Overview
In 2018, Hull City made a bold move in digital broadcasting by launching Tigers TV Live, an independent live streaming platform for domestic match streaming. This was a pioneering initiative for the club, marking the first time it had ventured into live streaming. The decision to bypass the English Football League’s (EFL) collective digital service, iFollow, enabled the club to fully own and control its content, ensuring a superior fan experience and maximising revenue potential.
My Role
I strategised, scoped financial viability, and led the creative and technical development, pricing plan, production, and launch of Tigers TV Live, overseeing all aspects from financial planning to technical troubleshooting. Key responsibilities included:
Strategic Planning & Leadership: Spearheaded the project, ensuring a seamless rollout and alignment with the club’s digital strategy.
Production Oversight: Led the production company agreement negotiations with a key player on my in-house production team to film matches independently, allowing the club to own all footage and rapidly distribute high-quality content. My in-house production team oversaw and managed the entire operation home and away.
Live Streaming & Technical Management: Worked closely with our technology partner, StreamAMG, to ensure a smooth streaming experience with multi-camera coverage, live commentary, replays, and additional graphics.
Financial Strategy & Revenue Growth: The decision to produce our own broadcasts instead of relying on the league’s temperamental service resulted in a financial uplift of £30,000 in the first year.
Content & Social Media Integration: Ensured the club had instant access to footage, allowing our media and communications teams to deliver best-in-class content across social platforms without delays.
Key Achievements
First-ever Hull City live streaming service, enabling all fans, UK and International, to watch all non-televised league matches.
Financial success, delivering a significant cost saving and increasing commercial viability.
Content ownership, allowing instant social media output and enhanced fan engagement.
Seamless implementation, overcoming technical challenges to launch a fully functional, high-quality service.
How It Worked
Tigers TV Live offered a range of subscription packages based on geographical location:
International Fans: Could purchase monthly subscriptions to watch all non-televised Sky Bet Championship matches via a multi-camera service featuring bespoke match graphics and club commentary.
UK-Based Fans: Could purchase a season pass to access all non-televised league matches but were unable to watch games that were broadcast live on television due to EFL regulations. They did not have to pay on a match-by-match basis. UK fans could also stream midweek fixtures, both home and away.
On-Demand Content: Match replays and other exclusive content were made available after the EFL embargo lifted at noon the following day.
Impact & Legacy
The success of Tigers TV Live demonstrated Hull City’s ability to innovate in the digital space, setting a benchmark for other clubs. By controlling our own production, we not only enhanced fan engagement but also secured a long-term financial and content advantage.
This project was a game-changer for Hull City, proving that strategic digital innovation can drive both fan satisfaction and business growth.