Digital Storytelling In Sport | Free whitepaper

What are Fan Stories™?

Quality content is vital for sports teams, leagues, broadcasters and brands, with text, photographs, animations, videos, audio and statistics created on a near-constant basis to inform, entertain and engage fans. But quality content is nothing if the planning and distribution is not right – it limits the audience, the engagement and ultimately the opportunity to monetise. The art of storytelling is not only in the story, but in where and how the story is told – and how data can inform posting strategies. 

It is against this backdrop that Repucom devised Fan Stories™, a way of categorising different types of digital content – everything from live game commentary to event highlights, player question and answer sessions to fan competitions. A Fan Story™ is a type of online content – here’s a selection of Fan Stories™ most frequently posted by sports teams and leagues. For more in depth explanation about Fan Stories and digital storytelling in sport, download the free white paper by filling in the form on this site. Also included: The digital storytelling masterplan – The 4 key steps for rights-holders 

What are the best-performing Fan Stories™ on Instagram?

Instagram is an excellent platform for engaging fans between games – ‘training updates’ and ‘behind the scenes’ content performed particularly strongly on this platform.

Fast feet now @rmatarrita_22 🔥#NYCFC #WeAreOne

A video posted by New York City FC (@nycfc) on

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Download your free copy of the whitepaper, Digital Storytelling in Sport.

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EXPERT VIEW: Max Barnett, Head of Digital UK and Ireland

“For major rights-holders, either teams or leagues, investment in digitally-enabled storytelling and digitally-enabled services can lead to larger, more engaged global fan bases and the monetisation of digital channels. A clear digital action plan should comprise quality content, an understanding of what content works best on each social picture and, for each platform, a strategy for a content calendar detailing the overall picture and, for each platform, a strategy for monetisation – be it driving followers back to an official club site, encouraging sign-ups  to membership areas, direct ticket or merchandise sales or integrating partners into certain Fan Stories™.”

What are the best-performing Fan Stories™ on Twitter?

Twitter is a real-time platform: 30 per cent of engagement came from ‘game commentary’ tweets provided by official club accounts.

Is Facebook a challenger to Twitter in the Live Arena?

With the recent launch of its Stadium, Facebook looks to be providing Twitter with a challenge when it comes to ‘live’ engagement – ‘game commentary’ posts on Facebook contributed 12 per cent of the overall engagement with content on the platform.

FT: Real Madrid 4-2 Athletic (Cristiano Ronaldo 3' 87', James Rodriguez 37', Toni Kroos 45' ; Eraso 10', Elustondo 90').#RMLiga #HalaMadrid

Posted by Real Madrid C.F. on Saturday, February 13, 2016

SUB: Diego Costa makes way for Traore.

Posted by Chelsea Football Club on Saturday, February 13, 2016

Joseph flies over for his second try of the game...Italy 9 - 25 England. 20 minutes to go...

Posted by England Rugby on Sunday, February 14, 2016