‘PlayersVoice’ Rebrands To ‘AthletesVoice’ To Support Inclusion

Sports3.0 Pty Ltd, the parent company of PlayersVoice, today announces the evolution of its award-winning sports storytelling platform that was launched two years ago to power athlete media in Australia.

The company also announces the completion of a new funding round to support the expansion of its product offering, including the launch of a fan and athlete data exchange and further automation of its ‘Athluencer’ distribution network which accesses more than 3,000 athletes.

Commenting on the evolution of the business and brand, Sports3.0 CEO Kerry McCabe says: “It’s been a huge two years and we are proud of the positive impact we have made with athletes, brands and sports lovers. With trust in media at an all-time low, we have built trust.

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Celebrating every athlete’s voice #AthletesVoice
A post shared by AthletesVoice (@athletesvoice) on Sep 19, 2019 at 4:14pm PDT

“In the era of clickbait and fake news we have created very real, inclusive and original content. Within a publishing sector facing headwinds we have developed highly effective and brand safe solutions for marketers wanting to engage the powerful media and marketing vehicle that is elite athletes.

“Evolving to AthletesVoice is about absolute inclusion and unrestricted expansion. One thing we hadn’t factored at launch was the very large community of athletes we work with who do not identify as ‘players’ on any level. Removing that restriction, and other not so positive connotations with the ‘player’ description, became a bit of a no-brainer.

“The fresh identity also gives us freedom to grow the brand at home and overseas with the ability to compete and thrive against foreign entities whose interests and resources often serve to restrict competition and the growth of Australian businesses.”

Addressing the company’s expanded product offering, McCabe adds: “With so many learnings from our first two years we will continue to refine and broaden our product offering. Our partners are telling us that the creation of our fan and athlete data exchange is well-timed. Quality data that is ethically sourced will be in very high demand as organisations invest to grow their customer base, share of consumer wallet and lifetime value of customers.

“Designed for the future ecosystem which will be much less reliant on cookies, the exchange will provide a single source of fan and athlete intelligence that is sports agnostic. We trust that this will also help solve the problem of many disconnected and overly narrow solutions in market today. We look forward to supporting brands, agencies and rightsholders in complementing their current marketing strategies to drive growth and improvement of their fan and athlete-related investments.”

Launched in September 2017, PlayersVoice quickly became the home of rich and raw sports storytelling. Commercially, the business created an innovative suite of products designed to bring brands and athletes together to win ‘off the pitch’. The company made an immediate and positive impact resulting in it winning Mumbrella’s Australian Media Brand of The Year, Sports Media Brand of The Year and Sport Australia’s revered ‘Best Contribution to Sport via Digital’ within two years of launch.

Independent research shows AthletesVoice carries the most trusted sports content in Australia. It also shows that users engage more deeply with AthletesVoice than with any other sports content in market. Over 7.3M users have visited the website since launch and its owned and operated social channels drive more than 10M impressions each month.

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