The future of fan generated content

Global Convention 2017

The Academy | 4 September 2017 | 12:10 PM - 12:55 PM

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Content is undoubtedly king in the modern marketing landscape, with the capturing and distribution of content central to fan engagement strategies for both rights holders and media organisations alike. However, improvements in technology and the growing influence of social media on society have brought another player into the content market – the fans themselves. Able to operate on the same playing field unfettered by corporate restrictions, fans are creating content that is increasingly valued higher than content created via the rights holders themselves and, through aggregating this content, new media channels are emerging. How can clubs, leagues and federations use fan generated content and its considerable commercial potential to their advantage? In this session we will bring together a mix of media and content experts with senior rights holders to look at the future of fan generated content in football.

Suggested for: Broadcasting & New Media


James Kirkham
Bigballs Media
Head Of Copa90

Before working at Bigballs Media as the Chief Strategy Officer, the corporation behind Copa90, James was Global Head of Social and Mobile at leading advertising agency Leo Burnett Worldwide where his clients included Procter & Gamble, McDonald’s, Coca Cola, and Kellogg’s. He was also the co-founder of digital agency Holler where he worked with brands such as Arla Foods, Mercedes-Benz, P&G and Red Bull.

With a proven background in mobile and social media, James was brought in by Copa90 to head up the channel’s global expansion, and since his arrival the company has teamed up with Bleacher Report to create ‘Saturdays are Lit’; a successful mini TV series exclusive to the social media platform Snapchat.

Robbie Lyle
Arsenal Fan TV
Presenter and Founder

Robbie is the founder of one of the biggest football fan generated content platforms, ArsenalFanTV, where he interviews Arsenal fans to gage their reactions after home and away games, with his main aim giving fans a platform to be heard. Now in its fifth year of broadcast, AresenalFanTV has also featured not just fans but has also had Manchester United legend Gary Neville and England and Arsenal Ladies player Alex Scott appear on the show.

Paul Rayner

As Publisher of The SPORTbible, part of LADbible group, Paul works with brands such as NFL, The Discover Channel and Table Tennis England. His expertise includes editorial and content strategy, social media and engagement, branding and developing new revenue streams. SPORTbible has over 14 million social media followers and LADbible group is the 12th most visited website in the UK.

Mike Norrish
BT Sport
Digital Director

Mike Norrish is BT Sport's Digital Director, responsible for the broadcaster's award-winning social media coverage of the UEFA Champions League, Premier League, FA Cup, Premiership Rugby and UFC. Mike has delivered a number of industry-first innovations at BT Sport, including the first ever live social stream of the Champions League final, and last season's disruptive 360 VR Live Stream. Prior to joining BT Sport, he edited the Daily Telegraph's digital sport coverage.

Dan McLaren (Moderator)
Digital Sport
Founder & CEO

Dan is the founder and CEO of Digital Sport, a media business that looks specifically at the impact technology is having on how fans interact with sport. Prior to going full-time on the business, Dan was adidas UK's first social media manager back in 2010 and later worked for We Are Social, Copa90 and Pulse LIve.

Digital Sport covers the latest news and opinion through the website, and monthly networking events. Dan also hosts and edits the weekly Digital Sport Insider podcast where he interviews digital leaders from sports organisations and media companies. You can connect with him on @danielmclaren