1
Challenge
Traditional broadcasts emphasise technical and tactical commentary anchored in a traditional 90-minute format. Consumption patterns have shifted, especially among younger audiences.
Case study
F.C. Como Women
Experimenting with Broadcast Storytelling to Build a More Distinctive Women’s Football Product and Engage with Younger Audiences
The project explored how a women’s football broadcast could move beyond a traditional match-only format by integrating narrative, player storytelling and sponsor visibility into the live product.
2
Insight
Gen Z audiences prefer story-driven, personality-led sports content over pure match analysis, and younger fans follow people before teams. Youth sports fans also expect highlights and player-focused content.
3
Solution
A pilot broadcast during the F.C. Como Women vs Olympique de Marseille friendly match: a narrative-led broadcast spotlighting player stories and club identity, integrated with the front-of-jersey sponsor announcement to reinforce shared values.
4
Action & Results
In collaboration with DAZN, the stream achieved 30,000+ organic views with zero paid amplification, was used as a sponsorship asset to launch the new front-of-jersey sponsor and demonstrated how format innovation can unlock reach and connect with previously underserved audiences.