Metrica Sports

Metrica Sports are the data and video analysis provider to more than one hundred clubs worldwide, including Champions League winners, lower league clubs and international teams. Their proprietary video analysis software enables instant and detailed analysis of matches.

Despite their impressive reputation within the game, Metrica Sports had never engaged with the media before and were little-known beyond their core community. They came to us ahead of the launch of a new, free version of their video analysis software, wanting to use the opportunity to generate excitement around Metrica Sports and to reach potential users.

We had two key audiences to target: grassroots fans and coaches who would want to download their analysis tool, and professional clubs who would be interested in becoming paying clients.

The first step was getting on the training pitch to prepare. What quickly became apparent was how strong the human-interest story behind the business was. None of the founders came from a footballing background. They were football fans who were talented in data analysis and technology, and who wanted to give something back to the game they loved by releasing a free tool that anybody could access, even those filming games on their iPhone.

As we became immersed in the business, we realized that in CEO Rubén Saavedra, we had a potential media star. Rubén is a confident and charismatic communicator, and we felt that if we could put him in front of journalists, the results would be emphatic.

We launched the campaign by securing interviews with key journalist contacts at Forbes and Sky Sports. Our hunch was that by giving targeted journalists the exclusive, we would get off to a stronger start than seeking blanket coverage from the off.

The Sky Sports piece landed fantastically well, leading to hundreds of downloads of the free tool and hundreds more visits to the Metrica Sports website. The Forbes article was read more than 5,000 times and led to multiple enquiries from prospective investors.

From there, the campaign quickly snowballed, with coverage appearing in the UK, US, Spain, India and France. Having been relatively unknown to media at the campaign outset, after five months we were receiving inbound requests from the BBC.

Over the course of six months, more than 10,000 people downloaded Metrica Sports’ free analysis software.

Metrica Sports signed more than 40 new paying clients over the same time period, with several, including an international rugby federation and multiple football team, getting in touch after seeing media coverage.

We were also able to facilitate a partnership with the West Ham Women’s team, Metrica Sports’ first partnership with a Women’s Super League side.

Over the course of the campaign, we generated more than 30 pieces of coverage, establishing Metrica Sports as one of the foremost names in data analysis in the sporting world.