Since 2015 Sanoma offers UEFA Champions League football in the Netherlands on TV and online.
It’s a great deal: Sanoma is optimally showcasing the world’s biggest football tournament, football fans are now getting a much more satisfying experience and the benefits to advertisers are clear too. 7 reasons why the UEFA Champions League is such an important case for Sanoma.
1. TV and online under different brands
2. Specific content for online only
"Adding an online platform strengthens the cycle of a Champions League matchday"
Adding an online platform strengthens the cycle of a Champions League matchday.
3. Sanoma community
4. Matchday cycle
On the days Champions League matches are played, the email is followed by other preliminaries like online announcements, which include advertising. If several matches are played at the same time, one of them is selected for streaming and broadcast. Hoekman: “That choice, which is made by an editorial team of sport content providers, has never been a problem. There is usually passionate agreement about the match we should feature.” The culmination of the media cycle, the game, is followed both on TV and online by interviews, analysis and highlights.
As soon as the final whistle has blown, the SBS/NU.nl team starts editing the featured match as well as all other Champions League games played that day. The clips that are extracted are preceded by advertising. Once they have been posted, online traffic becomes hectic. Around 80 per cent of the millions watching Champions League online coverage gets access on mobile devices.
5. Raising the profile of both brands
The world’s largest and most prestigious football tournament is cross-media proof. The easy access to different platforms makes for a seamless experience, which heightens the interest. Cross-fertilisation has a demonstrable effect. “When NU.nl is mentioned on TV, we immediately see online traffic go up,” says Hoekman. The other side of the coin is that more people watch the Champions League on SBS6 than ever did on the Dutch public channels. According to SBS programme Director Peter Lubbers the cooperation with NU.nl adds true value. All in all, the tournament has raised the profile of both brands.
"More people watch the Champions League on SBS6 than ever did so on the Dutch public channels"
6. Branded content
7. At the forefront of developments
“We’ve been going through a steep learning curve,” Hoekman asserts. “There have been some technical hiccups, and it takes time to find out what people want from us. The key to success is that we cater for those who engage with us. This year, we are redoubling our efforts.
By covering the most prestigious tournament of the world’s biggest sport on multiple platforms, we’re in the forefront of developments.”