Can Sports Organizations be Successful on LinkedIn?
The answer of course is emphatically yes, but don't leave the article yet. There are many sports clubs, entities, organizations that are very successful on the LinkedIn platform today and I believe there is still a large untapped market for Sports and the success they can find on LinkedIn. There are many sporting organizations that are unsure of what the success criteria looks like on a professional platform, what is the measurement of how we are doing? Do we compare it to other social media platforms? How much time and money do we want to invest and what will we get in return?
When we look at sports associations at the highest level on LinkedIn, we get a much better indication of how people follow the sports associations differently to individual clubs and teams from the various sports under them. We see from the data that the NBA is the first sports association on LinkedIn to hit over half a million followers, the NFL is sitting close behind. Interestingly we see the follower count for the 3 main football/soccer leagues all around the 150K mark, something they will be looking to prioritize growth for in the next 24-48 months as they continue to break into further international markets.
The NHL has the most growth space ahead of them on the LinkedIn platform and a necessary strategy to implement if they want to grow to compete with the other major sports associations.
There are over half a million companies in the ‘Spectator Sports’ industry on LinkedIn globally! How you stand out is critical
Now, we have seen over the past few years, amazing things are happening in the area of women's sports, this is such a significant moment for the leagues, teams, organizations, players, staff, fans and anyone associated with them.
Shelley Zalis (Founder and CEO of The Female Quotient) said in a recent LinkedIn post: "Over the last three decades 80% of the top sports news shows had zero stories on women’s sports. 85% of total television coverage focuses on men’s sports. And that’s only in the last 5 years as women’s sports coverage has tripled. 2023 was a big year for hashtag #womeninsport… and there are no signs of slowing down. In fact, women’s sports are projected to rake in over $1 billion in revenue in 2024, setting a new revenue record.
With all of this as the foundation, we'll explore four lessons that sports organizations can take to maximize their success on LinkedIn.
1. Unveiling the Potential: Success on LinkedIn
The potential for success on LinkedIn for sports organizations is immense. With its professional atmosphere and expansive user base, LinkedIn offers a conducive environment for engaging with stakeholders, building partnerships, and increasing brand visibility. However, understanding what success looks like on this platform is crucial. Follower count, engagement metrics, and the quality of connections all play pivotal roles in measuring success. By setting clear goals and success criteria, sports organizations can navigate the LinkedIn landscape effectively and harness its full potential.
2. Standing Out in a Crowded Market
In a market as competitive as spectator sports, differentiation is key. With over half a million companies in the 'Spectator Sports' industry on LinkedIn alone, the challenge of standing out becomes even more pronounced. To rise above the noise, sports organizations must craft a distinctive presence on the platform. This entails creating compelling content, showcasing unique aspects of the organization, and leveraging LinkedIn's features such as company pages, thought leadership articles, and multimedia content. By delivering value and resonating with their target audience, sports organizations can carve out a niche for themselves amidst the competition.
3. Strategic Growth: The Path for Sports Associations
For sports associations, having a well-defined LinkedIn strategy is paramount. This strategy should encompass various facets of the organization, including internal operations, external engagement, and brand building. Internally, LinkedIn can be leveraged for talent acquisition, employee engagement, and fostering a strong organizational culture. Externally, it serves as a platform for fan engagement, partnership development, and revenue generation. By aligning their LinkedIn strategy with broader organizational goals and priorities, sports associations can drive sustainable growth and stay ahead of the curve.
4. Embracing the Rise of Women's Sports
One of the most significant trends in the sports industry is the growing prominence of women's sports. With increasing media coverage, fan interest, and revenue projections, women's sports present a unique opportunity for sports organizations to expand their reach and enhance their inclusivity. By championing women's sports on platforms like LinkedIn, organizations can contribute to the broader movement towards gender equality in sports. This not only aligns with societal values but also opens up new avenues for growth and engagement.
At Lyndon Consulting, we help companies, leaders and athletes understand how they can win on LinkedIn and what actions they should take next. If you're interested in chatting with us, you can email me at jon@lyndonconsulting.com or visit our website to learn more: www.lyndonconsulting.com
