The recent “Price of Football” BBC study raised several questions around the future of our national sport. Many opinions have been raised since, but one thing is abundantly clear – attitudes and offerings need to adapt to a new generation.
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.
Ever since Ryan Murrant joined Motherwell just under a year ago, Sports Marketing Scotland has been keeping an even closer eye on the goings on at Fir Park. Delighted to shine a light on some of the key activities that Ryan has been working on in his time at the club so far in the latest of our interviews on the site.
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.
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.
Ahead of the 2016/17 SPFL season starting, Sports Marketing Scotland spoke to Dunfermline Athletic’s newly appointed General Manager, Michael Mlotkiewicz.
We wanted to get the lowdown on what’s made Dunfermline so successful off the park since becoming a fan owned club, what the plans are ahead of their return to the Scottish Championship, and how Michael’s made the move from being a fan, to becoming the General Manager of the club he’s supported all his life.
Greenock Morton released their new home kit for the 2016/17 season yesterday. If you aren’t quite sure of how Morton kits are supposed to look, here’s a snapshot of the club’s most recent efforts on the home kit.
Making his Sports Marketing Scotland debut is Duncan McKay, a lifelong Scottish football fan. Duncan works in communications and is talking about SPFL branding and opportunities. You can hear Duncan regularly on Terrace Podcast or read his blog where he visited every SPFL ground in one season, 42 Grounds.
You’ve all seen the photos. You know what I’m talking about, right?
It’s these almost weekly images we see appear on Twitter, Facebook and in our daily newspapers that I’m questioning here. [Insert player or manager here] poses with a bit of cardboard promoting [insert Scottish football match here]. These pieces of printed cardboard more often than not contain information on them regarding tickets to attend the match. My question is, have you been indecisive about whether to attend your clubs match and then been swayed to go because you open up the paper on a Friday or a Saturday and see your promising young left back posing for pictures with a piece of cardboard? I know that this enables the papers to fill their pages with a big image (maybe they could devote more inches to other clubs or the lower leagues, but that’s for a different day) and it gives the clubs free ‘advertising’ space, which businesses in other sectors would potentially pay thousands of pounds for. My question following on from that point is, how do the clubs know that this method of promoting Scottish football works?