ALISON Hughes, Head of Women’s Competitions at World Rugby, discussed the growing of Women’s Rugby thanks to the awareness campaign Try and Stop Us, which morphed into the global brand Unstoppables.

“Fans were not the priority at the 2014 World Cup, it was just to get it started,” Hughes explained. “By 2018, the Unstoppables message was clear, no matter your size, shape or age there’s a place for you in Women’s Rugby, if not on the pitch then in the rugby family.”

Hughes identified the target audience and how they reached each group. “We conceived four key proposition groups and our targeting was consumer centric: An adult fan with family and limited time and income. An adult male fan with disposable income, who wants comfort. A young student, low income, patriotic, wants to be a part of it and support her team. A middle-aged mum wants to go, but it must be cost-effective and the right day out for the family.

“We opened a channel for people to register their interest and rewarded them, which provided us with data.”

Good quality catering on match days provided easy to eat food, not messy, with vegan options, and affordable for families. Kids zones and behind the scenes tours included the broadcasting truck, described by Hughes as the most successful element.

“Very few people get to see in there ordinarily and we had old footage which visitors could edit and ‘broadcast’. It proved very popular and we sold advance tickets.

Access to the stars

“We provided a Best Seat in the House area for our sponsors, ensuring they are the closest people to the action, with access to the stars of the game. We help sponsors take their engagement off the pitch and into lives, to create lasting engagement.

“Broadcasting a full stadium rather than an empty stadium was part of the investment long-term. The World Cup 2021 didn’t make any money, but it set the required standards.”

Looking at what for many is very much a new market, James Toney, managing editor of SportsBeat Media Group/News Associates, provided a tour of sport on TikTok, explaining how TikTok can be used to grow fan engagement.

Most popular

“YouTube is the second most popular social media platform and YouTube Shorts has 1.5 billion users, which is only going to increase,” Toney said.

“For FIFA, TikTok is their major platform.”

He advised against posting the same thing across multiple channels, instead focusing on bespoke content created on smart phones “that pops on timelines”.

“Racing footage all looks the same, so be inventive and make it different. Carousel posts are very affective and are prioritised by TikTok.

TikTok also prioritises regular postings, so post at least once a day. Work with the trending sounds and music library. Choosing the right trend is key, create content that fits the trend.”

Toney highlighted the popularity of behind the scenes footage, unique to TikTok and not shown on TV.

“Engage your audience, create challenges, ask questions, make it fun.” He also provided a top tip from Walton & Hersham FC.

“Young people have their own language, entrust them to provide content for you.”