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Footballco select Charlton Athletic for Groundbreaking Content Partnership
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The FootballCo Group is a group of companies which own, operate or represent a number of free-to-use digital sports media properties, which are either websites or mobile applications. They include Goal, Mundial ("the best football writing on the planet"), NXGN, Indivisa (women's football content), Koora (of "Goalzz.com") and others.
It claims 1bn video views per month and have 100m social followers.
If another club announced a "sponsorship" deal with the FootballCo, I imagine there would be many people complaining that Charlton never do anything this ambitious. It seems to have some potential to be a positive impact for the club.14 -
(Current) Creative Director Tom Brandhorst (who produced this) has a really cool portfolio page. You can see one iconic shirt hanging on his wall. Just in case anyone has any concerns about whether there's a genuine relationship between CAFC and FootballCo.
https://horst-studios.com/kiosk
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I am so pleased you posted this after your OP, Sam. I was reading that thinking, 'I feel so old, I feel so old'. At least now I feel normal again.sam3110 said:.... Can anyone on here actually work out what any of this means? It was uploaded to the club website a couple of hours ago but I can't actually make head or tail of it. I presume they're a brand growing app or company that specifically helps football clubs target younger audiences, but I haven't really got a Scooby2 -
AFKABartram said:
Drivel nonsense by someone who has never been a Charlton game in their lives: Absolute word soupOff_it said:"And the Charlton vibe is what it is all about: urban, diverse, fun, aspirational content which tells authentic stories without the pomposity that can be associated with professional football clubs."
Did they really say "fun"?
I think they've judged that wrongly .....
Yep that pretty much sums up Off_it's posts.6 -
That's harsh. But if you change "never" to "rarely" then it's probably fair!RodneyCharltonTrotta said:AFKABartram said:
Drivel nonsense by someone who has never been a Charlton game in their lives: Absolute word soupOff_it said:"And the Charlton vibe is what it is all about: urban, diverse, fun, aspirational content which tells authentic stories without the pomposity that can be associated with professional football clubs."
Did they really say "fun"?
I think they've judged that wrongly .....
Yep that pretty much sums up Off_it's posts.2 -
I work in a job that connects into sport at grassroots through to high performance/professional.One near constant throughout grassroots sport clubs is older generations trying to keep things how they’ve always been. What they enjoyed and/or think is the right way to do things prevails because they are in control.
But young people don’t want the same thing and stay away. So the older generation are killing what they love. They wring their hands about the decline of their club but don’t change and don’t listen to the voice of youth.Lots of parallels.If we want Charlton to survive we have to accept change. We have to accept the possibility that the next generation of fans are just not that into trains.19 -
no, apparently they're into having pringle cans as microphones, dancing to Boney M and going ape shit when they manage to flip a bottle over and it lands upright.KiwiValley said:I work in a job that connects into sport at grassroots through to high performance/professional.One near constant throughout grassroots sport clubs is older generations trying to keep things how they’ve always been. What they enjoyed and/or think is the right way to do things prevails because they are in control.
But young people don’t want the same thing and stay away. So the older generation are killing what they love. They wring their hands about the decline of their club but don’t change and don’t listen to the voice of youth.Lots of parallels.If we want Charlton to survive we have to accept change. We have to accept the possibility that the next generation of fans are just not that into trains.8 -
It was ever thus. Substitute Pringles cans for broom handles, bottle flipping for throwing stones at old factory windows and Boney M for , well, Boney M. And you have the same thing. There are medieval texts which lament the aimlessness, yobbishness and lack of respect of younger generations. Generations that have been dead for 800 years. We are yesterdays youth and they are tomorrows grumpy old farts.Karim_myBagheri said:
no, apparently they're into having pringle cans as microphones, dancing to Boney M and going ape shit when they manage to flip a bottle over and it lands upright.KiwiValley said:I work in a job that connects into sport at grassroots through to high performance/professional.One near constant throughout grassroots sport clubs is older generations trying to keep things how they’ve always been. What they enjoyed and/or think is the right way to do things prevails because they are in control.
But young people don’t want the same thing and stay away. So the older generation are killing what they love. They wring their hands about the decline of their club but don’t change and don’t listen to the voice of youth.Lots of parallels.If we want Charlton to survive we have to accept change. We have to accept the possibility that the next generation of fans are just not that into trains.10 -
Sponsored links:
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Christ were a cynical bunch. No idea what it’s about but I’m pleased anyway.2
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Shouldn't this be on the "Things that make you feel old..." thread?
I'm sure it means something to a Generation Z'er (although aren't they already possibly 40 themselves?) but this corporate guff goes straight over my head. It may or may not be a good thing, let's hope so, but ultimately I suppose whether I get it or not is not the point if it's successful at communicating to it's target audience?
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and it's not as if we have any reason to be cynical? oh hold on.... we have!ShootersHillGuru said:Christ were a cynical bunch. No idea what it’s about but I’m pleased anyway.0 -
Chizz said:(Current) Creative Director Tom Brandhorst (who produced this) has a really cool portfolio page. You can see one iconic shirt hanging on his wall. Just in case anyone has any concerns about whether there's a genuine relationship between CAFC and FootballCo.
https://horst-studios.com/kiosk
For some reason this reminded me of something? Cant think what though...
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"Footballco Select Charlton" otherwise known as "Charlton are paying Footballco".4
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Pure gibberish. To think someone was actually paid to write this stuff.However, if their point was to get us talking about their brand, it worked.0
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Well, possibly. But equally the pitch is based on a substantially false proposition about what Charlton is. You can talk as much as you like about the community trust and the academy, and agree that they are good things which enhance the club’s reputation, and in the case of the academy support asset sales which help keep the business afloat, but it doesn’t negate the fact that Charlton is actually a very poorly performing men’s football team in a rubbish league and at risk of dropping into an even worse one.Chizz said:The FootballCo Group is a group of companies which own, operate or represent a number of free-to-use digital sports media properties, which are either websites or mobile applications. They include Goal, Mundial ("the best football writing on the planet"), NXGN, Indivisa (women's football content), Koora (of "Goalzz.com") and others.
It claims 1bn video views per month and have 100m social followers.
If another club announced a "sponsorship" deal with the FootballCo, I imagine there would be many people complaining that Charlton never do anything this ambitious. It seems to have some potential to be a positive impact for the club.
I’m not blind to the potential of new audiences and approaches but the core product here is essentially junk in value terms. You can’t mask that with bullshit. The current issue for the club is retention not growth, and this is almost totally irrelevant to that, it seems to me.
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Sponsored links:
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Does the statue represent the song 'running round Brighton with our willies hanging out'?Hal1x said:Chizz said:(Current) Creative Director Tom Brandhorst (who produced this) has a really cool portfolio page. You can see one iconic shirt hanging on his wall. Just in case anyone has any concerns about whether there's a genuine relationship between CAFC and FootballCo.
https://horst-studios.com/kiosk
For some reason this reminded me of something? Cant think what though...0 -
Is there nobody on Charlton Life that has a child able to explain this bollox?
Perhaps the announcement makes sense to the target audience perhaps not but IMHO as a marketing approach is misses the mark like most of Dobbos shots.
I genuinely hope that whatever the plan is that it's successful, but right now it appears that absolutely nobody knows what that is.0 -
I think maybe if you don't understand this you're probably not the target audience. Possible of course you may be the target audience and still not understand this.My view is we are a third division football club. We could sit on our hands and just focus on where the team are in the league, or we can try to be innovative and explore what digital and global channels there are that will allow us to expand our reach. If it fails we've probably lost very little, and if it's succesful it will probably be difficult to measure. But if we want the club to grow we need iniatives like this, and we need to try things that may or may not come off.To me it shows the club are trying to find ways to grow and I don't see how this can be a bad thing, even if the press release it full of nonsense.8
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sam3110 said:.... Can anyone on here actually work out what any of this means? It was uploaded to the club website a couple of hours ago but I can't actually make head or tail of it. I presume they're a brand growing app or company that specifically helps football clubs target younger audiences, but I haven't really got a Scooby
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Gen Z tend to choose brands that reflect their values which is why we see so much socially and environmentally conscious marketing these days. But is that how people choose their football team? I don't know about that. I would be very surprised if there are people who say they support X FC "because of their work in the community."
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TellyTubby said:Is there nobody on Charlton Life that has a child able to explain this bollox?
Perhaps the announcement makes sense to the target audience perhaps not but IMHO as a marketing approach is misses the mark like most of Dobbos shots.
I genuinely hope that whatever the plan is that it's successful, but right now it appears that absolutely nobody knows what that is.
Let me have a go:-
The company are sponsoring Charlton, so I imagine they will be paying the club a fee as any other sponsor would.
For that sponsorship fee, Footballco. get access to Charlton "assets" such as Chucks, to create content for distribution on their various digital platforms.
The content is targeting a specific demographic (young / urban) that like the sort of content that is produced (urban / gritty / "street" etc) hence the title of the Chucks video ("The ends").
Through the power of the interweb and targeting algorithms, the content is widely distributed through platforms (tiktok etc) with likeminded others. The content drives traffic to the various platforms used by Footballco. that are then "monetised" through advertising or explicit product connections. (if you look on the website of footballco you will see, for example, a Crystal Palace youth player and Adidas).
There are potentially other commercial elements at play, such as affiliate fees (ie if their site drives traffic to the Charlton club shop for example, the club shop operators may pay a fee to Footballco. (this is supposition on my part)).
Both parties benefit. Footballco. get to use the assets of a club which is based in South London (demographic tick) and which has a strong community element (ethical tick), and earn from the content they produce.
Charlton gets its name out amongst a potential local and international fanbase, and get sponsorship income to boot.
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I think this initiative will have a limited impact where it’s able to have an impact and for the vast majority of us it’s something we’ll probably never have an interaction with.1
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If there is a problem with older people wanting to keep things as they have always been, evidently the solution is to propose something completely incomprehensible to said older people so they can’t comment on it.
As the film says, Pigeon Toed Orange Peel.1 -
seth plum said:If there is a problem with older people wanting to keep things as they have always been, evidently the solution is to propose something completely incomprehensible to said older people so they can’t comment on it.
As the film says, Pigeon Toed Orange Peel.
“Change is the law of life, and those who look only to the past and present are certain to miss the future” -John F. Kennedy
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SporadicAddick said:TellyTubby said:Is there nobody on Charlton Life that has a child able to explain this bollox?
Perhaps the announcement makes sense to the target audience perhaps not but IMHO as a marketing approach is misses the mark like most of Dobbos shots.
I genuinely hope that whatever the plan is that it's successful, but right now it appears that absolutely nobody knows what that is.
Let me have a go:-
The company are sponsoring Charlton, so I imagine they will be paying the club a fee as any other sponsor would.
For that sponsorship fee, Footballco. get access to Charlton "assets" such as Chucks, to create content for distribution on their various digital platforms.
The content is targeting a specific demographic (young / urban) that like the sort of content that is produced (urban / gritty / "street" etc) hence the title of the Chucks video ("The ends").
Through the power of the interweb and targeting algorithms, the content is widely distributed through platforms (tiktok etc) with likeminded others. The content adds traffic to the various platforms owned by Footballco. that are then "monetised" through advertising or explicit product connections. (if you look on the website of footballco you will see, for example, a Crystal Palace youth player and Adidas).
There are potentially other commercial elements at play, such as affiliate fees (ie if their site drives traffic to the Charlton club shop for example, the club shop operators may pay a fee to Footballco. (this is supposition on my part)).
Both parties benefit. Footballco. get to use the assets of a club which is based in South London (demographic tick) and which has a strong community element (ethical tick), and earn from the content they produce.
Charlton gets its name out amongst a potential local and international fanbase, and get sponsorship income to boot.
Spot on.
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