Fans, brands and platforms: Striking the balance in club content
Opinion
City Football Group’s media director describes what it takes to deliver brand content that hits the back of the net every time.
Creating content that performs well, delights fans, works for broadcasters and delivers opportunities for commercial partners is no easy task.
It takes a great level of understanding to ensure that content serves all of these audiences without feeling stretched in too many directions.
There are key elements to consider to ensure content delivers for all stakeholders in the sporting world.
Fans are the top priority
In my opinion, the best content has to be for fans above all else. That’s the only way that content can be successful. This success, in turn, benefits the brands and platforms you work with in the long term.
Not every piece of content created will be branded, but every video will be seen by the fans. So, fans are your top priority.
Fans demand authenticity and entertainment. They are discerning and can immediately detect forced sponsorship or generic material. You want everything you create to hit this mark first.
Fans are your club’s most important stakeholder, and the narrative is such an important tool here. Do your research on the fans you want to reach and build content around an unalienable truth that resonates.
Brand requirements for content differ from fans. Obviously, they need to see a return on investment through the awareness and engagement generated by the messages delivered. But don’t let yourself be pulled into the trap of chasing clout over delivering great stories for those tuning in.
Narrative matters more than logos
Getting the story right is the bread and butter of content creation. But getting the story right for a club’s branded content creation is hard.
Each video needs to feel part of the wider club presence. Fans are more in tune to sports’ look and feel than the average viewer. So, to have a real impact, the brand must be authentically woven into the story. This could be through something heartfelt or funny, as long as it’s within the parameters of the club’s overall brand.
In one branded content campaign, we documented a young player’s journey from the training ground to first-team debut. Fans loved the transparency, and brands appreciated the aspirational alignment, but it was still undeniably Manchester City content.
Fans respond to human stories. Material that makes them laugh, cheer or feel pride is far more likely to be shared than generic clips.
Right place, right time
Deciding where sports content should sit is tough.
Platforms, as we all know, have their own content requirements, which will affect the overall success of the campaign. Platforms want to drive users, so you need to make sure that any content, branded or otherwise, suits that purpose.
Timing is also crucial to making content work for multiple stakeholders. For a club, a behind-the-scenes feature launched during pre-season hype will have far greater impact than the same video in the middle of the season when attention is divided.
Remember that by the point of sign-off, 98% of the work is done.
But that remaining two per cent, which includes timing, placement and adaptability, can determine success or failure of any content you produce. So keeping the platforms in mind will help the brands, and the fans too.
Concentrating on collaboration
Balancing competing needs lies in collaboration. Internal teams, sponsor brands and broadcasters should all have a voice, but the creative team must retain a clear narrative vision. Working collaboratively will build the trust needed to create the best content for all.
In a recent campaign, we produced 10 versions of a short-form highlight reel before reaching the final cut. Each version considered different stakeholder priorities, but the central story (celebrating a young player’s debut) remained intact.
Collaborating doesn’t dilute your impact. It means communicating to everyone involved why each decision is made. It’s what builds trust between all three groups.
Creating content that pleases fans, satisfies brands and fits broadcasters is challenging, but achievable.
It requires careful planning, attention to timing and a willingness to adapt without losing the heart of the story.
Gavin Johnson is the group media director at City Football Group