Hibernian FC Goes Direct-To-Consumer On Ground-Breaking Sports Video Platform Recast
23 February 2021
Supporters will be able to support Hibernian FC simply by watching exclusive clips, goals, interviews and behind the scenes content on a brand new platform
Easter Road club one of the first to partner with Edinburgh-based Recast
The move is part of forward-thinking Hibernian FC’s content strategy
Supporters of Hibernian Football Club can now inject cash straight into the club simply by watching exclusive goal clips, highlights and interviews featuring their favourite team thanks to a pioneering partnership with ground-breaking sports video platform Recast.
The SPFL club is the first in Scotland to join Recast, a video platform which connects fans directly to content featuring their favourite sports via a subscription-free app.
Complementing Hibernian FC’s existing arrangements, Recast offers the club an additional platform for its fans to get affordable, flexible access to high-quality content directly from the club, which Recast’s unique micropayment system will turn into revenue simply through fans’ viewership.
Fans will be able to earn in-app credits by simply signing up, watching adverts, sharing content and inviting friends which will allow fans to watch their favourite content for free.
With all revenue generated being reinvested back into the club, the move is one of many ways the Easter Road Club is seeking to maximise its earning potential, without further financially impacting fans. It is set to pave the way for clubs across Scotland and beyond to follow suit and more effectively monetise their exclusive content.
Recast Founder and CEO Andy Meikle said: “We are thrilled to welcome Hibernian FC to Recast and work closely with them in this landmark partnership, which will deliver greater value to both the fans and the club.
It’s no secret that how fans watch sport is changing and a model that works for both fans and rights’ holders is needed to reflect this. Hibernian are leading the charge on addressing these changes, by going direct-to-consumer with a range of unique and exclusive content on Recast where fans get rewarded for their attention and the club can maximise revenue potential.
We are working in partnership with world-class clubs, sporting bodies and rights holders around the globe who are addressing shifting consumption and payment patterns, and with Hibernian being one of the biggest clubs in Scottish football, we are delighted to welcome them to our roster of rights’ holder partners.” Greg McEwan, Head of Marketing & Brand Partnerships at Hibernian FC said: “We are delighted to be the first Scottish football club to partner with Recast. This will allow fans to get direct, affordable and flexible access to content like never before, which will complement existing channels, including Hibs TV. This pioneering new concept will not only allow us to ensure we are exploring new revenue streams but as Recast is a platform that gives value back to the fans, we believe this opens the doors to a new way of thinking for sports fans and clubs alike. We’re very much looking forward to seeing our relationship with Recast grow and evolve over the coming months and years.” Brand new and continuously refreshed content featuring Hibernian FC will be available immediately to UK users on Recast, with plans in place to eventually extend outside the UK. The Recast content will compliment Hibernian FC’s existing Over-The-Top (OTT) platform, Hibs TV, and its social channels. Recast enters the market at a time where there is a recognised need for change to the current sports viewing model after years of fans increasingly turning to online feeds and illegal streams, or watching short clips and highlights rather than the full event, all of which has been accelerated due to Covid-19. Fans are looking for affordable access to sport and rights’ holders are looking to explore new ways to maintain a sustainable commercial ecosystem. Recast rewards fans for their engagement on the platform, which in turn generates value for the content publisher, meaning fans can now watch content knowing the value generated is going directly to the club they support.
Recast connects rights’ holders directly to fans, allowing an exchange of value through in-app credits called ‘Casts’.
The direct-to-customer platform operates as a three-sided marketplace that brings fans, advertising brands and rights’ holders together in one place. Recast’s unique proposition means the business does not purchase any sports rights, following the success of other exchange models such as Airbnb and Uber in not owning supply but generating value through connection.
Recast is already working with several high-profile rights’ holders and bodies using its ground-breaking technology to help maximise their earning potential from highlights, in-play clips and live events ahead of its full UK launch this year.
To find out more about the partnership with Hibs, visit the club’s website.
Recast’s beta platform is live and fans can now become a part of the community at www.recast.app.
