Case Study

Motherwell FC focuses on personalized social media content for fans, increases year-over-year post engagement by 50%

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Overview

Motherwell FC’s loyal fanbase consists of more than 4,000 season ticket holders based in a local market of 90,000 people. Within this marketplace, Motherwell FC competes with Celtic FC and Rangers FC, the country’s two major teams who play 10 miles away in Glasgow. Digitally, the club recognized an opportunity to not only serve its current fanbase, but also create new opportunities with different audiences and partners. Motherwell FC partnered with Blinkfire Analytics to measure real-time social media analytics and sponsorship exposure.

Challenge
Motherwell FC’s loyal fanbase consists of more than 4,000 season ticket holders based in a local market of 90,000 people. Within this marketplace, Motherwell FC competes with Celtic FC and Rangers FC, the country’s two major teams who play 10 miles away in Glasgow. Digitally, the club recognized an opportunity to not only serve its current fanbase, but also create new opportunities with different audiences and partners. Motherwell FC partnered with Blinkfire Analytics to measure real-time social media analytics and sponsorship exposure.
Solution
Motherwell FC’s loyal fanbase consists of more than 4,000 season ticket holders based in a local market of 90,000 people. Within this marketplace, Motherwell FC competes with Celtic FC and Rangers FC, the country’s two major teams who play 10 miles away in Glasgow. Digitally, the club recognized an opportunity to not only serve its current fanbase, but also create new opportunities with different audiences and partners. Motherwell FC partnered with Blinkfire Analytics to measure real-time social media analytics and sponsorship exposure.

Blinkfire Analytics has been influential for us in helping shape our digital decisions and realize our true market value for sponsorships. For a club our size, this tool is invaluable in us knowing where we stand in the industry.

Alan Burrows
CEO, Motherwell FC

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2018-2019 Season
33%
Engagement increase compared to previous season
+50%
Average engagement per post