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UK based Eleven Sports Media continues to evolve – where next?

Founded in 2009, Eleven Sports Media continues to have a huge impact on the world of sport, particularly football.

The UK company provides a range of in-stadium products, that give fans a better engagement experience at the stadium.

The company’s development team built both its StadiumTV and StatTV platforms, which are a big part of the match day experience for over 500,000 fans in the UK.

The StadiumTV platform has over 1,800 screens and is now showcased at over 50 sporting venues, making Eleven the biggest media network in UK sport.

Its StatTV and StatTracker channel brings live stats to stadiums and official club social media platforms.

While their products continue to garner widespread attention, brands associated with the company are allowed to engage with these huge audiences across the football landscape.

Eleven have provided various partners with comprehensive activations, including PR support, detailed campaign reports, social media amplification and organised marketing opportunities.

The company has had critical success with its Partner Programmes setup, with their model recognised as the best in the Football Business Awards.

Eleven have a partnership with the London Stadium as well as clubs such as Newcastle United, Rangers Football Club and Leeds United.

The company believes the expertise and knowledge they have is a huge asset in a commercial partnership programme.

“We realised that many brands failed to have a predefined activation plan when they were partnering with clubs,” CEO of Eleven Sports Media, Matt Cairns, told fcbusiness.

“They were spending money on acquiring rights but then didn’t have a plan in place to fully activate that sponsorship and make it work.”

Eleven identified that there was little structure to most commercial partner programmes, therefore they implemented an organised tiered structure.

The use of segmented LED with their proprietary inventory, as well as a strong focus on applying activation strategies, help brands pinpoint the commercial opportunities they can capitalise on.

“We’ve sold or facilitated over 300 partnerships in the last 12 months and everyone has had built in activation which has been delivered by Eleven.

“We advise each partner on the exposure to be gained from the media buy, but also ensure that their campaign is amplified by helping the partner celebrate the partnership and ultimately raise the profile of the brand by taking their association with the club beyond traditional football audiences.”

Many start-ups lack the resources to take advantage of commercial benefits in a partnership, so Eleven has tried to address this.

By arranging an end-to-end solution, Eleven takes accountability to ensure partnerships are fully activated.

“For a partner programme to have true commercial success, it goes well beyond having the correct list of assets.

“There are dozens of variables which will result in success or failure, at Eleven we believe that it is that attention to detail which sets us apart from anyone else in the industry,” added Cairns.

Eleven gives clubs access to in-depth insights, campaign analysis and sales training to improve aspects of each partnership.

The use of Eleven’s Insights department has already given clubs the opportunity to achieve their highest commercial numbers in a partnership.

“Although clubs have commercial teams, many don’t have that dedicated resource around insight that we have where they can really delve into that next level of commercial insight,” added Eleven’s commercial manager, Jordan Wilson.

“We found that we were delivering it so successfully for ourselves it made sense that clubs should get this too and they’re finding it really valuable.

“It also gives us that next level of insight when creating new partnerships, ones that are meaningful and built on something.”

Cairns adds: “When a company is investing in a high-level sponsorship it can achieve certain goals by a standard associated set of rights, but it won’t achieve the true value unless it is harnessed and leveraged by the brand to the point it becomes ingrained in every part of the organisation.

“We understand that and have got a proven track record in delivering this service.”

With over ten significant UK Clubs already using the model, the Eleven Partner Programme is looking to explore its possibilities in Europe and other areas.

Is this a viable proposition to those in Australian football circles?

Philip Panas is a sports journalist with Soccerscene. He reports widely on football policy and industry matters, drawing on his knowledge and passion of the game.

Manchester City teams up with Qualtrics

Manchester City Qualtrics

English Premier League side Manchester City have announced a new partnership with Qualtrics which will see the leader and creator of the Experience Management (XM) category become the Club’s Official Experience Management Software Partner.

Qualtrics empowers organisations to listen to customer and employee feedback, understand and analyse what they hear, then take action to improve experiences and design new ones, all in real time.

Manchester City and Qualtrics’ new partnership aligns with the club’s ongoing commitment to provide the best possible matchday experience for fans and will allow the club to use industry-leading experience management software to listen to fans’ feedback following each fixture.

From overall matchday experience – to catering, facilities, retail and more – Qualtrics can provide valuable insight and real-time data from fans to help the club shape their future strategic planning and decisions.

The new partnership is also expected to include further activations across wider areas of the organisation in coming months, using Qualtrics’ experience management software to listen to fan feedback and enhance the digital experience for Cityzens across the globe.

Senior Vice President of Global Partnerships Sales at City Football Group, Stephan Cieplik:

“As a club, we are continually working to improve our matchday offering for fans both in-stadium and across our digital platforms for those following across the globe,” he said.

“Through this new partnership with Qualtrics, we will be able to use industry-leading software to gather valuable feedback and insight from those at the heart of our club to help shape future decisions around matchdays.”

Qualtrics President of Products and Services, Brad Anderson:

“With Qualtrics, Manchester City can listen to and understand fan feedback in real time and take action to improve matchday experiences,” he said.

“But fan experience isn’t limited to the stadium — the digital and at-home fan experience is just as important, and Qualtrics will help Manchester City to deliver a personalized experience to their fans wherever they are.”

Zena Sport: Helping female goalkeepers stay protected

Donna Johnson started Zena Sport with the aim of protecting women athletes in high-impact sports. With the help of her husband, former AFL footballer and Western Bulldogs captain Brad Johnson, Zena Sport is changing the way female athletes look at injury prevention.

Their Female Impact protection garment, known as the Zena Z1 performance vest, offers support and impact protection, while also giving compression for enhanced post-game recovery.

The impact vest isn’t visible under a jersey or shirt while being lightweight and breathable without restricting a player’s movement, weighing only 160 grams.

Donna came up with the idea after after she watched a local women’s AFL game, with plans to continue expanding the product line after their initial success.

“My wife Donna was at a local game with her best friend who had a couple of daughters playing, and one of them came off that game with a big knock to the breast,” Brad said.

“We thought is there anything to help these girls during that development phase of life? That’s how the conversation started with us, and we continued to explore it.”

After discovering there wasn’t a large body of research in the area of injuries specific to women’s athletes, Zena Sport conducted their own.

“We worked with Deakin University in that process, and there were a lot of things to tick off,” Brad Johnson said.

“We went through their Centre of Sports Research, and the vest has been validated to show it absorbs a high level of contact.”

The AFLW embraced the impact vests, and now Zena Sport is expanding into other sports.

“The last 18 months we’ve been going flat out, AFLW was our first port of call but Melissa Barbieri jumped onboard quickly and she loves wearing it in goal,” Donna said.

“Soccer is one sport that the vest has been well received, and the feedback has been great so we want to push it even further and harder through the soccer world.”

Melissa Barbieri, a former Matilda’s goalkeeper, had an early opportunity to test the vest out before launch.

“Once I tried it I felt that little more protected in collisions, and as a goalkeeper hitting the ground and the ball hitting your chest,” Barbieri said.

“I have some breast cancer in the family, so I wanted to protect myself as much as possible, so it was a welcome revelation.”

Barbieri, who played 86 times for Australia, values the product as perfect for women goalkeepers who need extra safety during games.

“First and foremost I feel it gives you compression, which is always good for recovery, but it also gives you an extra layer of protection from any hits you might have via the ground, opposition coming in or friendly fire,” she said.

“Certainly when you are in a one-on-one predicament in a game, coming out and spreading yourself with as much width as possible and not protecting yourself in the chest area, it’s perfect for feeling that little bit of extra protection.”

Brad Johnson is the Western Bulldogs’ all-time appearance holder in the AFL, and his own experiences in professional sports influenced the design of the vest.

“It was always wait until you are injured, and then protect it to return to play. In that regard, I wore a rib-guard in the final few years of playing, under my jumper without anyone knowing, and away I went,” he said.

“So from that I was keen to add that element to it which has become a really popular part of the vest.”

For Barbieri, the impact vest not only offers her safety and confidence on the field, but she also believes in the company behind the product.

“Supporting someone who is so passionate about female athletes is really great to see, and it’s a homegrown family company, so I want to get behind them as much as much as possible,” she said.

Zena Sport is providing women and girls the opportunity to play contact sport to their full potential while raising awareness about the need to protect themselves from injury.

You can visit the Zena Sport website for more information, or view the ZENA Z1 Impact Protection Vest.

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