What you need to know about their new way to classify and distribute content to athletes and partners.
The Premier League team decided to upgrade their digital strategy with ScorePlay's infrastructure to grow their presence and create more meaningful content.
West Ham Overview
West Ham United is a Premier League team founded in East London in 1900, after being created by the Thames Ironworks FC. After years at Upton Park, they now ply their trade at the Olympic Stadium and have just finished a very successful season, having secured European football off the back of finishing 7th.
Challenges faced
With 3 games a week, as well as training, press events and conferences, and partnership activations, West Ham has a huge weekly influx of assets that require centralisation and classification. Spearheaded by their Marketing Lead, Grant Russell (former winner of the most innovative digital strategy at the Football Awards with Motherwell FC), West Ham upgraded their digital strategy with an infrastructure that would allow them to grow their presence and innovate to create meaningful engagement with their fanbase.
They required a media asset management platform that would offer them easy access and searchability of their content, optimise their distribution to athletes, as well as provide value to their partners and monetise their content through a marketplace. ScorePlay provided them with an all-in-one solution.
The ScorePlay solution
West Ham chose ScorePlay as their official media asset manager in the summer 2022, so we deployed our AI-powered classification to begin tagging and sorting their assets and archives. The solution provided them with, amongst others:
Automatic tagging of players and partners with the use of face and word detection
Sporting calendar integration for automated sorting and organisation
Live ingestion of assets with the use ScorePlay’s FTP connector directly from photographer’s camera
Automatic distribution to athletes and partners directly through the ScorePlay app
"We’ve really enjoyed working with ScorePlay this season. The service has been great for getting content to our players, because they can instantly download images for their social platforms at the final whistle." Scarlett Freeman-Bassett, PR & Media Comms Relations Officer, West Ham United
ScorePlay media hub
Every month, West Ham produces about 10k media assets, with their players looking to post and download in the immediate aftermath of games and training. The club knew the value they could get from making it easy for their athletes to share club-related assets online, leveraging their huge followings to amplify the club’s brand. Their athletes are more than just their players: they’re their biggest ambassadors and marketing asset. After being onboarded, the players use the ScorePlay App to get their pictures immediately after games and can post directly in just one click. Their sponsors are notified of any tagged collection of assets and can access them directly through their dedicated platform.
With the use of ScorePlay’s extensive permissions system, West Ham gives 20 users across their organisation the correct access, whether marketing, media rights or sponsorships and sales.
About ScorePlay
ScorePlay is your best-in-class media solution that provides an automated architecture to centralise, distribute, and classify your digital assets, whether photos, videos, or live broadcasts. We are transforming sports organizations, automating their creative processes and growing their brands and unlocking new revenue. We are the bridge to the future of sports storytelling, from content capture to fan consumption. Automate. Grow. Unlock.
Credits
Photo credit: West Ham United
