Roughriders bypass old media to reach new audiences

The Saskatchewan Roughriders are using new, internet-based tools to reach more football fans.

The most notable innovation took place during a recent pre-season game that was not broadcast on traditional media outlets.

Instead, the club provided a live-stream of the game through the Riders' website. The club estimates that the game, against the Calgary Stampeders, attracted over 100,000 views in 40 different countries.

The technique, known as over-the-top broadcasting, provides the team with a direct link to fans. By leveraging the internet and a variety of social media tools, the Roughriders are developing a sophisticated product.

"We're producing a lot of digital content — video content — on a daily basis, including a lot of live content," Gregg Sauter, the club's vice-president of marketing, said. "We've essentially created our own media arm."

Bypassing old-fashioned media outlets allows the franchise to interact with fans without going through an external filter.

"[It's] one on one engagement with fans," Sauter said. As an example, he noted the club can answer individual questions about the new football stadium the city is building.

He added that the club has expanded its presence in a larger marketplace.

"In the old days, [football was] a 10 or 12 games a year type of business," Sauter explained. "Now, it's really 24/7, 365 days a year. And [new] media really allows us to do that. Not only to reach people locally, but reach people nationally and internationally."

Team players are also involved through social media such as Twitter.

"It also allows our fans to engage one on one with our players and 20 years ago, that really wasn't possible," he said.

Sports journalist Darrell Davis has covered the Roughriders for more than 20 years.

Davis said coverage of the team, by reporters, still has a role.

"We have our own agenda," Davis said of news media. "Not that it's negative all the time. But we think this is what people are talking about. It's not always good news, sometimes it's bad news. If the team is losing, then people want to know why the team is losing."