This summer at Týrsday we had the unique opportunity to test this thesis. Of our clients more than 25 athletes, 3 national federations and a number of brands were headed to Rio de Janeiro. Some of them won (gold even), some of them missed the podium. They all worked with our technology and our content approach. We decided to check if winning or losing made a difference in traffic for the websites and engagement on social media. These metrics cover most ambitions of our clients.
The winner takes all? The answer might surprise the average sports fanatic.
When an ahtlete wins gold, there is a gigantic spike in the page views and visits to their personal website. This growth in engagement is equally impressive on Facebook, Twitter and Instagram.
When the athlete makes it to the final, but doesn't win a medal, there is a mega spike in traffic to their personal website as well. Same goes for the social media.
These two athletes both made it to the Olympic Games in Rio. They got different results on the pitch, but hardly any difference in digital fan engagement. Their fans stood by them, win or lose. At Týrsday we saw the same pattern for all the athletes we work with and even the federations we work for. So for brands endorsing athletes or federations, a strategic content approach is more important than the final sportive results.
Looking back at the Olympic summer, we at Týrsday saw some cristal clear learnings. For you as an athlete, brand or federation.
Througout this Olympic summer these learnings have proven to work for all our athletes, for the federations we work for and the brand which are our clients. We have put this experience into new concepts for clubs, events and thought leadership.