Doing Things’ Post

Good artists copy, great artists steal 🤌 Today we’re looking at Callaway’s social content from The Open Championship at Royal Troon this weekend. Whilst dozens of brands compete for media attention around the tournament few are actually competing directly. For example, a golfer, a golf brand and the tournament itself can all co-exist peacefully on social media. This is what Callaway Golf did well this weekend! Instead of trying to take the limelight away from the tournament, the social team chose to post a video from The Open onto their story. Firstly, this is a great way to generate more content without doing any extra editing work. And secondly, it’s great recognition for the brand. I mean who doesn’t like to see the official tournament post videos of Callaway sponsored Xander Schauffele! A reminder to us all that social media is not a zero sum game. We can all win, even if that wins promoting another pages content onto your story! P.S this screenshot was taken on Saturday before Xander Schauffele went on to win the Claret Jug! Content Credits: @theopen @callawaygolfeu The R&A #sports #content #sportscontent #digisports #smsports #digicontent #linkedinsports #socialmedia #golf #theopen #r&a #callaway

Fore! PGA TOUR's "Creator Classic" Misses the Social Media Fairway A decent swing but too much opportunity left on the table Last week, the PGA went live with the "Creator Classic" competition at East Lake Golf Club, featuring popular golf content creators: Luke Kwon (winner), Wesley Bryan, George Bryan, Garrett Clark (Good Good), Brad Dalke (Good Good), Sean Walsh (Good Good), Fat Perez (Bob Does Sports), Paige Spiranac, Tyler Toney (Dude Perfect), Roger Steele, Micah Morris, Peter Finch, Mac Boucher, Gabby "Golf Girl" DeGasperis, Mason Nutt (BustaJack Golf), and Aimee Cho. On the surface, for many this will seem like a bold step into the creator economy. But dig a little deeper with Disruptive Play and you'll find the Tour is still trapped in its traditional sand bunker. The Irony of Innovation - The PGA should be lauded for bringing these creators and this event to life. However, and here's the kicker: This "creator-focused" event wasn’t distributed on the creators' own channels. Instead, it was funneled through the PGA Tour's YouTube channel and other traditional platforms like Peacock and ESPN+. Let that sink in. The Tour is tapping into the creator economy's power while simultaneously ignoring its core principle: direct creator-to-audience connection. Missed Opportunity - By centralizing distribution, the PGA Tour is: - Limiting reach to existing golf audiences - Failing to leverage the creators' unique fan bases - Missing out on authentic, creator-driven content Disruptive Play - If we were in charge of the next Creator Classic, here’s what we would do --> https://lnkd.in/eBhE2p_y

On how sports teaches varied and important life skills.

There are lots of metrics used when discussing fan engagement, but the one that I always look for is, how memorable is it? You can get a click or a like pretty easily, but is someone actually going to care next year or event next week? Maybe. But if a fan gets to truly meet an athlete and talk to them, even if it's just for a minute, that fan becomes a generational supporter of that athlete (and probably the team as well). I love what our friends at Pacers Sports & Entertainment are doing for the fans. There's so much more to it than swag and autographs (that often end up on the secondary market anyway). When an athlete like Caitlin Clark spends some time talking to people and taking pictures with them -- especially kids -- it has such a profound effect on their fandom. Branded freebies or recorded messages are fine, but personal encounters with athletes like Caitlin Clark create enduring memories. Fans who had the opportunity to meet Caitlin on the golf course will cherish the experience and probably brag about it forever. This kind of genuine engagement is what truly defines success in building lasting fan (and brand) loyalty. https://lnkd.in/gD9Pnf3m

Last week, I had the opportunity to be featured in a promotional video for Carl's Golfland, showcasing the brand-new Titleist GT driver! It was an incredible experience to be a part of such a dynamic project, and it highlighted for me just how powerful well-executed content can be. In today’s digital landscape, engaging and innovative content isn’t just a bonus, it’s a necessity. Whether it's in sports, entertainment, or any other industry, brands have the chance to tell their story in more meaningful ways than ever before. Social media and digital platforms allow us to connect with audiences in real time, bring products to life, and build strong, lasting relationships with consumers. Working with Carl’s Golfland made it clear how valuable it is for companies to invest in creative, high-quality content that resonates with their audience. The Titleist GT driver launch is the perfect example of how combining top-tier products with thoughtful content strategy can elevate a brand’s presence and drive excitement across platforms. No matter the industry—be it sports, tech, retail, or beyond—there’s a massive opportunity for companies to leverage digital storytelling. By focusing on social media and content innovation, businesses can build stronger customer engagement and create memorable experiences that stand out in today’s crowded market. Proud to have been a part of this project and looking forward to seeing more brands push the envelope in content marketing! #ContentStrategy #DigitalMarketing #SocialMedia #GolfInnovation #BrandEngagement https://lnkd.in/gEPdq6D8

Introducing our rebrand… We’re more determined than ever to support the next generation of sport talents 💪 This rebrand fits our mission. Full service management for the “Future Makers” of sport 🤝 Keep your eyes peeled for our content 👀 #sportmanagement #sportbusiness #sportbiz #sportmarketing

Shout out to Peter Breen for making a world-class product from here in Dunedin that's being used in North England. Here are a few zero cost ways we get our products into the hands of 70,000+ customers worldwide: 1. Organic Content - This is the biggest engine behind Rugby Bricks. We have 100 M+ views on people using our products and we typically create it like this: - HOOK: Something that stops someone from scrolling in the first 3 seconds (This will be a statement like "This is the number one thing when it comes to being a consistent kicker" - PROBLEM: Talk about what the issue is with XYZ problem - SOLUTION: How to solve it and educate the watcher We now have a collective social audience of 450,000+ people. The majority of our content is teaching people how to do something better - similar to these LinkedIn posts. 2. Ambassador Program - We have an ambassador program where we exchange content for free IP. It's broken out into three levels. - Level 1: The ambassador has to have produced 5 pieces of content using any of Rugby Bricks products with the hashtag (#rugbybricks) over the last two months. In return they get access to our free digital programs. - Level 2: The ambassador has to have produced thirty pieces of content using any of Rugby Bricks products with the hashtag (#rugbybricks) over the last three months. In return they get access to 1 x kicking tee and 1 x journal. - Level 3: The ambassador has to have produced fifty pieces of content using any of Rugby Bricks products with the hashtag (#rugbybricks #rugbybricks) over the last six months For 50 pieces of UGC we'll spend roughly $150 so for us this works out to be about $3 per piece of content. Collectively we're now at 20,000+ pieces of UGC with the #rugbybricks and over 100M+ views from our ambassadors. > Ambassador program here if you want to apply - I'm sure there a lot of aspiring goal kickers here on LinkedIn: https://lnkd.in/gmzVWFgQ 3. Give our product away for free - Professional kickers get to choose which products they use. - When we see young players at international level using our opposition products we reach out and offer them our products for free - Hundreds of those players are now using our products for life - Many of them are on live sports each week with hundreds of thousands of people watching them use our products - We clip this and reshare it on our socials > Examples here: https://lnkd.in/gB5RUm4k All of these tools cost us nothing in ad spend but have an incredible ROI. If you found this useful feel free to save it or share it with other companies looking to increase their content game. K&J Growth #contentmarketing #ugc

Quality content changes perception. Bryson DeChambeau has gone from being a golfer who attracted arguably the most haters in the sport to a total brand 180. Success helps, last night he won his second US Open and he has been competing well at the majors all year. But you could see the sentiment shift started way before. 3 years ago he launched a YouTube channel. First designed as a way to show insights into his life and provide golf tips. But around a year ago became a home for him to authentically have fun with the biggest names in golf YouTube such as Good Good Golf, Grant Horvat and Rick Shiels. And people love it. - "Has Bryson taken over the role as the peoples golfer?!?" - "Man this channel really shows the real bryson the pga media did you dirty" - "I was not the biggest Bryson fan and to be fair I had no idea of him as a person. But this channel is one of my favorite golf channels and his personality is as big a reason as his skills and enthusiasm for the game." In the past 12 months he has taken his upload schedule seriously, publishing a new video typically once a week and now he sits on 710k subscribers. To date in 2024 alone he has added 260k subs and 47 million views. And he approaches it like a content creator, getting involved in challenges and not being afraid to poke fun - it's not all about winning, its about showing his authentic self. I think many people don't realise, Sports YouTube still has so much untapped potential for athletes, teams and federations to stop acting as publishers of content and start acting as creators. #sportsbiz #sportsindustry #sportsmarketing

Witness FC Midtjylland's Championship victory, and see how they turned it into a spectacular social media celebration using Content Stadium! Here’s how they did it ⬇️ 1️⃣ PRE-MATCH | Fans play an important role in these games, and FC Midtjylland created live branded content well before the whistle blew. 2️⃣ PLAYER ARRIVAL | Capturing content on the go is key when the players arrive at the stadium and take the field to warm up. 3️⃣ DURING THE GAME | Creating fast branded content is crucial on a day like this, especially to inform your fans. They created a combination of templates and branded live videos that really made an impact. 4️⃣ POST-MATCH CHAMPIONSHIP | Right after winning the title, FC Midtjylland swiftly switched their branded colors to gold and created loads of content with new championship branding. Just like that, in a matter of seconds! Want to see more? Meet us today and tomorrow at Soccerex in Amsterdam, where our team will showcase our all-in-one content creation platform and share great content examples like this one. #sportsbusiness #contentcreation #FCMidtjylland #SoccerexEurope #sportsmarketing

In my latest on GolfWRX.com, I share my thoughts on the major influence Golf YouTubers, as well as major champions turned YouTubers, are having on the game... https://lnkd.in/eHqGrAXG