• Loading stock data...
Monday, April 28, 2025

Royals Use New Hires To Push Social To New Levels In Down Year

Royals Social
Photo Courtesy Royals
Royals Social
Photo Courtesy: Royals

The Kansas City Royals haven’t had the same success on the field this season as recent years, but a revamped digital strategy has the fanbase as engaged as ever.

Following last season, there was a realization there would be struggles the Royals fanbase wasn’t accustomed to during the past few seasons, which includes the World Series Championship team in 2015. 

That realization led to an expansion of the digital content team, said Erin Sleddens, the Royals senior director of digital and social. Now, despite the team’s subpar record this season – near the bottom of the American League Central – Sleddens said the reenergized social content has performed strongly and follower levels are increasing. 

“We knew we would likely have some challenges on the field, so we wanted to maintain and strengthen the connection to the fanbase,” she said. “There were a lot of new faces on the team fans didn’t know yet and we wanted to tell their stories, what their personalities are and their impact.” 

To amplify coverage, the Royals hired three content creators to fit within the digital department, Sleddens said. The department handles all content that hits the internet, and Sleddens said the expectations of quality greatly changed with the hiring, which brought the entire team to five people, which includes a digital and social manager and intern.

The new hires are tasked with telling stories the team didn’t have the ability to in the past. Sleddens said the digital department previously relied on the team’s in-house production group, which primarily handles gamely videos and production. But their capabilities were limited, especially when spread too thin. Now those hires are able to fully dedicate their time to capturing content for the Royals’ digital properties. 

“We capture our own footage during the game, so the angles are different than the TV broadcast, so those videos stand out,” Sleddens said. “We’ve developed the strategy to include slow-mo, different overlays and try to be unique in baseball and how we’re covering games. 

“We have talented folks behind our cameras and I don’t think anyone is capturing gameplay like we are.”

Having a consistent and authentic voice is key to ensuring a regular connection with a fanbase on social, said Will Yoder, who oversees U.S. sports partnerships at Instagram. Having employees capturing unique content for a team’s digital presence is innately important to the whole objective of social media, he said.

“If you’re watching what’s happening on television, you want to see a different side of what just happened,” Yoder said. “That’s why you have the phone out. Highlights have a purpose and will always be important, but what moves the needle is content like a friend who was at the game and sent it to you so I feel like I’m transported. That extra layer of context is incredibly important.”

Sleddens said the digital team has a process down to make sure the content is turned around in real-time during games and even place radio-broadcast audio behind the content.

Beyond game day, the digital staff has a greater capacity to pursue off-the-field stories with its players. Sleddens said the team does its best to capture emotional moments and interactions between fans and players. Likewise, the team can go behind the scenes on stories like a first day for a player called up, tracking them from the moment he walks into the stadium.

“We didn’t have that capacity to capture those moments you can’t plan for,” Sleddens said. “Now, to have the staff, we can show the players and organization in a different way.”

Telling those stories and providing interesting angles on players has also increased the engagement with players, she said. The Royals digital department will begin planning this month for the offseason and next season. Sleddens said things like player hometown visits or stronger Arizona Fall League content aren’t off the table.

READ MORE: Kansas City Royal Whit Merrifield Highlights Boulevard Brewing Campaign

“The goal would be to continue telling those deeper stories even though baseball season isn’t happening,” she said. “We want to remain top of mind, and we’re still trying to determine the direction for that.”

Sleddens said she believes more teams are set on moving toward a similar model of digital presence and has had conversations with other teams. Providing unique content with an exclusive view will be important as the social world continues to become more crowded, she said. She also stressed the importance of quality over quantity when it comes to content and working carefully to highlight the right marketing and promotions.

“It’s hard to break through the clutter when there’s so much going on on so many channels,” she said. “Yes, we’re a baseball team, but more and more companies are becoming content factories. People are connecting with social and you need to be where they are.” 

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

The Rays Groundskeepers Are Adjusting to Life Outside the Dome

After nearly three decades in a dome, Tampa groundskeepers were forced outside.
Dec 27, 2023; Oklahoma City, Oklahoma, USA; A close up view of New York Knicks forward Julius Randle (30) shoes during the second half against the Oklahoma City Thunder at Paycom Center.

Skechers Is Latest Company to Pull Guidance, Citing U.S. Tariffs

Skechers’s healthy international business will help it weather the effects of tariffs.
Sponsored

Fighting for Clarity: Inside UFC’s New Partnership With Total Wireless

UFC teams with Total Wireless in a no-frills partnership built for today’s mobile-first, value-driven fanbase.
Apr 20, 2025; Cleveland, Ohio, USA; Cleveland Cavaliers forward Evan Mobley (4) celebrates his three-point basket in the first quarter against the Miami Heat at Rocket Arena.

Evan Mobley’s DPOY Win Adds $45 Million to Contract

Mobley’s contract extension got more expensive with his DPOY win.

Featured Today

Jun 21, 2024; Boston, MA, USA; Boston Celtics majority owner Wyc Grousbeck holds the Larry O’Brien trophy prior to the Boston Celtics championship parade.

The Celtics Succession Plan Remains Murky

The transfer of power to a private-equity group is still unresolved.
April 25, 2025

The Former NBA Agent Who Became a Pickleball Deputy Commissioner

Chris Patrick went from representing Jimmy Butler to pickleball deputy commissioner.
Apr 5, 2025; San Antonio, TX, USA; Duke Blue Devils forward Cooper Flagg (2) reacts after a three point basket against the Houston Cougars during the first half in the semifinals of the men's Final Four of the 2025 NCAA Tournament at the Alamodome.
April 21, 2025

Cooper Flagg’s Timing Is Perfect for the NBA and USA Basketball

The projected No. 1 pick just declared for the draft.
Apr 14, 2025; New York, New York, USA; Paige Bueckers is interviewed by ESPN after being selected with the number one overall pick to the Dallas Wings in the 2025 WNBA Draft at The Shed at Hudson Yards
April 21, 2025

ESPN’s WNBA Coverage Mirrors the League’s Stunning Growth

“I don’t think we stand still in our coverage of women’s sports,” says Rowe.

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Sponsored

Fighting for Clarity: Inside UFC’s New Partnership With Total Wireless

UFC teams with Total Wireless in a no-frills partnership built for today’s mobile-first, value-driven fanbase.
Oct 29, 2024; Bronx, New York, USA; Los Angeles Dodgers first baseman Freddie Freeman (5) reacts after hitting a RBI single against the New York Yankees in the fifth inning during game four of the 2024 MLB World Series at Yankee Stadium.
October 31, 2024

Strauss Ads on MLB Helmets Annoyed Some Fans. CEO Says They Were a ‘Huge Success’

Strauss’s deal with MLB goes until 2027.
August 26, 2024

Cooper Flagg Spurns Nike Ties for New Balance

Flagg is the projected top pick in 2025.
August 22, 2024

Marketing Stunt Had Major Cycling Race Start In Grocery Store

The Vuelta has a history of creative stage kickoffs.
August 19, 2024

Jake Paul Claims He’ll Make $40 Million Off Tyson Netflix Fight

Paul and Tyson are set to fight in Texas in November.