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How Does A Player’s Brand Impact Social Media Marketing?

MVP is combining an athletes brand with social media marketing in a ground-breaking way.

MVP is combining an athletes brand with social media marketing in a ground-breaking way.

Since social media marketing and sports have developed a partnership, certain questions have been raised that intertwine the two in todays sports business world:

  • What is a players social media worth?
  • Can a sponsor or brand predict the impact of a sponsored campaign with a player?
  • Does on-the-field performance affect both social media and any sales of merchandise?
  • How can teams and agents see a player’s ROI on social media?

These questions have been asked at many panel discussions, wrote about all over the internet and yet have been rarely answered.

Until now.

Bringing Together An Athlete’s Brand and Social Media Marketing

The London based Sports and Social Media agency, We Play, have developed an app in partnership with Signal Noise that can determine the value of a players social media properties.

The MVP – Most Valuable Player  platform combines social media data surrounding each individual player across the top 5 European Football Leagues (Premier League, La Liga, Serie A, Ligue 1 and Bundesliga), plus sales and media data and display it altogether in one screen. This gives key decisions makers; who are already working with professional athletes; the insight and power to plan, predict and execute digital media strategies regarding players more effectively.

Luca Massaro discusses the inspiration behind the app,

“I was given a challenge to see if it was possible to determine the value of a professional football players’ social media properties. And not being one to ever back down from a challenge, I made it my quest to go about finding the answer.”

ipad-2Having all this data displayed in one place will allow teams and player agents to find out if a player’s social media presence has an impact on merchandise sales.  The user is able to input their own sales data into the app for any player and compare those results against player performance and social media performance data.

Massaro also talks about the benefits of the app:

“Players are assets. Paid ridiculous amounts of money and the clubs want to see how the assets perform and generate revenue. For agents, the tool will empower all their negotiations with clubs and brands. For the first time they’ll have an accurate tool for measuring the media value of their athlete.”

Grading A Player on A New Scale

Displaying all the data in once place is only one benefit from MVP.

It also gives each player a social media score. The app collects data from the player’s Facebook Page, Twitter profile and Google+ page. The scoring is based on a formula that takes the data from each social platform in relation to the messages sent on that platform during the time period selected. That score is then relatively weighted based on all data from all players and modified into a single percentage out of 100.

This app is the first of its kind in the Sports and Social Media Marketing space. But as it has answered some questions it has also asked a few more:

  • Is it only a matter of time before players’ social media properties and influence are included into their contracts to help the club?
  • Could players and athletes who have chosen not to go on social media miss out on sponsorship and endorsement deals?

These are definitely some interesting questions as we move into the future of social media marketing and the sports world. What is your opinion on these matters? Let us know in the comments below!

You can get more information about Most Valuable Player here.

Let me know your thoughts about this game changing app below in the comments section!

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