The latest fire-storm to light up Twitter is Vine. The ability to post short, six-second blasts of video has been grabbed by Vine early adopters from Dove to London Zoo. So, is it a new silver bullet for the age of on-demand content, driving new conversations with fans, or a here-today-gone-tomorrow flash in the pan? We’ve been thinking about how it can be applied to sport marketing.

A lot of football clubs have grabbed Vine with both hands as you can see here, showing everything from training sessions to new signings. Everyone from Manchester City to Southampton has been pumping out clips to feed the insatiable hunger of their fans who are always on the look-out to get closer to their heroes, quicker. Read more »

I was at Old Trafford recently… I felt the excitement of 76,000 fans as Ian Brown’s voice belted out of the speaker system ‘This is the One’. I did something that I couldn’t have done before the start of this season, when Old Trafford improved its connectivity and offered free Wi-fi to fans. I sent a tweet and my 1,007 followers got a tiny piece of FA Cup excitement as it was happening in real time. In some strange way they felt connected to the game through me. Read more »