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

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]