The main European basketball league and one of the competitions with the highest power transmission TV with more than 199 countries, has other strengths (Website) that go beyond the traditional media and some points that evolve over time (Social Media). Today it has more than 100 million followers interested in Euroleague Basketball with countries like: China, France, Germany, Greece, Italy, Russia, Spain, Turkey and England.
EuroLeague Market Potential
* Source: 2013 Repucom TV Survey (June 2013)
The sponsorship of Turkish Airlines has great reasons to celebrate, since 2010 as official sponsor of Euroleague Basketball, in terms of media value, RefCam has more than 10 hours of exposure in two days, with an estimated media value of 384,000 and return on investment of 10: 1 according to Repucom’s analysis, published in SportsPro.portal.
In this first article about potential and digital maturity on EuroLeague we will know better how the league works, analyzing mainly its website – euroleague.net/.
Digital Positioning – Website
The website in the last 6 months (aug17 / jan18) had a total access of more than 19.9 million accesses, with its best performance in November 2017 (5.1M), always with constant growth in the last months, behavior accompanied by the matches that take place in the competition.
* Source: Similarweb – March 2018
In addition to the access number, it has a time that gives envy to any other website, with more than 6 minutes on average, it is clear that the content presented is of great quality.
Another factor that shows quality is the average number of pages visited by each user, it was 4.6 times, an excellent number accompanied by the Bounce Rate of 41% (number of people leaving the site already on the first page).
One point of attention is the number of people who are converted by their social networks, a very low rate, only 1%, demonstrates the great opportunity that has to increase their access number. We will see this in the next article on social media.
* Source: Similarweb – March 2018
Interesting
The largest number of visitors to the website is Turks with 17% of all users, but very close to Greece (14%), Lithuania (13%), Spain (12%) and Serbia (9%) , a very diverse public.
* Source: Similarweb – March 2018
Design and User Experience
The website has a structure and navigation totally focused on presenting news content, attending exactly the focus of the public that seeks to inform itself. Highlight for the latest news, followed by the results table, allows a quick consultation of users, without the need to scroll.
Top menu has the objective of logos of all the clubs that participate in the league, making it easy to choose the club that seeks information, direct and objective. The same is true for the TV, Store and Fantasy button, EuroLeague brand awareness and monetization platforms.
Positioning in Searchers – Google and SEO
All structuring and publication of content, with great relevance directly reflects the result of SEO (Search Engineer Optimization), with proper presentation of the main links and relevant text in Google Search.
Most of the leads (access) to the site is acquired through search engines like Google (22%) in an organic way (without paid actions), a clear result of the SEO strategy, with keywords relevant to the interests of the EuroLeague audience.
* Source: Similarweb – March 2018
Let’s look in more detail at the next issue about Brand Mentions, how relevant it is and how it reflects in the result of converting access to the website.
