Grabyo keeps viewers socially engaged at ICC tournament

The International Champions Cup (ICC) digital teams will be distributing match highlights onto social channels during the summer football tournament

Relevent, the sports and entertainment group operating the International Champions Cup (ICC) football tournament, has partnered Grabyo to provide its global media teams with the tools to share in-play video highlights while activating campaigns for sponsors and brand partners during this summer’s tournament.

In its sixth edition of a series of friendly association football matches this year, the ICC will be taking place from July 20 to August 12 across several countries in Europe, as well as in the US and Singapore.

The partnership with Grabyo will see the ICC increase the amount of content shared through its social and digital channels, including the creation of digital-first live programming using Grabyo Producer. ICC’s digital teams in the US, Singapore, Switzerland, Sweden, Spain and Austria will also use Grabyo to amplify distribution of live streams and highlights across social platforms.

Max McGonigle, manager of marketing solutions at Relevent, said: “We are excited to be partnering with Grabyo for the ICC this year, it’s important for 18 of the best clubs in the world playing 27 matches across the US, Europe and Singapore to have the best available tools for publishing video content in real time.

“This year the ICC is looking to drive more engaging, fan-first content, in and around each match. Using Grabyo, we can leverage each social platform to create new live experiences for our global audience while integrating sponsorship in a meaningful way.”

In addition, the ICC will be creating exclusive live content in and around the matches. This will include pre- and post-game shows distributed live on social channels to further drive engagement around the competition. With engagement peaking during live games, these broadcasts will be another opportunity to distribute ICC content globally, thus expanding the tournament’s reach to audiences, said Grabyo.

Mike Kelley, president, Americas, Grabyo, concluded: “Sports audiences now demand content in real time, and enabling teams across multiple markets and time zones is more crucial than ever. We are excited to see what new content types and live formats the ICC creates using Grabyo Producer to further engage fans.”


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