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User-Generated Social Media is Changing the Game for Sports Brands
By: Paige Brooks Briggs
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Fans are now running the game — on social media, that is. With everyone's day-to-day lives immersed in social media, it is no wonder that sports marketing has made some major changes. Even big corporations and powerhouses like Red Bull and ESPN are focusing more on social media geared towards fans.

When it comes to sports, teams (professional and collegiate) would be nothing without fans. Sports marketing content creators have taken notice of this trend of fans using social media during the games and have taken full advantage of this to fuel conversations surrounding the team. User-generated content helps improve marketing of the team by connecting fans, selling tickets, and building up their brand.

“Brands are focusing a lot more on partnering with this new mix of sports influencer networks and publishers that have massive audiences,” said Kevin Shively, senior content marketing manager at Simply Measured.

The following infographic breaks down the demographics of online sports fans and what platforms they are using.

“The great sports content providers are like rock stars,” said marketing consultant David Deal. “They capture an unbelievable passion and loyalty that is tribal in nature.”

“It’s crucial for marketers to stay on top of sports-related opportunities,” explained Noah Mallin, head of social at MEC. “You’re at the intersection of today’s content consumption behavior, with fans watching TV while engaging with a mobile device in places like Twitter to talk about what they are seeing.”

A study by social analytics company Simply Measured identified which sports creators are top scorers with users.

Adweek’s Top 10 Sports Teams:
FC BARCELONA, SOCIAL REACH: 116,168,676
REAL MADRID CF: 113,078,803
NATIONAL BASKETBALL ASSOCIATION: 58,147,800
RED BULL: 52,682,815
ESPN: 38,052,051
MONSTER ENERGY: 28,237,230
UFC: 23,452,550
DUDE PERFECT: 20,814,232
GOPRO: 18,798,219
NIKE FOOTBALL: 18,261,120

More  information on the top 10 here.


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