Sports Technology

Admire PR worked with a Leading Sports Technology Company (to be known in this report as LSB) for 9 months, from October 2022.

The initial goal was for 2 pieces of published press each month – 18 over the 9 month period.
The amount of press coverage has grown month-on-month and totals 105.

PR Objectives

  • Admire PR began work with the LSB in October 2022, with the remit to increase the number of positive news stories surrounding the LSB’s UK team. Admire PR set up an additional support service by assisting in getting press coverage and interviews for the clients of the LSB.
  • Admire PR also kept an eye on the LSB’s competitors. Its aim: to create more positive press coverage – adding to the LSB’s marketing team’s efforts to increase market share.
  • Admire PR managed the paid media opportunities the LSB had ongoing with Sport Business and Sports Pro Media.
  • The work for the LSB was led by Admire founder Andrea Bristol, a former professional athlete who has had 18 years as a PR in the sports and tech industries. Andrea is assisted on this project by Clive Malcolm, a copywriter and PR manager who has worked for over 20 years in B2B communications.

Key Results

105 pieces of press coverage

194 brand mentions

24 backlinks to the LSB website

Reaching a total of 15,488,300 people

Quarterly Breakdown

Q4 2022

  • 20 pieces of coverage with 58 brand mentions
  • 5 backlinks and 913,600 reach

Q1 2023

  • 33 pieces of coverage with 56 brand mentions
  • 9 backlinks and 834,700 reach

Q2 2023

  • 52 pieces of coverage (264% increase on Q4 2022)
  • 80 brand mentions
  • 10 backlinks and 13,700,000 reach

Key Publications

In the past 3 quarters, we have had 18 pieces of coverage in these key publications.

1 Sport Business

1 Sports Pro Media

9 SBJ (Sports Business Jounal)

1 Inside the Games

6 Ticketing Business News

Niche Sport Publications

While it is important to be seen in key publications, most key decision-makers at club and league level read niche publications. We use these publications to directly influence the sports genre the marketing team is targeting for business growth.

Working with our LSB clients with these publications also offers them additional value and more press coverage than they can achieve alone.

Examples of relationships built in niche genres include these publications:

  • Football – FC Business and Football Stadium Management
  • Cricket – Cricket World
  • Rugby – InTouch Rugby and Rugby Rep
  • Equestrian – Horse & Hound and Equestrian Business Monthly

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