possible.

 

The margins between success and failure in football are very fine. A player and his family that adapts quickly to a new language, culture and surroundings will become an immediate asset to their club. These in turn can only aid and increase immediate performance levels. We want to help you maximise the potential of your staff immediately.

ba7af65355c46ab08675812aa29ef943We sometimes take it for granted that, being immersed in the language, foreign players are going to acquire English and that they do not need support. Unfortunately, that is not the case.

The problem with communication in the modern game is apparent. Following the comments and articles concerning sports in general we have notice a rising number of issues on the basic level of communication. This issue directly influences the quality of the game and therefore, the performance of players. To exemplify this we have found numerous articles expressing difficulties they have experienced.

 

Paolo Di Canio: ¨Every session you can see that everything is going OK, then when we practise something, there’s a misunderstanding. A British player says: ‘You squeeze up,’ and the French player or the Italian can’t understand. I stop the session.¨ Source: The Guardian, The Guardian article about Paolo Di Canio

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Harry Redknapp “It’s a crazy situation. We’ve got three people who can’t speak English. What is the good when you have got people and you cannot even tell them what to do?” Source: BBC Sport: BBC Sport article about Harry Redknapp

This is the reason we have decided to step in and solve this ever-expanding problem for football clubs.

LinguaTracks is a dynamic and fast growing provider of language training to clients across a broad range of industries. We specialize in maximizing results and clearly demonstrating fast and efficient improvement in communication skills. After achieving significant recognition for our services across Europe, we have now created a dynamic and bespoke set of courses aimed entirely at teams in the Premiership and across the football league. There is too much football talent being hindered just because of language barriers, we are here to break them!

We know that communication is a crucial part of teamwork and achieving objectives together. The courses will focus on improving players language skills on and off the pitch. This ranges from on pitch colloquialisms, to interview techniques and every day interactions.

We have established our own unique Sport and Cultural integration Methodology. Its main principles focus on immediate immersion and effective usage of the target language on and off the pitch.

We feel that the future of British football is to have an experienced language company you can trust to provide your linguistic training. The course has been created in collaboration with a former FC Barcelona language training provider, who has taken part in the creation of the project. We understand that all footballers and clubs have their own unique history, which must be respected and we are able to adapt our courses to the needs of our clients.

The main rules we follow are:

- We believe that that it is essential to start with the basics and make the player acquire the one hundred most often used football language terms.
- Later on we integrate real-life materials from the clubs history to make the students feel welcome and ¨at home¨ playing for the new team. This will help him build a rapport with fans.
- We will help the player develop off-pitch communication skills, which will help him settle into the new culture.
- We will introduce on-pitch colloquial language and help the player understand what is required of him

If you think this issue concerns you and your club, do not hesitate to contact us!

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www.linguatracks.com

Info@linguatracks.com

+34651072619

+447930084735

Skype: linguatracks

Link to FC language course offer -

http://business.linguatracks.com/offer/language-training-for-football-clubs/?lang=en

How clubs are responding to the ‘Omnichannel’ Fan

The topic of the ‘omnichannel’ fan – hungry for 24/7 content, on TV, on the web and increasingly, via mobile – continues to capture our attention. We took the opportunity, earlier this week, to have an animated debate with a range of football clubs about the subject.

In the inspiring setting of The Gherkin, we discussed the importance of the online relationship that clubs have with their fans; what makes a great online experience and how this helps to build loyalty, enhance a club’s brand and drive commercial opportunities. Everyone agreed with the view recounted from last month’s Leaders in Sport event – ignore digital channels at your peril and make sure you’re monetising them. But there was also a recognition that clubs were at different stages on the road towards enhancing the online journey for their fans.

We were fortunate to have Scott McLeod from Everton Football Club share his experiences and insights into the significant strides they’ve taken in making it simple for supporters to engage and purchase with the club online. This, he reported, is helping to change purchasing habits of existing fans whilst also enabling them to engage with new ones.  Online engagement is at the heart of Everton’s ongoing digital strategy, which has been spearheaded by the success of the official club app. This is exciting because the app provides fans with the opportunity to purchase tickets more quickly and easily than ever before, with our TALENT Sport commerce platform integrated within the native app. All this work by Everton has resulted in the club winning an award at the Football Business Awards (read more here) as well as being voted number one by the fans in the Premier League’s annual fan survey for ease of purchasing tickets online (read more here).

Kurt Pittman from Brentford Football Club also shared his experiences about encouraging fans to move online and the importance of using data to provide a personalised experience for supporters. In fact, the focus on delivering a customised, tailored journey was a major theme throughout the event. Everyone agreed that using data about the fan in the right way helps to deepen the intimacy of the relationship. Clubs can use previous purchasing behaviours and profile information to better understand fans’ preferences – this insight can then be used to create a better, more relevant experience but also to unlock the value of the individual supporter from a commercial perspective.

Prior to holding the event, we had debated the role that the retail industry plays in informing the sports organisations how to deliver a great online experience. Tina Spooner from IMRG – the online e-retail industry body – attended the event to provide this insight, looking at trends around shoppers in the retail space. She shared how game-changers for online shoppers have been mobile, personalisation and maximising international opportunities. It was interesting to hear how consumers have shifted from shopping online to find better value, to a situation where convenience has become the key motivation. It’s clear that retailers are working hard to keep up with customer demands as they embrace mobile and how they endeavour to make it as easy for shoppers as possible to have choice and convenience. Tina shared that recent research carried out by them shows how retailers are struggling to find the right balance between engaging with consumers in a personalised way but without over-stepping the line and making it feel too ‘spooky’.

This latter point sparked off great debate; the clubs around the table all agreed that, for sports fans, it just can’t get too personal. In fact, the feeling was that this becomes a badge of honour based on their support of the club; it demonstrates that the club knows exactly how deep their loyalty lies. The role of fan data and being able to use this data in the right way to profile fans and, subsequently, engage more effectively with them, was clear. Clubs shared several examples of this, such as targeted communications with tailored videos full of relevant sporting memories to the individual supporter which helped to increase season ticket sales. Tina acknowledged that most retail brands would die to have the level of engagement and loyalty that football fans offers.

There was also a reality check where clubs intimated that, on the whole, they simply do not have the same budget as retailers and, therefore, can’t always deliver exactly the same experience online. Choice and convenience are still at the forefront of their minds when delivering a great experience, and making sure that the basic benefits are in place is fundamental. For example, fans do expect to be able to purchase a ticket easily, quickly and seamlessly, from any device – and within as few clicks as possible.

Given the retail shopper and the football fan is – in many cases – the same person, there were conversations as to why the consumer is happy to purchase online yet the football fan is often steeped in tribal traditions. There was an acknowledgement that in some cases, driving fans online required a forced change in behaviour to encourage fans to purchase online.  However, there was agreement that you still need to make the experience as rewarding as possible; prioritising relevant content for particular audiences, so the customer journey is personalised and the ‘virtual store’ is polished and clean, as well as some of the basics outlined above.

For us, we’re more certain than ever that exploiting the value of fan data in the right way helps to enhance loyalty by delivering a satisfying customer experience. Enriched data means more personalisation and opportunity for increased yield, as well as delivering enhanced commercial value to sponsors. But it was also evident that the core technology commerce platform still needs to deliver the goods when a fan is purchasing online – a few of the words used to describe this was quick, simple, and efficient – fans don’t want big bottlenecks which disappoint and means clubs have to work very hard to draw fans back online.

In the coming weeks, we’ll be looking closer at how sports clubs are finding innovative ways to create compelling online experiences and, more importantly, using online data to develop the services of the future.

We’d like to hear from you; what are your biggest challenges when engaging fans online?

Mark Dewell

Managing Director - Advanced Ticketing

 

For all news and stories see our Advanced Ticketing news site or follow us on Twitter: @Adv_TALENTSport and @MarkDewellADV

Labour’s Proposals For Fan Ownership – Are They Credible?

The Labour Party’s commitment to legislate for partial fan ownership published today by Clive Efford, Shadow Sport Minister, is admirable for its intent but worryingly short on detail says Mike Dyer, Director of Portsmouth law firm Verisona Law .

Dyer said that “there is a tendency to think of Football Clubs as being somehow different from any other business organisation.” In many respects, perhaps they are, but the underlying fact is that they are companies and as such bound by Company Law in the UK.

The proposals do not seem to address the fact that fundamental changes would be required to the Companies Act 2006 surrounding (in particular) Shareholder rights.

For example, the proposed right for a Supporters Trust to appoint and remove Directors whilst only being a 10% Shareholder represents a significant departure from the present legal position.  As the law currently stands, a Shareholder with only 10% of issued shares would not have such a right unless there is a Shareholders Agreement in place (a document setting out various terms between Shareholders and regulating the voting rights on certain issues).

Without such an Agreement, a 10% Shareholder will be unable to pass the necessary resolutions to give effect to this “right” without new Company Law legislation.

I sincerely hope this proposal is not just a poorly considered populist vote catcher – but if it is to be treated as credible then significant further detail of the proposal is needed.

Mike Dyer

Director, Verisona Law

Professional players ARE human after all – Relocating is not a fun game

Yep it is that time of the year again. When the media is flooded with the latest news of this player moving from this Club to the other, this Club making the multimillion pound offer to the one abroad, the fancy new house this player has recently acquired,…,

I don’t recall I have ever seen among all those numbers, details and fancy stuff anyone saying on the news:

“Oh poor them what a life moving from one country to the other, dragging family along, not understanding the cultural change, the social cues, dealing with the massive pressure the Club and the fans are putting on this new player”

A professional player is a human being after all, right? Yep, some of them look like something out of this world, they do incredible things but they all struggle as much as any other professional relocating through work. Especially when partners and families are moved around too and these don’t have the right support from the very beginning of the process.

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This is what we have approached in our latest article in the special Relocation issue at FC Business Magazine. If you want to read all about it just follow the link SecurelyBe is on page 24: http://www.fcbusiness.co.uk/eversion/fc79/index.html

Premier League to League Two, the coach, the physio,…, anyone involved in a relocation will need and should have the extra support to be able to “hit the ground working”, as well as being able to thrive during the transition.

Then and there is where SecurelyBe is the right partner. Before, during and long after your arrival.

Welcome to England!

http://securelybe.com/

Follow on Twitter: @SecurelyBe

Making supporter communication more engaging – our e-marketing successes

LCFC crest 0910 cmykIt’s fair to say that Leicester City Football Club are getting more than the average amount of attention at present,  with the team sitting at the summit of the Sky Bet Championship table.

Extremely hard work is being put in at the training ground to ensure a successful bid for promotion to the Premier League, an opportunity that needs to be maximised within the Club’s marketing efforts.

We’ve always been keen to involve the fans. Their opinions and behaviours are what shape our marketing strategy and help us to ensure that we have a passionate set of supporters that get behind the team.

We’re always looking for new ways to improve our communications, trying to make them more engaging and set out to provide key information pre and post-match in a nice easy to digest format.

This has increased click-through rates significantly, showing that it’s been a positive move.

To drill into that statement a little further… on average our communications around a game have seen an increased click rate of 380%, with certain features of the email way in excess of this.

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It’s come about just by making the design more appealing, making the information clear and most importantly, by giving the fans the content that they want without making them have to go searching for it.

It’s relatively simple stuff really, but it’s really powerful and is leading to decent results. We can track the level of engagement, open rates and clicks in our CRM system, which we get from Green 4 Solutions, allowing us to measure success and make further improvements.

There’s no doubt that we need to drive our ticket sales to upcoming games and by refining certain areas of our marketing activity we can drive extra clicks to the ticketing site in the short term.

However, the bigger picture of our communications is to connect our fans more tightly with the team and ensure they’re more engaged with the Club for the long term.

Written by Tom Crosse, Marketing Executive at Leicester City Football Club.

Credit Green 4 Solutions – CRM, Ticketing and Fan Loyalty solutions experts for sport and leisure. For more information visit www.green4solutions.com

@Green4Solutions

On secondment at Manchester City: Rachel Cowgill’s experience

Solicitor in Gateley’s Commercial, Technology and Media team, Rachel Cowgill discusses in detail her experience of being on secondment at Manchester City during her training contract.

As part of my training contract I was fortunate enough to undertake a six month secondment at one of the world’s largest football clubs – Manchester City FC.

From an outsider’s perspective, it’s easy to think that the business of a football club begins and ends on the pitch. While the ‘beautiful game’ is the heart of MCFC, the substantial business infrastructure underpins everything the club does. A vital part of this machine is the MCFC legal team.

During my six-month stint at the club my work spanned player transfer agreements, sponsorship and endorsement deals, employment and IT matters. While the majority of the work fell under the umbrella of “commercial contracts” no two days were ever the same.

Football clubs are faced with a multitude of legal and non-legal issues. While some of the issues are commonplace within businesses generally, some are football-specific.

For example, if a club seeks to enter into an agreement with a new kit sponsor, not only must the parties reach agreeable commercial terms but they must also abide by the Football Association rules regarding kit advertising. These rules dictate how often the sponsor’s name, mark or logo may appear on the shirt and shorts and in what size. If a club participates in international competitions they must also comply with the relevant regulations of FIFA, UEFA and other Confederations.

In addition, as with other Premier League clubs, MCFC must ensure that it does not fall foul of the financial fair play rules which were brought in to prevent professional football clubs spending more than they earn in the pursuit of success.

Non-football specific matters – for example the protection of intellectual property and confidential information – are just as important to the club. As with any business which licences its intellectual property, it must ensure that contractual terms and strict approval processes are put in place to control the use of IP by third parties. After all, prohibited use of IP could potentially damage the valuable MCFC brand. Likewise, when sharing sensitive information, confidentiality agreements must be drawn up to ensure that such information is not leaked into the public domain.

The MCFC secondment proved to be a steep learning curve for me. As a trainee solicitor I often came across the phrase “commercial awareness” and I believe my true appreciation of this term only came following my secondment. I was able to observe and be a part of the inner workings of a business. I saw first hand the work that goes on behind the scenes to ensure that players are signed, training facilities are built and fan experience is improved, and how the legal team plays an intrinsic part in helping the club achieve success. The experience I gained was invaluable and something I will never forget.

Rachel Cowgill – Gateley LLP

www.gateleyuk.com

New Football Season Challenges Around Ticketing

The new football season has kicked off with a number of associated sport business stories about the problems caused when (some) clubs start selling tickets for their first matches.

Concerns about the robustness of their ticketing systems are right up there now for those clubs. The topic of fan engagement is always at the top of our customers’ minds and they continue to tell us that if supporters can’t buy the tickets they want, when they want them, to the right game and in the right seats, the whole fan experience starts to fall apart.

The premise of any ticketing solution has got to be its ability to provide a great fan experience when buying a ticketing – especially meeting peak demand for ticket sales. The core data engine needs to be able to crunch all those transactions, whatever the requirements, offering reliability and robustness so that fans get a fast, reliable and easy experience when purchasing.  Fundamentally, a ticketing system has got to perform when it counts most.

We’ve already had some high profile and high demand projects for the new season. The Scottish Football Association (SFA) recently sold its allocation of 20,000 tickets for the forthcoming match between Scotland and England at Wembley, taking place one week today on the 14th August. As the oldest international fixture, the SFA promptly sold its allocation.

At Liverpool’s recent summer sale, our TALENT platform handled the 90,000 online ticketing transactions within days. One of the ticketing team gave us this feedback:.

“Ensuring our fans get a great experience when buying tickets makes TALENT a critical service for us.  The Advanced Ticketing team’s strong service ethic has regularly proven that any problems get sorted quickly and we avoid downtime for our fans. When you consider our unique summer sales when we can sell more than 90,000 tickets during a short period, this has to operate well and the team always works closely with us to make sure this is a success,” said a spokesperson from the Ticketing Strategy Team, Liverpool Football Club.

Of course, it doesn’t pay for any ticketing company to be complacent. The mission-critical nature of ticketing platforms rely on robust technology which, given the nature of technology, means there’s always a danger that something can go wrong. It’s vital that clubs not only invest in the right systems but also in the right ticketing partner that can demonstrate proven customer confidence around its support service. So when things go wrong, as they do, they get sorted, quickly.

No one gets it right all the time, but our investment in support services has certainly paid off in terms of resolving any issues. We’re very proud of our recent NPS customer score of 68 and the feedback we’ve received from customers (read more here).

So as the season continues, I believe the peace of mind that TALENT offers when it comes to ticketing demands will continue to count.

Mark Dewell, MD

Advanced Ticketing - http://www.iristicketing.co.uk/

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Social League Tables Review – July 2013

Here we are again – that pre-season period of excitement and expectation, full of hope and wonder for what the forthcoming season will bring.

The fixtures are out. The transfer window is open. Pre-season training is well on its way, and clubs have embarked on their customary pre-season tours.

As part of our own pre-season preparations, we’ve taken a look at the current social media position across the professional game to see where we are before the cut-and-thrust of the season really starts. All of the figures have been collated between 1st July and 12th July, and the tables reflect last season’s promotions and relegations.

 

Premier League

Pre-season tours provide a great platform for clubs to expand their brand to all parts of the globe, and in the Premier League, Man Utd chose the start of their pre-season tour of the Far East to finally launch their Official Twitter page, @ManUtd.

United had plenty of content prepared for the launch of their Twitter feed, including iconic imagery of Bobby Charlton, George Best and Dennis Law, behind the scenes photography, artwork of David Moyes and infographics. Interestingly, United are also ensuring all of their official content is adorned with the words ‘Designed by Manchester United, Old Trafford’.

Premier League Social Table - click on image to view

Premier League Social Table – click on image to view

A rise to over 450,000 followers within 5 days at time of writing, as word spreads there’s no doubt United will be challenging at the top of the ‘Followers’ league soon. However, at time of writing no fan-interaction had taken place, and so it will be interesting to watch how the team deal with this in the future.

Looking elsewhere, Liverpool have launched a series of language specific Twitter pages as they work to make their content as accessible as possible to all areas of the globe. Our Follow figures only take into account the Wordwide account at the moment, but 15 official local language accounts have been launched in languages as diverse as French, Spanish, Greek, Thai and Arabic.

Perhaps unsurprisingly, Premier League new-boys Cardiff City, Crystal Palace and Hull City are currently at the bottom of the Twitter League – but we expect to see massive growth here in the coming months. Hull’s Facebook activity already sees them with more ‘Likes’ than premier league stalwarts Stoke City and WBA.

Beyond the ‘Like’, it appears that very few clubs are taking full advantage of Facebook features such as ‘Were here’. The location sharing metric counts how many users checked in, added a status from a location or tagged a photo of a location. Chelsea and Liverpool fans are the biggest users on Facebook, while some clubs such as Man Utd currently choose to activate this feature on FourSquare. It will be interesting to see how this changes through the season as social media tactics become more evolved.

 

Championship

QPR dominate both the Facebook and Twitter Championship tables in terms of pure ‘follows’, but is only followed by its ex-Premier League colleagues of Reading and Wigan in the Twitter tables.

Championship Social Media League Table - click on image to view

Championship Social Media League Table – click on image to view

On Facebook, clubs that have been active on the platform for sometime are able to mix it up with Reading and Wigan, with Bolton Wanderers, Middlesbrough and Blackburn Rovers attracting more audience than Reading, and Wigan down in 10th.

Championship new-boys, Yeovil Town, are at the bottom of both tables by some distance. However, given this is the first time Yeovil have achieved Championship status, be sure to see their following grow over the coming weeks.

The Championship is a heady-mix of sleeping giants and exciting new-comers, and perhaps most surprising is the relatively low following of a club of such standing as Leeds United. Undoubtedly a giant of the game, albeit rebuilding after financial ruin, they hover around in mid-table for both Likes and Followers.

 

League 1

League One Social League Table - click on image to view

League One Social League Table – click on image to view

The League 1 tables is tighter for the most part than its Premier League and Championship counterparts, but is skewed by the massive following of Wolverhampton Wanderers. Wolves fans will be hoping that they will also be top of the real league table at the end of the season for a swift return to the Championship.

When considering how the clubs follower figures  are effected by unexpected club success, look no further than Bradford City. Their surprise appearance in last years Capital One Cup final boosted their social media figures massively, and the newly promoted Bantam’s find themselves in the upper-echelons of follower numbers on both main platforms.

Also performing well given their relatively smaller size are clubs such as Brentford and Notts County. Both appear in the top 10 in terms of followers on Facebook and Twitter, and both have competition for local fans from (arguably) more illustrious neighbours such as Nottingham Forest, Derby County, Chelsea, QPR and Fulham.

 

League 2

League Two Social League Table - click on image to view

League Two Social League Table – click on image to view

The eternal love that resides for a football club can be seen clearly in the follower figures for League 2.

Portsmouth, despite their well documented problems, dominate the league as fans continue to follow them.  They are followed by the amazing success story that is AFC Wimbledon. AFC Wimbledon’s follower numbers are far in excess of the club that was its predecessor, MK Dons. And given the clubs only recent history and still relative new-ness to the football league, the interest is testament to the passion and commitment fans have for a club – new or old.

Looking at the newcomers to League 2, the stand-out performer is Newport County. Promoted via the Conference Play-Off’s, Newport’s is another magnificent story of rising from the ashes. The clubs follower figures are very healthy and places them far in excess of some more established Football League clubs.

 

2013 – 2014 Season – Trends to watch for

With a new season upon us, here are some trends that we think will become more prevalent as the season develops:

  • Clubs will look to start encouraging fans to ‘check in’ when they visit their stadium
  • Clubs will start to experiment with Google Plus and develop tactics for communicating to fans through this still young platform
  • Use of visual-content based platforms such as Instagram and Vine will increase, with each also feeding into established platforms such as Facebook and Twitter
  • Clubs will look more beyond the like and look at other metrics of success
  • Clubs will look for interactive engagement techniques such as gamification to incentivise and reward fans

Aaron Syed Jaffery – NineteenEightyFour

http://www.nineteeneightyfour.co/

Spennymoor Town Ready For Promotion Push

Stuart Canvas LogoSpennymoor Town FC’s development director Paul Callaghan has been given the task of getting the ground ready for the proposed move up the football pyramid, and the last piece of the ground developments was to install a new player’s tunnel to the main stand. This was required for step 4 of the football pyramid and the club went about finding a supplier for the tunnel. It quickly became apparent that Stuart Canvas was the company that came highly recommended and put in some top quality installations previously.

Work on the tunnel started early February 2012 and the new tunnel now sits proudly in the main stand of the Brewery Field.

Paul Callaghan states ‘We are delighted with the addition of the new tunnel to our ground supplied by Stuart Canvas, we as a club are now ready to take promotion should the chance come along. Everybody at Spennymoor Town FC would like to thank Stuart Canvas for installing the tunnel’.

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Stuart Canvas is proud to have completed Spennymoor Town FC’s retractable tunnel in time for their match against Darlington FC. The tunnels are an excellent addition to any club, offering protection for the players when entering and exiting the pitch. They can be produced on wheels or in fixed tracking dependent on customer requirements. The tunnels main PVC body comes in a variety of colours to suit and can also be branded with either the clubs crest or sponsorship logo for brand promotion.

Visit www.stuartcanvas.co.uk for more information.

Using online video to create itinerary for sports sponsors and partnerships

In the world of sports, when it comes to sponsors and partnerships almost everything is up for grabs. Sports clubs and organisations need to continue to drive revenue forwards to compete for the best players, the best backroom staff, the best facilities and investment in grass roots etc. Many clubs are now striving to find more itinerary to offer to their ever growing list of sponsors/partners to keep the flow of money coming in. Online video not only offers the potential to help create this itinerary but it also offers much greater engagement potential over other forms of communication.

Take football for example. We are all now able to watch most of the games live on TV or at the pub, we can catch up with the highlights on MOTD, Sky, ESPN, clubsites, apps, the list goes on. What the fans crave is access, to get behind the scenes at the training ground, in the tunnel or at the academy. They want to experience the banter of the players, the camaraderie of the backroom staff and a glimpse of the manager’s masterplan. This content is what the fans want to see and they want it with a unique insight and flavour that only the clubs can provide. This unique content combined with the engaging medium of video generates a hugely engaged and loyal audience.

None of this is new you will be thinking. Correct, but it’s how you do it that will be the key to its success as an asset to the football club. With all brands it’s all about identity, reinforcing that identity, purveying quality, establishing a connection and being remembered. Companies spend millions on brand identity and they are keen to get that brand out there but the environment has to be right.

Big brands are now savvy to the power of the web. In 2011,  spend on internet advertising in the UK was greater than TV and press. However, peoples viewing habits continually change, we get used to flashy banners, teasing skyscrapers and we zone out of Facebook ads. Big brands are looking for a vehicle to engage with an audience. Exclusive online content is the answer.

The key to maximising the effectiveness of this product is a clear and simple strategy with 4 core parts, content and technology, usability and marketing.

  • Your content must be well thought out, regular and of a high quality to support the brand (HD where possible), it must be continuously reviewed to see what works and what can be adjusted.
  • The technology must work with you and not against you, integrating video platforms with existing content management systems are the key here. A well thought out media workflow will save you hours, allow you to get content out more quickly and reduce headaches in the future.
  • Usability often gets overlooked, the viewer’s experience must be simple yet effective, they will want it to work on their laptop, iPhone, Android device and over 3g, Wi-Fi etc. Brands will expect this as a given.
  • Marketing of the product will be something you can work into your company’s existing strategy, however, for big events and key content a more targeted collection of journalists and bloggers is a better focus of your efforts.  As well as traditional marketing you can also allow your audience to push the content out for you as well, utilising social media elements within the video technology allows the fans to share that video or moment in time but keeps them in your branded environment.

With a successful online video product you can increase your portfolio of partnerships itinerary that little bit further and engage with an audience in a unique way that only video and the insight of the club can provide.

Written by: Matthew Quinn, Digital Solutions Director, StreamUK.

StreamUK is a market leading online video and streaming services provider. Currently shortlisted for 3 2012 Football Business Awards, the company’s work with Liverpool FC has been well documented, as this year LFC claimed its StreamUK’s revamped LFC.tv, is now the most successful online video subscription service of any football club in the world.