According to social media researchers Deportes & Finanzas, the Heat recorded the most Facebook interactions in the Oceania region in April and May, ranking alongside global sporting giants like the LA Lakers (North America, NBA), Chennai Super Kings (Asia, IPL) and Liverpool Football Club (Europe, EPL).
The Heat has continued to rack up key digital milestones since the end of the most recent staging of the KFC Big Bash League competition earlier this year. The club has been overall the most followed sporting club on social media in Oceania for the past three years, and continues to grow, recording almost a 10 percent increase in followers across all social media channels since March.
Its off-season content, featuring BBL highlights, past achievements from the club’s nine-year history and commercial partner and sponsorship integration, continued to build on the momentum from the past season.
As well as being the number one Oceania sports club on Instagram during summer, the Heat was an early adopter of TikTok, becoming the first global cricket body to join the platform and first Australian sports club to be verified.
Queensland Cricket Partnerships Manager Jane Henry said the ongoing digital success delivered the key benefit to the club’s sponsors, like CUA and Betta Home Living, of a 12-month presence for their brands and commercial campaigns
“That sort of awareness across the whole year, as opposed to seasonal peaks, is very important for partners to allow them to leverage off the team’s regular and constant delivery of engaging content,’’ she said.
“Across a year, we can offer both targeted and integrated campaigns as well as building general awareness of their strong association with the Heat. It is especially relevant in the current climate, with our fans, especially families, seeking out familiar passions and revisiting positive memories like the WBBL Heat’s past two title wins.”
“It also highlights that strong shared community feeling which is generated by supporting your favourite team,’’ she said.
CUA Head of Marketing Deborah Woodford said the Heat’s digital marketing efforts had been mutually beneficial for the team and sponsors.
“We have seen our social engagement and audience growth peak over the cricket season because of our partnership with the Brisbane Heat,” Ms Woodford said.
“The partnership also provides us with relevant and timely opportunities for engagement throughout the year. It was great to share Brisbane Heat’s training tips and quiz content with CUA’s social media audiences during the isolation period. The iso upskilling lessons we posted on Instagram, featuring video tips from the coach and players, were our most engaging posts for that channel in May,” she said.