All Or Nothing - The Benefits Of Sharing Unseen Content...
Creating and curating relevant and valuable content is a great way for clubs to attract new fans and retain current fans. Amazon's All Or Nothing series has huge benefits for clubs...
I’ve always loved sports documentaries, from The Last Dance, Untold, Drive to Survive, etc, but my most recent watch All or Nothing: Arsenal was a great watch. In sports, we can see people achieve and lose incredible things. Sports documentaries are a great opportunity to use the content as a way for fans to feel closer to the action.
Amazon’s All Or Nothing series started in the NFL and then progressed to English football, the first Premier League club to feature was Man City in 2018. Then two years later, Tottenham Hotspurs followed and had an 8-part series, during a turbulent season where Jose Mourinho was brought in to replace Mauricio Pochettino.
Arsenal’s All Or Nothing covered the club’s 2021/22 season and was narrated by Daniel Kuluuya, the perfect narrator for the London team’s docuseries. Arsenal’s All or Nothing did a great job showing the personal side of players and manager Mikel Arteta. It also did a great job showing the inside scoop into situations that the public was aware of but didn’t know the full story.
Although the fans had to relive the pain of Arsenal not finishing in the top 4. The documentary allowed audiences to delve into the behind-the-scenes club issues, pressures, and inner feelings of players and fans, and a lot of things missing out on mainstream coverage.
Players also found the docuseries beneficial too. Gabriel Magalhaes, told Sky Sports
“It’s good for showing the reality of what is actually going on in the dressing room in the day-to-day. People can understand things a little more and see how different it is from what they might imagine.”
Although football is the most popular sport in the UK, in different parts of the world, we do see other sports such as basketball, American Football dominate. Amazon Prime is one of the largest streaming platforms in the world, the series being on Amazon Primes introduces Arsenal and football to a whole new uneducated audience.
Fans don’t just engage with their club when they’re playing a match. Football, their club, and their players are a huge part of their lives. They follow the players, listen to football podcasts, and absorb any content around them. Clubs and players have an audience who are always constantly taking in any content they can get their hands on at a very fast and frequent rate.
Consumer viewing habits have evolved, consumers now watch content with their phones in one hand. This means they’re watching and on social media at the same time. Clubs have to bear this in mind when creating content and marketing material. Short clips from Arsenal’s All or Nothing clips have been circulating all over social media, creating a huge dialogue online. Clubs should take advantage of this and chop content up into a number of mini-narratives so the stories are being delivered in a format that audiences love.
Documentaries and docuseries as a whole are extremely interesting because they tell stories that happened in the past that certain audiences weren’t there to experience. My favourite thing about documentaries is seeing the archive footage and hearing stories from those involved. There are so many interesting sports stories to be told, stories about underrepresented sports, athletes, underdog stories, historical sports moments, etc.
The US tends to do a great job with sports documentaries, the UK sports industry is still playing catch up but it's great to see them doing more. Sporting organisations, clubs, and athletes are sitting on a goldmine of historic and never seen content. I’m interested in seeing which club will get the fly-on-the-wall treatment next. According to the Daily Mail, Newcastle United is in line to be the next football club to feature in the Amazon Prime series, which will be very interesting to see.