Media coverage can be the decider in a marketing 1-1 draw

Each of the top 50 global sports clubs is worth an average of $5.12 bn dollars, according to Forbes. These global brand powerhouses include Manchester City and Liverpool FC. In fact, the seven football clubs in the top 50 produced higher growth in value over a five-year period from 2018 than was seen for any other sport. F1 teams Ferrari and Mercedes also made the list in 2023.

Competition in this world extends far beyond what happens on the pitch or track. Market value is not only about players and trophies, but about commercial success. Growing and engaging the global fan base, increasing revenue from non-ticket sales, attracting lucrative sponsorship deals – none of this gets easier when every other club has the same objective to expand its influence in the ‘global village’.

Just like their colleagues on the field or track, sports marketing teams work hard week in, week out to find competitive edge. Yet they may not be using the attacking potential of media coverage as effectively as they might. Here’s why….

Traditionally, media relations activity is seen as building reputation and awareness.  Its effectiveness in pursuit of commercial outcomes is poorly understood. Yet our work with clients has shown that online media coverage is a powerful part of the marketing mix. The right content in UK and overseas media can amplify the results achieved from other tactics – from advertising to search engine marketing. Where there is fierce competition to achieve the same business goals, as well as sporting objectives, this can really help put your team in front.

To know you are in the lead, though, it’s essential to have the right data. Metricomm’s unique, audience-centric approach to media effectiveness evaluation can provide deep competitor insights. This sophisticated analysis helps you study the opposition’s form, understand its strengths and be prepared to capitalise on every opportunity to take the lead.

We know, for example, that the size of audience for online media coverage over time makes a significant difference to engagement with brands’ other marketing activities. For one large consumer brand, whose commercial offer is almost identical to close rivals, we were able to show where, when and how they have the chance to put clear distance between their media outcomes and those of the competitor they most fear. Understanding this is helping them refine their gameplan.

If you’re not going to settle for a 1-1 draw in the competition to consolidate brand strength, keep fans onside and stay top of the commercial table, we’d love to have a conversation. Get in touch via hello@metricomm.com or by using the form below, and we’ll get straight back to you!