Tag Archive | "digital sport"

Formula E launches, complete with social media ‘Fanboost’ feature


Guest Post: Tom Kelk is a tech/sport blogger and Senior Social Exec at communications agency, Pitch. You can find him on Twitter (@TomKelk)

Formula E? Ring any bells? Well it will do – very soon. The Formula Electric series sparks off in Beijing in September and takes off around the world to destinations including Long Beach, LA, Punta del Esta and it finishes in Battersea Park, London.

It features global brands such a Virgin Racing, Audi, Amlin and more. Drivers like Jaime Alguersuari, Sam Bird, Bruno Senna and Lucas De Grassi are all taking part.

There’s much to be excited about the series – it’s street racing, it’s cutting-edge technology and it’s largely a step into the unknown. For us social media and digital geeks though, Formula E has opened something very exciting today and its called ‘Fanboost’.

During a Formula E race, each driver will get three ‘boosts’ that increase the power output of the car from 133kw to 200kw – certainly enough for an overtake. But here’s where it gets interesting. Fans can vote online for their favourite drivers, and the three drivers with the most votes receive one further 2.5 second boost. This means that fans can have a direct influence on the outcome of a race, which is hugely forward-thinking.

So how do users vote? Fans can vote at http://fanboost.fiaformulae.com from today as well as the Official Formula E Facebook, Twitter and SinaWeibo pages and via the official Formula E app, which launches on September 1.The three winners will be announced just 20 minutes before the start of the race.

Exciting concept and one that is sure to help the series take off! What do you think of the idea?

(*Disclosure: Tom works at Pitch Communications who work with Virgin Racing FE on the Formula E series.)

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Team GB launch interactive Pinterest Map showing history at the Olympic Games


Today, Team GB have launched an interactive Pinterest Map which looks at its entire history at the Olympic Games. In a really attractive looking activation they have come up with something that will fascinate fans in a really interactive way.

From Launceston Elliot in Athens 1896 to the men’s curling Silver at Sochi 2014 and all the medals won in-between, you can take a trip around the world and relive Team GB’s Olympic History: http://www.pinterest.com/teamgb/team-gbs-olympic-history/

The interactive map also features medal successes, Olympic Games logos and other top Team GB moments covering every Olympic Games from 1896 to 2014.  Pinterest forms part of Team GB’s social media strategy on the road to Rio 2016 as Team GB aim to engage with new audiences and fans.

Over the coming weeks Team GB will also roll out the historical timeline on its Facebook page, with one winter and summer Olympic Game being released each day. The timeline will feature as Facebook milestones and a photo album full of Team GB moments, stadium pictures and medal tallies.

When I recently ran a recent event looking at the World Cup in London, I asked Alex at FIFA if he had a question for the panel over Twitter. He asked what they thought FIFA could do better and more of, and the response was to utilise their massive World Cup archive.

That is just what Team GB are doing here and are using both Pinterest and Facebook to do this. Two of the most visual platforms out there, to bring their digital archive to life.

teamgbpinterest  pinterest-IG

 

 

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NBA and Google team up to bring fans Google Hangouts live during the NBA Draft


With the NBA season over, ending in dramatic fashion as underdogs San Antonio Spurs overcame LeBron James’ Miami Heat to take the NBA Championship in Game 5 of the NBA Finals, attention turns for every basketball fan to the NBA Draft.

Considered to be the most exciting draft since 1984, the year that the NBA welcomed Michael Jordan, Charles Barkley, John Stockton and first-pick Hakeem Olajuwon, 2014 is set to bring future legends into the league. To capitalise on this, the NBA are giving greater access to their fans, allowing them the opportunity to speak live with the top draft picks using Google+ Hangouts just moments after the players have been selected.

Giving fans exclusive access to some of the most exciting draft prospects in years – for basketball fans: Andrew Wiggins, Jabari Parker, Dante Exum, Aaron Gordon and Marcus Smart to name a few –is another step in showcasing the leading digital innovation of the NBA. Fans who hope to have their questions answered by one of the draft prospects can use #NBADraftCash.

As the NBA continues to extend their fan base worldwide, as shown by their Global Games programme which sees NBA teams play regular season games around the world as well as playing against local teams in each region, digital appears to be a vital component in their geographical expansion.

For UK fans, the chance of having a Hangout with your favourite new NBA players might be a little ambitious considering the time difference between Brooklyn and England, but can stay up to date with all things NBA and the Draft at @NBAUK and www.facebook.com/NBAUK.

 

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#DSLondon9: Data Driven Sport Event


Tomorrow sees the 9th edition of Digital Sport London take place at Old Street. Once again we’ll be taking up residence at The Bakery where we’ll be handing out free beers, giving you some insights into what happening on social media around the World Cup and listening to some of the leading players around the use of data in sport.

Through many discussions over the last year with various agencies, federations and clubs it’s become quite obvious that there is a massive amount of variation about how organisations use data, including social media data, to help them in their business.

It’s a topic that I’m very passionate about as I see campaigns and businesses struggle with using social media and measuring it’s impact and effectiveness.  A lot of course depends on the objectives of that campaign or general goals and how it all links into business objectives. It’s not just about likes, retweets and reach but insights into what that data means and what you can learn about your fans/customers.

To help guide us through the evening we’ll have contributions from;

Phil Stephan – Consultant @ Two Circles

Phil joined Two Circles from Chelsea where he was responsible for one of the most forward-thinking, data-driven and customer-led CRM strategies in the UK. Prior to that he lead the marketing team for the Southbank Centre, the world’s largest centre for the arts. Phil’s role at Two Circles involved leading much of their work in the area of data-driven customer engagement and revenue growth, as well as the development and innovation of their client offer.

Jamie Parsons – Sales Development (Sport) @ Brandwatch

Joining Brandwatch in 2014, Jamie is part of the Sales Development team. His main focus is the sports and gambling sector, which he feels has amazing potential for growth through the use of customer insight with social media monitoring.  Used by brands that include 30 of the Fortune 100, Brandwatch delivers a class leading social intelligence platform for companies across the globe.

Charlie Dundas – Business Development Director @ GMR Marketing

Charlie started his career in sports marketing at TWI (now IMG Media). Following this he spent 2 years at Sports & Outdoor Media in a front-line sales role bringing in revenue for rights holders in cricket, football and rugby, and then MediaCom with clients such as Snickers, Nokia, Akzo Nobel, Dell and VW on sponsorship strategy. Latterly, Charlie has spent 2 years at market leading sports and sponsorship research agency, Repucom, leading the UK market through a period of change following the acquisition of Sports Marketing Surveys, before moving to GMR Marketing to take up the role of Business Development Director.

 

If you are about earlier in the afternoon, we’ll be showing the Argentina v Nigeria final group game from 5pm where you join in playing along with Squawka’s new Battle Mode game for a bit of fun.

If not, we’ll be starting proceedings as usual with a 7pm first talk from myself and then Squawka CEO Sanjit Atwal. Sanjit will be talking about their findings into the use of second screen applications during the World Cup.

Join the likes of deltatre, Aqueduct, PRISM, Team GB, Perform Group, Bigballs Films, Fast Track, Northampton Saints and Stream UK for a fun and informative evening in East London. Places are still available for tomorrow’s event.

 

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Interview: How Wimbledon has become one of the most digital events in sport


This week I was lucky enough to have the opportunity to speak with Alexandra Willis. She is the Content and Communications Manager at the All England Lawn Tennis Club (AELTC) who look after Wimbledon. Meaning she is one busy lady at the moment!

The 2 week event starts on Monday with reigning champion Andy Murray number 3 seed, though probably not one of the favourites on 2014 form. The event has also been in the news with new initiatives with IBM and #DSLondon sponsor Grabyo. So what can we expect to see this year to keep fans engaged both at the event and watching from their homes?

To start with I asked Alexandra about the new IBM Social Media Command Centre, a platform that has been developed as a behind-the-scenes tool rather than publicly available. There are two main areas in which it will benefit both parties..

“It’s a great tool for IBM to use to monitor social buzz, enabling them to be able to balance their hosting requirements. So they know when to ramp it up when there is a rush of traffic and also scale down when things are a little quieter.  For us it’s about being able to see what the main topics people are talking about are and adjusting editorially. A good example would be Eugenie Bouchard in Australia when she reached the semi-finals – we can react and then tailor the content accordingly, making sure people people receive what they’re interested in at that particular time.”

But it’s not only from an editorial perspective that the Command Centre is helpful. They will also be able to see where people are tweeting from, who the influencers are, what are the trending topics and how people are responding to their posts, either positively or negatively. They’ve also made sure that they are screen grab-able so that they can fed into broadcast if needed and also enable them to produce a daily digest looking at who the buzz has been about.

Social Command Centre

Another big new move this year is the recent deal with real-time video sharing platform Grabyo. It’s not a new concept as both the US Open and Australian Open have done similar with recent Twitter acquisition SnappyTV, but it’s a really interesting one that fans will love.

“We were impressed by the capability to share video content in real-time. We’ve decided not to commercialise it and instead are putting our focus into ensuring it is the best fit possible for our output. We want to encourage people to tune into broadcast and engage with matches. We’ll be showing moments such as walk-ons, crowd reactions and funny moments rather than match highlights. We’re not competing with the broadcasters but complementing what they do and encouraging people to tune in.”

Another IBM/Wimbledon initiative that has gained the attention of many in the industry, especially following a launch event at the Apple Store in Covent Garden with Tim Henman last week. In previous years the technology has concentrated on interacting with fans who are not at the tournament. Now they want to bring those visiting the famous venue more into the fold.

This ‘Hill Vs World‘ idea has been born out of wanting to interact with all fans no matter where they are. Using the IBM Social Media Command Centre to power it, they will be asking fans questions throughout the tournament. The difference here is that fans on Henman Hill will be asked a question and a hashtag to respond. The same question will be asked on other platforms and in broadcast with another hashtag. Then they’ll compare the answers, a bit like a Twitter battle, pitching both sets of fans against each other.

Hill Vs World

One issue that tennis has to face every two years is a clash with major football tournaments, such as the World Cup. So I asked Alexandra how they deal with this. Do they just ignore it and go on as usual or embrace it?

“We’re not going to ignore the fact the World Cup is taking place, in fact quite the opposite. On Google Plus we’re running a fun campaign where we’re asking fans to send in their photos of where they’re watching Wimbledon. It doesn’t matter if you’re in Brazil for the football or anywhere else in the world. If we tried to ignore it then it would be counterproductive. It’s also interesting to see what impact second screen viewing will have and see if the World Cup actually has less of an impact than usual.”

Google Plus has long been a platform that has split opinion within the industry, not just in sport but digital as a whole. But it’s one that Wimbledon has embraced and seen them grow to above the 1m fan mark. So how did they achieve this?

“In 2013 we ran a competition where we asked fans to send in photos of them in their Wimbledon whites or showing the grass they were playing on. People really like the creative engagement and getting involved. Our success has been in sharing pictures, both our own and fans, and the link with YouTube is also strong. Tailoring content for specific platforms is important and I think fans appreciate that.”

So what else can we expect across the Wimbledon social media platforms? On Twitter they will have a Twitter Mirror installed in the queue and they’ll be asking people to get involved with a daily selfie competition. On Instagram they will be installing an ‘InstaBooth’ in the player’s lounge where the players will be giving their thoughts on how the day has gone and other behind-the-scenes info.

The ‘Live at Wimbledon’ shows will be back on YouTube. Providing daily content from every day of the competition with their studio set up and commentators giving fans alternative insights into the game. There may be a Google Hangout or two but the issue of player access means that this is hard to plan for.

Another interesting area for events such as Wimbledon is, what do you do to engage with fans and carry on using social media platforms for the other 50 weeks of the year?  It turns out to be one that is very much down to the event owners themselves and there is no set rule.

“This is where social media has proved to be really strong for us. People appreciate updates from around the year, whether it be the courts covered in snow or players turning up for a hit. Some of it is planned and some is done on the fly. We don’t know when a player might turn up but we do know when certain events are happening so we are able to plan for them.”

At the end of the tournament, all these activations and ideas will be looked at both internally and externally and everyone will have a view on whether it was a success. But what does success look like for Alexandra?

“Numbers are not so important to us. It’s more about engaging with fans and ensuring anyone who wants to follow the event can do so. The perception of the brand and ensuring that all fans have a good experience across all platforms is really important to us. Last year we saw almost 20m users across all devices, with over 50% coming from mobile devices. Although we’re expecting a bit of a dip this year due to the World Cup.”

Thanks to Alexandra for taking time out to speak with me during what must be one of the most hectic weeks of her year. You can follow Alexandra on @Alex_Willis and make sure you catch the tournament which starts on Monday!

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Scarlets Rugby bring Season Ticket flyer to life using AR


Welsh rugby club, Scarlets Rugby, have teamed up with augmented reality innovators Blippar to launch a new interactive flyer in a bid to get a sales boost of 2014/15 season tickets .

Blippar is the leading mobile image-recognition platform for publishers, brands and advertisers and brings all types of print products to life. Aside from Scarlets Rugby they have worked with Pepsi, TIME Inc, Unilever, Nestle, P&G, Jaguar and many others. So the club’s in good company!

The ‘Invest. Inspire. Ignite.’ flyer launched today gives the reader a through-the-looking-glass view of Scarlets matchday including a walk through the home dressing room. With the help of Blippar, the Scarlets bring the static, physical world to life enhancing supporters’ Parc y Scarlets matchday experience wherever they are.

“As a leading sports club and facilities venue we have already showed our ambition to become a showcase for energy efficiency within stadia environments shortlisted as one of six finalists across the globe in Stadium Business Summit Awards. Today’s release of our interactive flyer shows what ambition we have to make strides in other areas of the business.

Scarlets is a name that resonates across the rugby world and we continue to strive to be the best. We are excited by the release of our interactive flyer and hope that our supporters will welcome this interactive communication tool. This is merely a taste of what’s to come!” – Scarlets General Manager, Jon Daniels

Scarlets-Blippar-Web-Image-01-01

It’s an interesting move, a first for a UK rugby club. We’ve seen glimpses of the use of AR in sport before through the Aurasma‘s sponsorship of Tottenham Hotspur. When first announced the new kit launch campaign had AR integrated into it and proved a hit with fans and the industry. And this was back in 2011! But we’ve not seen any major take up, missing out on the possibilities that the use of AR provides. To many it may be seen as cost prohibitive?

YouTube Preview Image

It will be interesting to see both the pick up from trade (and normal) press and, more importantly, the fans. The final measure will be season ticket sales for the 2014-15 season, then it will be seen if it lasts more than the one summer promo.

Love to hear your thoughts below…

 

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Wimbledon to bring near-live video highlights to a global digital audience


Grabyo, the real-time video company, is today announcing a major deal with The All England Lawn Tennis Club (AELTC) to bring near-live highlights from Wimbledon to a global digital audience of billions. The partnership will see the AELTC share real-time video highlights to tennis fans on Facebook, Twitter, Google+ and YouTube, in order to engage social media users and drive tune-in for broadcasters around the world.

As the longest running and most prestigious tennis tournament, The Championships, Wimbledon, already attracts a billion-strong television audience globally. By sharing near-live match clips and audience reactions from Centre Court, No.1 Court and No.2 Court across Wimbledon’s suite of digital and social media platforms, the AELTC will be able to further extend its reach and deliver a real-time experience to those not already watching the live action.

The AELTC will use Grabyo’s social video platform to instantly create and distribute real-time video clips across Facebook, Twitter and Google Plus.  It will also distribute longer form highlights from each day on Wimbledon.com and on YouTube. The social media experience will compliment the TV experience, which will be delivered by a network of broadcasters across 200 territories. Alongside the broadcast coverage, tennis fans can enjoy Live @ Wimbledon, the AELTC’s live video and radio channel, delivered on Wimbledon.com and the official apps.

“Each year we challenge ourselves to deliver the best possible experience for Wimbledon fans, whether they’re here on the grounds or enjoying the action across TV, radio and online. We’re excited to be working with Grabyo to deliver a world-class, multi-platform and real-time experience to billions of fans around the world. It will help us in our ambition of making Wimbledon’s digital platform the next best thing to being here, and encourage tune-in for fans not already watching.” - Alexandra Willis, Content and Communications Manager at AELTC

“We see huge and immediate spikes in traffic as premium sports content is shared to Facebook, Twitter and Google Plus. All of this is complimentary to YouTube, where video content can attract audiences longer-term,” comments. This is particularly exciting as it will be the first time a major sports rights holder has delivered real-time video highlights to a global audience across multiple social platforms.” - Grabyo CEO Gareth Capon.

Grabyo recently revealed that 72% of its video traffic is mobile, illustrating how effective real-time social video is at reaching an increasingly mobile audience. The mobile-first platform regularly scales to hundreds of thousands of users within seconds as clips are shared.

 

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New Second Screen Fantasy Football App enables viewers to interact with World Cup matches in Real Time


Ultimate Fan Live yesterday announced a new free mobile app that offers fans a social way to watch the 2014 FIFA World Cup. Fans who are not able to attend the World Cup in Brazil this summer can play the second screen fantasy football game using any iOS device. Instead of just watching on TV, Ultimate Fan Live players can compete in real time against their Facebook friends in a second screen game that syncs with the live match.

The unique mobile app provides a platform in which up to five friends compete against each other during live matches. They pick players and earn points based on players’ live performance on the pitch. In this way, friends engage with the game in real time and compete to top the Ultimate Fan Live ranks.

“Football viewing is no longer solely a passive spectator experience. Fantasy Football games are outdated, appealing only to hardcore fans that invest for an entire season. The promise of second screen offers an exciting new way to enjoy the World Cup with your friends.” - Sohail Godall, CEO and founder of Ultimate Fan Live.

Unlike traditional fantasy football leagues, Ultimate Fan Live can be used for short 90-minute games, so players do not need to commit for an entire season. It will enable millions of World Cup viewers around the world to have an even deeper level of enjoyment of matches as they try to follow the players in their game and not just those with the ball.

Philip Kelly-Ayo, an engineer who has been one of the app’s beta testers commented: “As Ultimate Fan Live is based on real data it offers a level of social connectivity and a deeper investment in the match being broadcast. It’s also a great source of banter with my friends!”

Ultimate Fan Live is available globally from the App Store for all iOS devices from 10th June 2014 for all 2014 FIFA World Cup live matches.

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Who’s Winning The #WorldCup Battle Of The Brands On Twitter? #stats


With only 2 days until the opening ceremony in Rio of the 2014 FIFA World Cup, we thought we’d take a look at who is being talked about on Twitter. This last month has seen all the main sponsors (and the traditional ambush brands) pushing their multi-million pound ad campaigns.

All those brands will be looking at how many times they’ve getting mentioned on Twitter – as well as a deep dive into who it is who is doing the talking (influencers), what they’re talking about (good or bad) and if it’s actually affected their bottom line.

There are some easy direct comparisons to make as there tends to be a big sponsor and then an equally large brand who are looking for a piece of the World Cup action. Below we’ve taken a look at adidas v Nike, Coca Cola v Pepsi and Hyundai v Vauxhall.

adidas v Nike

This is the one which has already filled out many column inches in both the trade press and traditional business ones too. The last World Cup was dominated by Nike with their “Write The Future” campaign headed by Cristiano Ronaldo. This time adidas haven’t been as complacent with a number of new digital initiatives, whilst Nike have once again gone for the BIG player dominated ad (and cartoon).

So lets take a look at the mentions of @adidasfootball v @nikefootball

Screen Shot 2014-06-10 at 11.19.40

It may come as a bit of a surprise to see that @adidasfootball has so far dominated the conversation over the last month. The main spike from @nikefootball coming in the last few days with the release of the final part of their film trilogy “The Last Game“. adidas saw their peak come with the launch of “The Dream” ad featuring their star man, Leo Messi.

What we are missing is the peaks in April when the big ads started to hit our screens. It’s going to be close this year for sure in the battle of the two dominant sports brands during the Finals itself. And then we’ll find out the financial results later on in the year when we hear who made their sales targets.

Coca Cola v Pepsi

This is as keenly fought as the battle of the sports brands. Coca Cola are a long-time supporter of FIFA and have recently renewed their sponsorship up until 2022. Pepsi have taken the Nike approach to major events and spent their money on marketing campaigns and players rather than event sponsorships.

This is more clear cut with Coca Cola enjoying much of the conversation. What it doesn’t show though is a break down of those mentions that include the World Cup or football. Some of the peaks are around non-sports events and gives an indication more of their overall performance as a brand.

Coca Cola v Pepsi

 

Hyundai v Vauxhall

This is a slightly left field one but worth looking at after the recent involvement of both brands at last month’s Digital Sport London event. Hyundai (in co-sponsorship with Kia) are a FIFA partner whilst Vauxhall are involved in the event through their sponsorship of the England team.

Hyundai have been running competitions to brand the team buses (which didn’t go entirely to plan) and in the UK have partnered with Copa90 to provide a different platform to talk about the event. Vauxhall meanwhile have loaded their campaign up front with Facebook Q&A’s and behind-the-scenes content from friendlies and training days as the players started to prepare for their trip to Brazil.

It’s clear though that Hyundai have a long way to when it comes to maximising their presence on social media for their football sponsorship. They have no dedicated football account, which they do on Facebook but has not been updated since Euro 2012. Vauxhall meanwhile have @vauxhallengland which has been highly active and looking to engage with football fans.

hyundai v vauxhall

 

The Outsider

One that people didn’t expect to come to the fore as it did was Beats By Dre. They launched their fantastic “Game Before The Game” video with Neymar, Fabregas, Sturridge and many more World Cup stars featuring in it. It certainly made an impact but has seen mentions taper off in recent days and the hashtag #GameBeforeTheGame has not really caught on with the public.

Beats By Dre

 

And Finally…

With the event almost upon us after month’s, if not years, of anticipation you can see that people are talking about it much more now that it is within site. Teams have finished their preparations, their have been the anticipated protests and upscaling of the articles about Qatar in 2022. This has all led to a significant increase in mentions of #WorldCup, #WorldCup2014 and #FIFA (far more mentions of FIFA by hashtag than account is maybe something they should look at).

FIFA World Cup twitter

 

Enjoy the World Cup everyone. We’ll be keeping an eye on Twitter (and other platforms) activity over the next month and report back all the interesting findings it throws up.

 

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World Cup Fans Seeing Double, with Multi-Screening on the Rise in 2014


New research from Google reveals the extent to which football fans have changed in the past four years. The UK’s World Cup 2010 spectator was not mobile-savvy, with just 20% of searches for the game, players and teams taking place on a mobile device. Search query volume dipped during and peaked at the end of games as fans focused on the big screen. By contrast, the newly released Google report 2014 World Cup: What a Difference 4 Years Makes predicts that today’s football fans will engage with more than one screen during World Cup 2014 matches.

For example it was found that during the recent Bayern Munich vs. Real Madrid 2014 UEFA Champions League semi-final, 53% of UK searches took place on a mobile device, with the cumulative volume of mobile searches far surpassing those during the 2010 World cup final match.

  • Mobile Fans: UK fans are over two-and-a-half times more likely to search on mobile during major live football events than other devices compared to four years ago
  • Most Searched: There have been more global searches for the World Cup between 2010 – 2014 than for the Olympics, Tour de France and Superbowl combined
  • Most Watched: 64.7m hours of football-related YouTube footage watched globally in the past month

The research also finds that football is by far the most watched sport on YouTube globally this year, with 64.7m hours of related footage watched last month alone. Worldwide Google search data shows there was more interest in the World Cup than the Olympics, the Superbowl and the Tour de France combined, even with the latter two taking place annually.

“We now know that digital interaction occurs in tandem with a football match, giving advertisers the opportunity to react and offer content to fans in real-time. Marketers need to take this second-screen opportunity seriously. With recent research finding that 25% of UK men admit to shedding a tear during a football match, engaging with these passionate fans in the heat of the moment can be incredibly valuable for brands.” - Jordan Rost, Insights Marketing Manager at Google

Screen Shot 2014-06-06 at 16.22.51

Savvy advertisers are already creating great content for fans to consume before, during and after matches. Google’s analysis of the top five most watched football ads on YouTube in the UK shows that the content was all created by big brands as they all aim to engage with the extremely passionate fans that can be found on the video platform. Interestingly enough, only one of the videos is from an official sponsor of the football tournament:

1 Nike Football Nike Football: Winner Stays. ft. Ronaldo, Neymar Jr., Rooney, Ibrahimović, Iniesta & more
2 barclaysfootballtv Thank You #YouAreFootball
3 UKCapitalOne Capital One – Grounds for Improvement. The Credit Card that Supports the Supporters [VIDEO 2]
4 adidas Football Introducing the Battle Pack — adidas Football
5 Google UK Google+ & Manchester United – The Front row Story

 

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