Fan Engagement Award
Tennis TV is the over-the-top (OTT), direct-to-consumer platform of ATP Media, the broadcast arm of the ATP Tour.
Tennis TV is an important and complementary part of ATP Media’s global broadcast portfolio of products and services. Available on all major streaming devices, it offers fans over 2,000 tennis matches a year live and on-demand, and over 12,000 hours of archive matches dating back to 1990.
ATP Media, supported by LiveWire Sport, have proudly grown the largest social media following for a single-sport streaming service, a following which has grown 50% to 3 million fans in the past year.
Generating over a billion social video views in 2019 – the only tennis rights owner to do this in a year - Tennis TV has developed a dedicated community of tennis fans, with innovative content and a unique tone of voice, raising awareness of the ATP Tour and tournaments, reaching tens of millions of fans.
With over 1 billion fans tuning into the Women’s World Cup and 77,000 at Wembley for the subsequent England vs Germany international, we found ourselves at a tipping point. While 59% of women’s football fans said it helps them feel part of a community, the majority still don’t have anywhere to watch a game.
We had to exploit this moment, to change pub culture and create a new home for fans of the women’s game.
On 7 November 2019, we transformed the Red Lion, Moorgate into the Red Lioness – lighting the touchpaper that would spark a nationwide movement to change the way we view women’s football forever.
Our Red Lioness Pledge signalled a commitment by pubs to screen and promote every live WSL and Lionesses’ match, while creating a welcoming environment for all.
From a single pub, another 811 followed with more joining every week.
The ESL partnership offers DHL a unique opportunity to build a relationship with a young, digitally savvy audience, but we needed a way to humanize our brand. So we placed our innovative warehouse robot, EffiBOT, at the heart of our ESL storytelling. We turned him into an esports legend in the stadium to tens of thousands of fans, online through blogs and a Facebook messenger chatbot, and in games like DHL Box StackerPRO virtual reality competition and EffiBOT’s very own smartphone game.
Fans went wild, they called out for EffiBOT to feature as a DOTA2 character inside the game, and at live events they greeted EffiBOT like a hero alongside popular esports influencers.
This love has transferred to DHL too, and in extraordinary scenes, fans now chant “D-H-L, D-H-L” at ESL One tournaments. Forbes magazine called our partnership with ESL “The Most Memorable Esports Sponsorship Ever.”
The International Equestrian Federation (FEI) is the global governing body for equestrian sports. The mission of the FEI is to drive and develop equestrian sport around the world in a modern, sustainable and structured manner. It currently counts 134 national federations as affiliated members, which also form its General Assembly. While best known for its elite-level competitions, the federation is also actively involved in education, veterinary research and anti-doping and horse-welfare programmes.
The FEI also places a premium on fan engagement, in particular on ways to give equestrian audiences a new dimension to their spectator experience using cutting-edge technology. With esports challenging the popularity of traditional sports, the FEI is increasingly leveraging a more digital approach to engage with younger audiences.
The New Era of Formula 1 is putting fans first. Where the 2018 season was about building the engine, 2019 focused on building the car; with new products, new programming and targeted campaigns. From the Netflix series Drive to Survive to city centre Fan Festivals there has been a strategic move to ensure Formula 1 is more accessible.
In return, 2019 race attendance is up +2%, unique TV reach +10%, engagement with F1 digital products +20% year-on-year and social media following is + 32% to 24.5m followers. And equally important are the five Grand Prix renewals, including the British Grand Prix at Silverstone.
Hashtag United are a one-of-a-kind football and esports club, formed in 2016 by YouTuber Spencer Owen. For two years they played friendlies against pro football club staff teams, creators, non-league and Sunday league sides, with highlights produced for YouTube.
In 2018 the club entered the FA's National League System and made the transition to a competitive side playing in the 10th tier of English football. Despite a tough start, Hashtag won their league and are currently thriving in the ninth tier.
The football team is complemented by a FIFA20 roster of three players competing at the highest level.
Hashtag have an engaged, worldwide fanbase of over 1 million fans socially, resulting in over 4 million organic monthly views. They're also introducing non-league football to a younger generation of fans, with a match in the 2019 promotion run achieving an attendance of 833, the highest Step 6 attendance of the season.
Sky Bet’s ongoing EFL social content campaign continues to engage fans throughout the leagues, uncovering the rich stories, and characters within clubs and finding exciting and unique ways of showcasing them to a social audience. The campaign continues to drive incredible sentiment, has achieved over 10 million video views through the 12 months across all social channels and has helped increase brand warmth.
The content has helped Sky Bet to find a different way to achieve brand stand-out, in an industry often criticised for being overly promotional and invasive, and at the same time managed to give something back to the sometimes overlooked fan bases of lower league clubs.