Category Archives: Sport

Real Madrid – Champions of Europe…and YouTube

Our friends at Real Madrid, who I have to say I’ve been a fan of since the days of Zinedine Zidane, are not only celebrating ‘La Decima’ but can hold up the trophy for being the kings of YouTube as well.

This info comes from OpenSlate, a YouTube analytics firm that bases its ranking on the number of views creators generate on YouTube, how consistently they deliver an audience, how often people share and comment on these videos. The company rolls all that data up into a “SlateScore” while also ranking each channel on a scale of one to 10 for Engagement, Consistency and Influence.

Real Madrid enjoy almost double the amount of monthly views of their videos than nearest rival, both in footballing and digital terms, FC Barcelona. What makes that interesting is the FC Barcelona has marginally more subscribers but a lot less views. Some work to do on the quality of their content? or just an unsuccessful year by their own high standards maybe. Just below these two footballing giants are two YouTube funded channels.

Copa90 is number 4, a channel I had the pleasure of working for at the start of 2013. They have gone from 30,000 subscribers to almost 700,000 in the last 18 months and work with the likes of Hyundai UK around the upcoming World Cup.  Kick TV is the MLS run channel that has a similar feel to Copa90 but also shows live USA international games and has access to more ‘stars’ than its European counterpart.

According to the Wall Street Journal article this chart first appeared in, just outside the Top 6 that are shown below are Nike Football and adidas Football, both of whom will be looking to do better with massive World Cup campaigns now well under way. Being a brand, it’s still hard for either to be viewed by fans as a true source of football entertainment as a mix of boot/kit launch video and TV ads make up the majority of the content.

Check out the full ranking here:

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The RFU: Implementing A Data Driven Social Media Strategy

This week we’ve been lucky enough to catch up with The RFU’s Social Media Manager, Josh Ayto. He came into the Twickenham based governing body for rugby in the summer of last year. Since then he’s overseen a period of growth across all their channels and a change of strategy along the way.

Hi Josh, thanks for taking time out to chat to Digital Sport today. To start off can you give us an idea of what were the social media platform stats when you arrived.

When I joined here we had a total social reach of 708,784 in July 2013 (over Facebook, Twitter, Instagram). As of the end of the 6 Nations we have 1,205,413 fans following us with new channels like Google+ contributing over 70k.

What freedom were you given to develop the social media strategy and what were your objectives? 

What’s been great is having the ability to set my own strategy and goals for social here, since there wasn’t really much before. Two of the RFU’s key objectives are to grow the game and broaden the reach of rugby, I took that literally to grow our social reach and grow it a lot, so when the Rugby World Cup comes round we’re already a social power house and can take advantage of the huge mass media event it will be here. While growth was important, we then wanted to grow in the right way, through engagement, through being more interactive, more connected and adding more value to our fans. In sport we’re lucky that, for the most part, we have great stories to tell and the potential to capture amazing content that people deeply care about so my focus was more towards optimising the delivery of that content, via social, to suit our fans.

So how did this fit in with your idea of being more data driven?

The idea of taking a rigorous data-driven approach was born from the fact, like many companies, we didn’t have the resource to waste – everything we do we have to learn from and keep iterating to make it the best we can and if something wasn’t working, we’d kill it and move on. So now everything we put on social is tracked and benchmarked, we’ve built up rich insights into our fans and what works/when but also it allows us to very quickly see if new ideas are working, based on real fan feedback. We track multiple social and digital metrics, RTs, Likes, +1 and clicks, Website UVs and more. What this means is we can work harder for our fans and offer them the best content we can at the right time for them, while not overloading their social feeds when we’re not that relevant to them.

We’ve been through two big England tournaments now using this strategy and the continued increase in performance has been great – 2.25x and 2.9x increase in growth on Twitter and Facebook respectively during the 6 Nations vs QBE Internationals 2013, an 11% increase in clicks to the website from Twitter per Test week.

And what does the future hold for the RFU and your work across social?

Continuing to build and learn on what we have, trying new channels and continuing to trial new ideas. A lot of our focus is on the World Cup next year and also what then happens after that where, hopefully, we’ll be talking a massive influx of new fans into the game.


Thanks Josh for your time and we look forward to the Summer Tour and the World Cup next year!



You Stay Classy, Local Sports Team

By Hash Piperdy. In 32 months as a rugby writer on social media, Hash Piperdy has seen several changes in the way sports and social media collide. He is moving on to join a football organisation in mid-May. You can follow his thoughts at @codenamehash or while he prays for the Jets to one day, win the Superbowl.

One of the most difficult and common things to manage on social media is almost constant abuse. Defeats breed negativity, attracting comments from trolls and fans alike. In a heated situation, you might feel that you can’t write anything without being assaulted by a selection of memes, snarky comments and abuse – want some extra stress? Try and hold a Q&A with one of the players.

And that abuse is from fans, what if other professional outfits join in?

Part of social media 101 is to establish a unique tone of voice, one that is recognisable and cuts through all the other sides that exist in your league, your city, your sport. The LA Kings are one such side that has gone, to paraphrase a wrestling term, full heel.

Talking to other teams, responding back to other fans in a way that is more than “thanks for your tweet” and knifing through a ridiculously crowded sports marketplace and acting as the witty, all-seeing eye sitting next to you in the stands is a fantastic concept, but only a few teams have managed to do this successfully. In a city with (deep breath) the Lakers, Clippers, Galaxy, Angels, Ducks, Dodgers, Trojans and Chivas, ask yourself whether the same style of social would work if they were a bigger team in the same market.

However, going full heel has consequences. Beyond setting yourself and your team up for a fall, you’re going to attract unwanted attention with fans of other sides branding you classless at best and at worst, something unmentionable – even if your reactive posts are accidental.

Tottenham Hotspur attracted significant attention across social media when their official Twitter account posted a (now deleted) Vine about Liverpool’s collapse against Crystal Palace. Whether it was from the wrong account or not, over 5,000 retweets meant that it was very difficult to get the toothpaste back into the tube. Spurs have since apologised and are investigating, but for many, it’s left a mark on their account, which they will have to work hard at removing over the summer.

It’s not just one dimensional abuse that can get you into trouble. I’m a massive stats fiend, and in my previous capacity as Social Media Manager for a rugby tournament, I pointed out that one side were nilled away from home against three of their rivals. My motivation for this was that it was a remarkable stat and one that would get people talking about the team, the league and what that side needed to do to break the slump. I received an email from the powers that be, via the mentioned team, instructing me to remove the tweet.

Despite fighting my corner, I was overruled. I still feel that presented in the right (i.e. not gloating) way, negative stats about one of your sides can act as a spark for conversation while boosting the integrity of the competition, as it shows that the competition isn’t afraid to highlight these things.

America seems to be a bit more open to this. Consider this tweet:

This was retweeted over 435 times, including by the @NFL themselves. The Jaguars didn’t seem to have much of an issue with this stat, or that the tweet was broadcast by the league, but they did get involved when the Denver Broncos took a shot at them ahead of their clash:

I don’t see too much of an issue with this. It’s not a team taking an unnecessary shot at another, but it’s actually quite measured from Denver. The response from the Jaguars is also quite elegant, choosing the high road. This endeared me a little to the Jags, and while they still got beaten, seeing the teams talk to each other on social media was a nice touch, especially in a league which is seen as one of the most intense in the world.

It is possible to be the bad guy on social media when representing a team, but it’s important to use it sparingly and at the right time. As with everything else, judge the room when you walk in, just remember that this room is a lot larger and reactionary than almost any other.



Live Blog – The Cornerstone Of The European Tour’s Digital Coverage

It has been almost exactly one year since the European Tour launched their live blog feature.

I was lucky enough to visit the BMW PGA Championship at Wentworth in 2013 to see how the production team was set up, get a feel for the event and a glimpse at the deltatre live blog product that had been put in place for them for the first time.

It has now become the cornerstone of their live event coverage, especially for flagship events such as the BMW. It combines a blend of compelling editorial, up to the minute photographs and video clips, social media content, statistics and fan-interaction in one easy-to-digest, visually appealing stream.

Only last month at Digital Sport London we had a panel discussion on the benefits of live blogging platforms for teams, sponsors and federations. It’s something we’re seeing a lot more on media websites, teams such as Sunderland and Man City, and federations including thePremier League, RFU and the European Tour.

So why did the European Tour put their faith in such as product? We spoke with the tour’s website editor Will Pearson. He told us that they had several reasons in mind;

“The modern sports fan has high expectations when it comes to digital coverage of live events; he/she demands ever-more sophisticated and engaging live digital content to act as either a second screen experience while watching the event on television or in isolation, perhaps on the move, on tablets, smart phones, and/or at work etc.

We understand that the live scoring/leaderboard hosted on is undoubtedly the pivotal asset for The European Tour in our digital landscape and the live blog, as an aggregator of content, presents an ideal opportunity to leverage that popularity in order to promote the rich array of material we produce across the site

As well as being a heightened experience for the fans, the ET Live Blog also brings with it the possibility in the future to provide greater commercial value for Tour partners”

It turns out that a mixed media live blog is a good fit for golf and for telling the story of a tournament both inside and outside of the ropes. Bringing about a more compelling narrative that may otherwise have been missed altogether.

Golf, especially during the first couple of tournament days, has much more of a non-linear narrative than other sports with hundreds of balls, thousands of shots and, despite tens of hours of coverage a week on television, there are still many hours left uncovered on traditional channels. The ET Live Blog helps the user pick out the key nuggets of action on the course while providing colour and behind the scenes ‘vignettes’ from around the venue

So does it end there for the European Tour and their digital efforts? It appears not. There are several other initiatives to engage with fans, and not restricted to being just in English. One of the hurdles for an international federation is how you best speak to fans in their native language. In Europe this can be especially complicated but moves are being made to address that.

At the Spanish Open (15-18 May) they will be running their first native-tongue version of the live blog alongside the already established English one. Following this there are plans in place to do the same around two other events this year, the BMW International Open (in German) and the Open de France (in French).

They are also running a new competition on where fans will be able to choose the pin position on the 14th hole for the final round of the BMW PGA Championship. Add to that social media competitions around the star-studded Pro-Am on Wednesday 21st May and the return of their ‘Access All Areas’ video series, hosted on the website and YouTube, delivering a variety of absorbing, entertaining and exclusive content featuring the likes of defending champion Matteo Manassero and former World Long Drive Champion Joe Miller.

The BMW PGA Championship promises to be one of the most digitally active for the European Tour. Their introduction of the Live Blog is providing to be a wise investment and has opened up many more opportunities off the back of it.

And with the Ryder Cup being help in the UK later this year, there will much more to come from the European Tour then as well!


Social media use strengthens the bonds between football fans and their teams

When Roy Hodgson named his England squad earlier this week at Griffin House HQ – home of sponsors Vauxhall – the news was instantly relayed across social media where journalists, fans and brands immediately voiced their own opinions. It is the ever increasing importance that social media plays in the daily lifestyle of a football fan that is the key focus of a study released today by IMG Consulting.

More than 35% of UK football supporters on Twitter now follow their team, athletes or media more closely than before they joined a social media network, and feel more closely bonded to that team. This trend is even stronger amongst 16-29 year olds, with 40% of them using social media to follow their team or sport more closely than before.

However, this younger age group are also far more likely to use social media sites to engage with sports brands. 63% were found to have liked a brand on Facebook with 44% following on Twitter, emphasising both the importance of the medium as well as the opportunity for brands to connect with consumers.

Alex Coulson, Director, PR and Social Media at IMG Consulting, said:

“Social media has opened up opportunities for rights-holders and brands to talk directly with fans, but even more so with younger audiences whose engagement with their teams was previously limited, maybe by high ticket prices or access to pay-TV.

“Digital communication with the athletes, teams, brands and journalists breaks down these barriers, especially for supporters at the younger end of the spectrum and the opportunity for brands to facilitate and be part of that connection is huge.”

However, fans in the older spectrum are much less connected, with the IMG study reporting that those aged between 50 and 64 have much lower levels of brand engagement at 34% on Facebook and 15% on Twitter.  This isn’t simply a case of social media being for younger audiences, as older fans consulted in the survey complained that brands in particular, do not look to target an older demographic with their social media and content creation activity. Therefore, there is a clear opportunity for brands to work harder at tailoring their content for each target demographic.

The study also highlighted the importance of social media on match day. UK fans check Twitter more than any other social media network on the day their team is playing, looking at their timeline on average 8.4 times per day for sports related content, whilst more than 40% of fans with social media accounts use them to follow scores and statistics during the game.  So brands need to consider channel usage within their campaigns to ensure they connect with fans through the most appropriate channel.

Yet, despite the constant rise of social media, the study also demonstrated the ongoing importance of ‘traditional’ media, and how the stronger media owners are at the forefront of adapting their content to new platforms for fans of all ages engaging through social channels. 80% of UK sports fans who use social media do so to get information on their team by following individual journalists and feeds from respected and well known newspaper and broadcast outlets. This offers a clear suggestion that integrated media partnerships with ‘traditional’ media outlets remains a very worthwhile platform for brands.

“Social media evolves rapidly so that strategic planning can be challenging, but there are clear trends and nuances and our study aims to identify or confirm some of them. Our clients, both brands and rights-owners, are welcoming the additional insights we can bring in this arena which we are adding to our unparalleled ability to create and produce great content with the resources of IMG Media behind us”,  Rob Mason, Senior Vice President at IMG, commented.

The IMG Consulting Fan Engagement study was the first commissioned in the UK, following its launch in the US in 2010 as an annual insight into the relationship between sports and digital media use.  The study was fielded by REPUCOM and collected data from more than 2,100 fans aged between 16 and 64.

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#weRtogether: QPR and Award-Winning Social Media

This week we’ve been lucky enough to catch up with social media award-winning football club QPR and the man who has driven them forward in the space. Adam Hulme is the Multi-Media Officer and this is the second time we’ve interviewed him. The last time being when Emma Veitriano spoke with Adam to find out some background to their great work.

This time last week the club were celebrating a big win off the pitch at the BT Sport Industry Awards in London. They then had two massive games which saw them sneak past Wigan Athletic and now face Derby County in the Championship Play-Off Final at Wembley on Bank Holiday Monday.

Between all this, Adam managed to find time to answer a few questions for us…


Congratulations firstly to you and the team on last night’s BTSIA award. A great achievement for the club, and especially one not in the top division this year (but hopefully will be next). What do you put your success down to?

Thanks! It was a nice surprise to be shortlisted and when we first saw who we were up against, we definitely didn’t expect to be leaving the evening with the award. It was a great achievement for the club and one I’ll personally treasure.

I suppose our success comes down to our bold and brave approach to social media and how we’re willing to try new and innovative ideas. A number of our initiatives have occurred over the past two years and have set industry-wide trends.

To have our work compared with the likes of Bayern Munich and Manchester City in this industry is something we are extremely proud of, especially considering the size or our team and budget.


The awards are piling up, when we last spoke in December last year, you had picked up the Football Business award for ‘Best Digital Content & Audience Growth”.   What do you think other teams can learn from your approach?

Be brave and be willing to listen and react to what fans want. We think like football fans and constantly ask ourselves ‘How would I like to digest social media?’. Pride yourselves on breaking news first and have an innovative way of doing so as these type of stories are the big hitters across social channels.

Everyone looks at how many followers they have but for us, engagement is the key and having a two-way communication channel is vital for what we are trying to achieve as a club.


It’s been non-stop at the club with last weekend’s successful play-offs semi-final against Wigan and now an appearance at Wembley for the Final. How did you use your digital channels to galvanise the fans for the games and what can you reveal about your Wembley plans?

Our two play-off games against Wigan Athletic went really well both on and off the pitch. We based a social media campaign around our play-off games called #weRtogether. Our aim was to galvanise our fan base and help lift the roof for our second leg at Loftus Road as we knew this would be the key to reaching the final. We did a soft launch before our final league game with a promo YouTube video  which started the ball rolling.

It wasn’t until the week before that we started picking up the pace with fans tweets and posts and more motivational stories. It was great because we even had fans designing their own#weRtogether banners for our trip to the DW Stadium.

We had a lot of plans for the Loftus Road clash so it was great to head into the game with everything to play for. We built up to the match with former players interviews, promo artwork and vines.

We allowed fans the rare opportunity of having their ‘good luck’ tweets inside the tunnel on the wall – the first time we’ve ever done this. With one lucky fan having his under the ‘THIS IS LOFTUS ROAD’ sign, which is the last thing the players saw before leaving the tunnel for the match.

We also had live tweets and Instagram pictures play on our pitch-side LED boards with fans’ tweets/pics sent in using #weRtogether. This was the first time we have used live social messages on the LEDs this season. We’ve used pre-created content but never live.

We had a media meeting this week to discuss a few Wembley ideas but it will be a case of more of the same with a few special surprises mixed in. Our live London Call-In show will be streamed live from Wembley a few days before. It will be more behind-the-scenes visual content (photos and videos).


During the second leg the #weRtogether hashtag was a success, being used over 9,500 times during the week leading up to and including the 2nd leg. The full-time tweet celebrating heading to Wembley was retweeted over 1,000 times and the pitch invasion photo over 600 times.

The campaign wasn’t just restricted to Twitter, there was plenty of activity across Facebook, YouTube, Instagram and Google+. All meaning that fans were kept engaged and Adam didn’t get much sleep!

Thanks to Adam for taking the time out from his really packed schedule and good luck to QPR.  This weekend will see award winning QPR take on, well, award winning Derby County (they won ‘Best Digital Content’ at the Football League Awards in March).

QPR tweet dreams

QPR Social

FIFA’s Global Stadium opens for #WorldCup fans to #Joinin biggest conversation in history

FIFA has revealed details of its Global Stadium, a social, online and mobile hub for the FIFA World Cup, which will help billions of football fans share their excitement and stay in touch with all the action.

The Global Stadium doors will open for each of the 64 matches of the 2014 FIFA World Cup™ so that fans can follow the action live, minute-by-minute, and engage with friends, players, coaches and fellow fans across the globe while supporting their favourite teams at the tournament. Fans can also exclusively win the actual kick-off ball from the match and vote for the Man of the Match. has been redesigned in the run-up to the tournament with the social football fan in mind and this is complemented by a strong presence on social media. In April 2014 alone, FIFA’s Facebook pages reached over 280 million users, the World Cup page currently has more than 18 million fans, and there are over seven million FIFA followers on Twitter, who frequently retweet and engage in conversation across the six language accounts. site is optimised for mobile, and the official World Cup app will launch in early June.

Consumption habits are changing and the “second screen” has transformed the traditional TV viewing experience with consumers using smartphones and tablets to engage more, particularly with sports content.

Walter De Gregorio, FIFA Director of Communications & Public Affairs, commented:

“We aim to provide an all-round digital companion so that billions of fans can join in and share their excitement. Only the World Cup and digital can create this worldwide conversation.”

FIFA will be using the following hashtags: #WorldCup and #Joinin while each match will have its own hashtag.

The accompanying Global Stadium infographic gives some top tips on how to make the most of the World Cup hub.




Digital Sport Manchester – The Presentations

Last week’s event in Manchester was a pleasure to put on. It was the first time that we had ventured out to the North West and we managed to pull together a great line up of speakers and were greeted by an enthusiastic community of digital sports professionals.

If want to know more about what types of things were talked about on the day, The Online Rule’s Matt Briggs put together a great list of his ‘Top 5 Takeaways from Digital Sport Manchester‘, which is well worth a read.

What we’ve put together below is each of the 5 presentations made during the day so you can take a look at some of the specifics of what was being told.  Each one is titled and the slides shown below to give you an idea of context as well.


Jeff McCarthy – Senior Lecturer (Digital Marketing) @ Manchester Metropolitan University

“Digital in Sport: Disrupting and levelling the playing field”

·         How digital has changed the fan experience.

·         Brand issues and social media practice.

·         What is the glue holding this together?

·         How organisations are adapting.



Susan Tranter – Digital Content Manager, British Cycling

“Not just racing but riding: how British Cycling is building communities of real cycling fans, and real cyclists” 

As a National Governing Body, British Cycling is charged not just with building medal-winning teams, but with getting more people riding bikes for fun. Susan Tranter introduces some of the ways the organisation is using digital to encourage audiences to follow the teams, and get into the saddle themselves.


Matthew Quinn – Digital Solutions Director, Stream UK

“Online Video – Getting It Right”


Hugo Sharman – Director, daltratre

“The Digital Paralympics, from London to Sochi” 

The presentation will look at how London 2012 established Paralympic sport in the nations consciousness combining broadcast and digital and social media to maximum effect.  The presentation will look at challenges, lessons learned and how Channel 4 subsequently delivered a successful Sochi Winter Paralympic Games.



Peter Kawalek & Michael Heaven – Capsool

“Citystories: The Social History of Manchester City Football Club” 

Citystories is a live digital project delivered by Northwest start-up, Capsool and Manchester City FC. The presentation will look at how the Citystories platform has created an a new way for the club to showcase its history through powerful fan content whilst delivering real engagement and editorial value

#DSLondon – Grabyo and Rawnet become first series sponsors

We’re proud and delighted to welcome on board not one but TWO new sponsors for the Digital Sport London series. Grabyo and Rawnet will be present at each #DSLondon event over the next few months as the series continues to grow and become an established part of the scene.

The events have been running each month now since September and regularly attract 50+ attendees.  The rest of the year’s events are now being planned with specific and speakers to be announced shortly.

Having two new sponsors on board ensures that the events will get bigger and better as we work towards our aim of not only hosting a great night but being able to add even more value through filming each one and releasing highlights.

Bringing Grabyo on board opens up exciting options for us to explore within the use of video within social media.  It’s not just about bringing in money to invest in the events but also partnering with companies who bring something special to the party. They currently work with the likes of SkySports, Channel 5, Setanta Sports and many other top clients.

“We’ve been impressed by the content and attendance of Dan’s Digital Sports events and believe it plays an important role in bringing people together to share ideas and best practice. We’re very happy to be supporting the initiative and look forward to sharing our own experiences as we continue to help broadcasters, content rights holders and brands capitalise on the significant commercial opportunities in real-time video.” – Gareth Capon, CEO at Grabyo

Rawnet are a digital agency with expertise in web applications, websites, e-commerce and mobile. Recently they have been nominated for the 2014 Webby Awards for their work on Gumball3000.

This week saw the 7th successive #DSLondon event, this time being held at the office of London digital agency Aqueduct. The event, as we have tried to do, offered two different elements with a ‘fireside chat’ with founder of Australian agency Sports Geek, Sean Callanan.  This was followed by a really interesting panel discussion on live event blogging led by Andy McKenzie from LiveWire Sport.

Grabyo and Rawnet will be present at all our future events, so make sure you check them out at their stands in the venue. I’m sure you’ll find out more about them in the coming month’s as they become a regular fixture at our events.




The Rise of Smart TV, Brings New Innovations For MLB Fans

Guest Post: Charlotte Males is the Founder of Sports Intern UK. She is a firm believer that Digital and Sport have a lot to learn from each other and is excited to see where this partnership can lead. A big fan of US sport, you can contact her at @charliemales.

With the rise of smart TVs, comes the rise of new innovations to enhance the TV viewing experience for the sports fan. This is great news for Major League Baseball fans, as a new application is set to expand and enhance the broadcast viewing experience for fans.

A new partnership between Bloomberg Sports, OneTwoSee and LG Electronics has been announced, and is set to bring real time interactive statistics and advanced analytics to fans TV Screens alongside MLB games. The three companies announced the partnership at CES in January, and the application is free and included on all new LG smart TVs. With Bloomberg Sports supplying the analytics, LG Electronics supplies the hard ware and OneTwoSee being the creative middle man.

The application will allow fans to see engaging data and graphics during the live game. For example, LA Dodger fans watching Clayton Kershaw pitch will be able to see statistics surrounding him, such as; the probability of him throwing a curveball vs. a fastball, or other stats including ball to strike ratio. All stats in the application would update in real-time through-out the game. Stats and analytics will be available for all positions on pitch including batters.

“Smart TV apps can provide highly personalized and targeted ad experiences that are configured to work in lockstep with the broadcast flow… Because the platforms are largely web based, the media delivery options and calls to action are fairly extensive.  In addition, the ad delivery can be tied directly to contextually relevant events and triggered based on those events.  For example, by leveraging our Action Trigger ad platform brands can deliver ads around certain types of plays, such as a steal or a home run, and tie the creative in a campaign to the event.  Imagine a home security company tying delivery of a message whenever there is a stolen base, or a pain medication company delivering ads tied to big hits in an NHL game.” Chris Reynolds, CEO of OneTwoSee.

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MLB viewers can forget second screen apps while watching baseball games- the TV can do all the work for you. These advanced analytics and stats work seamlessly with each game and give fans a more in-depth understanding of the game. This is truly a step forward in innovative fan engagment which can benefit all partners involved. The amount of information available to marketers through these applications makes it incredibly easy for marketers to connect with fans in a variety of creative ways.

The possibilities of this type of application are endless and can be used for all sports. So watch this space as I expect more innovations to becoming to the sports fan through this medium.