{"id":5359,"date":"2021-04-26T14:01:15","date_gmt":"2021-04-26T13:01:15","guid":{"rendered":"https:\/\/tfg.21stclub.com\/?page_id=5359"},"modified":"2023-06-30T16:51:17","modified_gmt":"2023-06-30T15:51:17","slug":"our-big-idea","status":"publish","type":"page","link":"https:\/\/www.twentyfirstgroup.com\/approach\/our-big-idea\/","title":{"rendered":"Our Big Idea"},"content":{"rendered":"
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Our big
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We believe that the winners of tomorrow will be those who get the sporting product right today. At TFG, this philosophy is at the heart of how we work with our partners to unlock commercial value and achieve enduring success.<\/span><\/p>\n<\/div><\/section><\/div>\n\n<\/div><\/div><\/main><\/div><\/div>

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Our big
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We believe that the winners of tomorrow will be those who get the sporting product right today. At TFG, this philosophy is at the heart of how we work with our partners to unlock commercial value and achieve enduring success.<\/span><\/p>\n<\/div><\/section>
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Historically, the commercialisation of sport has been driven largely by optimising the commercial process in order to extract as much value as possible from the existing sporting \u2018product\u2019.\u00a0 We believe that this approach leaves value on the table.\u00a0 <\/span><\/p>\n

Commercial success in sport is ultimately driven by the passion of fans – the number that follow and the extent to which they care.\u00a0\u00a0<\/span>To earn their passion, sport must both recognise and emphasise that it is differentiated from other forms of entertainment – fans appreciate athlete skill based on their own experiences, sport is exciting because it is unscripted, and it creates authentic narratives that appeal to our natural instincts about people, success, failure and endeavour.\u00a0\u00a0<\/span><\/p>\n

In the attention economy, where young fans have more demands on their time than ever before, sport must do all it can to remain relevant, requiring it to:<\/span><\/p>\n

Inspire<\/b> fans through the quality of athletes and teams<\/span><\/p>\n

Excite<\/b> fans through high levels of uncertainty and jeopardy in the competition<\/span><\/p>\n

Engage<\/b> fans in a way that makes them care<\/span><\/p>\n

Sport that authentically ignites the passion of fans in this way will naturally grow the commercial value of any related rights, thus growing revenue to be reinvested into the sport, creating a virtuous cycle (the \u201cTFG Flywheel\u201d) that delivers sustainable growth for the long term. <\/span><\/p>\n<\/div><\/section><\/div>

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