Thursday, 1 March 2012

ARSENAL  FC

BUILDING  DIGITAL  ENGAGEMENT

Thursday, 1 March 2012

Thursday, 1 March 2012
 ARSENAL  FC

INSPIRATIONAL  FOOTBALL

Thursday, 1 March 2012

 ARSENAL  FC

INSPIRATIONAL  FOOTBALL
Interna0onally  famous  for  playing  football:

With  flair  and  style

With  an  aAacking  philosophy
That  excites  fans  and  drives  big  audiences

“THEY  ARE  A  BEAUTIFUL  TEAM    TO  WATCH  

BECAUSE  THEY  PLAY  WITH  SO  MUCH  FLAIR  AND  
AMAZING  SPIRIT”  

MICHEL  PLATINI  UEFA  PRESIDENT

Thursday, 1 March 2012

 FOOTBALL  &  THE  PREMIER  LEAGUE

A  WORLDWIDE  PHENOMENON

The  league  has  grown,  and  con0nues  to  grow  exponen0ally  since  forming  in  1992.

It  enjoys  extraordinary  global  reach:

-­‐  Broadcast  in  211  territories

-­‐  Reaching  2bn  individuals  in  643m  homes  
-­‐  A  cumula0ve  audience  of  4.7bn  viewers
-­‐  Covered  in  131,000  broadcasts  spanning  185,000  hours
-­‐  Just  2%  hours  and  26%  audience  within  the  UK  ‘home’  market

Source:  Sport  and  Markt  2011

Thursday, 1 March 2012

Thursday, 1 March 2012
 ARSENAL  FC

DIGITAL  REACH  &  SCALE

Thursday, 1 March 2012

 ARSENAL  FC  DIGITAL  REACH

CONTENT  SYNDICATION

Thursday, 1 March 2012

 ARSENAL  FC  DIGITAL  REACH

CONTENT  SYNDICATION

Thursday, 1 March 2012

 ARSENAL  FC  DIGITAL  REACH

CONTENT  SYNDICATION
Social  Media Apps

Internet  TV Mobile  sites

Thursday, 1 March 2012

 ARSENAL  REACH  &  SCALE

Thursday, 1 March 2012

 ARSENAL  REACH  &  SCALE

ARSENAL.COM
ARSENAL
MEDIA REACH FIVE
MILLION
UNIQUE VISITORS

80
MILLION
PAGE IMPRESSIONS
PER MONTH
MOBILE
APP
100,000
PAID
DOWNLOADS

Thursday, 1 March 2012

 ARSENAL  REACH  &  SCALE

ARSENAL.COM FACEBOOK
ARSENAL
MEDIA REACH FIVE 9
MILLION
FANS
MILLION
UNIQUE VISITORS GROWING AT

80
100,000 PER WEEK

MILLION
PAGE IMPRESSIONS
PER MONTH
MOBILE TWITTER
APP 1,250
100,000
000
PAID
DOWNLOADS
FOLLOWERS
BEST IN PREMIER LEAGUE

Thursday, 1 March 2012

 ARSENAL  REACH  &  SCALE

ARSENAL.COM FACEBOOK ARSENAL TV

ARSENAL
MEDIA REACH 9 100+
FIVE
MILLION
FANS COUNTRIES

200
MILLION HOMES

MILLION
200
HOURS / YEAR
UNIQUE VISITORS GROWING AT

80
100,000 PER WEEK

MILLION
PAGE IMPRESSIONS
PER MONTH
MOBILE TWITTER
WEEKLY
APP 1,250 NEWSLETTER
100,000
PAID
000
FOLLOWERS
450
THOUSAND
DOWNLOADS BEST IN PREMIER LEAGUE SUBSCRIBERS

Thursday, 1 March 2012

 ARSENAL  FC  DIGITAL  PLATFORMS

MOBILE

iPhone  App  Downloaded  over  100,000  0mes

Official  iPad  App  recently  launched

Android  app  in  development

Official  Arsenal  WAP  site  –  1.8  million  page  impressions  monthly

Content  syndica0on  

Mobile  Partnerships

Thursday, 1 March 2012

 ARSENAL  FC  DIGITAL  PLATFORMS

MOBILE

iPhone  App  Downloaded  over  100,000  0mes

Official  iPad  App  recently  launched

Android  app  in  development

Official  Arsenal  WAP  site  –  1.8  million  page  impressions  monthly

Content  syndica0on  

Mobile  Partnerships

Thursday, 1 March 2012

 ARSENAL  FC  DIGITAL  PLATFORMS

ARSENAL  TV

Valuable  non-­‐live  and  delayed  match  content  controlled  by  Club

 High  quality  content,    all  in  HD

 Localisa0on  though  new  VR  studio

New  versions  purpose  built  for  Mobile  audience

Thursday, 1 March 2012

Thursday, 1 March 2012
 ARSENAL  FC  PHILOSOPHY
CONNECT  DIGITALLY,  ENGAGE  PERSONALLY

Thursday, 1 March 2012

 ARSENAL  FC    ASIA  TOUR  CASE  STUDY  
2011  TOUR:  USING  DIGITAL  MEDIA  TO  DRIVE  REACH  &  BUILD  SUSTAINED  ENGAGEMENT

Thursday, 1 March 2012

 ARSENAL  FC    ASIA  TOUR  CASE  STUDY  
2011  TOUR:  USING  DIGITAL  MEDIA  TO  DRIVE  REACH  &  BUILD  SUSTAINED  ENGAGEMENT

Registra0ons  on  arsenal.com/china  

in  the  run  up  to  and  during  the  tour

258K

187K

Unique  visitors  to  arsenal.com/china  

site  during  tour  week

205K QQ  M-­‐Blog  (local  twiAer)  

followers  on  the  Arsenal  page

Thursday, 1 March 2012

 ARSENAL  FC    ASIA  TOUR  CASE  STUDY  
2011  TOUR:  USING  DIGITAL  MEDIA  TO  DRIVE  REACH  &  BUILD  SUSTAINED  ENGAGEMENT

Registra0ons  on  arsenal.com/china  

in  the  run  up  to  and  during  the  tour

258K
14  

million

Views  of  Arsene  Wenger  academy

187K at  Shanghai  University

Unique  visitors  to  arsenal.com/china  

site  during  tour  week

People  tuned  into  Thomas  Rosicky

5  
and  Bacary  Sagna  web  chat

205K QQ  M-­‐Blog  (local  twiAer)  

followers  on  the  Arsenal  page million Views  of  pre-­‐tour  virals

Thursday, 1 March 2012

Thursday, 1 March 2012
Thursday, 1 March 2012
 ARSENAL  FC

THANK  YOU

Thursday, 1 March 2012