CONCACAF Utilizes Grabyo to Excel in Branded Content During Gold Cup

Federation logged more than nine million views on sponsor-integrated videos

Following the US Men’s National Team’s hoisting of the CONCACAF Gold Cup this week, the North American soccer world is reflecting on what was a dynamic and captivating tournament. On social media, fans took to the event in strong numbers: CONCACAF registered more than 54 million video impressions and nine million video views on their social media platforms alone. Numbers that have proven lucrative to event sponsors.

Through the organization’s partnership with the Facebook Branded Content and Twitter Amplify programs and utilizing solutions from their technology partner Grabyo, CONCACAF was able to generate over 1,000 video clips throughout the tournament, all of which included sponsorship elements, bumpers, and even overlays.

The content plan included a fan-focused approached that weaved sponsored elements rather seamlessly into the entire digital inventory. CONCACAF leveraged the Grabyo Studio solution to create and distribute sponsored content in the form of highlights, interviews, match previews, and more to Facebook, Twitter, and YouTube.

Some of the popular pieces of branded content included:

  • Play of the Game presented by Sprint
  • Save of the Game presented by Allstate
  • Golden Glove presented by Allstate
  • Golden Ball presented by Scotiabank
  • Goal of the Game presented by Telcel (which was geo-targeted to just the Mexican market)

Grabyo’s cloud-based video production, editing, and distribution solution allowed CONCACAF to also broadcast live to multiple platforms simultaneously and made it possible for the digital team to create live broadcasts with real-time insertion of graphics, highlights, comments, and polls all from within a web-browser. The platform could also receive various feeds of the linear production of a match and was used as a live highlight clipping tool.

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