Luton Town & UGC

Andy Yeandle

June 1, 2023

luton town case study

Luton Town Football Club is an English professional football club based in Luton, Bedfordshire. The club was founded in 1885 and has since played in a number of different leagues, and was recently promoted to the Premier League, showcasing their status as one of the EFL’s best run clubs. They were also the first club in England to see the innovative approach to content that ScorePlay offered.

Founding club

The ScorePlay fairytale started with a beta just under two years ago, and Luton were one of the very first teams to sign up to the platform shortly after. As with other aspects of their management, they spotted a problem before many of their competitors and searched for a solution that would solve their media bottlenecks and struggles. They fell upon ScorePlay, a plucky underdog competing against larger media asset management companies - but an underdog with a vision. When Luton first signed up they had access to the basic AI-powered photo platform that ScorePlay provided, from AI facial and text recognition to automatic distribution to athletes. Humble beginnings and so far to go.

From rags to riches

Over the past 18 months, they’ve seen the platform grow from basic AI photo software to an all-in-one media hub used across the world by the sports industry’s most innovative brands. Their workflows have been modernised, from FTP uploads with their photographer, to automatic distribution to their athletes (over 1,700 downloads in 2023 alone) and partners, and internal collaboration tools that allow them to implement ScorePlay across the organisation (with over 60 internal users). Despite their relative size compared to some of their competitors, Luton have implemented an incredible digital strategy, grounded in visual storytelling and adding value to their fans’ experience.

Most recently, they played in the richest game in football at Wembley, battling Coventry for a place in the top division in England, the Premier League and used ScorePlay’s fan link feature to collect UGC. ScorePlay originally developed the fan link in 2022 for Toulouse FC, which allowed them to collect UGC easily and have it fed automatically into their media asset management platform - and they did the same for Luton. As their fans flocked up to London and Wembley, they shared their memories from the great day, and Luton brought their fans closer to the ultimate celebrations. Whether in London or Bedfordshire, Luton fans everywhere could feel closer to their team and share their content directly with their club. Over 500 fan submissions were received, and ScorePlay link gave the club the immediate right to re-use this content for their own digital means. On top of that, the entire day was seamless with ScorePlay’s AI and FTP providing automatic workflows on a day where internal teams need time for creativity - not manual tasks.

From a beta to all-in-one, and from Championship to Premier League, we’re proud to be along for the ride.

About ScorePlay

Over the last two years, we’ve become sports media workflow specialists of the highest order, and continue to optimise our platform to create seamless media experiences for every client. The centralisation, classification and distribution of sports media assets needs to be consolidated on a single platform for a seamless real-time experience free of manual bottlenecks. Long has the sports media landscape relied on a variety of tools that crowd creative teams and disrupt a logical efficient workflow (from PhotoShelter, Dropbox for storage, and Greenfly for distribution). ScorePlay is that solution.

The new generation of sports fans demand social-media-ready content in real-time as they consume, and having an all-in-one solution allows sports organisations to be reactive, versatile and adept in their content strategy. ScorePlay automates the centralisation, classification and distribution of assets with AI. A media hub built for the sports industry.

Photo credit: Luton Town Football Club
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