An explosion in fan podcasts and video match analysis on YouTube and TikTok will open up an unprecedented number of opportunities for small businesses hoping to cash in on the EURO 2024 football frenzy, according to a Midlands digital marketing expert.
Will Williamson, director of Derby-based digital marketing firm JDR Group, says today’s vast range of football-themed online content is a game-changer for advertisers which are not traditionally associated with major sports events, or do not have a large budget.
The reason is the huge increase in created content, including podcasts and videos which offer chat and analysis and are aimed at football sub-groups and sub-cultures rather than the mainstream, from female-led content to broadcasts focussing on sophisticated, in-depth examinations of tactics.
Add in broadcasts which serve different demographics within football club supporter groups and it’s clear that advertisers can mount focussed campaigns, opening up possibilities for brands other than the typical beer, gambling, cars and DIY firms commonly seen on the TV ad breaks.
EURO 2024, which kicks off in Germany on June 14, is expected to attract a worldwide audience of five billion on television and online.
Fifty-two per cent of UK viewers are expected to livestream games, with many people second-screening – watching the game on TV but following the reaction and comments on social media via their mobile phones at the same time.
Will said: “Big sports events, especially football tournaments like EURO 2024, are such feelgood events that big-name advertisers want to be associated with them, but historically smaller firms didn’t have the kind of budget needed to get involved.
“That’s changed now because of the internet, and this year we will see a huge growth in EURO 2024-themed channels on YouTube, TikTok and Instagram as well as football-based podcasts, which will experience a surge in listenership and, as a result, create an unprecedented wealth of advertising opportunities.
“I listen to a lot of football podcasts and the content and expertise is as good as you get on mainstream media. It targets different demographic niches and looks at the culture of the game and how it intersects with the action.
“It means that products like high-end men’s grooming products or craft beers, or products aimed at women, will be able to reach new customers in a way they wouldn’t be able to do on ITV or Talksport.
“If their campaigns are relevant, timely and engaging, then the field for advertisers is wide open this summer.”
There are an estimated 4.6m registered podcasts worldwide and 32% of adults in the UK listen to a podcast each week. Podcast advertising is expected to be worth £64m by the end of next year, while the potential for advertisers on platforms such as TikTok, which has around 16m UK subscribers alone, is also huge.
JDR Group, which was founded in 2004, employs 40 staff and offers a full range of digital marketing services including SEO, web design, social media and content marketing.
It has built more than 1,000 websites for its clients in its time and has analysed and audited the marketing operation of more than 250 businesses. Last year it became one of just a handful of UK firms to earn the prestigious Elite Partner status by world-leading customer relationship management platform HubSpot.
To find out more www.jdrgroup.co.uk
