Sport on social: get discovered beyond your existing fans
For clubs, sportswear and equipment brands, event organisers and gym chains that want to reach people who don't follow them yet. Coporo, an organic distribution agency, designs and runs a network of brand-owned accounts on TikTok, Instagram and YouTube Shorts, each built around one way of living sport, posting every day with your brand as a natural part of that passion.
Fans no longer get everything from the official channel. They watch highlights cut by other supporters, technique tutorials, training routines and footage from the stands. Someone taking up padel or entering their first 10K looks for tips from people like them, and chooses kit, gym or event based on those recommendations. Fandom is built in those conversations, long before anyone buys a ticket, a membership or a replica shirt.
A club's or brand's official account talks to people who are already fans. Growth means reaching those who aren't yet: the parent driving their daughter to training, the beginner with no idea which trainers to buy, the person who joins a gym in January and quits by March. Each needs their own tone and topic, and a network of accounts lets you speak to them separately without the official channel losing its identity.
The official channel only reaches the converted
Club and brand content works for the existing following, but rarely reaches anyone who hasn't yet picked a team, a gym or a brand.
Seasons full of peaks and gaps
Match days, races and the January rush grab attention; the rest of the year the conversation goes quiet and every season starts from scratch.
Image rights limit what you can post
Competition footage isn't always available to use. You need content that works perfectly well without it.
One audience per account
Each account speaks to one specific audience with its own hook. These are some we would work with.
I started playing padel three months ago. Here's what I'd do differently.
What's always in my bag when my daughter has a tournament.
A matchday at our ground, from breakfast to the final whistle.
If you join the gym every January and quit by March, this one's for you.
Everything you need to know the week before your first 10K.
The story behind the shirt everyone wanted this season.
What your network could look like
Four example accounts from a network of around 20. Each on its own phone, all owned by your brand.
How people discover you
First they're interested, then they discover you. An example carousel with a natural mention of your brand.
How we work it
Content without competition footage
Tutorials, routines, kit lists and life around the sport. It can go out every day without touching broadcast rights.
A season calendar
The network builds up to each event, keeps interest alive between fixtures and makes the most of moments like the September and January return to the gym.
Gateway accounts
Profiles designed for people who aren't fans yet: beginners, families, the curious. They bring your club, event or brand closer to people the official account never reaches.
Creators who actually play
Footage of people who play, run or train as part of daily life, with your kit or your venue naturally in shot.
Your private dashboard with the stats of every account and every post, updated throughout the day.
See Coporo Live →FAQ
Does this replace the club's or brand's official channels?
No. The official channel remains your institutional voice. The network works around it, with themed accounts that reach people who don't follow you yet and gradually bring them closer.
Can you use match or competition footage?
Only if you hold the rights and authorise us to use it. Most of the content is designed not to depend on it: technique, kit, routines and the experience around the sport.
Who owns the accounts?
Your club or your brand. Each account runs on its own phone, with its own identity and theme, and Coporo handles it every day on your behalf.
Can it help sell tickets or race entries?
The network builds up to the event from several angles and every account carries tracked links to tickets or registration. In Coporo Live you see which accounts and formats drive clicks; what we don't do is promise sales figures.
When should we start if there's a key date coming?
The network takes about 20 days to start posting. For an event or the start of a season, give yourself more margin so the accounts reach the big date with content and an audience already in place.
What does the club or brand need to provide?
Brand guidelines, access to kit or facilities when there's filming to do, and the season calendar. Everything else, from daily carousels to creator content, is produced by Coporo's team.
Keep exploring
Telecoms and energy
Owned accounts for mobile, broadband and energy suppliers: plain-English bill explainers and home money-saving tips that people save and send to family.
See more →IndustriesTravel and hospitality
Owned TikTok and Instagram accounts for hotels, booking platforms and holiday lets: weekend breaks and itineraries that travellers save before they book.
See more →IndustriesMobile apps
Organic app marketing on TikTok, Instagram and Shorts: owned accounts, one per use case, posting daily carousels and demos that drive installs and activation.
See more →GoalsBrand awareness
Build brand awareness without relying on ads: around 20 accounts your brand owns on TikTok, Instagram and Shorts, each speaking to a different audience.
See more →GoalsProduct launch
Plan a product launch on social media: extra owned accounts in launch week so the release shows up everywhere at once, then a steady network that carries on.
See more →GuidesOrganic distribution agency
What an organic distribution agency does, how it differs from social media, influencer and paid agencies, and the questions to ask before you hire one.
Read the guide →Let people discover you tomorrow
Tell us what you want people to discover about your brand and we'll reply with a proposal.
Request a proposal →