Club sponsors should rely less on game day exposure

International breaks are fallow times for football clubs, their sponsors and fans. The bigger the club the lesser the apparent interest in the national team. Fans from cities and towns with smaller clubs are more likely get excited by England games than those who follow their clubs to top of the premier league and into Europe.

We have noticed a significant drop in social media activity around premier league clubs during the past week, when there have been no premier league games. That’s to be expected, as media and fan focus is realigned to the international games.

It’s during a normal week, one without an international break that the clubs and their sponsors need refocus. Too much emphasis is on games and not enough on driving engagement on the 5 or 6 days per week when a club is not playing.

Supporting a club is not a one day per week activity, so why should visual social media engagement be restricted to such activity? Shouldn’t clubs and their sponsors be encouraging a broader spread of activity amongst fans?

It’s obvious that posting images on social media, in particular by fans, is going evolve around game day. There is a distinct engagement pyramid effect around the 1 or 2 games per week, but it need not be so pronounced.

Neteller, who sponsored Crystal Palace last season were very effective at driving fan engagement beyond game days. For example, when Neil Warnock was appointed manager, they broke the news, exclusively and reaped the publicity reward.

Other sponsors should learn from their lessons.

Contact russell@snaprapid if you want extend your club or brands reach beyond game days.

brandsenglandgame dayinternational breakmatchesnetellerSponsorSponsorship

Russell Glenister • 9th September 2015

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