SVG Europe and skroller join forces for webinar on creating and using athlete and fan-generated content

A free-to-attend online webinar for sports federations, leagues and associations, as well as media rights holders, that are looking to connect with fans beyond the TV broadcast, is being hosted by SVG Europe in association with skroller, the digital arm of Host Broadcast Services (HBS).

Taking place at 2pm UK time (3pm CET) on Thursday 20 February 2025, the 45-minute interactive webinar, called ‘Digital Sports Workshop: Driving Audience Growth through athlete and fan-generated content’, will provide participants with information and support to help them produce and distribute digital media content that boosts engagement, strengthens branding, and increases revenue.

The speakers:

• Lauren Smith is one of the most decorated players in the history of British badminton. Now retired, she competed at her second Olympic Games in Tokyo in 2021 and has won multiple Commonwealth Games and European medals.
• Lloyd Green is Head of Communications at Badminton World Federation (BWF) where he is responsible for driving the content generation and storytelling of the BWF, as well as managing all communications and media functions.
• Tim Stott is a Digital Executive Producer for HBS. In recent years, he has rolled out digital projects for eight global sporting events, including the 2022 FIFA World Cup and 2023 Rugby World Cup, focusing on event-time and 360-degree content for social media platforms, as well as influencer and community activations.
• Jamie Aitchison is the managing director of HBS’ UK operation. He has worked with broadcasters, production companies, governing bodies and brands, including ITV Sport, Sunset+Vine, IMG, World Rugby and the NFL. A former head of sport for Channel 4, he has also previously worked for HBS on four FIFA World Cup events.

Participants will hear about best practices for content creation across various platforms, including TikTok and Instagram, and leave with answers to questions that include: How do I tell authentic stories? What works best on different platforms and why? How should we handle rights and content ownership? What is the best training and guidance to offer athletes? When and how should we use data and analytics to shape content? How can traditional media adapt to incorporate more athlete and fan-driven content without losing control over narratives?

Participants will be invited to share their own challenges and ask questions during and after the workshop.

To register to take part in the webinar go to: https://sferainteractive.wufoo.com/forms/p5lmrf11jkno64/

‘Digital Sports Workshop: Driving audience growth through using athlete and fan-generated content’ is the first of a series of webinars being produced by SVG Europe in the lead-up to the Digital Sports Summit 2025 which will take place in London on 25 June. The event, previously known as Create Share Engage, focuses on creating and distributing social, mobile and streamed sports content. More details will be announced soon.