Reduced digital distribution time by 90%.
North American Sports Team
We are thrilled to spotlight this North American Sports Team as not just a sports franchise but a symbol of excellence in the sports industry. They are known for their commitment to providing high-quality entertainment to fans, participating in thrilling games, and offering a wide range of merchandise. They have made significant strides in growing their brand, including innovating new marketing relationships and expanding their global reach. As they navigate the dynamic landscape of professional sports and entertainment, join us in exploring their marketing transformation journey.
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This Sports Team’s (Team) marketing department delivered timely in-game updates to social media, drove fan engagement, and delivered a unique experience with their players. The camera team operated still and video cameras within the venue during games and produced unique player content, which was then fed back to their headquarters, where it was processed and disseminated via social media to their fan base. A single media acquisition, production, and distribution workflow took tens of minutes to complete, and the quality of the result was less than desired. Social influencers filled the void, delivering more engaging content faster and, in turn, began to take monetization opportunities away from the Team. The brand needed to engage its fans better and drive timely innovative experiences that could, in turn, drive monetization opportunities.
The Team chose Support Partners’ AIR Archive, Microsoft 365, and Azure to provide a collaborative media production platform. AIR Archive organized media, enabling accessible content sharing across the marketing department and reducing time to locate newly shot assets. The creative team was familiar with Microsoft’s 365 platform for collaboration but never used it in their media production workflows. Support Partners’ professional services provided Microsoft Team’s integrations to streamline collaboration using tools the user likes. Further, Support Partners’ managed services support and monitor on-premises production systems to optimize usage and costs and improve user productivity. The virtual workspace was then implemented, deployed, and managed as a service, providing a diverse set of users with the systems they need to work. Editors, producers, journalists, and technical directors all have the virtual workspaces they need and shared areas in which to collaborate utilizing Microsoft’s Office, Azure, and Support Partners’ AIR Workspaces. New environments can be requested, approved, and provisioned quickly while existing environments are cost-optimized using AIR Workspaces pause and destroy features.
The latency between live action and publishing to the Team’s social experience reduced from tens of minutes to minutes, resulting in a 90% reduction in time. By removing blockers in their social shorts production workflows, they produced more engaging content and increased their social fan base. Key measurable insights included increasing their international audience and younger viewer demographics, given the reach of social media. This has offered them new monetization opportunities, including merchandise and promotions.
