Last week, Manchester City became the first British Premier League football team to sign a content deal with YouTube, allowing them to produce and upload non-match videos to their own YouTube page.
The multi-million pound deal gives the club the option to control their rights-owned and club-created videos on YouTube and manage the advertising around its content, which is uploaded on to the site every day.
The new focus on online video content certainly represents a change of direction and strategy for sports clubs, who up until now have shunned social media channels somewhat, instead deciding to stick by traditional, tried and tested marketing strategies through their own websites.
It does beg the question however, why don't they be bold and go one step further by enhancing their online video content with taggable technology?
Imagine whilst watching a video of your favourite football team having the option to access player profiles, live, up-to-the minute, performance data and be able to link into live betting, purchase items from the club's merchandise store or take part in fantasy football competitions all within the one video.
Taggable video, whilst having the power to give football fans a more engaging and interactive viewing experience also gives clubs the opportunity to use their online video channels as a new revenue stream.
The tags added to players could allow clubs to sell targeted player advertising on all their online video content to brands so that whenever Player X is clicked on, they will see an advert for Adidas for example.
Indeed, Richard Ayers, the Head of Digital at Manchester City F.C hinted last week that the YouTube deal merely represents the start of the club's move into the online arena, saying,
"Our goal is to deliver a market leading experience for fans in terms of online video. That means delivering the great content we make to where the audience is. This deal is the first move in laying the foundations of our syndication strategy and is part of a series of deals to expand our online capabilities.The ability to extend our reach and to increase accessibility to audiences is great, but we're also looking forward to exploring the differentiating factors of YouTube, like using annotations and making bespoke interactive video."
With other Premier League football clubs in the UK now expected to follow Manchester City's lead and sign up to content deals of their own, it would appear that football clubs are adapting their online marketing strategies to develop ongoing commercial partnerships with leading online and social media companies.
So, football clubs seem to be making some really exciting moves into the online world right now, however, there is still much more that they could be doing to improve their online video content.
With this in mind, surely the next step is to turn towards taggable video?