Why Smaller Sports Must Have Better Live Coverage

Live sports coverage within the digital universe has never been so rich.  There’s more data, visualisation and high-quality commentary than ever, making it possible for fans to keep up with the action wherever they are.  But while this may be true at the top there are plenty of sports (with plenty of interested fans) who are badly neglected.  Try telling netball Super League teams or rugby union Championship teams they’ve never had it so good.

Some sports find themselves locked into something that feels like a vicious circle.  Smaller fan bases make it hard to gain exposure but without more exposure fan bases remain small.  Less fans means it is harder to attract sponsors, sell tickets, compete with the bigger fish.  For sports that are hamstrung in this way building strong team brands with engaged fans is a real battle.

One of the main reasons is probably simple economics.  In the past the numbers just haven’t stacked up.  Data providers and other outlets have struggled to find the revenue opportunities that would justify investing in second, third and fourth tier sports.  Unfortunately that means the fans are left in the digital dark ages, with little more than club-generated score updates on Twitter and full time results as and when they become available on team websites and the BBC.

Buzzcast is changing this, by giving sports clubs and fans the ability to create and own rich live sports coverage, which can be easily embedded into digital products and distributed to Twitter followers.  It’s cheap, can be created using a tablet or smartphone and means that small sports clubs can give their fans a live experience that can finally compete with their contemporaries at the top of the sporting pyramid.  Click here to find out more.


Five Reasons Why Sport Is Taking Control Of Real Time

Sports teams have been plugging into Twitter since the little blue bird first landed.  It’s become a hugely important live channel, allowing the latest events to be shared with the widest possible following.  That’s good news for teams and great news for fans, who no longer have to pay through the nose for those long-forgotten premium SMS alerts.

But an increasing number of sports teams are taking greater control of the live window through their owned digital channels, investing in high-end live match centres that delivering the best possible live experience to fans.  Here’s a few reasons why.

  1. Content experience.  The richness of live sport can’t be fully captured within 140 characters.  It’s becoming a multi-stream, fully-integrated experience
  2. Improved tools.  Editorial teams can access cost-effective tools that allow them to create great live content that can be seamlessly integrated into their owned channels.
  3. Monetisation.  There’s a limit to what sports organisations can do in terms of turning Twitter followers into free flowing revenue.  Bringing content into their owned channels brings new possibilities for sponsors and advertisers when it comes to fan engagement.
  4. Ownership of the fan.  Sports organisations want as many straight lines as possible between their owned-media and their fans.  Once they’re in place they can finally begin to pull together that illusive single customer view.
  5. Leveraging social channels.  Sports teams are getting good at harnessing the reach of Twitter and other social channels to the benefit of their owned channels.

Twitter is still a hugely important part of the digital sports content mix for progressive sports teams.  There’s a real challenge, however, centred on continuing to tap into that broad reach while acquiring valuable users to a deeper more engaging content offering back home.

Buzzcast’s made-for-sport real-time fan engagement platform is helping sports organisations to transform their live coverage.  Click here to get in touch.