In the Digital Cafe this month, we take a look at the trend of bringing content production in-house and the benefits and pitfalls of clubs expanding their owned channels.

Earlier this year AC Milan joined the growing number of clubs and brands in launching their own in-house production arm. As the promo videos proclaim, The Studios Milan Media House means they’re moving from a great football club to a global media company.

The model — in-house production, own-channel distribution, total editorial control — makes perfect sense. …


Here’s my Call To Action: take a listen to the …Gasp podcast. I was interviewed by Giles Edwards (Gasp’s founder) and joined some illustrious marketing and advertising company…

Here’s how Giles set the scene:

It’s lights out and we’re off with Red Bull Racing alumni, David Granger, in the driver’s seat, this week.

David got his wings managing the international digital and social strategy for Red Bull, its Formula One teams and for companies in aviation, fashion and music including the Wu-Tang Clan.

So protect ya neck as David brings da ruckus on reading ‘F1 for Dummies’ (twice) before…


For this month’s Digital Cafe, David Granger takes a look at how Covid has been the mother of innovation, as sport turns to technology to compensate for a lack of crowds and enhance engagement. But how much of this will continue even post-pandemic?

The 2021 Sports Technology Awards look at how technology is used to further spectacle and engagement. The latter is the lifeblood for spectators but sponsors as well, so ensuring a continuation of that engagement, while sport was postponed or cancelled, required investment, effort and a fair amount of faith.

I was one of the judges for the…


In the first Digital Cafe of the new year, David Granger takes an augmented look into how AR is only going to get more important for sports teams, fans and strategists. Now where did we put that pair of Google Glass?

You’d be hard-pressed to find a sports fan who didn’t feel a twinge of nostalgia when Tottenham Hotspur played Marine in the English FA Cup this month. There were 162 places between the Premier League side and their opponents and, while no fans were allowed in the Northern Premier League Division One North West ground, along one side the…


The Digital Café is originally published by iSportconnect and takes a regular look at what’s happening, what’s relevant and what’s entertaining in the digital and social world of sport. In the last orders for this year we look at how social and digital were shaped by the events of 2020 and how Sport responded.

In a year like no other, digital and social media in sport responded to some unprecedented situations with (mostly) great agility and some surprising social stars were born.

Social Star


The Digital Café is originally published by iSportconnect and takes a regular look at what’s happening, what’s relevant and what’s entertaining in the digital and social world of sport. This week, we explore how social can enrage fans as often as it engages with them and brands entering into the conversation need to know their audience… *and* their geography.

The past month has seen some spectacular sporting faux pas on social from sponsors and broadcasters. …


The Digital Café is originally published by iSportconnect and takes a regular look at what’s happening, what’s relevant and what’s entertaining in the digital and social world of sport. Here we take an (augmented) look at the latest soccer club to sign-up to a social platform partnership. But no virtual play could ever replace the reality of live sport.

Manchester United have had a busy couple of weeks. Alongside actually playing football, their striker has been influencing the UK government’s domestic policy, their captain is making headlines and… they’ve launched a TikTok channel. …


The Digital Café is originally published by iSportconnect and takes a regular look at what’s happening, what’s relevant and what’s entertaining in the digital and social world of sport. In this edition, we take a keen look at how data is utilised in the world of content.

Taking time to drop in was Brad Rees, CEO of data translators Mediacells. He talked to us about measuring content success and what clubs should be aiming for with their content, with the numbers to back it all up.

Brad Rees of MediaCells

Social media can be a labyrinth with no map but conversely, can also provide…


The desire to grab and hold the attention of young fans, fans who you hope will go on to be lifelong supporters, has been around for as long as, well… spectators. But is TikTok now the best method to attract those Gen Z fans?

TikTok, as a platform, is world-class at marketing.

Its recent campaign: ‘Don’t make ads, make TikToks’ is genius — big audience coupled with low production costs equals marketing nirvana. Since its first lip-syncing iteration Musical.ly was absorbed into the platform in 2017 it has exploded in popularity.

Like Snapchat and Vine before it, TikTok gives creators…


The Digital Café is originally published by iSportconnect and takes a regular look at what’s happening, what’s relevant and what’s entertaining in the digital and social world of sport.

With streaming sport being ever more important, where you find and engage with your audience is going to be ever more complex. In this week’s Digital Café, David Granger takes a look at Twitch and how a once niche platform could become the model for finding the next generation of traditional sports fans.

When live sport returned to our screens, the powers-that-be looked at expanding rather than contracting broadcast opportunities. In…

David Granger

I’ve worked in digital and social content marketing in sport and music for (amongst others) Red Bull Media House and GoPro. I’m a columnist for iSportconnect

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