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Digital, Digital & Media, Sport Business, Sports Marketing | Sep 11, 2019
First in the 2019 series, Meet the Shortlist will explore the Leaders Sports Awards finalists ahead of the big night this October, and give you a direct insight into their work.

As distribution becomes easier, across a host of platforms, sports organisations across the world increasingly resemble media houses: teams and leagues are tooling up, investing in creative talent and devoting increasing resource to content production. Brands are doing the same, in order to activate partnerships more effectively and strategic partnerships with platforms and publishers are being formed, to engage existing fans and attract new ones. It is therefore no surprise that the Leaders Sports Awards Content Creation category has been hotly contested, with submissions from all corners of the industry. Ahead of the big night on Wednesday 9th October, these are our judges’ final five.


B/R Football Present: The Champions by Bleacher Report

Last year, Bleacher Report Football introduced an animated content series to tie in its coverage of the Champions League in the United States. The spoof reality series documented all 800 UEFA Champions League players and their managers living in the Chateau du Champions. Creatively taking advantage of the popularity of reality television and comically integrating it with football stars has drawn 47 million social views and four million social engagements.

 

BUU. Brothers Universally United by Inter Media House and Alkemy digital_enabler

Last year, Bleacher Report Football introduced an animated content series to tie in its coverage of the Champions League in the United States. The spoof reality series documented all 800 UEFA Champions League players and their managers living in the Chateau du Champions. Creatively taking advantage of the popularity of reality television and comically integrating it with football stars has drawn 47 million social views and four million social engagements.

 

The Content Committee by PGA European Tour

The European Tour’s short ‘The Content Committee’ film, published on social media, showcases the characters and cultures on tour and was designed to engage and humour audiences while delivering significant media value for partners. The film featured Tommy Fleetwood, Henrik Stenson, Lee Westwood, Thomas Bjorn and Eddie Pepperell. The humorous video shows the golf stars coming up with ideas for viral videos in a boardroom-style meeting.

 

Google Home Mini Launch by Toronto Raptors

Google partnered with the Toronto Raptors to promote their new product, the Google Home Mini in Canada. The advertising has been shown on various TV spots in Canada such as Sportsnet and TSN and also on billboards, Youtube and other social media platforms. Toronto Raptors players including Kyle Lowry and Danny Green starred in the comical advertisements. In addition to these promotional assets, Google also collaborated with a trio of fan-favourite Raptors (DeMar DeRozan, Jakob Poetl and Pascal Siakam) to create a series of videos that show fans how they use Google Home.

       

 

SAP + Manchester City ‘Who’s The Blue?’ by Momentum Worldwide

The social media campaign hashtag ‘whostheblue?’ released by SAP and Manchester City featured a series of entertaining, statistics-based videos starring Manchester City players, and targeted Manchester City’s global fan-base. The videos were released on Facebook, Twitter, and Instagram every day throughout the week, each one featuring a player showing off his skills. But to make things more difficult and competitive, the players were wearing a blue morphsuit that covered their entire body and face. The only clue shown in the videos to each player’s identity was their stats collected by SAP.

     

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