Premier League Localisation Strategy
The Premier League is the most watched league in the world. It is broadcast in over 200 territories, reaching in excess of 700 million homes and with an estimated audience of over 4.7 billion people.
At the time of this project PremierLeague.com was translated into 6 languages, but with no truly localised content. The Premier League had identified key strategic markets for investment through digital channels.
Seven League was engaged to advise on strategy and approach to these markets through a dedicated and detailed localisation study.
-Using quantitative research we investigated demographic and attitudinal factors about the Premier League in strategic territories
-We assessed market reports on internet penetration, access speed, devices and social platforms to develop a series of recommendations about how they would engage fans in these regions
-We undertook extensive desk-based research on popular platforms, content consumption, behaviour patterns and the online competitive environment
-We interviewed industry experts in each of these markets to understand the subtle nuances only locals know (localisation rather than translation)
-We worked with the Premier League to explore, refine and articulate their objectives so that a strategic plan could be developed
-We delivered a comprehensive tiered localisation plan of attack, setting overall strategy and tailored approach by key audience group and market
-We identified and agreed key audience groups (developing audience personas)
-The Premier League was provided evidence-based recommendations on products, services and platforms for their digital properties
-We suggested a new organisational structure and associated job descriptions which the Premier League went put into action
-We developed a detailed financial model on the level of investment required to execute
-We drafted a project execution plan and phasing of deliverables which the Premier League then went on to implement
-We provided the Premier League with a robust, costed and planned strategic approach to enable them to deliver on the next phase of their global expansion plan