Man City owner City Football Group "could use the value it places on sponsored social media videos to broker future deals with brands in a bid to monetise what has become the biggest thing in sports marketing -- shareable content," according to Seb Joseph of THE DRUM. It is part of CFG's response to "a climate where a video on Twitter can be seen millions of times more than any live broadcast." CFG CCO Tom Glick said that businesses are "seeing the power" of sport to connect with people and often "marketing professionals are looking for things that work." Mongoose Sports & Entertainment Dir Rupert Pratt said, "Clubs are continuously looking for new ways to commercialize their estate and carve up inventory -- e.g. stadia naming rights, geographical and category fragmentation, training kit and ground sponsorships, etc. -- and digital provides them with a new landscape to commercialize." It is a view on the media landscape "more likely to be found at the likes of Vice and BuzzFeed than a football club." But like those "new-world media companies," Glick is trying to "understand the market value of every facet of CFG's media estate as its clubs exist on more platforms than they ever have done" (THE DRUM, 4/18).
