March 3, 2021
Clubhouse, the audio-only, real-time, invite-only social app that lets users engage in virtual ‘rooms’, has exploded onto the social media stage recently. David Brake, consultant with specialist digital agency Seven League, outlines the benefits and risks to using the platform for sports rights-holders.
Clubhouse is an audio-only, real-time, invite-only social app that lets users engage in virtual ‘rooms’, with no recordings or later playback, that has exploded onto the social media stage in recent months. First launched in May 2020, it became a household name in early 2021 after Elon Musk and Mark Zuckerberg made appearances on the platform, followed by US entertainment stars including Oprah Winfrey and Kevin Hart.
What’s the angle for sports organisations?
This is a question Seven League is currently exploring. As with any new platform, there’s the temptation to just ‘jump in’, but it’s important to take a step back and analyse the value Clubhouse can deliver, and the risks associated with it. If you’re desperate to get stuck in, I would encourage sports and digital media executives to begin exploring the platform from a personal perspective to start drawing lessons they can use to develop a strategy for their brand.
In mapping out a Clubhouse strategy, we are mindful that different sports have different areas of risks and opportunity, with different stakeholders and talent accessibility. To provide the basis for an exploration of the benefits and risks, let’s use the standpoint of a single professional team, across no particular sport, considering getting their talent to engage with fans via the platform.
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