A Big Summer Of Sport Is Also A Chapter Of Change. Are You ‘game Ready’?
Many of us are excited to strap in and ride the highs and lows of the Euros, while many are set to hand over their time, voices and emotions to watch the spectacle that is the Olympics and Paralympics.
Yet there are other moves that are shifting how sport is positioned and ways that audiences want to be engaged. With the backdrop of what is likely to be the most significant General Election in over a decade, this summer really will be seen as an evolution in the sporting industry, and we have identified the core shifts in comms to embrace this summer and beyond.
NAVIGATING AN ELECTION
Politicians have long heralded the power of sport. But what does this mean? Over the years we have seen an increasingly hands-on approach to the management of sport. Whether it be the new independent regulator for football or gambling products that surround sport, politicians of all stripes see the potential of sport to help them to reach their policy aims.
Rebecca Hargreaves (L) & Khobi Patterson-Vallis (R) – Directors at Hanover Sport
The General Election has a backdrop of some seriously difficult policy issues, from an ageing population and pressures on the NHS to youth knife crime. And whoever leads the next government cannot get away from the importance of properly funding sport to improve activity levels. This offers a real opportunity for the industry, but to engage with political parties’, brands and organisations have to speak their language – for Labour this means focussing on their mission-led approach and for the Conservatives this is helping to deliver their framework for a more secure future.
LAZY GENDER COMPARISONS ARE A THING OF THE PAST
The rise of women’s sport is clear, but this year needs to see a shift from ‘them v us’, to being really focused on what is unique and special about women’s sport and celebrating that first and foremost. The new company formed to run the Women’s Super League and Women’s Championship clearly understands this and will be ready to market the game for its distinctness.
Providing a compelling message for girls and women rather than the lazy comparisons of ‘would they have done this for men’ approach that brands have been taking, will futureproof the support for women’s sport that will be fundamental to its continued growth.
ADDING ECOSYSTEMS TO YOUR AUDIENCE CHANNEL PLAN
How we communicate with fans and really engage with them through their sport is changing. Our audiences are living in fan ecosystems – highly engaged groups, all with a deep passion for their team, sports person, sport – obsessing about the latest new, update and action. For a brand or organisation to join these conversations, it needs to be handled carefully as you are entering their turf, so you need to respect their views and be really clear about what value you are bringing to create a positive impact. These fan ecosystems are a fundamental part of how you connect with fans complimenting the wider media strategy, so getting the timing and outreach right is key.
So, whilst being a big summer of sport, it is also a period of change and we have the exciting opportunity to not only be involved in the big events, but also drive how the industry is changing and really get to the heart of communities and fan bases.
Subscribe to the Sport Industry Daily for regular updates on the biggest stories and latest news in the sport industry.
