Tuesday, November 15, 2016

Premier League clubs to start selling sleeve space to sponsors

Premier League clubs have been authorized to start selling advertising space on their shirt sleeves. They got the go-ahead a couple of weeks ago and there's already talk about how much they could secure in these deals. Most sources value the economic potential of sleeves sponsorships at approximately 20% of the value of the main sponsorship deal, which seems pretty accurate according to our own data from the 2015-2016 season. That means that top English clubs like Chelsea, Manchester City or Manchester United could collect up to £10 million per season.

Sleeve sponsorship will be something new for the Premier League next season, but it's something quite common in other competitions around the world. FC Barcelona and Beko or Atlético de Madrid and Huawei are good examples from LaLiga, and all Bundesliga teams have the logo of shipping company Hermes on their sleeve. Brazil, Argentina and Mexico are home to several other examples of teams that have (or had) sleeve sponsorship deals, such as Cruzeiro, Chivas or River Plate.

If you stop and think about it, sleeves are a great spot for advertising. Yeah, granted, the logos have to be smaller than the ones on the front of the shirt, but they get a lot of visibility nonetheless. Don't forget that, unlike on TV, teams can control what images and videos they share on social media while maintaining the authenticity of their content. Plus, the fact that the sleeves are a lot cheaper than the front of the shirt make it possible for smaller brands to close deals with the teams, widening the range of potential partners.

The new brands that become sponsors will need, as the current ones do, information about the appearance of their logos on social media, an important part of any sponsorship deal nowadays. That information lets brands know if they are getting a return of their investment and, at the same time, allows teams to accurately value the exposure they give to their partners, a useful piece of information to close future agreements.

Here at Blinkfire Analytics we work with brands and teams from the top American and European leagues to offer them that information automatically and in real time. Thanks to our detailed reports both parties have updated and accurate information to value their sponsorship deals. Do you want to know what else we can do for you? Contact us and we'll be happy to tell you.

Tuesday, November 1, 2016

Export your custom reports to a Playlist

Do you remember our Content Search? And our Playlists? Great! Now we have combined both features. But let's start from the beginning: our Content Search recently changed its name to Custom Reports. This new designation better reflects what our customers use it for. Other than the new name, this powerful tool works just as it did before.

It was already possible to save and export your search results. Well, now you can also create a playlist with them. You just need to click on the Save to Playlist button and choose a name (or leave the one we apply automatically). Once created, you'll be able to access that playlist from the sidebar and manage it as you would with any other regular playlist.

The only thing you need to keep in mind is that there's a limitation in the number of posts that you can add to a playlist: 100. If your search returns, let's say, 300 posts, we will only save the 100 first ones to the playlist. This makes it extra important to remember you can order the search results depending on their engagement, e-score, or recency.