The Sport for Business community gathered in Dublin’s Clarence Hotel yesterday for a Masterclass on how to engage with fans through TikTok.

The session was led by the team at Fabric Social and they gave a ton of insight on the things to watch out for and the structures to have in place to best keep on top of what could otherwise be a monster of an undertaking.

Andrew Mitham, who created Ryanair’s award winning strategy, and Evan Fanning ran the education element looking at the strategy that they have implemented across a number of client accounts to great effect.

Timing and consistency, making sure that you are listening and encouraging your community to get involved and plenty more had the audience of agencies, sporting bodies and brand managers in thrall.

Then it was time to get their sleeves rolled up and their synapses firing.

Six different teams, were given the challenge to come up with potential TikTok treatments for a sportswear manufacturer with the context of explaining a comical situation that made you feel all of your hard work was pointless at the end of the day.

The six were then turned into live posts with two emerging as the winners on the day.

Context is everything though so you needed to have been there to see what they turned out to be.

The third element of the morning was a conversation led by Rob Hartnett with Fiona Scally of Paralympics Ireland, Adam Redmond of the United Rugby Championship and David Slattery of Pinergy.

We covered the need to trust and be trusted by athletes and ambassadors, to own and learn from mistakes and to look on this as building the customer base of the future.

There was a real energy in the room and plenty of food for thought. It will be worth following the accounts of those were there to see what creativity has been inspired and unleashed over the coming weeks.

The Sport for Business members who were there included:

Aer Lingus College Football Classic, PointsBet, Swim Ireland, Ripple Marketing, SSE Airtricity, Paralympics Ireland, Emu Ink Publishing, Sports Direct, the GAA, Energia, Nudge, United Rugby Championship, Horse Racing Ireland, Pinergy, the Sandymount Hotel, Irish Squash, Dublin GAA, Gymnastics Ireland, Galvin Sports Management, TG4, Decathlon, Sport Ireland Campus, Irish Life, UCD, Leopardstown Racecourse, Fabric Social and more…

We will be back with our Annual Conference on Social media and how it has changed through 2024 in November.

Our monthly look at the performance across a range of metrics by Irish Sporting organisations will be coming up in the next two weeks.


Fabric Social and all those in attendance yesterday are full members of the Sport for Business community.
The Sport for Business Membership is made up of nearly 300 organisations including all of the leading sports and sponsors, commercial and state agencies. Find out more about joining them today.


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