Football Federation Australia (FFA) has reported strong results of the first 12 months of its four-year digital commercialisation strategy and confirms the appointment of Perform Group, a world leading digital sports content and media group, to drive its digital strategy through to the 2018 FIFA World Cup.
Following a competitive bid and media rights process, the FFA appointed Perform in 2014 as official data and statistics partner and to commercialise its digital network. Through the resulting multifaceted partnership, Perform Group works with the FFA to collect, produce, package and distribute content that helps engage football fans and drive new revenue streams.
One year in, Perform Group has worked with FFA to expand the digital network, achieve a 54 per cent growth in unique audience, secure an increase of 72 per cent in revenue derived from digital assets, and deliver over $4million in media value to sponsors and advertisers.
“Interest in football in Australia is at its highest ever level and continues to grow exponentially following the continued successes of the Socceroos, Matildas, the Hyundai A-League, Westfield W-League and increasing participation in our youth leagues,” said FFA CEO David Gallop.
“It is incredibly pleasing to see the growing interest in football now being converted into tangible business results for FFA, as we are now the preferred destination for fans of Australian football. We have put in a place a world-class digital infrastructure and commercialisation strategy with Perform, while driving advertising and content revenues for FFA. This partnership provides significant momentum as we embark on our journey for the upcoming season of the Hyundai A-League as well as the qualification campaigns for the 2016 Olympic Games and 2018 FIFA World Cup.”
According to Alex Peebles, general manager Australia and New Zealand at Perform, “For FFA, we have brought our first team experience to the table, which includes maximizing revenue from digital platforms, distributing video, data and editorial for many of the world’s largest sporting federations such as the English Premier League (EPL) and the National Basketball Association (NBA).
“Fans of Australian football are flocking to the new responsive websites and mobile apps, while sponsors and brand partners are reaping the rewards with access to a more highly engaged audience than previous years. The volumes and quality of video, data and editorial are also much more significant on the FFA network itself, as well as the syndication of official data to major media groups. Furthermore, we anticipate significant additional growth in all audience and revenue KPIs over the next 12 months.”