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The University of South Carolina is creating its own over-the-top (OTT) platform focusing on original and content that builds on live events shown by its broadcast partners.
The university has partnered with ‘Sport & Story’, which has worked with other US colleges on similar projects, to launch Gamecocks+ in time for the new season.
The service is free to existing members of the Gamecock Club, an organisation that provides financial support to student athletes at the institution, with all others able to subscribe for US$8.33 a month.
In addition to providing a new revenue stream and strengthening the Gamecock Club proposition, the university hopes its new OTT service will deepen engagement with fans by bringing them closer to its teams, athletes, and coaches.
Gamecocks+ will offer an array of behind-the-scenes programming, archive footage, news and interviews, and is accessible on web, mobile, and third-party platforms like Apple TV, Roku and Android TV.
“We are excited to partner with Sport & Story to provide an innovative platform that will deliver compelling and interesting content on our student-athletes, coaches and athletics programs to our Gamecock Club members,” said Ray Tanner, athletics director at the University of South Carolina.
“I believe Gamecocks+ will give our great fans an opportunity to see and learn about the tremendous achievements of everyone in our programs.”
As the world of college football contemplates future broadcast deals and the creation of ‘super conferences’, a more subtle trend has been individual universities creating subscription-based OTT platforms focusing on content that doesn’t necessarily involve live streaming or highlights. Oklahoma State has launched ‘OSU Max’, the University of Arkansas has built ‘Hogs+’, and Clemson has created ‘Clemson+’. Now, the University of South Carolina has joined them.
Original content does not require reserved rights and does not threaten lucrative broadcast deals. Many sports teams and federations have created supplementary services to drive engagement, add value for partners and gather data.
The majority of these platforms are free and most would struggle to attract paying subscribers to a platform that offers precious little in terms of match action. However, college football fans are among some of the most passionate in sport and many contribute financially to the institution.
Gamecocks+ is a fairly low risk way to add value to its supporter programmes, deepen engagement and get some additional revenue. Although, as a member of the Southeastern Conference (SEC), the University of South Carolina has a US$3 billion TV deal with ESPN to look forward to from 2024.
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