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Spurs and Somerset lead the way on growing retail through social, but clubs still leaving money on the table

  • Research from marketing agency Red Hot Penny suggests clubs across the UK need  major rethink of how they convert social engagement into retail sales
  • Social media allows granular segmentation of audience and targeted retail marketing, but many clubs aren’t capitalising on the opportunities
  • Somerset County Cricket Club achieve biggest gains through clear brand definition and strong use of players as influencers
Increasing social media reach and engagement has become a huge priority for sport rights-holders in recent years. Many properties have taken a long-term approach to reaping the rewards from social media, but there are more immediate gains to be had – gains which sports clubs across the UK are currently struggling to make, according to recent research from marketing agency Red Hot Penny.

“Most, if not all, sports clubs now have a retail arm in some form or another, but we found that very few were using their social channels adequately to direct followers to spend money directly with their club,” says Red Hot Penny’s head of marketing Russ Powell, who oversaw the research behind the Social Scorecard report. “Diversifying revenue streams has become a priority for all levels of sports teams, who are now not just selling replica shirts and scarves, but leisurewear and fashion pieces as well. From our research, we feel there are still massive improvements to be made in the way clubs are promoting these product lines.”

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