NFL, MLB players associations embrace mobile as a way to engage fans

By Chantal Tode

July 6, 2011

MLB players association is going mobile

NFL  and Major League Baseball players associations are diving into mobile as a way to engage fans with their favorite athletes via smartphones and tablets.

The multiyear partnerships include mobile social components enabling users to follow their favorite players’ Tweets. The players associations will also be able to monetize the apps through sponsorships and advertising.

“With these new partnerships, we are going to create a series of mobile experiences to connect the fans with the players,” said Kunal Gupta, CEO of  Polar Mobile, Toronto, Canada.

“Today, fans are primarily drawn to the game, regardless of sport, and it is clear with digital platforms such as social and mobile, the players are becoming celebrities in their own rights and are looking to build their personal brand on and off the field/arena/stadium,” he said.

Athletes on the go
NFL Players and MLBPA are both working with Polar Mobile to introduce mobile apps and other mobile initiatives.

A series of mobile apps for NFL Players will launch this month. Included will be a social player tracker where fans can follow tweets by their favorite players and a Photobook app for tablets.

The first set of mobile apps for the MLBPA will feature an integrated Twitter feed of all MLB players active on the social media site, allowing fans to easily stay connected.
For the players associations, mobile is an opportunity to raise the profile of players, increase reach, drive new revenue opportunities and engage fans.

“We have seen through our experience in launching over 300 apps for sports brands that the engagement of a sports fan within an app -- regardless if it’s on an iPhone, BlackBerry, Android or Windows Phone device -- is higher than other media verticals,” Mr. Gupta said.

“The apps launching will be primarily monetized through sponsorships and advertising, however we do expect to launch a few paid mobile products under these partnerships,” he said.

The apps will all be available from the app stores for iPhone, BlackBerry, Android and Windows smartphones.

Polar Mobile recently announced a similar partnership with the National Hockey League Players Association. The company also works with numerous other sports firms, including CBS Sports, Sports Illustrated and the Toronto Maple Leafs.

“The opportunity to be at the intersection of sports and mobile is exciting,” Mr. Gupta said.

“Sports fans are fanatic in nature and mobile users are addicted to their devices,” he said.