FIFA follows the NFL's example by agreeing to put their content on Twitter and other forms of social media.
In 2018, social media is a valuable medium of entertainment consumption. Several leagues, such as the NFL and PGA, have signed deals with Twitter and other social media platforms.
As more people cut the cord, sport leagues understand social media is an effective method of reaching fans. FIFA recently signed a deal with Twitter and Snapchat. As a result, FIFA World Cup games will be shown on Twitter and behind-the-scenes looks will be available on Snapchat.
With FIFA’s Twitter account having over 11 million followers and their World Cup account having over 5 million, this is the future of sport and expect similar partnerships to continue in the near future.
1. Twitter and Snapchat are consistent from worldwide so this will provide the fan with a more consistent medium than television.
2. This deal is only for the World Cup, which is smart on FIFA’s end since social media is constantly changing and a long-term deal may work out poorly.
3. While there is some concern this could take away TV viewership and upset broadcasting partners, the consumers using social media are a different demographic. Essentially, you are simply increasing viewers, not shifting them.
4. FIFA is setting a great example of the fluid landscape of media and shows how important it is for companies to value new technology. Think about how you can align your sponsorships similar to FIFA in this situation.
Check out some examples of how Twitter and Snapchat have activated their partnerships with teams and leagues below. This will be similar to how this partnership will be activated.
Written by: James Campbell
James Campbell is currently in his Senior year at the University of Michigan. In May of 2018, he will receive his BA degree in Sport Management. Throughout his time at Michigan, he has worked with Detroit City FC, MiLife Sport & Social Club, and USA Hockey. - @Jimmy10Campbell