Brands who spend money in sport are about to receive a turnkey solution to their marketing efforts, as three online platforms join forces to help create, distribute and monetise content.
The newly formed partnership between Opendorse, an athlete-driven content distributor, PlayersVoice, an athlete-generated content platform and athlete booking platform, PickStar, will provide an end to end solution for clients.
In an effort to expand the athlete generated media sector, in the wake of 20four going into liquidation, the three companies will join forces but remain formally separate.
“We are separate corporate entities and that is how it is at the moment, there is no corporate ownership alliance, it’s an industry alliance to grow the category,” Kerry McCabe, CEO of PlayersVoice, told Mumbrella.
“There’s almost more benefit in having, at this stage, absolute experts in the respective fields, sticking to their core strengths, focusing on being brilliant at that.
“That’s not to say this category isn’t evolving fast and quickly, so there’s always opportunities in the future for more co-operate partnerships.”
“Athletes are becoming a powerful force in media. Every professional sports person is a brand and they are starting to do something about growing the brand and commercialising the brand,” McCabe said.
“It’s bringing those skills and offerings together from ideation to access the right talent for a campaign, to creation of content, through to distribution and reporting.”
The three businesses have previously worked together, but the new alliance plans to build efficiency for athletes, who currently have limited ways to create personal brands.
“There’s always been huge demand for athlete partnerships, from both marketers and sports stars, but the search, pitch and booking process has typically been very difficult,” Andrew Montesi, head of marketing at PickStar, said in a release.
“At PickStar we’ve changed the way the market finds and books sports talent, and aligning with other AGM companies, who play a different but complementary role in the athlete media and marketing category, will only grow the market, drive greater commercial outcomes and improve the experience for all involved.”