Wolves' increase in athlete posting

Rafael Molina Harno

June 18, 2023

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When Wolves signed up to ScorePlay, they wanted a solution that would make it easy for their players to receive their content as they knew, as we do, that easy access means more posting. We are in a golden age of athlete brands and the need to get the right content, to the right stakeholders, at the right time, should be the cornerstone of every sports organisation’s digital strategy. We examined exactly how effective ScorePlay was at getting Wolves’ players posting more.

Athlete usage and posting

When we first released the Athlete App, we had two things in mind. Number one was obviously getting content to players automatically, hence why we developed AI-tagging to push content directly to players after games. The second was simplicity - and therein lies the key to your athletes posting more. Easy onboarding in less than 30 seconds with no login details required? Check. Easy notifications for when they’ve been tagged in assets? Check. Post to Instagram in 1 click? Check. Not to mention content requests and post suggestions.

So how did it help Wolves? We began tracking their athletes when they started trialling the tool towards the end of 2022 and conducted an analysis of how much their squad posted before and after they were onboarded on the ScorePlay Athlete App. The numbers are staggering and validate our theory. Over the two month period after ScorePlay, Wolves’ squad posted (Wolves-related content) on average about 146% more than in the two month prior (World Cup and International Breaks were discounted from the data analysis). When you examine a small group of some of their biggest athlete brands (Jimenez, Nunes, Semedo, Neto, Cunha, Sarabia, Traoré and Costa), the average increase is over 320%. An analysis of the biggest athlete brands also shows an average increase of 120% in new followers, 75% increase in engagement, and 164% increase in impressions.

The ability to give content to their players minutes after games and training has drastically increased the amount they post, and has led to organic brand growth for Wolves.

Wolves’ single source of truth

More than just athlete distribution though, ScorePlay covers every media need for the club across the organisation. Significant trust has been placed in the software as they look to consolidate all their content on a single platform with the First Team, Women’s First, Men’s U21s, Men’s U18s, Women’s Reserves all using ScorePlay. This means there are 136 app users across the club including players and VIPs - demonstrating the ease-of-use and effortless onboarding process at ScorePlay.

"ScorePlay fits our media workflow requirements perfectly. The efficiency of the platform and the automatic AI-tagging has meant we can share assets directly with our players and partners as soon as our photographer has uploaded them. The app is simple to use and has worked successfully across our men's, women's and academy teams. A valuable addition to any sports organisation!" - Max Fitzgerald, Communications Director

Over the last 4 months, they’ve uploaded over 20,000 assets, tagged and classified by ScorePlay’s AI, and downloaded over 3,000 times. The functionalities of ScorePlay are leveraged all along the the media workflow: from storage and indexation to download and distribution. The ScorePlay effect doesn’t just translate into posting analytics, but also to increase the Social Value of the team’s accounts (Twitter and Instagram). Social Value is a cumulative valuation of how much each impression, video view, and engagement is worth in dollars on a post, empowering the way teams demonstrate the significance of their sponsors and partners as they put a number on their brand.

Analysing the past 5 months, we saw an increase on Wolves’ social value to $7.6 million, which is particularly good news to their most tagged sponsors on the platform - like Castore with more than 20,000 tagged assets, or AstroPay with almost 13,000 tagged photos, both sponsors of the squad's jersey front. Key numbers from their usage here:

  • 56 internal users: adoption across the organisation.
  • 89 active App users (using weekly): 65% accounts logging in weekly or more.
  • Player connections/ logins increased 43% month on month over the past 2 months since onboarding.

About ScorePlay

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 or Newsbridge for storage, and Greenfly for distribution). ScorePlay offers such a 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: Wolves
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