The Warriors are winning off the court as well, with a new digital strategy that has pushed digital revenue to the highest in the NBA—up 300% this season, compared to last year, according to the team. The Warriors are Silicon Valley’s team, but they were not always a leader in social and digital strategy.
Three years ago the Warriors ranked outside the NBA’s top five for digital revenue. They operated like most sports teams with an archaic approach where sponsors received a set number of posts across social media channels. But brands typically looked at digital in the opposite way where impressions and engagement were the critical factors.
The Warriors enlisted digital strategy agency Rebel Ventures to look at how the marketplace was buying and valuing certain content. The goal was to change the team’s business and content model. Rebel’s sports clients include Real Madrid, Boston Red Sox, Liverpool FC, San Francisco 49ers and more.
One of the biggest changes for the Warriors was switching to an impression-based model starting with the 2015-16 season. “It put skin in the game for us and our partners to really create engaging content,” says Mike Kitts, vice president of corporate partnerships for the Warriors.
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