The New Era of Sports Promotion

Sport. It's way of life in Australia.

But it's not all about the big TV networks, multi million dollar rights deals and elite sport.

Every weekend, hundreds of thousands of enthusiastic Australians take to the field or court of their favourite sports and for an hour or two, are just as much a sports star and as dedicated as the highly paid elite stars.

Which brings me to 'Democratising the Media'.

It was a phrase used to describe what we do at Edge Media at a Venture Capital conference a couple of years ago. It's a statement that has remained with me.

Providing media exposure and access to those that don't normally get any.

In the past couple of years, we've covered Australian Rules football at all levels (junior, amateur, community, school, integrated, womens, country, state and AFL level). We've covered Rugby Union, Soccer, Netball, Softball, Basketball, Baseball, Golf, Cycling, Athletics and many more.

The best part is, we've been able to work with clubs and sporting bodies to build a plan. One that attracts an audience, builds profile for the club, competition or sport and, importantly, can generate revenue by adding value to sponsors or attracting new ones.

Elite sport has the benefit of broadcast, which has an audience that sponsors and advertisers will pay to access. It creates more broadcast and the cycle continues.

For not so high profile sports, or more community level, broadcast and coverage hasn't been there, meaning the cycle can't be fulfilled.

Technology, social media and a desire to engage at local level has created an opportunity. But beware - simply live streaming a game of local level sport is NOT a strategy! You need to have a plan, a motive and a way to deliver value to an audience (the engagement part) and then the sponsors and advertisers (the commercialisation).

We've seen many teams and sports race off and start to stream thinking that will solve the problems of the world. It's very unlikely.

There are many aspects to consider. In 2018 winter season, we covered over 300 games of local sport. Some made money for us and the sport and provided genuine value or at least perceived value to advertisers and sponsors.

As time went on during the season, we analysed the results, got feedback and refined what we were doing. And consequently, the results for all parties improved and will continue to grow.

We're committed as a business to providing assistance to grass roots and under-represented sports and levels of sport.

Get in touch for some guidance and direction from someone who has experience, knowledge and a desire to help.

Coverage should not be for the elite sports or levels. Suburban, community and regional sport deserves recognition and exposure and the opportunity to engage with their fans, locals and supporting businesses.

Get in touch at [email protected] to explore more and see how we can help build the promotion and commercial aspect of your team.