Glamorgan County Cricket Club appoints Populate Social to support online growth

Daniel Simmons of Populate Social with Huw Warren, head of commercial at Glamorgan CCC.

Glamorgan County Cricket Club has appointed Cardiff-based social media agency Populate Social to manage its social media advertising as it looks to enhance its online offering heading into the 2019 season.

The brief will see the agency devise and execute campaigns targeting a wide range of audiences, focusing on key events such as international fixtures and ‘Vitality Blast’ matches.

Huw Warren, head of commercial at Glamorgan Cricket, said: “There is vast potential for cricket clubs to grow online. Sport is a huge marketplace on social media and one which cricket is often not utilising. Populate’s passion for maximising digital opportunities and experience at creating campaigns which have a commercial impact, make them the ideal partner.

“We worked with Populate over the summer for our T20 campaign and saw returns of over 1400%. This confirmed to us that expanding our social media advertising operation would bring a significant rise in revenue to the club.”

Daniel Simmons, Populate Social’s founder, said: “We are delighted to be working with an elite club within our local landscape. Sport is a sector that is increasingly turning to social media in order to capitalise on event and merchandise revenues and this is something we are keen to support.

“The team at Glamorgan are working hard to make positive changes as the club moves into 2019 and it is an exciting time to be involved.”

Populate Social's clients include Cardiff University, Admiral Insurance, Northampton Saints and Paris Tourism Board.

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