STATSports

Client
STATSports
Brief
Implement communications strategy to increase awareness of STATSports' performance monitoring technology

To drive awareness of both its elite and consumer products

Highlight STATSports’ compelling investment proposition

Working closely with the senior leadership team, we focused on growing sales of STATSports unique sports performance monitoring technology by driving awareness of both its elite and consumer product.

Given the nature of the product’s customer base, we were tasked with improving communication about the product with the major elite field sports teams from football, rugby, AFL, GAA, hockey around the world, with particular emphasis on the US market. That included contract announcements of STATSports deals with US Soccer, the Brazil Soccer Federation, the China Football Association and the Irish Rugby Football Union amongst others.

We were also tasked with handling communications around the launch of STATSports’ APEX Athlete Series, one aimed at consumers keen to track their performance in a similar manner to the professionals.

In addition, we were asked to raise awareness of the company with potential investors and other stakeholders by highlighting the underlying strength and potential of this fast-growing, exciting company.

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66

pieces of coverage (US Soccer announcement)

967m

online readers (US Soccer announcement)

907,000

coverage views (Chinese Football Association announcement)

41

pieces of coverage (job expansion announcement)

Strategy & Tactics

We developed a key messaging document and schedule of news releases built around the company’s strategy, one which would coincide with major milestones. Lanyon compiled content – including copy, photography and videography – and produced messaging documents for interviewees at the company, organised and hosted interviews.

We also worked in conjunction with Invest NI to highlight the company’s expansion and plans to create 237 new jobs over the next three years, hosting the Secretary of State Karen Bradley for an official press announcement.

Outcomes

The result was a deep penetration of coverage for the company across all media – broadcast, online, radio, print and social – for contract wins, product reviews and a major job expansion. As well as achieving significant coverage with major global media organisations, we also ensured widespread coverage of the company’s success with local media to assist with hiring during its rapid expansion.

Coverage included Forbes magazine, BBC, The Times, Irish Times, RTE, SportsPro Media, Wareable, and a host of others.

A host of new contracts have been won with elite teams and sales of the consumer product have rocketed.

The Future

Lanyon continues to work with STATSports to raise awareness of the features and benefits of the product across the world as the company’s stellar growth moves on apace. On the horizon are further contract announcements with elite teams and news of the growth of the consumer product across the world.

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