Premier League soccer is the top level of English competition and the most watched sports league in the world. It’s broadcast in 200+ territories to 650+ million homes with one of the most important international locations being America. To best support U.S. broadcast partners, enhance value of sponsorship assets, drive online referrals, engage existing fans and convert new fans, localized digital activities have become a key priority.
In early 2017, we were hired to help bring the PL closer to American fans via digital and social media platforms. Ultimately, we launched custom-made Twitter and Instagram channels while geotargeting content frequently into the worldwide Facebook feed. Each effort was designed to compliment what exists globally while filling a cultural void for the American audience.
The rate of change on these platforms grows faster by the day and to us that’s part of the fun. We challenge ourselves to take advantage of what’s on-trend while never losing sight of established publishing tenants, being accessible, relatable, informative, supportive, fresh, entertaining and community-building.
Most of our efforts are developed internally, while success also includes extending the tail of NBC Sports’ assets, working directly with partner Club staff, commissioning content from US-based designers, collaborating with US-based soccer influencers and partnering with hundreds of US-based supporters groups.
- Each season, we give fans multiple chances to win all-expense-paid soccer trips to the UK. Experiences include player meet-and-greets, all-access stadium tours, VIP match tickets and loads of swag. A combination of on-the-ground video crews and UGC from our winners provides the perfect glimpse into what it’s like for American fans to be on the ground and in person for Premier League action.
- We developed proprietary software that plugs statistical data (e.g. Opta stats) and programmable imagery (e.g. player head shots) into a suite of Photoshop templates instantaneously, all at the touch of a custom mobile app. This tool has become invaluable, delivering informative Premier League infographics that may be published in true real-time.
- The scarf is an iconic piece of soccer memorabilia, so it only made sense to have a souvenir scarf collection designed for our program. To date, more than 60,000 have been distributed to hand raising fans across the U.S.
- ‘On the Ground’ is a weekly series we’ve created for Instagram Stories that follows an American expat as he visits the towns, tastes the pies, showcases local scenery, meets the fans and interviews local characters ahead of important Premier League matches.