Relevent Sports wants to bring more soccer content to the Amazon Echo, Google Home and other voice products.
The sports media company, which is behind the International Champions Cup and other soccer tournament series, is partnering with digital consulting firm Rain to create new, multilingual voice content for platforms such as Amazon Alexa, Google AI and Apple’s Siri.
A few initiatives are already in development including features that make it easier for fans to keep track of when and how to watch different games from around the world. The companies are also working on educational audio programming, including interview series with top coaches that dive deep into the history of various aspects of soccer. Relevent and Rain will also work with professional teams, players and managers on virtual coaching tutorials for amateur coaches and players, which would cover everything from game strategies to training methods.
Relevent executives say their main goal is to promote European soccer — including the players, teams and leagues — to fans in the U.S. and Asia. With more people buying Amazon Echo, Google Home and other virtual assistant-enabled devices, Relevent sees an opportunity to bring soccer content and information to a growing audience.
“We firmly believe that we will use voice to do a lot more than we can even anticipate today,” said Danny Sillman, CEO of Relevent Sports. “And while I’m sure ESPN and Goal.com and other media companies will do more with voice, but there’s a white space right now for us to be the trusted authority on these platforms, especially as it relates to European soccer.”
With its International Champions Cup series, Relevent Sports puts on matches in the U.S. that routinely feature big-time clubs such as Barcelona and Chelsea. Through a partnership with Spain’s La Liga, Relevent Sports also created La Liga America, which oversees the live sports and other distribution rights to the Spanish league in the U.S. and Canada.
Rain, meanwhile, is a growing consulting firm focusing on voice and artificial intelligence products. In the past, the agency has worked on products such as an adventure game for Warner Bros., a trivia game for the NFL and a voice Elmo with Sesame Street.
The Rain deal is doing to run for at least five years, Sillman said, as the two partners develop, iterate and release different voice programming and features. The relationship on the Relevent side will be handled by a committee of five executives, with further assistance from a 10-person growth marketing team headed up by former NFL executive Aidan Lyons.
And Relevent sees voice and its partnership with Rain as a marketing investment — though it’s not ruling out that at some point in the future it can sell merchandise, branded content and find other ways to create revenue from voice.
“This is a new territory — we don’t know what the revenue model looks like,” Sillman said. “We’re launching with the intent that this is a new way to connect with fans. The value right now is in the data — who they are, what they’re using, who their favorite clubs are, what type of merch they’re interested in. The commercial opportunity will be something that matures as we go along.”
‘The worst of both worlds’: Confessions of an agency HR exec on the push and pull of returning to the office
In the latest edition of our Confessions series, in which we exchange anonymity for candor, we hear from an agency HR exec on the current Catch-22 situation many employers find themselves in.
Snapchat’s limitations are finally catching up — and marketers are noticing
If Snapchat really wants to push past the competition to be a leader in the ad space, it still faces an uphill battle to get its ads business back on track.
‘Taps into nostalgia’: Why Elysian Brewing is leveraging NBCUniversal’s Chucky to tout new beer
In celebration of all things Halloween, this beer is a limited release that celebrates the holiday and the horror genre just in time for season two of Chucky to premiere on Oct. 2.
Sponsored<strong>How marketers are responding to shoppers’ wants this holiday season</strong>
Matthew Tilley, executive director, marketing, Vericast With the holidays right around the corner, the economy may force some consumers to adjust their plans and stretch their dollars even further. While some shoppers may rein in their spending, others will still go all out despite a cloudy economic outlook. Given the current economic climate, consumers are […]
Ex-Deloitte and Merkle execs form a new consultancy targeting middle-market companies
UpperRight has set its sights solidly on middle-market clients, and is guided by co-founders who both have decades of consulting and agency chops between them.
Inside Penguin Random House’s play to reach avid readers on TikTok’s BookTok
Curated recommendations inside of bookstores have helped guide readers toward new titles. Now the publisher is aiming to do so with TikTok.