A prominent sports association, reliant on an external marketing agency for years, sought a shift in approach. Operating under a long-term agency contract, the association had limited control over its brand, marketing, and fan engagement. Recognizing the potential to grow revenue and deepen fan connections, the association decided to establish an in-house marketing department. This transition would allow the association to focus directly on the growing digital space, manage its broadcast rights, and enhance its merchandising efforts.

Challenge:

The association faced the unique challenge of building its marketing department from scratch. Without existing in-house expertise, the transition required not only a foundational structure but also a cohesive strategy to drive rapid growth. The primary goals included expanding their digital ecosystem, negotiating broadcast rights directly, and developing a profitable merchandise program. To achieve these, the association needed guidance on structuring, training, and positioning the new department for success in a highly competitive sports market.

Solution:

Our agency was contracted to lead the transition, leveraging our experience to design a comprehensive strategy and actionable execution plan. We focused on three core areas essential to boosting engagement, revenue, and brand presence:

Digital Transformation and Ecosystem Development: The strategy centered on creating a robust digital ecosystem to engage fans directly through social media, websites, and mobile apps. We implemented a targeted approach to data analysis and personalized fan interactions, using CRM systems and digital advertising to enhance engagement.

Broadcast Rights and Content Control: We developed a framework for the association to manage its broadcast rights independently. This involved crafting a rights negotiation strategy and building in-house capabilities for live-streaming and on-demand digital content. The association could thus expand its audience reach by distributing content directly, rather than depending solely on external partners.

Merchandising and E-commerce Launch: We guided the launch of a direct-to-consumer merchandise platform, positioning it as an essential revenue stream. By taking control of their e-commerce operations, the association could offer fans exclusive products and capitalize on brand loyalty.
Our digital campaigns emphasized fan-targeted messaging, driving consistent online sales and increasing brand presence.

Implementation and Execution:

Our agency provided hands-on support throughout the build-out of the marketing department. This involved helping with recruitment, training key roles, and establishing workflows for collaboration across digital, broadcast, and merchandise teams. To ensure the department was self-sustaining, we focused on knowledge transfer, equipping team members with best practices in digital marketing, analytics, and direct fan engagement. Regular workshops and strategy sessions helped reinforce a cohesive vision and aligned goals.

Results:

Within two years, the association’s revenue had tripled, a remarkable achievement resulting from the streamlined in-house operations. Key revenue growth areas included:

Digital Monetization:

With direct fan engagement through social media and digital advertising, digital channels became a major source of revenue.
Broadcast Revenue Expansion: By managing rights sales and in-house streaming, the association broadened its audience reach and captured higher earnings.
Merchandise Growth: Through a strategic e-commerce launch and fan-targeted campaigns, merchandise revenue became a steady income source.

Conclusion:

The decision to transition from an external agency to a dedicated in-house marketing team empowered the association to take full control of its brand and engage fans in impactful ways. Our comprehensive strategy and hands-on support proved invaluable in building a revenue-generating, self-sustaining department. Tripling revenue in two years, the association’s new marketing model has positioned it as a leader in the sports industry, equipped for continued growth and innovation.