English rugby union's top-tier Prem Rugby has entered into a social media and digital content strategy tie-up with UK sports and TV production firm Whisper.
Through a deal unveiled today, Whisper will handle both social and digital content and storytelling for the 10-team Prem, including the management of the league's social media channels.
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Whisper has partnered with the 53Six digital-focused agency to help deliver this strategy – 53Six is set to focus on the league's YouTube strategy, as well as "channel management and optimization" on that platform.
The production company will also work alongside the league's main domestic broadcast partner, pay-TV's TNT Sports, to work 'digital storytelling' into the broadcaster's coverage, as well as secure access to talent.
Prem Rugby has defined its strategy as athlete-led, aiming to deepen relationships with both clubs and players around content creation.
The league's chief executive, Simon Massie-Taylor, said: "This new partnership with Whisper is a crucial part of our brand repositioning and will shape how we tell the story of the Prem. Whisper’s proven track record, combined with their creative vision, will allow us to build on the incredible momentum we’ve seen with younger audiences.
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By GlobalData“Unlocking new opportunities for players, clubs, and our dedicated commercial partners is also at the heart of what we are looking to achieve.”
“We are keen to talk to like-minded brands looking to access athletes and explore partnerships across a diverse range of topics, including fitness, nutrition, and music, as we develop our content offering over the coming months.”
Sunil Patel, Whisper chief executive, added: "Whisper has a track record of working with some of the biggest and most iconic sports organisations, brands and talent in the world to partner on and develop strategies that work for them, their fans, and their commercial partners to grow audience and revenues. The Gallagher PREM is primed for that next phase of growth, and we are thrilled to be part of their journey.”
In March, Whisper appointed Richard Lancaster as its first chief technology officer, while earlier this year, the firm announced changes within its senior managing team, moving Bethan Evans and Mark Cole into new leadership positions.
Evans was named as the firm's managing director for sport, with Cole (formerly MD) moving up to a newly created role of group managing director.
In terms of Whisper’s major deals, last September it was appointed as the broadcast production partner for the next five editions of tennis’ French Open grand slam tournament.
In April 2024, a multi-year tie-up with the British and Irish Lions composite rugby union touring organization was announced.
