How single-source content aggregation can magnetise your fan community

Sports fans have never had so many ways to keep up with their favourite teams. And those teams have just as many options when it comes to connecting with supporters. 

Across official club outlets, broadcast partners, legacy media, social and digital platforms, and fan-led channels, it is easier than ever to join the conversation, follow compelling stories, or catch up on highlights, interviews and other fantastic content.

On plenty of levels, this is great for teams. It maximises reach and brings people together as only sport can. 

But in an environment where there is so much competition for fans’ attention, clubs need to make all of those content possibilities work for them, too.

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A direct data relationship

Fundamentally, the opportunity and disruption teams face in commercialising their content come down to one thing: data. 

When fans interact with content about your team on social media or even league-run apps, the resulting data is captured and produced by a third party. In other words, no matter how effective these channels are for reaching and growing your audience, a lot of the value from that engagement will either go elsewhere or be watered down. 

This is becoming an especially pressing challenge for sports organisations - and all media-facing businesses - as tech giants like Google begin moving away from third-party cookies. So if your fans are enjoying content on other sites and services, you will know much less about it. 

But if you can take ownership of that content relationship, you can take control of the related data. Moreover, as this will be based on a transparent, first-party exchange between you and your supporters, it will be more productive than before. 

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Building value through content combinations

Your team can leverage aggregation for a range of commercial and communications purposes. 

A comprehensive, fan-centred content strategy brings partners’ messaging to fans in a more relevant and authentic context. The same is true from a club’s perspective: you can identify the optimal moments to target fans with messaging about tickets, new lines of merchandise, paywalled memberships and other offers. 

The effectiveness of club campaigns is also enhanced, landing with the right audience at the right time. From charitable initiatives to cross-programming between men’s, women’s and youth teams, the different elements of a team’s identity are combined through aggregation to powerful effect. 

With Tiparra, fans can get access to all the content they need in one place – and that can be the place where communities grow stronger.

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A single source of engagement

Tiparra’s white-label mobile app solution brings together the functions that are at the core of the modern fan experience, like ticketing, retail and unique interactive features.

It also offers a space where supporters can discover everything that matters most to them: allowing for aggregation from social media, user-generated and official club-produced sources. Seamless integration with various APIs delivers real-time scores and in-game statistics, served up directly to users through mobile notifications.

This adds considerable value for fans – providing more reasons to pull up their team’s Tiparra-powered app. And potent in-platform analytics tools give clubs an opportunity to learn more about what their fans want – generating data about their interests and the moments they are likeliest to engage – then tailor the offering to meet that demand. 

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