‘Kardashians’ cited after Man City agree ground-breaking deal – ex-Premier League CEO
Former Everton and Aston Villa CEO Keith Wyness slammed Man United for their “stagnant” social media activity while rivals Man City take advantage of a new Netflix deal.
Speaking on the new edition of Football Insider’s Inside Track podcast, the 66-year-old – who served as CEO at Everton and Aston Villa and now runs a football consultancy advising elite clubs – suggested that football clubs are now eager to work with celebrities such as the Kardashians.
City announced on their club website on Tuesday that they have struck a deal with Netflix to release a documentary on their treble-winning season.
It is understood that the club sold the footage to the streaming service for a fee of around £10million.
It is not the first time City have utilised streaming broadcasts to expand their influence and popularity having released another documentary series with Amazon Prime in 2018.
Wyness believes the growth of social media will lead clubs to work with celebrities more often – and there is a chance for clubs to overtake United who have been “stagnant” with their media output.
Man City can blow Man United away with ‘Kardashians’ support – Ex-CEO
“I think certainly the celebrity approach is going to be something that every club would hope for,” Wyness told Football Insider.
“The first club that gets the Kardashians on side and gets their social media following behind them will be doing very well in terms of shirt sales.
“There’s no doubt that’s the way with social media it will have to go.
“The old broadcast channels will sort of disappear in terms of viewership numbers and the over-the-top media formats of streaming and so on will all come forward.
“I’ve seen for myself the growth of it over the years now and certainly the activity in the commercial departments of every club will want social media influencers because you’ve got to deliver for your sponsors as well.
“Man United’s social media has been stagnant for many, many years and I’m amazed they haven’t taken greater advantage of their position.
“Given their celebrity fan base, I think it’s been very poor in terms of that execution.“
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