INSTAGRAM, THE KING OF SPORT HIGHLIGHTS

A major Instagram success story is House of Highlights, which is part of Bleacher Report. It provides unofficial highlights by fans for fans and has been dubbed the modern Sportscenter.

Since January 2016, House of Highlights have gone from 2.1m followers to 5m with videos regularly reaching 1m views. A more relatable, light-hearted feel to the highlights has made the posts ultra-shareable.

According to Crowd Tangle, House of Highlights has the highest interaction rates of any account on the whole platform at 2.43%. This compares to a leading account, Sportscenter, which has 8.7m followers and average interaction rates of 1.43%.

Zlatan Ibrahimović’s #IBRAGRAM takeover of Manchester United’s Instagram generated over 1.3m likes with Zlatan and Pogba featuring in 60% of United’s most like videos on Instagram of all-time. Total Instagram following of EPL clubs has grown by 32% since June 2016, from 39.6m to 58.6m showing the meteoric rise of the platform.

Why Instagram is the place for sports highlights

Burst Insights #IBRAGRAM case study

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AIA BEND IT LIKE BECKHAM

AIA, the current Tottenham Hotspur front of shirt sponsor, have signed David Beckham as their global ambassador. The ‘multi-year’ agreement will see Becks, who has a global social media following of 89.1m, support AIA in its goal of helping people in the Asia-Pacific region “live longer, healthier, better lives”. See more here

The deal with Beckham is part of strengthening AIA’s investment in football. AIA have been a partner of Spurs since 2013/14 in a deal that runs until 2018/19. Spurs are in the process of extending their current AIA deal into 2022.

Spurs rank 12th globally in the Deloitte Football Money League with a total revenue of £209.2m, £58m coming in commercial revenue.

World’s richest athlete 2016

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2017 F1 SEASON STARTS

The new F1 season starts this weekend bringing a host of changes to help better the spectacle for fans. In January 2017, Liberty Media Group completed their $8b takeover of the sport, refreshing the sports management team in the process.

F1’s commercial overhaul is in full swing with former World Rugby CCO, Murray Bennett starting new a role in International Sponsorship Operations. Bennett joins new CCO Sean Bratches, formerly of ESPN and new CEO of the sport, Chase Carey.

Liberty Media have also begun an ‘F1 experiences’ marketing push around live race events giving fans unparalleled access in and around the paddock. Liberty Media also relaxed social media restrictions for drivers and teams to increase fan engagement on race-day to build on Carey’s idea of the 21 Grand Prix becoming “21 Super Bowls”, exploring how F1 can better embrace social media platforms to target younger audiences.

Force India go pink

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SNAPCHAT SPECS IMPRESS

Snap Inc’s Spectacles are taking the sporting world by storm giving fans point-of-view access into the life of sport stars and real-time sporting events. Snapchat has 150m daily active users and, with the demographic generally younger than other platforms, teams are using Spectacles to engage with younger fan bases.

Below are some of the best Snapchat Spectacle examples we have seen!

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