Categoria: Sport Marketing

“BREAK POINT,” “DRIVE TO SURVIVE,” “ALL OR NOTHING”: TV SERIES AS A VEHICLE FOR SPORTS PROMOTION

The promotion of sports also passes through its representation on the small screen: now, the phenomenon of TV series has reached the world of sports, with the recent release of Break Point on Netflix. This series narrates the stories of some of the most talented tennis players in the world as they navigate the sports season, aiming to bring home the trophies up for grabs. Among them is the Italian Matteo Berrettini, who finds himself in the spotlight of the show.

Presenting sports in a way that is accessible to series enthusiasts has already been an idea brewing in the minds of producers for some time. Among the most successful examples is Drive to Survive, produced by BoxToBox Production, which also created Break Point. It recounts the ups and downs of a Formula 1 season, offering an inside look at the emotions, stories, and conversations within the teams, from both drivers and team principals. The production company also has plans for future releases, including a series on golf titled Full Swings, another on the Tour de France, and one on the recent Qatar World Cup, set to be released later.

Moreover, how can we not mention the now-famous series All or Nothing? It began with American football, moved to rugby, and later entered the world of soccer, where it gained maximum visibility. This series also delves into the internal workings of a team as it approaches a sports season, exploring in depth the management of an entire sports organization as well as the team itself.

These productions have allowed countless fans to discover the less visible side of athlete preparation for sporting events. Athletes lay themselves bare before the camera, sharing emotions, thoughts, and even explanations of certain events, such as injuries, transfers, accidents, triumphant victories, and painful defeats. In short, these series offer a 360-degree view of what characterizes the life of a professional athlete.

Indirectly, this has also expanded the visibility opportunities for both athletes and teams, and therefore for organizations, which have realized the economic potential of such content. Showcasing the behind-the-scenes of the sports world inevitably attracts more fans to follow the sporting events these organizations are part of. From an economic perspective, this represents a potential advantage, although, as always, everything depends on the performances delivered on the field or on the track.

In conclusion, sports too have opened their doors to global broadcasting, striving to create increasingly captivating products for the general public. These efforts are also aimed at gaining competitive advantages over other organizations in terms of revenue and visibility, particularly in countries where these sports are still developing, but also in places where they are already well established, with the goal of strengthening fan and supporter loyalty.

By Marco Munari

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GOAT-PSG: THE E-COMMERCE PLATFORM BREAKS INTO FOOTBALL

Paris Saint-Germain has signed a three-year agreement with GOAT Group, the online platform that offers sneakers, luxury clothing, and accessories. The club will be the first to have a dedicated section in the GOAT e-commerce store, featuring limited edition items, collaborations, and vintage products. The brand will appear on the PSG kit sleeve and will be promoted on television, online via the team’s social media channels, and at the Paris stadium.

PSG has collaborated with various fashion brands in recent years, alongside its long-standing partnership with Nike. Adding GOAT to PSG’s kit marks a rare occurrence where a sneaker retailer will be promoted on the same uniform as Nike.

The e-commerce company has expanded outside the US, especially in Europe and the Middle East, and works directly with brands like Versace and Balenciaga. The company was last valued at $3.7 billion in a funding round and has now entered the football world to boost brand visibility and enhance its image.

By Antonio Devilla

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WHY DOES MANCHESTER UNITED NOT MONETISE SOCIAL MEDIA?

Sports are constantly evolving, and with them, so are marketing strategies. Social media currently enables clubs to expand their target audience and increase visibility, as well as provide an additional source of revenue.

In fact, nearly every club uses social media to monetise and gain additional income – except Manchester United. The English club prefers to use its players as influencers rather than publishing sponsored posts, creating bespoke communication for each player to direct the audience to external websites and acquire data to enhance its e-commerce side, with a particular focus on the team’s star players.

Currently, United boasts the largest fan base in Europe and dominates social media with numbers surpassing those of its rivals, thanks in part to recent signings, most notably Cristiano Ronaldo. His presence alone brings substantial visibility to the team. By using its players to share personal stories, match moments, or anecdotes, United establishes an emotional connection with fans through their favourite players, even if only virtually.

This unusual strategy, unmatched among other top global clubs, is nonetheless shrewd and appears to be yielding results, given the club’s strong following and recent income, despite consistently moderate yet rarely outstanding sporting results.

By Antonio Devilla

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