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Bridging The Gap

Updated: Feb 17, 2020


The traditional commercial model within major sports organisations typically features two main functions


- Sponsorship / Partnership Sales & Activation

- Digital Product, Social Media & Content


In the past, digital media was seen very much as an add on as part of a sponsorship deal, with more stock being placed into the traditional powerhouse assets of on-kit branding, pitchside boards and interview backdrops. The exposure that these assets generated in the digital space was seen very much as a “value add“ and this value was supplemented with a few banner ads and home page takeovers.


The shift in requirements from brands has been monumental in the past 2 or 3 years, with digital moving from being “an activation” to the central hook of the partnership. However, the speed of this shift has caught a lot of sports organisations off guard. The commercial sales people in place at organisations have not been able to upskill quickly enough to suit the demand.


At First Five Yards, our role is to bridge the gap between the digital and commercial teams to generate more revenue opportunities. The reality is that creating these opportunities doesn’t have to cost the earth. Clubs and rightsholders are sitting on a wealth of content that could be tweaked to improve the packaging, the reach and the desirability to brands without having to spend thousands on creating new content.


If your sports organisation is looking for help to generate more revenue out of it’s current digital footprint, please get int touch. We’d love to chat and see where we can help you.




#digisport #contentpartnerships #bridgethegap


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