The domestic broadcast rights for the Emirates FA Cup are shared by BT and the BBC and, while the former made the tournament one quarter of its flagship ‘4 Competitions, 1 Venue’ new season campaign in August (see case study), the latter has launched a fresh initiative called ‘No Guts, No Glory’ that is also part of the strategy of shifting the FA Cup’s focus from the memories of older fans to the experiences of a new generation.
Running from December 2016 to May 2017 with a key launch focus around early January’s third round, the BBC is inviting young producers to collaborate and share their own personal stories of the FA Cup – via tweets, pictures and films – through its ‘No Guts, No Glory’ campaign.
Football lovers (fans, players, managers and an array of BBC talent) are invited to submit videos, no longer than 20 seconds, of their FA Cup stories from the fans’ perspective to collaborate with the BBC (and other online football personalities) on ‘No Guts, No Glory’.
To enter, people can share their videos on social media using the #nogutsnoglory hashtag.
Alternatively, participants simply need to email a link to the video or send a file to facup@bbc.co.uk (including name and the club each entrant supports in the title, along with a contact number in the body of the email).
(Under 13s you can only submit a video using our Match of the Day Kickabout uploader.
Calling all football fans! Find out how you could be part of our FA Cup campaign #nogutsnoglory pic.twitter.com/ffwLxkVtnp
— BBC Sport (@BBCSport) December 25, 2016
Throughout FA Cup match weekends, the BBC will call for story spots and collaborators.
The campaign is promoted and projected across a range of the BBC’s owned channels: from on-air programmes like Football Focus and on the BBC Sport section of the organisation’s central website (http://www.bbc.co.uk/sport/football/38562538) to its social media platforms like its Twitter feed.
Tell us your FA Cup story – photos, videos, from the past or this year's competition. Post them with #nogutsnoglory and we'll RT the best. pic.twitter.com/0xDW7GvPCm
— BBC Sport (@BBCSport) January 6, 2017
We want your images from the weekend's FA Cup action, showing the passion, drive & unwavering support.
We will RT the best #nogutsnoglory pic.twitter.com/XFDz70KKiz
— BBC Sport (@BBCSport) January 6, 2017
@BBCSport When non-league Wrexham took the lead against Premier league Stoke city #nogutsnoglory pic.twitter.com/TFPy5PU4Qv
— Rhys Edwards (@rhysedwards09) January 6, 2017
There is also support from football fan communities around the clubs, as, well as media partnerships with the likes of Bleacher Report and Snapchat and additional support through Facebook, Instagram and Twitter.
The aim is to showcase, share and spread content that reinforces that the FA Cup remains the most prestigious and romantic domestic cup competition in world football.
Comment:
The BBC’s campaign dovetails with The FA’s own marketing strategy – as illustrated by campaigns such as ‘Every Game’s Ad Adventure‘ and ‘#CupStory’ and parallel participatory initiatives like the ‘PeoplesCup’ and its eSports tournament – which aims to repositi0n the tournament towards younger audiences (see briefing report).
Links:
BBC
https://twitter.com/BBCSport?lang=en
http://www.bbc.co.uk/programmes/b006m8tc
The FA
http://www.thefa.com/
http://www.twitter.com/fa
https://twitter.com/england
http://www.facebook.com/thefacup
https://www.facebook.com/EnglandTeam
http://www.facebook.com/englandwomen
http://www.facebook.com/fawsl
https://www.youtube.com/user/fatv
http://www.instagram.com/england
