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Thomas Vergnolle

OTT Gators+ : how to get more space for sponsors to express themselves



let’s be real, sponsors today want to express themselves through an athlete or a team—if not, they’re totally missing the mark! So what better way to do that than by offering them a streaming platform to get even more visibility?


Communication channels for brands have exploded in the last decade, yet it’s still TV that takes the cake when it comes to sponsorships. But hold on—OTT (over-the-top) streaming is on the rise! Just think about it: if you’ve already paid for the NBA Game Pass, you know what I mean. Some leagues have caught on faster than others—looking at you, Ligue 1!


And over in the States, Florida is gearing up to launch a platform that’s all about streaming content dedicated 100% to your favorite student-athletes. Sure, you won’t catch live games on this platform over the weekend because ESPN and a few regional networks have snatched up the rights. But what you will find on Gators+ is exactly the type of content fans crave the rest of the week. This is the genius move from Learfield, the agency behind it all. We’re talking highlights, behind-the-scenes access, interviews, and exclusive content that makes you feel like you’re in the locker room or on the practice field with the team. And don’t even get me started on the history—these Gators have some serious stories to tell (cue the Netflix series: This is the Swamp).


So let’s dive into the waters of Florida and break down the launch of Gators+.


The launch of Gators+ isn’t just another cog in the sports media machine. The Florida Gators, partnering with Learfield and the digital wizards at SIDEARM Sports, are taking storytelling to a whole new level. Gators+ is more than just highlights or post-game pressers—it’s about immersing you in the heart of Gator Nation. Original content like All Access: Florida Men’s Basketball and Road to Gameday isn’t just for the die-hard fans. It’s crafted for everyone—athletes, students, sponsors, and even casual viewers—giving them an inside look at the hard work, grit, and glory of Florida athletics.


You’ve heard pitches like this before, right? Of course! But this is where the Gators are making their mark. This isn’t just content; it’s a full-on strategy.


Think about the power of storytelling! Sports marketing is all about creating narratives. With Gators+, the University of Florida isn’t just streaming games—they’re crafting compelling stories that elevate student-athletes, deepen fan engagement, and let’s be honest, give sponsors prime real estate. It’s not just what happens on the field; it’s what happens off it, too. Imagine being in the locker room with star players, witnessing their training, hearing about their struggles, and watching them rise. That’s the deep-dive content Gators+ promises to deliver.


Platforms like Gators+ represent the next wave of fan engagement in college sports—an engagement that’s equal parts emotion, experience, and entertainment. By linking brand sponsors like Wells Fargo and Cox to human-centric, authentic stories, they’re not just selling ad slots—they’re becoming part of the conversation. How do you compete with that? The Gators are creating a model that other schools will surely try to replicate. It’s not just about securing a seat at the table anymore; it’s about shaping the table itself. Will fans really buy in? Sure, the premium content and storytelling are tempting. But how many platforms are sports fans willing to subscribe to? How do the Gators compete with national media giants like ESPN or streaming heavyweights like Netflix and Amazon? Are these premium stories enough to keep fans coming back, or are they just another slice in an already saturated streaming pie?


And for athletes? Now we’re talking! Platforms like this give student-athletes unprecedented opportunities to showcase their brands, leverage their personalities, and ultimately control their own narratives. In the age of NIL (Name, Image, Likeness) rights, that’s no small feat. Gators+ becomes a way for athletes to engage with fans and brands alike, boosting their marketability.


Why is this interesting for brands and partners of this sports entity? Sponsorship isn’t what it used to be. Brands aren’t just paying for a sign on the sidelines or a patch on a jersey anymore. They’re activating and engaging. This platform gives them the chance to do naming rights on content, showcase products, and most importantly, tell a story. Nothing beats storytelling, and if you’re talking about sponsorship without weaving a narrative, you’re missing the point. Owning an OTT channel for communication and premium content is the best way to control your message and your image.


Sure, it’s an additional platform, and it’s content you could find on YouTube or even Instagram. So, is this a hit or a miss?


If you want to check it out, here’s the link: floridagators.com/watch.

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