Manchester City signe avec Youtube

Manchester City est au coude-à-coude avec son voisin Manchester United en Premier League mais le club tenu par le groupe Abu Dhabi a décidé de prendre les devants dans le monde du digital et des contenus.

En effet, Manchester City, où évoluent les français Samir Nasri et Gael Clichy, vient de signer un partenariat unique avec YouTube permettant au club de contrôler ses propres vidéos et donc d’en devenir propriétaire ainsi que de pouvoir gérer la publicité liée à ce contenu. Depuis la saison dernière, Manchester City a fait un grand pas dans le digital et la production de contenu en organisant par exemple la retransmission en direct d’une session d’entrainement du club. Mais depuis l’ouverture de sa chaîne, le club a fait un énorme pas en avant, notamment grâce à la création d’une structure interne, City TV, en charge de la production de contenu et qui réalise pas moins de 100 vidéos par mois!!!

Pour Richard Ayers, en charge du digital à Manchester City, « l’objectif est de fournir la meilleure des expériences à nos fans en terme de vidéo en ligne. Cela signifie fournir le meilleur contenu là où se trouve notre audience, à savoir sur YouTube. Cet accord est la première pierre de notre stratégie de publication de contenu et fait partie d’une série d’accords qui nous permettront d’accroitre notre présence online. La capacité d’agrandir notre base de supporters et de rendre le contenu accessible est une chose mais nous sommes aussi à la recherche d’éléments de différenciation que nous offre YouTube, comme par exemple l’usage des annotations et la création de vidéos interactives. » Il est donc clair que ce deal avec YouTube, même si innovant, fait bien partie d’une stratégie de communication plus grande de la part du club et que ce n’est que la pierre d’un édifice qui devrait être aussi grand que la tour Burj-al-Arab.

A noter que cet accord porte uniquement sur le contenu produit par le club, signifiant qu’il ne sera pas possible d’accéder à des archives de match, ces dernières appartenant à la Premier League.

 

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