How can you collaborate with sports players to create social media content that resonates with fans?

For us at Prospect Wire, we started by studying the trends and data on when to post, but mostly it was about seeing what our customers were doing on their own social media platforms. We studied what types of content works best with each platform. And we heard the music they listen to. From there, it helped to have someone closer to their age to run the camera, because young athletes are much more comfortable with someone their age. For baseball, without trying to make it sexist, it helped to have a girl because the athletes loosened up more and it lead to better content. For us, it was just paying attention to what our athletes were doing themselves and building from there. More colorful the kid, the better the views and likes.

During a recent campaign, I collaborated with a top athlete to craft resonant social media content. 📱⚽ 1️⃣ We began with a heart-to-heart, uncovering personal stories they were eager to share. 2️⃣ Prioritized authenticity, capturing raw training moments over staged ones. 3️⃣ Co-hosted a live Q&A, bridging the gap between fans and the athlete. 4️⃣ Ensured our messaging was consistent, reflecting a shared vision. 5️⃣ Regularly reviewed fan feedback, refining our strategy. True collaboration, where both parties leverage their strengths, creates content that doesn't just engage but deeply connects. 🌟🤝

Good & engaging social media content sits at the intersection of the platform strengths i.e. updates & interactivity on Twitter OR long-form videos on YouTube; & personal style. Like Austin Kleon mentions in ‘show your work’, “share what you love & people who love the same things will find you”. While the athletes are prescribed to share behind-the-scene moments on Instagram stories & Tik Tok, what goes missing (more often than not) is the individual style & story - which, to my opinion, is the most important ingredient. Tailor-making content suiting the platform is table stakes & common for everyone, individual style of storytelling matters! Also, it’s an iterative process calling for rigour from athlete - just like on-field performance.

Collaborating with sports players to create compelling social media content involves identifying athletes with active online presence, defining clear objectives, and crafting authentic content that showcases their personal stories and personalities. Encouraging active fan engagement and maintaining a consistent posting schedule are essential, as is using relevant hashtags and respecting players' boundaries. . 1. Identify players with an active social media presence. 2. Define clear collaboration goals. 3. Create authentic, personal content. 4. Encourage fan engagement. 5. Maintain a consistent posting schedule. 6. Use relevant hashtags and trends. 7. Respect players' boundaries. 8. Analyze and refine your strategy.

Firstly, use common sense, take a breath, smile and re-read what you might post before you press send or publish. Remember what you say could be read by a kid, your friends, rivals, or grandparents.

As a rights holder, you can create an extraordinary world of exclusive content through your property's channels, including our website, app, and social media platforms. An example is live interviews with your favorite team, all easily accessible with a simple click or tap. Participate in Ask Me Anything sessions, gaining unique insights directly from the athletes and coaches, all within your reach. The opportunity to experience the best in sports and entertainment content. Your website, app, and social media channels are your gateways to a front-row seat to all the action. It would drive people to your channels through these convenient digital platforms.

A compelling story is critical. From a sport team perspective, the players are an integral part of the storytelling. The content must be real and authentic to evoke emotion with fans and make a connection. The social media platforms are the place to output the story. The audience will tell you what they like by engaging with the content. The data should guide your decisions on what to post where including day part and type of content [still photography, video, etc.]. Don’t just post to post, be intentional with you output to deliver to you fans and team.

The utilization of digital marketing has the potential to increase brand visibility, strengthen relationships with stakeholders, and attract more spectators to support and associate themselves with various sports brands.

Social media is the now and the future for every sporting organization and/or event. Understanding what and when to post is very important. But our team has always tried to have a goal that's in line with what the society or community intends to become. Therefore, our posts on social media are an effort to champion the societal dream. Building a cohesion between us and our community drives the community to forever believe and feel that that we share the same beliefs.

for me, the social media space is a platform for the athletes to connect with the fans, sponsors directly. It is their tool to enhance and grow their brand in their sporting space. This fuels my approach to this as i belive athletes should be allowed freedom to create content that they feel resonates with their fans and not what the i feel is the best for the company. Fans desire to feel included and important and the best way to that is to allow them to build their own connections

Sports teams should consider event marketing because the content captured at events is highly shareable. In my experience, programs designed for kids have the highest ROI. This is because adult fans have already chosen their allegiance, so effective programs geared towards youth yield relationships that last much longer. Letting young fans co-create content alongside athletes is a great way to scale goodwill, generate earned media impressions, and invest in key relationships in the community with group leaders (coaches, educators, program coordinators). Team photos at camps and selfies at school visits are memorable moments that young fans will happily share because they are a part of them. Always aim for shareable.

When defining goals, it's essential to take into account several external and internal factors in the athlete's career. Consider the social media landscape in their country/where they are playing – which platforms are most popular, and what's trending in the entertainment world? These insights are vital for shaping a tailored social media strategy that resonates with the audience. Equally important is understanding the athlete's personal preferences. What do they enjoy during their free time? Is it gaming, travel, or family moments? Integrating these interests into the strategy adds authenticity. Measurable goals should be set within the athlete's unique context – their community, country, sport discipline, and personal preferences.

Setting clear and measurable goals is foundational for any successful sports content strategy. It's vital to understand the desired outcome—whether it's expanding your fan base, enhancing engagement, promoting a product, or championing a cause. This clarity enables you to tailor your content effectively, monitor progress, and fine-tune tactics. To grow a fan base, you might engage in collaborations, tap into the power of relevant hashtags for discoverability, and maintain a steady flow of content. Each goal dictates a different approach and set of metrics, ensuring every post has a purpose and contributes to the overarching objectives of your sports marketing endeavors.

Authenticity is absolutely critical to athlete audiences (who are interested in the “real athlete”) and to the brand partners interested in working with them on paid partnerships. At Parity when we talk to brands about athlete partnerships - whether they’re in healthcare, beauty, apparel, tech, financial services or any other vertical - the brand leader is always looking to find athletes with a genuine connection to their product, their area of impact, or the cause/ issues they are highlighting (e.g., mental health). When athletes say yes to opportunities with brands that really resonate with them, it’s clear in the output, which drives higher engagement from fans. Results: happy fans, happy brand, happy athlete.

Being authentic is definitely key and using multiple platforms will help with this where you can be more playful. Perhaps keeping the more serious side to X or traditional media outlets, and getting playful with Instagram and TikTok. Behind the scenes content about how the event looks like away from the action on the field, real stories from the athletes, fan content etc. Asking fans for content (UGC) and even posting some of this content on your own channels can really help fans see that there are real people behind the facade of a federation for example. Being consistent is of course always key, not only during an event but be sure to continue to post regularly out of event time, UGC is really helpful for this.

If you want to collaborate with sports players to create social media content that resonates with fans you need to ensure you meet the athletes where they are. Each sport, its athletes and its fans are incredibly unique. I have been approached many times in my career by companies that didn't understand this picture. If you want quality, be consistent with ensuring your campaign aligns with the athlete first and foremost. The better they feel about making/delivering the content, the greater the quality and ultimately the reach the campaign will have. Fans "know" the athletes and will see through forced tones or CTA's.

The best halo content we created when we did the social media management for MotoGP was from a couple of mechanics/truckies who worked in the Paddock. We put cameras in the truck they drove back to base and filmed them talking about that weekend's race. They were funny, insiders, and totally authentic.

Start with wanting to be a good person and commit to working hard tomorrow to be even better! Build strength through your hard work and the support you get from your family, friends and coaches! Stay focused on the goal but make sure you enjoy the journey!⚾️

To maintain authenticity, it is of utmost importance to ensure that the content being produced reflects the true persona of the individual. Authenticity is highly valued by fans and audiences alike. Hence, it is crucial to avoid materials that are excessively rehearsed or advertising-focused. It is recommended to produce content that is relatable and authentic so that it resonates with the audience and leaves a lasting impact.

At Parity, our approach to content creation is deeply collaborative, fostering a unique synergy between our brand partners, our athletes and their fans. We empower our women athletes to leverage their insights about their own community, enabling them to produce content that not only educates and entertains but also builds a meaningful dialogue with the audience. This strategy not only elevates the voices of women in sports but also strengthens community bonds, enhancing fan loyalty and engagement through genuine, athlete-driven storytelling.

Fan engagement is pivotal; involving them in content creation seamlessly integrates insights. Actively seeking their feedback not only provides valuable insights but also integrates fans seamlessly into a brand's content. To boost digital presence, leverage cutting-edge platforms such as social media, implement diverse activities, cultivate a sense of community, and maintain an updated website. Authenticity and transparency must remain paramount; fans resonate with brands that genuinely value and respect them. Furthermore, recognizing and rewarding fan participation with shout-outs, prizes, or exclusive access goes beyond mere gratitude – it cements the sense of community and loyalty, forming the foundation of a thriving brand.

Well said about the value of experimentation. Additionally, it's paramount to treat the brand-athlete relationship as a two-way street. Athletes have an intrinsic understanding of their fanbase and how they resonate. Their insights can be invaluable in crafting content that truly connects. Engaging in collaborative dialogue and heeding their feedback ensures content authenticity and enhances fan engagement.

This was one of my biggest business learns and it came from social media insight. We were the promoter of MotoGP in the UK. I thought I knew Motorsport's fans inside out. I've been involved in it my whole life. Turned out that the biggest indicator of propensity to buy a ticket was something I'd never have guessed and still don't understand. The learn was to let the data speak and trust it when it does.

It is essential to understand the athlete's personality and value system. Someone might be jovial and funny, someone else may not be a social person but could be a hard-worker and embody resilience, someone might be a leader with a specific style of leadership etc. The personality traits of the athlete must resonate with those of the brand or cause that is being promoted.

The good ones are always on the back pages of the Newspapers and the not so good ones are on the front pages. Always remember THERE IS NO DELETE BUTTON.

2 ways to create social media contents with players and fans together: 1. Host top athletes’ online salon (chargeable) with loyal fans and package contents to share to mass audience 2. Create social media platform for both players and fans to have collaborative contents with collective wisdom

Collaborating with sports players for impactful social media is a winning strategy. Why? Networking: well-connected athletes unlock doors to valuable partnerships. Mentorship: cultivates a culture of excellence, inspiring others. Global Reach + Engagement: attract new audiences, diversifying the fanbase and expanding the brand reach. Investment: bring investments, ensuring a positive financial outlook. Media Exposure: boost ticket sales, merchandise, and brand recognition. Innovation: famous individuals bring unique perspectives, leading to innovative approaches and strategies. Crossover Marketing Opportunities: collaborations result in distinctive campaigns involving expertise, influence, and resources, contributing to success.