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James Johnson thrilled with increased fan engagement for Socceroos and Matildas

Football Federation Australia (FFA) has revealed that in spite of COVID-19 related challenges, digital and social engagement figures have surged for both the Socceroos and Matildas.

FFA Chief Executive Officer James Johnson was delighted to announce the increased engagement levels, despite the pandemic halting matches and camps for Australia’s two senior national football teams throughout 2020.

“In the Post Summer 2020 BenchMark Report released by True North Research earlier this year, both our senior national teams rated strongly,” Johnson said.

“The Socceroos had the highest familiarity in the report, with nearly 80 per cent of all Australian sports followers familiar with the team, while the Westfield Matildas came first in emotional connection to all Australian sports followers.”

Johnson added that FFA’s in-house digital and social media team have proactively adapted FFA’s content offerings throughout the pandemic in response to traditionally peak performing periods around international fixtures having been postponed.

“We recognised at the start of the pandemic that there was a likelihood domestic football and a host of international match activity in 2020 could be affected by the COVID-19 situation, and moved swiftly to pivot some of our planning to ensure that our supporters retained, or even grew, their connections to the game and our iconic senior sides throughout this challenging period,” he said

FFA has adopted creative strategies for both the men’s and women’s digital strategies throughout 2020. These include leveraging the successful FIFA Women’s World Cup bid for the Matildas and taking a more retrospective approach for the Socceroos.

Australia’s winning bid to co-host the Women’s World Cup has been one of 2020’s highpoints.

“On the back of the euphoric announcement that Australia, together with New Zealand, will host the FIFA Women’s World Cup in 2023, combined with the movement of many leading Matildas players to globally recognised clubs abroad, we’ve focused on creating content that takes fans behind the scenes and into the lives of our elite female footballers, enabling them to gain a closer understanding of the people and their personalities.

“For the Socceroos, we have focused intently on the culture and history of the team, who in 2022 – a FIFA World Cup year – will celebrate a century of activity. This has included re-living many historic moments and matches and covering them as if social media existed when they occurred. This rich and reflective coverage has resulted in the Socceroos’ digital and social media accounts delivering more video views between April and June 2020 with no matches, than in the nine months prior.

In terms of tangible engagement, highlights of the past 12 months for the Westfield Matildas include a 121 per cent increase in total minutes viewed on Facebook, a 157 per cent increase in overall hours of video viewed across all platforms, and a 9.3 per cent increase in total followers to over 355,000 followers.

The recently launched FFA TikTok channel has also earned strong early engagement, with experienced defender Alanna Kennedy’s training clip edging towards three million views.

The Socceroos’ approach has resulted in a 244 per cent increase in total video views across all platforms, while total hours of video content consumed has risen by 355 per cent year-on-year. Remarkably, 81 per cent of all Socceroos video content consumed throughout last financial year occurred during the COVID-19 period between April and June. The Socceroos have a cumulative social following of over 1.1 million fans.

“Our intent is to continue evolving our digital and social products to ensure that we enhance our connection with our football community, involve fans in the journeys of our teams and players both in and out of peak match and competition periods, and deliver consistent value to our partners,” Johnson concluded.

Tottenham Hotspur announce Science in Sport as their performance solutions partner

Tottenham and SiS

Tottenham Hotspur have named nutrition brand Science in Sport (SiS) as their first official performance solutions partner, signing a four-year deal.

The partnership will see SiS provide the Premier League outfit with products and a dedicated performance solutions framework, custom designed by the company to shape the team’s nutrition strategy.

Spurs will employ staff to work alongside SiS to help develop the programme, which will be led by the club’s lead nutritionist, Emma Tester.

“At Tottenham Hotspur we aspire to be the world’s best in performance nutrition. Since the start of pre-season, we have been working closely with James Morton and the team at SiS to get the products implemented across the squad and begin planning our wider nutritional strategy,” Tester said via Tottenham Hotspur.

“Having access and support from industry-leading experts is of huge benefit to us“We have had great feedback from the players on the range of products available to them and we look forward to developing bespoke products to truly personalise their nutrition programme.

In return, SiS will gain brand visibility on coolers and water bottles, as well as branding promotion at the club’s Tottenham Hotspur Stadium home on matchdays and at the club’s training ground.

Spursplay, the club’s recently launched streaming platform, will offer feature SiS-branded content demonstrating how the brand’s products are being used.

Included on the Board is Prof. James Morton, Director of Performance Solutions at SiS, who said via Tottenham Hotspur:

“Science in Sport are committed to fuelling the world’s best athletes and sports teams with world leading science and innovation. With our Performance Solutions programme, we tailor our research, innovation, and world class knowledge to deliver a true competitive advantage. We are delighted to partner with Tottenham Hotspur, a sports team who share the same pioneering values and vision.”

Exclusive content about the partnership will be available on SPURSPLAY, the Club’s new home of live and on-demand video content, including interviews and behind the scenes access to the Performance Framework being implemented. SiS-branded coolers and bottles will also regularly be seen pitchside on matchdays and during training sessions.

Optus Sport to stream Football Victoria’s Nike F.C. Cup Final

Nike F.C. Cup

Football Victoria have made the exciting announcement that Optus Sport will yet again stream the Nike F.C. Cup Final in 2022.

Optus Sport have been the home of the English Premier League in Australia since 2016, and are also home to LaLiga, the Women’s Super League, K-League, J-League and the EURO’s.

The Cup Final will be held on Sunday afternoon, when South Melbourne takes on Calder United at Valley Park Events Centre, Broadmeadows.

Football Victoria CEO Kimon Taliadoros applauded Optus Sport’s commitment and acknowledged their continued support of the local game in a statement released by Football Victoria.

“The appetite for women’s football is growing exponentially and we thank Optus Sport for their elevation of the Nike F.C. Cup again in 2022,” he said in a statement.

“We are thrilled that subscribers across the nation can experience the quality football that the two teams will deliver on Sunday.”

Match coverage starts at 3.30pm AEDT, with the final kicking off at 4pm this Sunday.

Coverage will also be provided for non-subscribers on NPL.TV and Football Victoria’s Facebook and YouTube.

Customers can watch Optus Sport on their favourite screens and devices via Fetch, Apple TV, Android TV compatible Smart TVs, LG Smart TVs, Apple Airplay, Chromecast, Amazon Fire TV, Xbox, compatible Samsung Smart TVs or desktop, or on-the-go via tablet, mobile, or laptop.

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