AI is expected to generate up to 90% of content by the end of the year.
Shorter, flatter and more artificial posts.
Today, content saturation and market maturity are slowing down the growth of social platforms.
Users want less fake content and more real, human stories.
As a result, the sports industry needs to be creative, even with an more crowded calendar.
It’s not easy, but it’s the path to generating new revenue.
The Australian Open didn’t just get creative, it also designed an attractive product for brands and fans: the 1 Point Slam.
A pre-tournament event with amateur athletes, celebrities and professionals, including Alcaraz, Sinner and Coco Gauff.
The new format, which went viral on social media, awarded a 37-year-old amateur AUD 1 million after winning single-point matches.
The 1 Point Slam was sponsored by Kia, with ticket prices starting at AUD 29.
What can we learn?
- Authenticity drives identification. The amateur tennis player represented everyone who is usually left off the court.
- The underdog effect works. David vs Goliath stories generate fan support in 88% of cases.
- Short formats, digital language. With an average attention span of 47 seconds, the model fits perfectly with social media trends.
- Mixing profiles expands reach. Celebrities, professionals and amateurs attract new audiences and new territories.
- New commercial asset, new revenue. Exclusive activations increase brand returns. Kia was the standout partner.
True focus on fans means putting them on court with Alcaraz.
With real chances of winning.
Receive my weekly post