Sports media outlets used to be just about content. The games on the channels were more important than the networks broadcasting them. It’s not like consumers had a plethora of choices from which to get their sports content in the past.
But that has all changed. It’s no longer just ESPN and the local paper. Or even a half dozen sports content websites. It’s thousands upon thousands. So how do the big guys maintain their place at the top of the mountain, particularly in the free-for-all world of digital and social?
They build brand.
Cultivating a brand, and having an active brand presence on every platform on which fans are consuming is an increasingly important concern for players in the social media game. These notions were recently elucidated at the annual Sports Business Journal World Congress of Sports, held April 20-21, 2017 in Dana Point, CA. (Check out a recap)
“SportsCenter is not a show, it’s a brand,” said ESPN Executive Vice President of Programming and Scheduling Burke Magnus. “It lives online, social, mobile, our OTT [over-the-top] apps.”
ESPN has long been more than just a set of TV channels, and nowadays they recognize the need to be that omni-channel brand that fans know and trust. As the cable paradigm continues to diminish, too, sports media brands like ESPN know it may be a direct-to-consumer play, not protected by the bundle.
President of Turner David Levy emphasized the need to ‘control platforms’ and not to dice up the distribution, especially in sports. Appreciating the shift in the ways fans are consuming content was a central motif of the conference’s opening panel. Michael Neuman, Executive Vice President, Managing Partner, Scout Sports and Entertainment – Horizon Media, noted in a tweet: “[The] Biggest theme of opening panel is “decentralization” of media consumption and inability of youth to embrace current delivery.”
So how are sports media businesses seeking to combat this conundrum? Build a unique brand, of course.
For Turner and Levy, it means serving a cross-section of the interests of their fans, earning more of their attention every day. “The definition of a network is changing,” stated Levy, specifically speaking about Turner’s brand now including Bleacher Report. “The future of B/R is a cross between sports and culture (music, fashion) and maybe live games.”
Perhaps the best manifestation of finding success with a unique brand in sports media is Barstool Sports. Their irreverent, authentic, informed, unfiltered take on sports stories and content has found some startup success in an increasingly crowded sports marketplace. They’ve done it by letting the punch line that are Internet takes and memes drive much of their hyperbolic content.
“We are SNL [Saturday Night Live] if it were born out of the Internet,” said Erika Nardini, CEO Barstool of Sports: “We have the fan base and loyalty…
“Brand has to be part of the conversation.”
The lesson lies in the fact that fans are no longer coming straight to you in droves. Consumer have so many choices for content and their attention must be earned; you’ve got to make yourself easy to reach and then you’ve got to them want to come to you.