Being ambitious, being innovative and aiming high aren’t phrases I’d commonly associate with most Scottish football clubs. I’ve been critical of “the way it’s always been done” approach on numerous occasions over the past few years, and that’s why I’m excited to see what comes of Chris Ewing and Edusport Academy’s revolutionary approach to building a football club from scratch.
Scotland’s close relationship with glorious failure in sport, particularly football, is well documented. If our sports clubs across Scotland learnt from their failures and embraced them, as is the case with startups and other companies that adopt a startup-like approach, it can be used as a catalyst to drive growth going forward.
Startups traditionally begin with small teams of people working towards the same aim of getting their product or service off the ground. In the early days, there isn’t much money available either. It’s because of these two points that I believe it’d be an ideal way for our clubs across all sports in Scotland to operate. Scottish clubs across sport don’t have huge operations working behind the scenes in the marketing, comms, PR or commercial teams. And I think we all know there isn’t much money kicking around.
Social media has revolutionised the way sports teams engage and interact with their fans, but the ability for clubs to stream their own content via social media promises to bring on Fan Engagement still further. Content such as training footage or reserve team football matches which would not necessarily draw huge crowds among the general population, and so is unattractive for outside broadcasters, can now be produced at drastically reduced cost… directly to the target audience.
Partick Thistle, the club that arguably brought us the best mascot in the world, Kingsley, are improving year on year. The club achieved their highest league finish since the 1980s in the 2016/17 season and unveiled plans for a new multi-million-pound training ground. A good achievement nonetheless. However, for a team almost on the verge of bankruptcy only 10 years ago and lamenting in the third division, this achievement is somewhat incredible. During this rise through the divisions, the ways in which the club have engaged with fans has been admirable, and could be seen as a key driver as to why Thistle’s average attendance increases with every passing season. How do they bring fans through the turnstiles in a city dominated by Celtic and Rangers though? Quite simply, by offering a unique fan experience.
The clocks recently went forward by an hour, signifying the beginning of daylight saving time and the promise of longer days and (hopefully) warmer temperatures. It does also, sadly, bring with it the final stretch of most sports seasons. But sport never sleeps and even with games still left to be played this season and trophies waiting for a new home, the preparations for the new season have already started. A major aspect of this preparation is the season ticket videos that sports clubs make to encourage fans to either renew or buy a season ticket for the coming season.
Braehead Clan’s attendance figures are I’m sure looked upon with jealousy by some of their footballing neighbours. I don’t think it’s unfair to say that they punch above their weight in that respect. Football is Scotland’s national sport and with both Ibrox and the Paisley 2021 Stadium in a 5 mile vicinity of Braehead Clan’s current home at the 4,000 seater arena at Intu Braehead shopping centre, they’ve got competition on their hands. When you factor in that Celtic, Partick Thistle, Glasgow Warriors and the Glasgow Rocks are all also vying for the city’s sports fans, what Braehead Clan have achieved in a relatively short space of time is remarkable. The club have built up a strong following on social too, with over 26k followers on Twitter, and over 17.5k likes on Facebook.
I’d heard nothing but good things so I wanted to see what the Braehead Clan experience was like for myself. Saturday 4th February was the date, and the visitors that evening were the Belfast Giants.
Influencer marketing is not a new phenomenon. It hasn’t just sprung out of nowhere to become the new ‘in’ marketing buzzword. It’s mass adoption across businesses and brands hasn’t been as widespread as social or content marketing were, though. As a general rule of thumb, the business of sport tends to lag behind the corporate world when it comes to adopting new innovations. With a little bit of attention and a smattering of savvy though, it’s got plenty of opportunity to jump ahead of wider businesses and truly embrace the world of influencers.
Today, Sports Marketing Scotland is delighted to introduce you to Scotland’s next top sportsperson. Jordyn Smith is 15 years old, but has been involved in taekwondo for over a decade already.
The idea of consistency can directly relate to how leaders and managers should conduct themselves in the workplace. In an interview with Sir Alex Ferguson by Nick Robinson, he states how “In the 26-and-a-half years I was there, I never changed my conviction or my philosophy or my attitudes – and I think the players recognised that. Every day it was the same guy… That consistency created players who were consistent.”
As a manager, if you always maintain the same philosophy and attitude throughout your career, you will create this reputation for yourself that shows you are respectable, able to conduct yourself professionally at all times and that people can rely on you. If you want your team to be consistent, you have to be too.