Industry Veteran Creates New Platform To Connect Elite Sports Stars With Fans

Industry Veteran Creates New Platform To Connect Elite Sports Stars With Fans
SHARE
THIS



A media and marketing veteran has teamed up with a swathe of elite Aussie sportspeople to push the button on a new platform that promises to deepen the connection between elite sportspeople and sports lovers, while helping brands to move from the sidelines to centre of consumers’ engagement with sports content.

The vision of PlayersVoice is to enrich the soul of Australia’s great obsession – sport – with its founding contributors setting the standard through creating and sharing their thoughts, hopes, dreams and fears in their own words, focusing on ‘The Human Behind the Headline’.

The platform launches with powerful contributions from a number of Aussie athletes including Erin Phillips (basketball), Israel Folau (rugby), Jeff Horn (boxing) Usman Khawaja (cricket), Mat Ryan (soccer), Sally Fitzgibbons (surfing), Luke Hodge (AFL), Elyse Perry (cricket), Nick Krygios (tennis), Cameron Smith (NRL) and Joe Ingles (basketball).

Speaking to B&T, PlayersVoice founder Kerry McCabe (pictured above) said the platform has been in the works for roughly six months.

“I spent a lot of time working overseas, and one of the biggest realisations for me was that coverage of elite sportspeople from a media sense in the US is quite balanced, whereas here in Australia we seem to have gone way too far with an overly negative focus, the clickbait phenomenon, and a real lack of opportunity for our elite sportspeople to really build their own brands and engage more deeply with their audiences,” he said.

McCabe then met with a bunch of brands currently involved in the sponsorship of sport, as well as some who weren’t, who made him aware of the challenges they had and things they’d really like to see.

“The flawed nature of digital media metrics is a big issue. Brand safety and contextual relevance is certainly an issue,” McCabe said.

“The big shift away from paid media towards owned, earned and shared [media] – really getting dissemination points or distribution channels and ROI for branded content – was something that kept coming up.

“So, part of our offering to brands is we help them bring the content they’ve created to life, and where that content’s interesting, entertaining or enriching to an audience, it is relevant, safe and directed at the right audience on our platform.”

PlayersVoice has also made some fairly big decisions around brand safety, with no traditional display advertising or promotional associations with gambling.

“The brands who are either sponsoring content or bringing their branded content on the platform have 100 per cent share of voice and contextual relevance within an audience that’s really heightened in terms of their receptivity, given the content they’re consuming,” McCabe explained.

In terms of competition, PlayersVoice is avoiding the short, snacky social end of the spectrum for athlete-generated content, which is already well-contested with the likes of Instagram.

“We’re actually competing with anyone who’s creating valuable content in that ‘my time’ in consumers’ lives,” McCabe said.

“The growth of SVOD and podcasting supports that consumers will make time for long-form content if it’s good quality, valuable and relevant to them.

“So, we’re filling the void in the sports industry experience, but from a time perspective, we’re competing with those types of channels for time.”

Behind the scenes, PlayersVoice has a board and group of specialist advisers with expertise in sport, business and digital media, including Wallabies legend George Gregan, netball great Liz Ellis and former AFL premiership-winning coach Paul Roos.

Ellis said PlayersVoice will be the home of raw sports content in Australia – “not always positive, not always warm, but always real”.

“Because it will be the trusted platform advocated by elite sportspeople, sports lovers get to see the real view of the person beyond the hype,” she said.

“It will connect fans with sportspeople like never before.”

As well as regular one-off contributions from elite sportspeople performing in Australia and around the world, the platform is also developing numerous video series in partnership with current and former elite sportspeople.

Transitions will be one of the early release series – deeply exploring the mental, emotional and physical adjustment, trials, tribulations and successes of elite sportspeople on their journeys.

Please login with linkedin to comment

kerry mccabe PlayersVoice

Latest News

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine
MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope
  • Advertising
  • Campaigns

MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope

An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform. Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain. The […]

Women In Media Profile: Lisa Sheehan
  • Media

Women In Media Profile: Lisa Sheehan

The delightful Lisa Sheehan straps into B&T's "cage of truth" we actually prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day
  • Advertising
  • Campaigns
  • Marketing
  • Media

News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day

News Corp Australia, Storyful and Fox Sports have joined forces in support of 2018 AIME Hoodie Day with a creative advertising, PR, social media and editorial campaign across print, digital, and broadcast media. Fox League presenter Hannah Hollis (pictured above) fronts the AIME Hoodie Day campaign, conceptualised, designed and created by News Corp’s trade marketing […]