The rise of the online sports fan, social as the new channel of broadcast, digital democratising sports viewership – these are all things having a major impact on the sports industry.
Yet, at times, it might appear that only the major sports industry players are reaping the benefits of these seismic shifts towards digital channels. But, hang on…. smaller organisations can grow rapidly too and are often the ones carving the way and their own niches as they go. This is all thanks to new, mostly internet-based technology – such as cloud-based live stream production, and social video editing and distribution platforms – which are reducing the gap between the biggest clubs or federations and smaller organisations.
At the heart is the not-so-secret-anymore weapon – live video content.
Why live video content?
Put simply, consumption of video content is constantly growing, and rapidly so amongst sport fans.
For younger generations, digitally served video content plays an even bigger role than TV played for their parents. Generations of ‘cord-cutters’ are not so interested in having a traditional TV set with a cable subscription. The evidence points to how they prefer to spend time watching subscription based (or free) online OTTs. Millennials and Generation Z folks have moved their parents’ affection for TV, to the web.
However, the choice between either a traditional TV or an online service is not only a matter of age of viewers: 
Online viewers also consider online video to be more exciting, as well being mobility-friendly and a better choice when it comes to multitasking as you watch. Sounds about right!
But if you work in traditional TV, don’t worry, it isn’t going to simply disappear. While it has some very big competition in the form of web OTTs, it’s still king of the hill and will remain in this position for some time yet.
Sharing is caring
When live video and sports combined, what we’re all seeing now is sports brands becoming content companies. But what do I mean by this? Different kinds of sport bodies – clubs, federations, leagues etc – are producing tons of content and sharing this with fans.
The biggest players, like Spanish or English football leagues, might well be selling broadcasting rights to the top TV stations and TV producers. But in order to keep their fans motivated and committed, they also create and share a lot of other stuff that’s not usually televised via traditional TV. See the Tellyo blog on the best examples of such content: Ideas for online video content when you can’t show games.
- Press conferences
- Injury updates
- Other teams’ matches
- Stadium tours
- Pre-season games etc.
Elsewhere, the Union of European Football Associations (UEFA) is planning to open their own OTT platform with live video content to complement paid TV. While UEFA is certainly a big fish, they do have lots of events that are not as popular as say the Champions League, such as games featuring women teams, pre-season preparations and matches, injury reports, and interviews with players.
There’s a lot of content that is absolutely worthy of spreading beyond UEFA itself. That’s why the organisation’s latest idea is to make more content eligible to be streamed or recorded as a video. And there’s no better way to promote sports events than video:
This situation can be a huge opportunity for many smaller organisation or lesser known parts of sports institutions. What’s more important – they don’t need huge facilities and resources be able to achieve great marketing, PR and sales results with sport video content. How come?
You own content… Make use of it!
Technology makes it all possible. Recording videos and streaming broadcasts to social media, on a professional level, is very obtainable to all. You don’t need a production control room with multiple screens, tons of electronic devices, or a team of engineers. That’s NASA you’re thinking of! Instead, you need video recording device (camera, iPhone, drone), a decent internet connection and laptop to run video production software. Software like Tellyo Pro, for example:
Our Tellyo Pro is a professional cloud-based platform for frequent and regular live content production. It allows you to ingest video streams to Tellyo and broadcast these to RTMP and social channels, while also clipping live content into videos to post on social media.
Stream Studio is our cloud video production suite that enables you to create dynamic live streams for social channels, with extras like graphical and video overlays and sound mixing.
If you’re using Opta Sports event metadata for example, you can now also automate video clip creation in Tellyo Pro with Smart Clips, giving more power to your editors to quickly create video compilations. Our Auto Clip-to-Post feature means you can also fully-automate clip creation through to social messaging and social posting, all in one go.
For more detailed and data-driven stories, check out our case studies section.
To grow or not to grow?
The facts speak for themselves: live video content can be a leverage to promote your organisation, league, club or sport in general. Video content production is no longer exclusively reserved for the TV and sports giants. As long as you own it or have the rights to it, you can use your events as great video content. You will gain new audiences and please your existing fans, so let your sports video content be your ace!
If you would like a demo of any Tellyo solutions mentioned above, please don’t hesitate to contact us – we’re more than happy to help!
One of the most prestigious events in the sports marketing and media industry, Sportel is the place to meet influential leaders and see cutting-edge technology in action.
At Sportel Monaco we invite you to come by our stand and chat with us about the benefits of using Tellyo in your organisation. We can also show you how our exciting new solutions work.
Visit us at Sportel Monaco on stand A40/A41 between 22 and 24 October. Either send us en email on firstname.lastname@example.org, arrange a meeting beforehand or simply drop by our stand to say hi!
The new solutions you’ll get to meet
Stream Studio is advanced live production tool that enables your digital and social teams to create dynamic live streams for social channels, providing an immersive experience for fans. Request a demo>
Smart Clips equips your teams with an intelligent tool for creating short videos quickly and easily, thanks to event meta data provided by Opta Sports or Genius Sports. Request a demo>
Auto Clip-to-Post fully automates clip creation, social messaging and social posting. Combined with Smart Clips, Auto Clip-to-Post multiplies the matches one editor can effectively cover. Request a demo>
For inspiration, check out this video clip compilation from Guinness PRO14 Rugby – a great example of packaging exciting moments to help shape the tournament’s narrative as the premier professional club competition in Ireland, Italy, Scotland, Wales and South Africa.
The tries just keep coming 👊
Speed, skill, and style aplenty, Round 4 of the #GUINNESSPRO14 certainly didn't disappoint 🔥
— PRO14 RUGBY (@PRO14Official) September 24, 2018
We look forward to meeting you at Sportel Monaco!
This week we’re launching three exciting new solutions – Stream Studio, Smart Clips and Auto Clip-to-Post – as well as our Pro Media API partnership with Twitter. All will make their first appearances at the IBC Show 2018 in Amsterdam, which we’ll attending from Friday.
What’s the story behind our announcements? Because we’re driven to continuously deliver intelligent technology, our new solutions and Twitter partnership are designed to better enable digital and social teams to build video stories quickly and amplify these across the web, all in a highly managed, monetizable and secure way.
Our new solutions
These include a new product – Stream Studio – and two major feature upgrades in Smart Clips and Auto Clip-to-Post.
Stream Studio is our cloud-based live production suite for creating customised live streams for social channels and audiences. By switching between streams, adding visual layers and distributing to multiple destinations simultaneously, Stream Studio means you can build greater engagement and add value to audiences in real time. Request a demo ›
Smart Clips is an intelligent tool for quickly clipping short videos. Designed to dramatically speed up work flows, it runs alongside human social-video editors and, through metadata, suggests clips and highlights. Editors can then choose to add clips to montages with a single click. Request a demo ›
Auto Clip-to-Post fully automates clip creation, social messaging and social posting. It can run on multiple streams simultaneously and, when combined with Smart Clips, multiplies the events and games one editor can effectively cover. Auto Clip-to-Post is entirely new to the market – a solution capable of pulling event metadata and using it in a unique and clever way to construct clips and social messages, then posting these to social channels. Request a demo ›
Our Twitter Pro Media Partnership
All of the new solutions build upon our firm belief that the best stories are told by humans to humans, which has resulted in us putting considerable energy into empowering digital teams and social video editors, and equipping them with world-class technology solutions.
A clear example is our official Twitter Pro Media partnership, which now provides our existing and future clients with the highest level of video integration on Twitter.
The new partnership adds 20+ new Twitter features, including extended monetisation opportunities such as the Amplify Publisher Program and In-Stream Ads and Sponsorships, as well as enhanced geo-targeting, advanced meta-tagging and simplified publishing workflows.
“I’m delighted to announce the launch of our three new solutions – Stream Studio, Smart Clips and Auto Clip-to-Post – as well as our partnership with Twitter. These new developments will give more power to digital teams, social video editors and creators by delivering greater tools for getting video stories out quickly and more effectively shaping the narrative across online and social media channels. Our Twitter partnership will also enable teams, editors and creators to maximise video story telling on one of the globe’s favourite digital channels.”