One partnership's end is another’s virtual beginning

  • Digital
  • February 17, 2011
  • StopPress Team
One partnership's end is another’s virtual beginning

Breaking up is never easy, but for virtual sports portal Jimungo, it’s hoping there’s plenty more sponsorship fish in the sea. The website, allowing players to pit themselves against mates, work colleagues and strangers, by virtually picking sporting winners, is fresh out of a partnership with the NZ Rugby Union (NZRU)—a relationship that lasted ten fruitful years.

General manager Simon Massey, who joined Jimungo late last year, says although the partnership with the NZRU provided New Zealand with its first taste of virtual rugby, it was bound in restrictions.

“The NZRU’s restrictions around which sponsors and advertisers were allowed on the site held back Jimungo’s ability to fully exploit the game’s popularity,” says Massey.  “It also meant the Jimungo brand was pushed to the background in favour of a virtual rugby identity.”

Jimungo reports that in rugby alone, 110,000 players have grouped themselves into 4,600 micro-communities, linked together by a common interest in sport, often underpinned by workplace or social connections.

That’s a lot of numbers and Massey's keen to point out that they're not “just a random bunch of eyeballs”. He says there’s ten years of real audience data that makes for a powerful marketing tool. The data can be finely sliced to get an advertising message in front of exactly the right audience.

“...we know how our players behave, where they spend time, their age profiles, where they’re from and what their interests are,” says Massey.

With the rugby Super 15 kicking off tonight, Jimungo is anticipating a surge of player sign-ups.

As well as virtual rugby, the company says that last year more than 250,000 Kiwis played virtual rugby union, rugby league, netball and English Premier League football on its site.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

The art of story finding
Sponsored content

The art of story finding

There’s some often cited research that says we’re 22 times more likely to recall a story than we are a fact. But when you’re dealing in branded content, perhaps a more useful way to consider this information is that we’re 22 times more likely to recall a fact when it’s wrapped in a story. In this episode, we’re looking at how to put your audience at the centre of your story and letting them experience your brand for themselves.

Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2018 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit