Sky Sports Appreciates ‘Responsibility’ As It Targets Greater Female Audience In 2020

Sky Sports is to target a larger female audience as it targets expanding its existing coverage and strengthening its digital output in relation to women’s sport.

In recent years women’s sport has been on a huge rise in the UK, following events such as the 2017 Women’s Cricket World Cup and 2019 Netball World Cup hosted in England, as well as women’s football gaining a huge boost from the 2019 FIFA Women’s World Cup.

“Sky Sports has been a long-standing partner and champion of women’s sport and this is a natural next step to ensure that brand new audiences are able to connect with the drama and excitement created by the players and teams,” said Rob Webster, Managing Director of Sky Sports.

“Sky Sports News will continue to be at the heart of this pledge and will ensure consistent 24-hour editorial coverage of women’s sport across both linear and digital platforms. The evolution will mean no longer grouping women’s sport collectively in a standalone programme each week, but instead ensuring it is represented across our output in our rolling 24-hour coverage.

“We appreciate the responsibility we have, we know the platforms we own help sports grow and prosper, this is an important step in the right direction for our all-round coverage of women’s sport.”

Georgina Faulkner, Head of Multisport, said: “Sky Sports is investing in a 360 approach to covering women’s sport. The live streaming will bring fans closer to the action, the 24/7 rolling Sky Sports News coverage will keep fans constantly updated and our world-class digital production and storytelling will peel back the layers of women’s sport like never-before. This digital-led initiative will bring more sporting stories to new audiences with the ambition of creating long-term connections for both existing and future generations.”

Over decades of committing to high quality coverage, Sky Sports has seen women’s sport reach more fans than ever before, with sporting icons such as Katie Taylor and Fallon Sherrock bringing in big audiences in recent times.

24 years since first broadcasting women’s cricket back in June 1996, more than 1.8 million people watched the 2017 ICC Women’s Cricket World Cup final. Sky Sports was also the first broadcaster to show netball in 2004, over the following 16 years popularity has visibly increased as viewing figures saw 550k people tune in to watch as England’s Vitality Roses were beaten in a thrilling Netball World Cup semi-final last year.

Now, even more of this incredible live women’s sport will be accessible on Sky Sports YouTube channel, enabling new audiences to watch and engage with some of the world’s best female athletes.  This is supported by a full schedule of live coverage across Sky Sports channels, including Main Event, Action, Arena, cricket, golf and Sky Sports Mix which will show a number of key events this year.

So far in 2020, Sky Sports has live-streamed the Netball Superleague with plenty more to come including, women’s cricket, women’s major golf tournaments, WNBA and the Women’s Six Nations, which is set to reach an exciting climax on 15 March.

A new ‘Extraordinary Women’ series, ‘Training with MMA Star Leah McCourt’ and behind the scenes with Lucy Bronze ‘My Life in Lyon’ are just a few exciting pieces to look out for in 2020.

Formula 1 And 188BET Unveil First Ever Betting Partnership

Formula 1 has officially unveiled 188BET as its first ever Betting Partner. 188BET have been named as ‘Official Asian Sponsor of Formula 1’ with a five-season agreement in a deal brokered with Interregional Sports Group (ISG) that will see 188BET featured exclusively throughout the Asian broadcast market for each Formula 1 season until 2024.

This ground-breaking agreement is the first of its kind in Formula 1 history.

At a special launch day at the home of British Motor Racing, Silverstone Circuit, Formula 1 and 188BET officially signed their agreement, with under two weeks to go until the F1 2020 season-opening race in Melbourne, Australia. Formula 1 Managing Director of Motor Sports, Ross Brawn, 188BET Representatives Tom Earl and Eugenia Jones and ISG’s Chris Buckley were joined by former F1 driver Paul Di Resta to present the deal to the world’s media.

Formula 1 Managing Director of Motor Sport, Ross Brawn, said: “We are really excited to start our new partnership with 188BET and working with them as our official Asian betting partner for the next five years. Their expertise in this space will ensure Formula 1 and sports fans can have access the most comprehensive pre and live race information available and enhance their betting experience.”

188BET Representative Tom Earl added: “I’m delighted to announce 188BET’s partnership with Formula 1, the pinnacle of motorsport, to become the first ever official Formula 1 Betting Partner. As Official Asian Sponsor of Formula 1, our new partnership will allow the 188BET brand to reach a growing F1 fan base in Asia.”

ISG’s Chris Buckley said: “We’re delighted to have 188BET as the first ever betting partner of Formula 1. ISG is the world leader in using virtual advertising technologies to help brands target specific audiences through televised sport. We have always believed that Formula 1, with its global fan base, is perfect for this approach and have worked hard with F1 to make this possible. We are confident that 188BET will be delighted with the impact this partnership will have.”

In addition to Ross Brawn, leading figures from F1 attended the official unveiling of Formula 1’s new Official Asian Sponsor, where former Force India and Williams F1 driver Paul Di Resta drove special guests around the Silverstone Circuit in a specially-branded 188BET liveried two-seater F1 car.

188BET Asia Brand Ambassador, Peter Schmeichel, said: “As the Asia Ambassador of 188BET, I am excited for the brand’s foray into motorsports as F1’s first ever betting partner for Asia, and looking forward to see the partnership grow the sport in the coming years.”

Virtual trackside advertising will see 188BET featured exclusively throughout the Asian broadcast market until the end of the 2024 F1 Season. The deal will also see Formula 1 and 188BET co-ordinate on various marketing opportunities across social and digital channels. Significant marketing activation across Asian races in 2020 will bring the partnership to life.

The Hundred To Feature Equal Prize Money For Men’s And Women’s Winning Teams

​The Hundred has announced that it will offer women and men equal prize money for the inaugural competition this summer.

This announcement will make The Hundred one of the first major cricket events to offer equal prize money for the two competing genders, taking another step forward in terms of gender equality within the sport.

The total prize budget of £600,000 will be split 50/50 between the men’s and women’s competitions and is a step towards the ECB’s long-term commitment to making cricket a gender-balanced sport.

The Hundred is an action-packed, unmissable new 100 ball cricket competition that will put you on the edge of your seat. Taking place in the summer holidays, the competition aims to attract a broader, more diverse audience to grow the game.

Featuring world-class players and homegrown talent, the eight brand new city-based women’s and men’s teams will compete over five weeks each year (17 July – 15 Aug 2020), with both competitions running side-by-side.

Beth Barrett-Wild, head of The Hundred women’s competition said: “We’re really proud of our movement towards making cricket a gender-balanced sport and whilst we’re aware there is more to do in this space, this is an important step in the right direction. It’s recognition for the women’s players and the huge value they bring to The Hundred.

“The ECB is committed to transforming women’s and girls’ cricket, from inspiring young girls to pick up a bat for the first time, through to establishing the women’s game as a professional career option. This announcement today represents one signal of intent towards that commitment.”

Heather Knight, captain of London Spirit women’s team adds: “This is a great announcement for women’s sport. Women’s professional cricket is on an exciting journey and whilst there is still a way to go to realise gender parity, this move from The Hundred is a significant step in the right direction. We’re all really excited about playing in the new competition and hopefully inspiring more young girls and boys to pick up a bat and ball.”

Major League Baseball Selects Google Cloud As New Data And Analytics Partner

Google and Major League Baseball (MLB) today announced a powerful multi-year collaboration to upgrade MLB’s business processes and  support next-level experiences that inspire fans around the world.

Google Cloud will become MLB’s Official Cloud and Cloud Data and Analytics partner, with MLB’s business operations, including Statcast—the automated tool for analyzing player movements and abilities—now running on Google Cloud. Additionally, for a third season in a row, MLB will use Google Ad Manager and its Dynamic Ad Insertion feature to power its ads business.

“Every season we work to apply emerging technology to engage and support our fans, clubs and broadcasters in new and exciting ways,” said Jason Gaedtke, MLB’s Chief Technology Officer. “MLB has enjoyed a strong partnership with Google based on Google Ad Manager’s live ad delivery with MLB.tv as well as YouTube’s strong fan engagement during exclusive live games. We are excited to strengthen this partnership by consolidating MLB infrastructure on Google Cloud and incorporating Google’s world-class machine learning technology to provide personalized and immersive fan experiences. We couldn’t have picked a better technology partner across ad delivery, streaming, cloud computing and machine learning.”

MLB will migrate its cloud and on-premise systems to Google Cloud and leverage Google’s industry-leading machine learning, analytics, application management, and data/video storage  capabilities to increase reliability and manage governance at scale. Google will also become the underlying data analytics technology of Statcast, MLB’s state-of-the-art tracking technology that has become indispensable for players, coaches, umpires, broadcasters and fans alike. Google will collaborate closely with MLB to bring the next evolution of Statcast, as well as a number of new technological innovations, to life.

“MLB, which has led the sporting world in the use of data since the early 1990s, has shown the sports industry and sporting fans globally what’s possible when you combine data with human performance,” said Thomas Kurian, CEO of Google Cloud. “We’re looking forward to working with MLB to usher in a new era of innovation in sport, and together we can have a substantial impact on the game, giving the next generation of fans a different way to experience America’s favorite pastime.”

MLB’s migration to Google Cloud has already resulted in an exponential improvement in analytics and decision making, enabling MLB to provide teams with a unified data plane to enable accelerated decision making. MLB and the teams will maximize the value of Google Cloud capabilities in machine learning, network, and analytics for the development of the fan experience today and beyond.

The Google Ad Manager platform also continues to help MLB grow its media business by delivering ads seamlessly across screens wherever viewers are watching, whether that’s on mobile, desktop, or connected TV devices. Additionally Ad Manager’s integration with Google Cloud BigQuery enables the organization to better analyze its advertising data.

NENT Take Exclusive Formula 1 Rights To Formula 1 From 2022 To 2024

Nordic Entertainment Group, the Nordic region’s leading streaming company, has acquired the exclusive pan-Nordic media rights to Formula 1 from 2022 to 2024.

For the first time, NENT Group’s Viaplay streaming service will be the home of Formula 1 in Finland, where stars such as Kimi Räikkönen rank among the country’s most famous sportspeople and Formula 1 attracts huge and passionate audiences. Viaplay will also be the home of Formula 1 in Iceland, where the service will launch in the coming months. Viaplay will continue to offer every practice session, qualifier and race from the world’s most popular motorsport competition to fans in Sweden, Norway and Denmark, where NENT Group already holds exclusive rights to Formula 1 up to and including the 2021 season. The current offering and new agreement include coverage of Formula 2, Formula 3 and the Porsche Supercup series.

Finland is the world’s most successful Formula 1 nation per capita, with three drivers – Kimi Räikkönen (2007), Mika Häkkinen (1999 and 1998) and Keke Rosberg (1982) – capturing the World Drivers’ Championship, and two more (Heikki Kovalainen and the new Mercedes phenomenon Valtteri Bottas) winning races.

In addition to Formula 1’s massive popularity in Finland, the sport enjoys a dedicated and broad following across the Nordic region. The upcoming season, which kicks into gear on 15 March at the Australian Grand Prix and spans 22 races on four continents, will feature Danish driver Kevin Magnussen along with superstars such as Sebastian Vettel, Max Verstappen and six-time champion Lewis Hamilton.

NENT Group’s Formula 1 coverage will include expert studio analysis and extensive local language commentary. As well as Viaplay, every race will be shown live on NENT Group’s Viasat pay-TV channels, with highlights on the company’s free-TV channels. NENT Group and Formula 1 will also offer an additional streaming service for the most dedicated Formula 1 fans.

NENT Group offers coverage of the very best motorsport on both two and four wheels, including Formula 1, IndyCar, NASCAR, MotoGP and speedway.

Anders Jensen, NENT Group President and CEO: “This is the first time that Formula 1 will be shown on the same platform in every Nordic country. Once again, we are announcing a pioneering agreement that underlines our position as the region’s leading streaming company. In a short time, NENT Group has secured the pan-Nordic rights to Formula 1, Premier League (excluding Iceland), FIS winter sports, the IIHF Ice Hockey World Championship, Bundesliga and much more. Our coverage of Formula 1’s high-octane thrills will set new standards, and Viaplay is unquestionably in pole position as the home of unique sports experiences.”

Ian Holmes, Formula 1 Director of Media Rights: “We are very pleased to announce our new three season deal with NENT Group, which will provide pan-Nordic media rights to Formula 1 and our support races from 2022. NENT Group has been a long-term partner of Formula 1 in the Nordic region, and its position as a highly popular multi-platform TV broadcaster and streamer, and its addition of Finland and Iceland, will offer our fans in the region the best access to the F1 season and all the drama on track. Alongside this agreement, F1 TV Pro will be available throughout the region and we will be working closely with NENT Group in promoting its availability to ensure F1 fans have every opportunity to follow the season.”

NENT Group brings millions of fans closer to the sports they love – every shot, every goal, every touchdown, every putt, every punch, every lap, every time. NENT Group shows more than 50,000 hours of the world’s best live sporting action every year on its streaming services and TV channels, including NHL and KHL ice hockey, UEFA Champions League, Premier League, Bundesliga and Ligue 1 football, Formula 1, IndyCar, NFL American football, boxing, UFC, tennis, basketball, handball and golf.

ICC Men’s Cricket World Cup Provides 350 Million Pound Boost To UK Economy

The ICC Men’s Cricket World Cup 2019 generated a total economic impact to the UK of more than GBP 350 million.

The findings of an economic impact and benefits analysis carried out on behalf of the ICC by The Sports Consultancy show that the tournament generated almost GBP 350 million of economic impact through additional money spent in the host economy by event visitors and organisers as well as business to business supplier contracts and broader consumer spend.

More than half a million bed nights were generated with an income of GBP 46.5 million thanks to almost 650,000 out of town spectators, 128,385 of whom were international ticket buyers.

London attracted the most direct economic impact of almost GBP 65 million, whilst semi final venues Manchester and Birmingham attracted a direct economic impact of GBP 36.3 million and GBP 29.7 million respectively.

The ICC Men’s CWC 2019 was one of the world’s most watched sporting events. The live coverage of the event reached a global cumulative average audience of 1.6 billion viewers whilst digital video content netted over 4.6 billion views confirming the event’s position as one of the world’s most watched sporting events.

ICC Chief Executive Manu Sawhney said: “The ICC Men’s Cricket World Cup 2019 was an outstanding success across all measures which is further underlined by this report and the significant contribution of GBP 350 million it has brought to the UK economy. This makes it one of the biggest sporting events in the UK in recent history.

“ICC events provide a wonderful platform to connect more deeply with a diverse audience of hundreds of millions of fans and to aggregate audiences like never before even in our increasingly fragmented world.

“The rise of cricket tourism is clearly demonstrated with almost 20% of attendees coming from overseas and a total of 85% of ticket buyers coming from out of town with cricket fans increasingly prepared to travel to support their team. We expect this trend to continue to rise as the Asian sub-continent continues rapid economic growth.

“We are currently in the process of getting expressions of interest from our Members to host future events post 2023 as part of our ambitions to grow the game globally. This report clearly demonstrates staging ICC events not only provides our host countries with the opportunity to showcase the very best they have to offer to an enormous global audience they are also a major global driver for social, cultural and economic impact.”

Seven Formula One Teams Request ‘Full And Proper Disclosure’ Following Settlement Between FIA And Ferrari

Seven Formula One teams have requested ‘Full and proper disclosure’ from the FIA following a settlement being reached between the organisation and Ferrari.

An investigation was launched into whether Ferrari’sm engines used at points last season were legal, and with a settlement since being agreed to, which indicates that they may not have been, other teams are now demanding that full details are released to see to what extent Ferrari may have broken the rules.

The statement reads:

We, the undersigned teams, were surprised and shocked by the FIA’s statement of Friday 28 February regarding the conclusion of its investigation into the Scuderia Ferrari Formula 1 Power Unit.

An international sporting regulator has the responsibility to act with the highest standards of governance, integrity and transparency.

After months of investigations that were undertaken by the FIA only following queries raised by other teams, we strongly object to the FIA reaching a confidential settlement agreement with Ferrari to conclude this matter.

Therefore, we hereby state publicly our shared commitment to pursue full and proper disclosure in this matter, to ensure that our sport treats all competitors fairly and equally. We do so on behalf of the fans, the participants and the stakeholders of Formula One.

In addition, we reserve our rights to seek legal redress, within the FIA’s due process and before the competent courts.

McLaren Racing Limited

Mercedes-Benz Grand Prix Limited

Racing Point UK Limited

Red Bull Racing Limited

Renault Sport Racing Limited

Scuderia Alpha Tauri S.p.A.

Williams Grand Prix Engineering Limited

Captain Morgan Signs Partnership With MLS Canada

Captain Morgan is coming to Canada via the grand stage of Major League Soccer (MLS), joining the league’s teams, players and dynamic match-day atmosphere at stadiums and MLS national broadcast partners.

At a time of incredible growth for Major League Soccer, Captain Morgan today announced a multi-year partnership to become the official rum partner of MLS Canada. Captain Morgan wants the millions of passionate soccer fans of legal drinking age across Canada to rally their crews and get ready for what will be an extraordinary 25th MLS season.

As part of a wide-ranging partnership, building on Captain Morgan’s existing partnership with Toronto FC, MLS and Captain Morgan will collaborate on a multi-touchpoint marketing campaign. The campaign will extend to MLS venues through field-signage at MLS Canada’s three clubs.. Captain Morgan will also be featured in broadcast ads on TSN and TVA sports, as well as MLS digital platforms.

“We are thrilled to extend our partnership with MLS to Canadian soccer fans of legal drinking age, further connecting crews across Canada to their favourite soccer teams and rallying together to create exciting fan experiences,” said Mark Phillips, Director of Marketing, Diageo Canada. “We know soccer has a passionate and growing fan base here in Canada and we want to recognize that by bringing fans together to celebrate responsibly with Captain Morgan. Our partnership with MLS is a true testament to Captain Morgan’s commitment to providing soccer fans of legal drinking age with exciting experiences, whether they take in a match at home, in their local bar or celebrate a win in-arena.”

A true, spirited mix between Captain Morgan and MLS developed last year, when the two first announced their partnership in the U.S. and with five American MLS teams. The global soccer league and Captain Morgan have always stood for infectious fun for the crews of legal drinking age that take in a match or celebrate good times with a cocktail. MLS is a league on an unprecedented growth streak, with teams in Miami and Nashville beginning play in 2020 and four more to come in the near future. A beloved and growing sport, soccer in Canada and the U.S. has tripled in popularity in the last decade and is tied for second-most popular to watch among all spectator sports, making this an exciting and timely partnership expansion for both MLS and Captain Morgan.

“We are excited to welcome Captain Morgan to our lineup of partners” said Diego Moratorio, General Manager of MLS Canada. “Captain Morgan has already demonstrated how much it believes in MLS and the growth of the sport in North America and is now extending its commitment to Canada, where we will collaborate to raise the popularity of our league to even higher levels. This will be a fun and innovative partnership for many years to come.”

The ITTF Officially Unveils World Table Tennis

WTT is the ITTF’s new commercial vehicle to drive table tennis forward in the modern era, with innovations to all facets of the global table tennis product.

Since 2018, professional consultants Deloitte and Withers were hired to assist with remodelling the way that the ITTF does business, giving birth to World Table Tennis, which will run all of ITTF’s commercial and event business from 2021 together with its new partners which will be announced shortly.

“Through World Table Tennis, we are endeavouring to build a platform that really benefits our athletes and fans, enabling better structured events and higher prize money. Lots of time and resources have gone into this, as it’s a huge project that will revolutionise our sport for good. The professionalisation of our core top products is something that had been missing in our sport. This is a great moment for table tennis, and we cannot wait to enter our new era upon overcoming the unforeseen challenges of 2020.” – Steve Dainton, ITTF CEO

“We are committed to following our new strategy. We must be transparent, uphold good governance and make sure that all of our stakeholders can follow our steps forward. We want that players are more satisfied by prize money and events themselves, while we also want to support our members by making more money to reinvest into the development of our key stakeholders.” – Thomas Weikert, ITTF President

World Table Tennis is now open for business!

Events built to entertain!

Having analysed the global entertainment market and liaised with all stakeholders, WTT is introducing a brand new event structure, which will provide a much more modern entertainment experience for the professional table tennis players, fans, broadcasters, cities and partners.

At the pinnacle of the new event structure are the Grand Smashes. Up to four times per year for 10 days per event, the top 64 men and 64 women on the planet will compete for up to USD $ 3 million. Providing the perfect mix of the highest-level table tennis, community activation and entertainment, the Grand Smashes are the marquee events that all players want to win, all cities want to host, and all fans simply cannot miss!

Providing the constant, adrenaline-filled action throughout the year will be the WTT Series, giving all athletes adequate events to play in and enabling fans from all corners of the world to watch their idols in the flesh. USD $ 8 million in prize money is up for grabs across the WTT Champions Series and showpiece WTT Cup Finals, while the Star Contender and Contender Series offer opportunities for up and coming athletes to climb the ladder of professional table tennis.

The benefits of the new event structure are widespread: greater competition among athletes to attain more attractive prize monies; separate women’s events to brighten the spotlight on the next generation of female stars; iconic venues and locations for an “I was there” experience and world-class TV production and digital storytelling to entertain a growing global fanbase.

After all, WTT events are not designed just for sports fan, but all people who love to be entertained. With events spread around the world, WTT wants people to experience live table tennis who have never had the opportunity before.

Experience and expertise

In his role as Senior Commercial Strategy Consultant, Philippe Le Floc’h will be advising on WTT leadership and commercial strategy to drive table tennis forward in the modern era.

Le Floc’h, who has been operating at the highest level of sports business for more than 25 years, brings an invaluable wealth of experience in the field of sports marketing, thus bolstering WTT’s position of strength as it sets out to elevate table tennis to unprecedented heights.

At WTT, Le Floc’h will provide strategy on the overall master plan, event structure, media and digital rights, commercial contracts, commercial structure, sponsorship structure, public relations / communication / brand, and attend key WTT meetings and events.

“From the minute I heard about this project, it excited me. It is very rare that an international federation is so forward-thinking about the way it runs its commercial business. That is why I decided to get involved in this ground-breaking journey. I have high hopes for what this new business model can achieve and I believe that WTT will become a case study for all the other international federations. I look forward to using my years of experience to help WTT become a success and position table tennis among the global sporting elite.” – Philippe Le Floc’h, WTT Senior Commercial Strategy Consultant

LaLiga Clubs Seeing Rewards After Joining TikTok

Across social media, audiovisual content is creating the greatest impact, particularly among younger audiences. In this context, it is possible to understand the explosive rise of TikTok, the short-form video which arrived on the market a little over two years ago. In this time, it has become one of the most downloaded apps in the world with over a billion active users.

As the fastest-growing social media network in the world, there is clear interest in engaging with the TikTok community and creating content that will resonate on the platform. As they look to expand their international audiences, LaLiga clubs have become heavily involved in the platform, often with the support of the league’s digital team.

Four of these clubs, Cádiz CF, Atlético de Madrid, Sevilla FC and Real Sociedad, explained the approaches they have taken and the positive effect this has had on their global brands.

TikTok showcases Cádiz CF as a global club
LaLiga SmartBank side Cádiz CF created a strategic communications plan for TikTok, where the Andalusian club has more than 17,000 followers from a wide variety of countries. “Local approaches are not enough anymore, but a global vision of what our club is and who our footballers are does work,” explained José Grima Peña, the Cádiz CF communications director.

“When LaLiga opened up the possibility of joining TikTok, we didn’t even have to think about it.”

Reflecting on the novel concept of the platform, Grima added: “There’s a major difference as it’s not the message that is the priority, but rather it’s the image. It’s a completely different way of communicating.”

It quickly became clear that there was a need to present an international outlook and that highlighting less mainstream activity would be successful.

“We’ve come to realise that international campaigns work better than national campaigns,” added Grima. “It’s not just men’s football that captures the attention. Women’s football can even have greater interaction. TikTok is helping show that it’s not just the football that is important at a football club. A different kind of training session, a special activity or a simple gesture with the right music can go further than a news piece about who we are.”

Atlético de Madrid sees growing demand for content
At Atlético de Madrid, the club’s head of digital development Alejandro Ugarrio notes how quickly fans have embraced the club’s arrival on TikTok, where it has reached 440,000 followers already. “Our fans always respond when we launch a new official space, but in this case the reception has been even more spectacular than usual. We’re very grateful to all of the Atlético fans around the world.”

“On no other social network have we seen such a large demand for content,” Ugarrio continued. “It’s a great responsibility and, at the same time, it’s great news for us.”

In order to keep this content new and fresh, Atlético de Madrid is forging positive collaborations with players, competitions, influencers and partners while working alongside LaLiga to ensure that the account continues to grow.

“The growth in terms of the number of followers is really significant,” Ugarrio noted. “But, above all, what stands out is the view count.”

Sevilla FC adapting its tone
Sevilla FC has had a TikTok account since June of 2019 and has now passed the 40,000 followers mark. In particular, the club highlights the ways in which the posts on this network feel genuine. “The change we’ve noticed is the way that the content published is natural, with much less editing, plus it is generated directly on the mobile phone,” explained the club’s social media manager José Ángel Risco…….

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