Friday, January 15, 2016

Women's sports and the importance of digital media when TV tunes out

It's no secret that here at Blinkfire Analytics that we like to be ahead of the curve.  When EA put Alex Morgan on the cover of FIFA 16 after the Women's World Cup we were already tracking Alex and her teammates as part of the competition.

To us this was a no-brainer, as women soccer players have some of the largest audiences in social media.  Their social channels are how their fans primarily engage with these athletes and are an attractive opportunity for digital sponsorships.  In turn, digital sponsorships have become a very important revenue source for the top female athletes.

Continuing our clients' interest in tracking brand exposure during the last FIFA Women's World Cup, we are doing the same with the Spanish Primera División Femenina, the top women's soccer league in Spain. Sixteen teams take part in this league, including the women's divisions of top clubs such as FC Barcelona, Atlético de Madrid, and Athletic Bilbao.

Some of the La Liga Feminina players have hundreds of thousands of social followers and most clubs have created new social channels for their female teams. The growing fame and recognition of these players are attracting sponsors and we have already seen how these female athletes get exposure for important brands.

Check out this tweet by Alexia Putellas of FC Barcelona and the Spanish national team as a Nike athlete:
Here's another example with Olga García, also of FC Barcelona promoting Herbalife on her Instagram account:
And here we have another post by Olga García, this time on Twitter, with her teammates, giving exposure to FC Barcelona's main sponsors, Qatar Airways and Nike:

Coming soon, we'll be adding other major women's leagues in the world, including the NWSL in the United States and the FA Womens Super League in the U.K.

Like eSports, the sponsorship economy of these leagues will be build largely on digital revenue, and not television revenue, as was the case for the previous generation's sports leagues. This is largely because the audiences that are growing up following these newer leagues are the mobile based Millennial generation, which study after study shows not to follow television as their primary medium of consumption

It's imperative that rights holders, players, agents and sponsors have the tools to better understand, measure and value this audience and assets.  Um, in case you didn't guess, we think we have the answer!

Interested in tracking the material sponsorship dollars flowing through women's soccer? Contact us!

Tuesday, January 5, 2016

Now you can save your Content Searches!

Here at Blinkfire we are going to start 2016 just like we finished 2015: announcing new features for our customers. A couple of months ago we announced our Content Search, which allows users to search among the social content posted by athletes, teams, leagues, media companies, fans... It is a very powerful and extremely useful tool that is now being improved with an option to save those searches.

Imagine a brand is sponsoring an athlete. That brand needs to track the content the athlete is sharing on social networks and what kind of exposure they are getting from it. Content Search makes it easy to get that information setting up the different filters and fields. Well, from now on that brand can save that search and go back to it in the future, obtaining updated results and saving a lot of time.

To save a search you only need to click the "Save search" button above the results. A modal window will ask you to name the search and, once saved, you can access it and manage all your saved searches from Content Search's main page. Yeah, it is that simple.

Is this new feature just what your brand or team was looking for? Do you have any question about how Blinkfire can help you? Get in touch!