Netflix as Saviour; The Stupid American demo; Back to the Whiteboard; Ideas IRL; The Chelsea Hilton; The 5Live Vox Pop strategy; TAM Busters; No words for M&C
Overthinking the sports business, for money
Win Win - UP x YouGov Sports
Pirates vs The Premier League is our groundbreaking series on illegal streaming.
As part of our investigation, we worked with YouGov Sports to understand the true scale of the problem: how many people pirate sports content?
The findings helped form the statistical basis of the podcast series.
The podcast and YouGov Sports data made headlines and created waves.
Now the data is available as a new report - click the image below.
This is how UP collaborations add genuine value for our partners.
If you are interested in working with Unofficial Partner Productions, get in touch via UnofficialPartner.com
Won’t anyone think of the thought leaders?
People bang on about nurses and coal miners, but for a life of back breaking toil few careers match that of sports industry thought leader.
The news agenda delivers stories requiring an immediate response.
This week: Netflix and WWE, what do yer reckon?
The first few hours are critical.
A half decent Linkedin post now could lead to a GB News Vox Pop at drive time.
Tone of voice is critical: The target landing area is playful but serious.
Think Oatly Milk meets Martin Luther King.
Nuance is of little use at these moments.
The story must be met with absolute faux-certainty, using a simple binary Yes/No mechanic, based on the hugely successful Brexit referendum.
Yes - Netflix is coming! We’re saved. The rich idiots have bought the live sport argument…we don’t have to change after all!
No - Netflix is coming, but not for you! They don’t want actual sport, they want Panto in Pants.
Useful words and phrases: It’s a clever customer data play; Sport adjacent content; Scripted sport; Controllable drama; Netflix share price; the Stupid American demographic.
Back To The Whiteboard
This week: M&C Saatchi create a new word
Step 1 - Identify the problem
There are not enough words.
Step 2 - Solution
By creating their own word, M&C are going the Tony Robbins route.
The godfather of positive thinking once tried to trademark ‘I CAN’.
There are still many words that remain unbranded: Engagementism. OTTershite. Sportultural. Narratelling.
The only limit is our imagination.
Step 3 - Double down on words
From M&C’s new report:
HOUSE!
‘Audiences who are now co-authors of the spaces they occupy’…I mean, wow.
PaulHughes2901, voice of the people
This is about what happens when an idea is made real.
What happened?
At some point, Chelsea’s commercial team and Hilton Hotels had an idea.
It had a digital element:
And after a thorough laddering up and down it became an IRL execution, during match day at Stamford Bridge.
What happened next?
The PowerPoint slide came in to contact with that noble beast, the fan.
Specifically, one fan - @paulhughes2901 - tweeted his displeasure.
The thoughts of paulhughes2901 were then elevated to a big font by the Daily Mail, which took a humble marketing brainstorm and turned it into a critique of American private equity’s role in football, and by extension, the them and us nature of late capitalism.
Stories huh: easy to start, hard to control.
TAM Busters - Nielsen v Two Circles
This week Nielsen Sports sized the global sports market.
Google informs us that $133billion is about £105billion.
By comparison, Two Circles’ recent estimate was £150billion for 2022.
I’m no accountant, but we seem to be missing £45 billion quid.
Press the Like button, it helps for reasons we don’t quite understand.
