Last week I cast aside usual boundaries of acceptability (in my household at least) and typed out the letters www.mcfc.co.uk. For somewhat excitingly, here was a website relaunch that didn’t involve inserting “premiumtv” into the domain name and filling the site with bulky, flashy content that took an age to load. You know the sort I’m talking about.
Instead, City unveiled a Wordpress site that provided evidence of a football club finally embracing social media, in their case through a Flickr site, Twitter account, customisable content and link-up to fan sites. They could have gone a bit further, but it’s not a bad start.
The wonder is that more sports clubs generally aren’t buying into social media marketing. After all, most sports clubs have got that thing brands and businesses would kill for: complete loyalty, skin-deep passion and a willingness to spend money in pursuit of that passion.
Just think of the ways that sports club marketers could use social media and digital channels generally:
- Sell unsold tickets, potentially at a special Twitter or Facebook discount
- Distribute news about injuries, signings and other club information
- Provide additional sponsor value and so boost sponsor income
- Promote non-sporting events such as concerts
- Notify fans of traffic and travel arrangements on the day of the game
- Gain a greater control on breaking news stories
- Build a database of fans that you can connect with on a regular basis
From a marketing point of view, it makes complete sense – and not just for the biggest clubs around the world.
Eastwood Rugby Club, a team in Sydney’s Premier Club Rugby (sort of second division level), are taking an innovative approach to reaching their supporters and increasing their revenue stream.
With their league having been gradually sidelined by the national broadcasters over the years, Eastwood have taken the matter into their own hands by creating a live broadcast of their games and making them available to fans via subscription online.
The commentary on the game is even provided by club manager Rob Frost and board member Graeme Harrison, who edit the audio later. Club sponsors get regular mentions, with some additional plugs for local companies, and highlights are later posted to YouTube.
Supporters can subscribe for $120 a season and watch the games at their leisure – and 150 have signed up already.
Frost reckons Eastwood’s subscription could catch on. “YouTube and other online sites are becoming a very popular way of reaching a lot of people. Why not Club Rugby?” he said. “It’s not as good as being at the game, but if you can’t make it, at least you can see how your club is doing and get a bit of club gossip into the bargain.”
Eastwood clearly get social media and its potential. There are many sports clubs out there – big and small – who could do with following their example.
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