How to turn your content into a fan-growth engine

The appetite for digital sports content continues to explode. In 2023, YouTube alone logged over 35 billion watch hours of sports content — marking a 45% surge from 2022. The stakes have never been higher for sports teams, associations, and sports media organizations. The swift delivery of timely, high-quality, and platform-tailored content has become essential for engaging modern audiences and building lasting connections.

At the SportsPro Madrid 2024 conference, Artlist hosted a dynamic panel discussion titled “How to turn your content into a fan-growth engine.” The session brought together industry leaders for a 360° view of sports content strategies and creation, covering topics such as scaling quality content for diverse audiences, keeping pace with fast-moving sports moments, and building superfan communities through storytelling.

The panel featured Damien Mennechet, Head of Social Media at Paris Saint-Germain (PSG); Tal Sela, Head of Video and Creative Works at Google; Antonio Wimmer, Director General of WimmerFilms; and Dikla Bengio, Partnerships Manager at Artlist.

The changing landscape of sports content

Tal Sela from Google opened the discussion with an overview of shifting fan behaviors. “Over 35 billion watch hours of sports content were consumed on YouTube last year — a 45% year-on-year growth,” he shared. Tal emphasized the importance of adapting to these changes, particularly as younger audiences increasingly prefer short-form, interactive content over traditional television: “Gen Z-ers and Gen Alphas are swiping and streaming over three hours a day while only watching under 20 minutes of TV a day. Change is coming.”

To address this shift, he discussed the concept of the ‘fandom spectrum,’ explaining how sports teams can engage different types of fans:

Non-fans

Engage non-fans with compelling, story-driven content like Drive to Survive, the Netflix documentary on Formula 1 racing. It turned casual viewers into passionate fans by focusing on human stories and behind-the-scenes drama, elevating the sport into a global phenomenon.

Casual fans

Capture casual fans with highlights, short clips, and live match coverage tailored for quick, easy consumption. These formats keep them engaged, informed, and eager to share content.

Hardcore fans

Build loyalty among hardcore fans with exclusive, behind-the-scenes content like Juventus’ Creator Lab, where creators deliver authentic, club-focused material that deepens their connection to the team.

Paris Saint-Germain’s digital playbook

Damien Mennechet shared how PSG manages an astounding 1,000 pieces of content weekly across all platforms. Tailoring short clips, game highlights, and behind-the-scenes moments for platforms like TikTok, YouTube Shorts, and Instagram Reels helps the club maximize reach. 

“We’re now in an era where we’re shifting from a community approach to a discovery approach,” he explained. “Having lots of followers is great, but you need to be surprising and entertaining to reach broader audiences. We’re not just competing with other clubs — we’re competing with creators across every niche, from chefs to beekeepers.”

PSG’s content strategy spans the entire club ecosystem. “If there’s an upset, we don’t go silent anymore,” Mennechet said. The club creates compelling content across all its teams, from the men’s and women’s squads to the youth academy, through player profiles, behind-the-scenes moments, and team coverage. This comprehensive approach keeps fans deeply connected regardless of match results.

Manchester City’s rise to global powerhouse

During the panel, Tal Sela highlighted Manchester City as a prime example of a club successfully building its global brand through a cohesive content strategy. “Fifteen years ago, people in Manchester — well, some people — liked Manchester City,” he said, eliciting a laugh from the audience. “Today, it’s a global household name. How did they do it?”

Tal outlined several strategies that contributed to Manchester City’s rise as a global brand:

Strategic player investments

While City invested heavily in high-profile players to improve their on-field performance, they paired these efforts with an innovative approach to their off-field content strategy. “They had players in different continents and built strategies around them, giving fans access to these players in their local towns,” Sela explained. This localized approach helped City build strong fan communities across multiple continents and significantly expand its international fanbase.

Comprehensive live coverage

Beyond the matches themselves, Manchester City delivers pre-match shows, post-match analysis, press conferences, and more. This consistent flow of high-quality, engaging content creates a sense of community among fans worldwide.

Partnering with creators

The club invites creators to showcase their unique perspectives, using Manchester City’s platform to reach a wider audience.

Through these efforts, Manchester City continues to successfully expand its reach, growing its fan base in markets like Latin America, Africa, and Asia.

Takeaways for turning content into a growth engine

The panel concluded with actionable insights for organizations looking to enhance their content strategies:

Success starts with authenticity

Let fans see your true colors. Genuine content builds trust and loyalty.

Adapt to platforms

Each channel demands its own approach. Customize your content to maximize impact across different platforms.

Invest in quality

High-quality visuals and sound make a lasting impression, essential for today’s crowded landscape.

Embrace collaboration

Partner with creators and engage with fans to expand your reach and create deeper connections.

Think long-term

There are no shortcuts. Success requires consistent, strategic efforts with a long-term vision.

Empowering sports businesses with world-class tools

Dikla Bengio spotlighted Artlist’s pivotal role in supporting sports organizations with high-quality, ready-to-use creative assets. “Having access to a quality and comprehensive library of music, sound effects, and footage is crucial for teams looking to engage their fans,” she said. Artlist provides all these resources under a single, comprehensive license, enabling creators to focus on producing engaging content without worrying about copyright issues. This is why global sports icon Cristiano Ronaldo, plus top sports brands like Real Madrid, FC Bayern, Liverpool FC, Juventus, Kansas City Chiefs, Florida Panthers, and more all trust Artlist for Sports as the one-stop shop for their content needs.

Bengio also emphasized Artlist’s commitment to authenticity. “We collaborate with local artists to ensure our assets genuinely reflect their cultures. For example, we worked with Brazilian musicians in the favelas to create authentic samba tracks. Fans notice when your content is real.”

Why Artlist is the perfect partner for sports content

Artlist’s diverse catalog and intuitive tools make it the ideal solution for sports teams and franchises. From royalty-free music and sound effects to video templates and AI voiceovers, Artlist offers everything you need to create standout content. As Dikla Bengio puts it: “Content today isn’t about creating more — it’s about creating better. Artlist enables teams to deliver high-quality, emotionally resonant content at scale.

Looking to keep pace with today’s demanding sports content? Discover how Artlist can help you engage fans across every platform. Let’s get the ball rolling.