New Digital Strategy For Golden State Warriors Pushes Revenue Up 300%

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The Warriors are winning off the court as well, with a new digital strategy that has pushed digital revenue to the highest in the NBA—up 300% this season, compared to last year, according to the team. The Warriors are Silicon Valley’s team, but they were not always a leader in social and digital strategy. Three years ago the Warriors ranked outside the NBA’s top five for digital revenue. They operated like most sports teams with an archaic approach where sponsors received a set number of posts across social media channels. But brands typically looked at digital in the opposite way where impressions and engagement are the critical factors. The Warriors enlisted digital strategy agency Rebel Ventures to look at how the marketplace was buying and valuing certain content. The goal was to change the team's business and content model. Rebel’s sports clients include Real Madrid, Boston Red Sox, Liverpool FC, San Francisco 49ers and more.

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The Warriors’ fresh look at their digital strategy included a deep dive, with the help of Wasserman, on the characteristics of its social media followers. The study found that 40% of the team’s 11 million Facebook fans were located in the Philippines. Armed with their social media data in the country, the team targeted Filipino brands for sponsorship deals. The Warriors reached a multi-year deal with Tanduay Rum worth more than $1 million annually.

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