After graduating from the Univ. of Florida, PCG-SportsDesk Media VP/Innovation Brian Gainor (@BrianGainor) worked with the Dolphins, Buccaneers, Orange Bowl and NFL Europe before heading to Ohio Univ. for graduate school and venturing into the consulting world with GMR. He has been in his current position for 10 months with PCG-SportsDesk Media, a company which helps sports and entertainment organizations generate revenue through creativity and innovation. He said, "It’s energizing to wake up every day and have the opportunity to help sports organizations across the globe with similar business challenges think more creatively, innovate, and generate revenue beyond their borders."
Using social media to help clients:
Social media plays a key role in a lot of the work we do, from relationship-building to sourcing creative ideas to informing business strategies we’re developing on behalf of clients. We love helping teams and leagues develop strategies to reach out-of-market fans, generate earned media, amplify content, and engage influencers.
The biggest need/issue facing teams:
Teams lack the time and resources for creativity and innovation as the needs and expectations of sponsors, fans, and media have evolved. Time is at such a premium and oftentimes creativity and innovation gets moved to the bottom of the to-do list and that’s our core focus.
What to keep an eye on in the digital space:
Digital allows teams and leagues to monetize their fans 12 months per year. The sooner properties embrace it and view fans as inventory, the better they will be.
A social/digital campaign you admire:
I love the approach Formula E has taken to attract and engage the next generation of fans. In the past 18 months, Formula E launched a FanBoost online voting system that allows fans to cast a vote (online, mobile) to give their favorite driver a power boost during the race. The three drivers who receive the most votes are awarded a FanBoost and notified 30 minutes before the start of the race. I’d love to see all the major professional sports leagues take a similar approach to engaging fans.
Overused term in the industry:
Content. The term is so loosely used, defined and interpreted by everyone in the industry.
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