Orlando City & in-game content

Josh Krakowsky

June 2, 2022

Website Blog Thumbnail how to leverage match content

1 game. 3 hours. 11 club posts. 66k likes.

From the moment lineups are announced, to the first and final whistle feelings of elation, fans follow their club wherever they are in the world. Whether they’re checking their phone under a table in a meeting, or furiously refreshing their feed in bed, fans consume club content like no other customer. Because they’re not a customer, they’re part of the family, and every weekend they live and breath the club. Orlando City SC get this. From the pre-game lineups and fanfare, to debuts, first goals and post-game celebrations. Orlando make the most of their content so they make sure to engage with every fan, whether in the stadium or further afield.

Orlando use ScorePlay’s Live mode so that their photographer can take pictures and edit them in real time before they are dropped into ScorePlay’s Live holding room. Admins across the facility are immediately able to view, download and use the assets for their social media to engage their fans during the full 90 minutes. At the end of the game? No need to spend hours on Google Drive or Dropbox uploading and searching for that perfect picture. It’s already there. They can just select the media they want to keep and add them in the library in one click. Ready. VAMOS 🙌

Ambassador fever pitch

Alexandre Pato has played for teams across the globe, from AC Milan to Chelsea, from Tianjin to São Paolo; on February 27th 2022, he scored his first goal for Orlando City. He was able to post his celebration within 10 minutes of the final whistle and has gotten over 100,000 likes on his post. A worldwide ambassador for the club, and brand advocate in Brazil.

Orlando’s squad is made up of 13 different nationalities, from Canada to Argentina and from Netherlands to Austria. Clubs need to leverage their international roster, as this indicates an international online presence that can be tapped into to amplify their brand. Pato for example, has nearly 4 million followers - Orlando’s brand was no doubt boosted in Brazil as a result. Players play a key role as advocates for their club, as they understand the need to be active on social media to amplify both their brand and the club’s. It benefits everyone but they need some help along the way. Orlando used to be like most clubs, using WhatsApp, WeTransfer and Cloud to centralise and distribute media assets to their players. Dealing with request after request, notification after notification, creating bottleneck after bottleneck and headache after headache.

Before ScorePlay (harassed by whatsapp for photos by players) vs after ScorePlay (Automated sharing through the mobile app)

And then along came ScorePlay. Post-match, photos and videos are pushed from the Live section to the right event (thanks to integration with the club’s calendar) to be tagged and classified by AI, and players are given instant access through the dedicated player app. Media asset management made simple.

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Photo credit: Orlando City
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