The PGA Tour in the US is to bring the management of its growing digital content in-house from the start of 2013.  Turner Sports has managed the various platforms this encompasses since 2006 and they were considered alongside broadcast partners CBS and NBC for a renewal but the Tour decided to go it alone.
The decision could mark a maturity in a market which has grown exponentially for all sports over recent years.  Bringing it in-house means greater control of strategy and implementation as well as higher revenues but it does risk missing out on some of the newer developments that an agency might be working on with other clients.
Irish sports organisations are still at an early stage of adoption of mobile and online technologies to improve the fan experience.  The GAA’s ‘timeline’ experiment is driven by its relationship with Eircom but the Association has been quick to move into new communication areas including substantial video and app content.  This is managed by the in-house team and is expanding with the Leinster Council having its own ‘TV’ channel  of content as well.
The rugby provinces and the IRFU are strong on video as a means of communication with the fans as well but falling costs and greater access to good technology means that the same will also be possible in the short term for all sporting bodies.  The main challenge will be in managing an effective flow of fresh content with which to engage continually with what in most cases will be a niche but a very loyal audience.
Sport for Business will host Round Table events on Technology and Sport in September and on Digital Broadcasting and Sport in November.  If you would like to participate in one of these events, please contact rob@sportsforbusiness2.ab6z.com