Play
Players, teams and regular participants who make sport part of their weekly routine and social life.
Audience strategy
Sports people, not just sports fans.
Grassroot Media reaches people who play, coach, organise, volunteer, watch and socialise around grassroots sport, not simply people with a broad interest in sport.
Why participation changes the audience
Sport is part of their routine, identity and social life.
A sports fan may follow a result, a player or a league. A sports person takes part in a club environment: they train, play, travel, volunteer, organise, support others and spend time with people they know.
That creates a more useful audience relationship for a brand. The question becomes not simply whether someone likes sport, but where sport fits into their week and what role the club plays in their life.
Active.Social groups connected by a shared routine.
Grassroot Media reaches people in the club settings where participation, decision making and social time overlap.
The people in the club
One club environment. Several useful audiences.
Every club brings together people who make different choices, influence others and take part in the life of the organisation.
Lead
Coaches, captains, volunteers and committee members who influence the way the club operates.
Support
Parents, partners, supporters, families and wider club followers who share the environment around sport.
Socialise
Members and visitors who use the bar, lounge, terrace and club events as part of a wider social routine.
Decide
Club leaders and administrators who choose suppliers, services, partners and practical tools for their organisation.
Recommend
People who talk to teammates, friends and families, creating an opportunity for relevant messages to travel beyond 1 exposure.
A better planning question
What kind of sport relationship matters to this brief?
Some campaigns are built around active adults. Others need club leaders, older active communities, family decision makers or people who engage with sport as a shared social routine.
Choosing the right sport and club moment helps turn a broad audience label into a practical campaign route.
Consumer campaignsUse the club environment to reach active social people in a setting where sport is part of the day.
Club services and B2BReach volunteers and decision makers with practical offers that help clubs operate better.
Public informationPlace relevant messages in trusted community spaces where people can see and discuss them.
Entertainment and cultureUse the shared interests and social time around sport to create attention for content people may watch or talk about later.
Audience first
Reach people through the role sport plays in their lives.
Talk to Mat about the active social groups, club environments and campaign approach that are most relevant to your audience.