Eleven Sports Network OTT Strategy

The Challenge

Eleven Sports Network is an emerging sports broadcast network expanding rapidly across multiple territories, primarily via Over The Top (OTT) delivery and partnerships.

  • Launched 4 diverse countries in 3 months: Belgium, Poland, Singapore, Malaysia.
  • Websites, Apps and Social Media were in various stages of launch or development
  • Limited social or digital marketing strategies were in place
  • Little research on, or understanding of, audience/s, markets and product needs

Seven League were engaged for market research and to produce a digital marketing strategy.

What We Did

  • We provided actionable insight on market and audience via two phases of qualitative and quantitative in-market audience research:
    Detailed analysis of interest, packages, pricing & propensity to pay
    Recommendations on audience profiles, segmentation, product and pricing
  • We conducted a digital marketing audit, delivering recommendations and strategy, including:
    Analysis of online penetration, platforms and behaviours in-country
    Analysis of all existing digital and social media output in Belgium
    Benchmarking of Google Analytics, Twitter, Facebook analytics
    Analysis of available CRM and email marketing services
    Mini-workshop on digital strategy

The Results

  • Provided immediate action for Eleven Sports Network Belgium management team
  • Re-defined product pricing and product content package – investigating other rights
  • Co-ordinated approach to partnership with Telenet (now announced)
  • Co-ordinated plan with Eleven Sports Network’s corporate digital properties
  • Improved social media strategy

ESN Belgium’s management team have confidence in their way forward with robust planning, detailed plan of action and solid foundation of market/ audience understanding.