CC #3: How to build a sports audience in 2022 with Max Garshman—Content Associate at ESPN
In this conversation, we sit down with Max Garshman, a content associate at ESPN, and discuss how to build a sports audience in 2022.
Max has worked at ESPN for the past four years and currently makes video content for SportsCenter, but has experience making content for the NFL and other shows on ESPN as well.
Some of the main points touched upon in this session include:
The importance of having sports rights so fans can watch the game.
How can you attract viewers outside of the live event?
The appeal that individual players have on sports fans.
Creating a bigger audience by finding different avenues for sports beyond the live event (e.g. documentaries such as Formula 1).
Linear vs. streaming in the sports realm. Why having both options is important for the fans.
Key marketing tactics in the sports industry: sensationalizing stories, engagement on social feeds… DRAMA.
How you sensationalise content as a content producer.
How far can you take the drama? Is there a limit?
The importance of relatability and humanising the players.
What kind of access to the players do fans want and why has the NBA done such a good job at doing this?
Why do some viewers only tune into the Olympics but not year-round sports?
The attention that less mainstream sports have gained through TV shows (Ex. Cheer, The Queens Gambit).
Will the high competition between content decrease sport viewership?
