Ken Lambert: Vissel Kobe communications, stars and digital
On Sports Content Strategy, I like to investigate those clubs, leagues and organisations which back their ambitious intentions with a clear, determined strategy. The J.League was formed as recently as 1992 but has developed into a tournament of world renown and, as discussed in episode 37, is looking to dominate its continent.
Vissel Kobe joined the top Japanese football league in 1997 and have been out of it for only two seasons ever since. In recent years they have signed a host of famous players including Andreas Iniesta, Lukas Podolski, David Villa and Thomas Vermaelen, some of whom helped them lift their first major trophy in 2019.
Ken Lambert is the PR and digital manager at Vissel. In this episode we discuss communication strategy, the differences between Europe and Japan, why the club are among the leaders on social media in the J.League, dealing with high-profile foreign players, Covid-19 and competing in the AFC Champions League.
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TOPICS
How he ended up in the J.League and Vissel Kobe
The international development role at FC Koln
The difference in communications requirements between Germany and Japan
The need to actively pitch stories in the J.League
The dominance of newspapers in the sports media market in Japan
The media requirements in the J.League and the organisation of the communications/media department at Vissel
How Vissel Kobe handled the signing of Andreas Iniesta
The strategy that links with parent company Rakuten
Their relative strengths on social media - most-followed J.League club on Instagram and previously top on YouTube
The international players’ influence on the club’s social media growth
How they use Viber internally and externally
The J.League’s plan to become the leading league in Asia
The influence of the DAZN deal on J.League clubs
Vissel Kobe’s first foray in the AFC Champions League - starting well, Covid, one team pulling out of the group, pandemic protection
Covid’s effects on the J.League as a whole
Lukas Podolski - Poldi’s Noise and how he turned it into a media brand, being “Farmer Smart”, using humour to help the team and charitable causes