Charlie E. Farmer

Heading to Euro 2024 this summer? Here are some things to know before you head to Germany⚽️🏟️ #Euro2024 #football #journalism #Germany #SkyNews #SkySports #producer #broadcast Sky News

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The EFL (English Football League) should be doing this every week throughout the season 👇 After reflecting on Mark Goldbridge’s live watch-along from the Charlton Athletic Football Club vs Wrexham AFC game from a few weeks ago,I think this is exactly the kind of activation the EFL should be embracing every single game week. A well known creator like Mark or even a rotating lineup of football creators going live from a different EFL ground each week. Not just hosting a live watch-along, but showcasing the drama, the passion, and the atmosphere that make the English Football League unique. No rights needed, and it doesn’t matter. 👉 Mark’s watch-along brought in viewers who wouldn’t normally tune into this match but had a vested interest for 2 hours based on being part of his community. 👉 The buzz around the ground came to life on stream and was acknowledged by viewers, demonstrating the energy and authenticity that make EFL games so special - i know what it means to fans, i support an EFL team myself! 👉Tied into this, individual features around what makes each club tick can be brought to life - the unique club cultures, the stories and behind the scenes access which are never truly shown during traditional live broadcast. 👉 It’s not just content; it’s a cultural moment that extends the reach of the league far beyond its core audience. Domestically and internationally. 👉 Done consistently this kind of activation wouldn’t compete with iFollow - it would compliment it, creating an additional layer of engagement and storytelling for fans. This activation should be the blueprint for more of this experimental, creator-led content from the EFL and other sports leagues and federations. For EFL specifically, I just think it’s a huge opportunity for the EFL to lean into the strengths of its clubs, its games, and its fans - and to amplify it all for a broader, more engaged audience when they need it most. And it would even make a fantastic branded activation. So here’s my pitch: Let’s see the EFL take this concept and run with it. Week in, week out. Every ground, every story. It’s time to think bigger. What do you think - should the EFL make this part of their strategy?

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Over the past 18 months or more, I have had the opportunity to work closely with new football clubs, sales teams, and management setups. Out of six projects I was involved in, only one achieved success a result that is considered relatively decent within the industry. The purpose of this post is not to discuss or promote my projects but to share insights into why some projects, despite having great potential, fail to succeed. Here are a few key observations: 1. Insufficient research by owners/investors. 2. Lack of trust from owners/investors. 3. Prioritizing familiarity over competence when selecting collaborators. 4. Either micro-managing due to zero trust or complete delegation without accountability, until it’s too late. 5. Settling for the status quo when transformative change is necessary. 6. Failing to invest in the right areas. 7. Distrust in teams responsible for generating revenue streams. 8. Limited marketing knowledge or skepticism about its value. Of course, there are countless other reasons that vary by situation, but these are the ones that stand out based on my experience. The takeaway here is that owning or investing in a football club or any business is far more complex than it may seem. Every decision, big or small, plays a critical role in determining the outcome of a project. If you have similar or different experiences, please do share.

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Over the past 18 months or more, I have had the opportunity to work closely with new football clubs, sales teams, and management setups. Out of six projects I was involved in, only one achieved success a result that is considered relatively decent within the industry. The purpose of this post is not to discuss or promote my projects but to share insights into why some projects, despite having great potential, fail to succeed. Here are a few key observations: 1. Insufficient research by owners/investors. 2. Lack of trust from owners/investors. 3. Prioritizing familiarity over competence when selecting collaborators. 4. Either micro-managing due to zero trust or complete delegation without accountability, until it’s too late. 5. Settling for the status quo when transformative change is necessary. 6. Failing to invest in the right areas. 7. Distrust in teams responsible for generating revenue streams. 8. Limited marketing knowledge or skepticism about its value. Of course, there are countless other reasons that vary by situation, but these are the ones that stand out based on my experience. The takeaway here is that owning or investing in a football club or any business is far more complex than it may seem. Every decision, big or small, plays a critical role in determining the outcome of a project. If you have similar or different experiences, please do share.

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Fanbase 🤝 Livingston Football Club It was great to announce the launch of our latest partnership yesterday as Fanbase was selected as the best fit for Livingston’s big ambitions across commerce, data and fan communication. By switching to Fanbase fans can also take advantage of a brand-new streamlined digital experience that includes a range of new features. Learn more through the link in the comments 👇 #Sportstech | #Sportsbiz | #Fanengagement

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"Our club/sport/league does not get enough sports coverage from the media." I completely agree with this statement which is one of the main reasons why we have launched Manc Sport. I agree with the opening statement so much that I decisively left my former job as a sports editor at an established publication that paid better then what I am currently earning. Every week I published at least 10-12 sports, sometimes up towards 20 in the regional newspaper where I worked. I saw the importance of highlighting all sports, unlike a lot of other publications who report on their Premier League football team/s and that is pretty much it. "All sports for all sorts" is our company mantra, it is on the logo. The highly frustrating thing is we are a platform that is championing grassroots, under reported, women's and disabled sports, yet there are "Head of communications" personnel at certain organisations that just don't communicate. Kind of the purpose of the job, I would think. Don't get me wrong, we have had a HUGE response from certain segments of the sporting world and our numbers for our first month are well into five figures. We are not on search engines yet (this takes time) so we are really happy with these results so far. However, especially from under reported sports some of the responses to several emails have been non-existent. We are out there, we are growing, we are building an audience, we don't have any ads on our site, we want to champion your stories. Using a popular sporting cliche, it is "a bit of a no-brainer." Help us help you. We are also an underdog, we have no backers, we are staffed by all volunteers and we are extremely passionate about what we are trying to achieve. Our goals go hand in hand. I previously put the blame for sports being under-reported firmly at the feet of mainstream media however after the first month of operating the website, I now know that this is not 100% the case. Manc Sport do not charge to produce written articles, we don't want to be a typical publication that just regurgitates press releases. We have done some amazing work with Manchester Titans American Football Club and made some great in roads with Access Sport , these are just two of our success stories so far. We want to build and maintain good relationships with sporting bodies, clubs and organisations to get the best stories out to our readers. Let's all be team players and help each other out.

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As anyone who knows John McCarthy will know, he wants / likes an opinion. So when The Drum came asked for some sporting opinions, I was delighted to have a go at explaining one of the core challenges and (sometime) frustrations I have with modern sports marketing - the prioritisation of volume and speed over quality when it comes to content. Read more ⬇ https://lnkd.in/eHxxbxXA Think a fair few people in my network might recognise a lot of this, some might disagree, some might feel a little challenged. Let me know your thoughts in the comments #sportsmarketing #sponsorships #socialmediamarketing

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We need to talk about the biggest problem for junior drivers in motorsport... Money. Earlier this week, FIA Formula 2 driver, Zak O'Sullivan, announced that he won't be finishing the F2 season with his team, ART GP. In an emotional Instagram post, the young driver explained that in motorsport, "there are more factors at play than just the stopwatch". The issue, he said, was a simple one - he hasn't got enough funding to continue paying for his F2 seat. In Formula 2, drivers are expected to pay for their seats, either through their own sponsors or through a driver academy. But, on average, an F2 seat can cost a driver between $2 -3 million PER SEASON. And some, like Zak, simply can't obtain sponsorship to afford a full season. This is frustrating for a number of reasons, but particularly when you consider Zak's achievements: 👉 Winning the GB3 Championship in 2021, beating 28 drivers including Ollie Bearman (who will be driving in Formula 1 next year). 👉 Crowned as runner-up in last year's FIA Formula 3 championship, beating current Formula 1 driver, Franco Colapinto. 👉 In his first year in Formula 2, winning the race in Monaco and taking victory in the sprint race at Spa. Motorsport is one of the least meritocratic sports in the world. In football, all you need is a ball, a pair of football boots, and heaps of natural talent. But with motorsport, all you need is... a sponsor willing to give you two million dollars. If I was predicting the future, I would say that the biggest change in motorsport will come when someone finds a way to fix the financial model for junior categories - through more investment, stronger broadcasting deals and a commitment to marketing junior categories in the same way as Formula 1. Would love to hear - what do you think is the solution? 🤔👇 📸 Zak O'Sullivan #motorsport #sportspartnerships #sportssponsorship #sportbusiness

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Premier League betting tips: Man Utd to topple Man City; Tottenham set for score draw The Bookie Basher is going to channel The Grinch and take his Christmas tree down if Manchester United don’t add to Manchester City’s misery this weekend. Our top-flight tipster reckons Ruben Amorim is going to get the better of poor old Pep Guardiola, who is missing Rodri more than the desert misses the rain. He’s also backing Tottenham to continue their rollercoaster ride of a season with a draw at Southampton, but expects goals to flow at St Mary’s. Enough of the fluff, let’s get stuck into the tips… Manchester City vs Manchester United   OK I am just going to come straight out and say it. Manchester United are a play here at 4/1. I know you can’t eat value, or indeed pay your mortgage with it, but City have not looked right for a while now and only the clinically insane will be steaming into them at 4/7 to win this surely?   I make it one win in nine matches for Pep Guardiola’s team, and the Spaniard has said this week that he won’t manage another club after Manchester City. If that’s true, history will remember him as one of the greats, but his club are leaking goals and 4/7 is only a price for a staunch devotee of lowlife in my eyes.   Dan Ashworth gave the green light to approximately £200m worth of spending on men like Leny Yoro, Manuel Ugarte and Josh Zirkzee, so he can’t have too many complaints about getting the old Tin Tack from Old Trafford.    Ashwoth has gone, but I’m bullish about the away win here by the way. In fact, if the Red Devils don’t win this am taking the tree down.   Suggested Bet: Manchester United to win at 4/1 (General) Check out the full PL betting preview with more free tips here... https://lnkd.in/edBUK9HY #bettingtips #premierleague #manutd #manutdtips #thegrinch

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What opportunities does Manchester United's potential naming rights sale offer for brand partnership? ⚽️ Manchester United are considering selling the naming rights to a revamped Old Trafford or a newly constructed stadium, according to The Athletic. 💰 The recent £238 million investment from Sir Jim Ratcliffe, partly used to reduce high-interest debt, underlines the need for additional revenue sources. 🏟️ Old Trafford, Manchester United's iconic 114-year-old stadium, has never sold its naming rights. 👀 Selling stadium naming rights could provide the necessary funds for much-needed infrastructure improvements without heavily burdening the club or its fans. 🧲 Stadium naming rights offer brands unparalleled exposure. For instance, the Emirates Stadium (Arsenal F.C) and the Etihad Stadium (Manchester City Football Club) have established significant brand visibility for their sponsors. 🤔 But in today's cluttered sponsorship market which is hugely dependent on human biases, how can the brand benefit from such a collaboration? ↳ Associating with Red Devils, a naming rights deal would ensure consistent visibility in media coverage, broadcasts, and social media, significantly boosting brand recognition and prestige. ↳ The club could adopt a hybrid naming approach like Wembley Stadium, connected by EE, where the traditional name is retained with an added sponsor. ↳ This tactic balances heritage with modern commercial interests, potentially increasing fan acceptance. Enhanced fan experiences, such as interactive zones and exclusive content, could further deepen engagement. 🙌🏼 For the club, the revenue generated can finance stadium upgrades, improve training facilities, and support the team’s competitive ambitions without heavily relying on ticket price increases 🔥 At the end of the day, sponsoring stadium naming rights is not just about visibility, it represents a strategic branding opportunity. For example, Hisense Group's involvement with UEFA EURO 2024 has significantly boosted its brand awareness and market share in Europe. 🚀 Ultimately for brands, this partnership provides a unique platform to reach millions of dedicated fans, fostering brand affinity and driving conversions. --- 📌 By leveraging Luscid’s software, brands can make informed decisions backed by authentic and credible data, ensuring their investments align with their marketing objectives and deliver maximum impact. 📬 Get in touch or drop a DM to discover how Luscid’s insights can help your brand’s next sponsorship strategy #sportsmarketing #sportsbusiness #manchesterunited #brandpartnership

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The best run football clubs (men’s game) in Britain* are revealed in a study (link in comments) described as ‘the most comprehensive analysis yet of what it means to be a well-run club.’ Only two clubs from The English Premier League (EPL) make the overall top 10 by index score. Seven clubs play in Scotland, most of whom are dwarfed by their English counterparts. The tenth club is an English side playing two leagues below the EPL.   In its commercial wisdom, The Guardian (link in comment) chooses to present this body of work as a study of ‘the top seven divisions in English football’, and simply ignores the overall story. A case of Nothing to see here? Meanwhile, the erstwhile diurnal organ for Scottish football, The Daily Record, carries the story and its full scope, but leads with it being about Celtic FC being the best run club in Britain; not about seven Scottish clubs being in the top ten, and what that indicates about the state of the game in Scotland. Curiously, the story is tagged under ‘Celtic FC’, and doesn’t feature in its main football pages. That’s a digital equivalent of burying a story in the back pages. I wonder who that editorial team feels that they must placate today? These points -- and several other observations -- only serve up the question: are stakeholders (owners, directors, fans, media) motivated enough to do anything in response to what this study uncovers about long-term viability of the professional game? Or, is the protocol always going to be that as long as games are won, the status quo and the dubiety surrounding equity and fairness that accompany it, will largely be accepted? A question to my Malaysian network, if you've read this far: when your kids are (inevitably) choosing their favourite English Premier League team (EPL), will you guide them to support a club most likely to still exist when they’re adults?

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🚨 Chelsea and Liverpool have both made a €20m bid to sign Lyon's Rayan Cherki. The 21-year old could be sold in light of the club's financial issues. (Source: Fichajes) https://ift.tt/hXknjVm

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Great to see the strides our client Synonymous are making with their brand 🙌 The main lesson? 𝐂𝐥𝐚𝐫𝐢𝐭𝐲. Throughout the whole website project, the two questions Darrell Fox and I have continually asked ourselves are: 1️⃣ "What does our target customer want or need?" 2️⃣ "Are we being clear enough about how Synonymous solves this for them?" It's amazing to see how many sport & tourism brands don't make these two questions the centre piece of their marketing strategy. If you're a #sport, #leisure or #tourism brand in need of clarity, I'd love to chat to you. 📧 [email protected] 💻 pathcommercial.co.uk #sportsmarketing #marketingagency #marketingfreelance

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Really interesting article- certainly mirrors the data we’ve seen from Futures Sport & Entertainment too. The Guardian article states…“Broadcast TV figures have plummeted by 26% since 2015 – yet sport is the bubble that refuses to burst, the ratings winner that bucks the trend. Over the same period, it has fallen just 3%.” 🤯 Whilst media fragmentation continues to accelerate, findings from “Game Changing: How sport makes us happier, healthier and better connected”, published by Sky and compiled by the policy agency Public First, stated that UK adults “have spent approximately 9.1bn hours watching and participating in sports” and an impressive “15m people across the UK…(stated) that sport is an important part of their identity…” Which suggests to me sport appetite as a whole remains strong and whilst consumption habits are evolving, linear TV still has a major role to play 🤔👀📺 Kishan Radia Nitharsan Sathiyalingam

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Some good reading fresh out today from the Women's Sport Trust in 'Visibility Uncovered | Summer of Sport'. Some key takeouts: - Although broadcast figures for women’s only sport events was down, we've had the highest reach for a year without England featuring in a major women’s football tournament. - Major rights owners are using their social media platforms to showcase women’s sport and most provide equitable coverage on their platforms - Team GB female athletes dominated TikTok views at Paris 2024 this summer - 67% of total TikTok views of Team GB athletes competing at the Paris 2024 Olympic Games came from content by female athletes, and their videos accounted for 69% of total output - The trend continued in the Paralympics with 60% of total views of the Paralympic GB athletes competing at Paris came from female competitors Live webinar with loads more at 9am this morning! https://lnkd.in/e-ThaQjp

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It is a massive summer for sport, with Euro 2024 in its final week, Wimbledon underway, and the Olympics Opening Ceremony in just two weeks. That means millions of people will be visiting stadiums across Europe, using their services, apps and connectivity. But what does it take to connect a modern stadium? Well, Everton Football Club is currently in the final stages of building its new home at Bramley-Moore Dock, so I caught up with the Football Club's director of IT Phil Davies, who outlined his aim to deliver an unmatched fan experience and future proof the ground's connectivity. Everton recently announced HPE Aruba Networking as its connectivity partner for the Everton Stadium - I also spoke to Aruba's Simon Wilson about taking on this kind of project, and the company's experience connecting other cutting edge stadium's including Tottenham Hotspur's ground. The big takeaway is that uninterrupted connectivity is key to the modern event experience and offers unique opportunities for stadium owners to increase revenue, loyalty and fan engagement. Find out more about how Everton hopes to achieve this only on TechInformed https://lnkd.in/g4WX6vZg #EvertonFC #FootballStadium #tech #innovation #cloud #stadiumtech

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Some of you may have seen a University of Bristol report last week highlighting that Premier League-related gambling ads were up 300% on last year.   Labelled an “explosion” by the authors from the Hub for Gambling Harms Research, it’s clear that the expectation from some communities for betting ads to be limited during live match coverage doesn’t quite align with the general opinion of the sportsbook.   One report in itself covering one weekend of Premier League action is unlikely to cause the dramatic marketing U-turn that some want, but it does bring up a few key issues that could be easily rectified, if only to show that the path of self-regulation has merit.   ⚽ If a self-imposed code of conduct suggests curbing marketing during football events, you’d like to think that there would be some sort of plateau as guidelines develop, certainly not a threefold hike. 📊 74% of content marketing posts weren’t clearly identifiable as adverts. This, if accurate to ASA rules, seems negligent and you’d like to think, straightforward to sort.   Market forces are driving operators to fight for share-of-voice however they can, but maybe in the light of reports of this kind, more could be done to improve basic marketing hygiene and compliance.   #igamingmarketing #premierleague #sportsbetting #advertising

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After news this week about Sir Jim Ratcliffe wanting to push ahead with a new stadium for Manchester United, which may result in a stadium naming rights partner, I wanted to have a look into this asset in Europe. Luckily, I have my SportsPro column to do just that! This month, I have a look at why the asset has been so popular in North America (particularly with Financial Services) but has had more muted success in Europe, and how to actually make it work this side of the pond https://lnkd.in/eszDuGE4

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