The changing face of media has transformed how people consume sports, creating a whole new breed of sports fans. In this op-ed, Tom Heddon, Head of Sales – Victoria and South Australia from Channel Factory, reveals what brands have to gain from this evolution.
I love Golf.
And I love YouTube.
So there’s no bigger fan than me of the recent boom of ‘YouTube Golf’ which has seen an explosion on the platform in the past 12-24 months. So much so that the US PGA Tour recently held the “Creator Classic” at East Lake Golf Club, the day BEFORE an official PGA Tour event.
Creators taking part included Paige Spiranac (434k subscribers), Garrett Clark (1.24M subscribers), Peter Finch (677k subscribers) and Nick Stubbe from “Bob Does Sports” (883k subscribers) – a whopping combined reach of 3.23 million.
The event was streamed live on the PGA Tour’s YouTube Channel, as well as Roku, Samsung TV Plus & Tubi.
According to the Tour, the event drove more than 2 million total views, landing as the No. 2 trending show on YouTube in its first 24 hours. And a large number of those viewers will never have watched a golf tournament before – but the image they now have of the sport is probably now more modern and dynamic.
If a sport like golf, which has historically appealed to a fairly traditional audience, can evolve its image and audience via these new avenues, then it can and has happened with other sports, too.
It’s a two-way street – as creators become more popular and gain increased access to previously exclusive events, the more likely it is that their audiences will be drawn towards new sports and codes they would not have seen before in a format they already enjoy.
Some of these creators are even launching their own merchandise and equipment. It brings fans a step closer to their favourite athletes and sports personalities. In an age where we can access the same equipment as the professionals, even understanding that we may not play like them, merchandise and apparel from content creators is the next big thing.
This is part of a wider trend we’ve noticed over the past few years, where sports fans are looking for more access and behind-the-scenes footage. That’s why shows like Netflix’s supremely successful Drive To Survive and FX’s Welcome to Wrexham have succeeded so thoroughly and why sports creators like those I’ve listed earlier have managed to build followings in the millions.
And it goes the other way, too. Many of the world’s top athletes now have better control over their own social presence and essentially act as creators themselves, securing themselves brand deals and product launches and essentially acting as their own media companies.
Professional golfer Bryson DeChambeau, for example. After famously defecting from the PGA Tour and signing with Saudi-backed upstart competitor LIV Golf, DeChambeau was given the freedom to create his own YouTube channel, having previously been barred from doing it.
Does he need the earnings that YouTube will bring him? Absolutely not. Does he see the format as being the best way of connecting to his fans and followers? Absolutely yes.
He’s amassed 1.5 million subscribers in three years and regularly posts 30-plus minute videos of him playing rounds (sometimes with creators – sometimes with Donald Trump!), giving tips and some insider access to his life which amass hundreds of thousands if not millions of views. And his sponsors love it.
Beyond this being a massive plus for me as an all-round sports fan, it’s also great as someone who works in advertising.
Creators and platforms are breaking stereotypes of the demographics that would typically be interested in certain sports. That means bigger, more diverse audiences, and increased opportunities for advertisers to connect with them.
Sponsors no longer have to wait to advertise around key events. Instead, their opportunities can run year-round by using these media channels and creators and creating their own unmissable moments, often for a fraction of the price.
It’s also an opportunity to have your advertising displayed in a premium environment, with high-quality content alongside the biggest names in sport. This lowers the risk for advertisers around brand safety and quality concerns.
There’s never been a better time to be a sports fan, whether you’re a fanatic or a more casual observer. Being able to come home, turn on my Chromecast and instantly access a world of content and highlights about the sport I love is a whole new world.
Fandom is real and burgeoning. Whatever your age and interest level, there’s a world of content waiting for you, whether it’s from the official channels or creators with a GoPro producing their own stuff.
Connecting with people around a passion point is a no-brainer for brands, and the smart businesses are already on board. Don’t be left behind.
