The Equaliser will deliver unique and bespoke football statistics and analysis directly to users’ desktops and mobiles for free, with the strapline ‘Making You The Brains Of The Beautiful Game’.
Using Bauer Media’s cross platform reach of over 22 million UK adults, The Equaliser will target an audience of over 1.4 million ABC1 males aged 25–45 who get their football information online.
Richard Innes, previously Features Editor at Zoo, heads up the team, with Adam Gold as Publisher and digital designer Ceri Thomas.
Richard commented, "After looking at existing football offerings, we realised there was a very clear gap in the market – not just in terms of the audience, but in terms of how we serve that audience. They need unique, concise facts and figures that instantly give them new insight into the day's big talking points, and they need these delivered to them directly – not hidden away on a website they have to go and find. Our mission at The Equaliser is to provide our audience with all that data in a fantastic-looking package, every day."
According to Bauer, detailed research of football media consumption identified a demand for a product that will deliver easily digestible, conversation-starting football insight to those consumers looking for that extra talking point.
Building on Bauer’s already extensive reach, the new brand will offer both display and native advertising solutions, enabling commercial partners to connect with users in multiple ways.
Bauer Media has partnered with Opta, the sports data company, to provide a wide range of unique football statistics delivering a new insight into the day’s big football talking points. Using infographics to visualise the information, each section will be shareable, encouraging users to interact with the content.
Bauer Media will be backing the launch with an extensive marketing campaign across its portfolio of media brands, with print and digital support from both its Specialist and London Lifestyle titles as well as Bauer’s radio portfolio, including Absolute Radio and Kiss FM. This will be complemented by a social strategy through Twitter and Facebook.
Abby Carvosso, Group Managing Director, London Lifestyle, Bauer Media, commented: “We’re extremely excited about the launch of The Equaliser, an innovative new digital brand that we believe will engage and connect with this valuable male audience by delivering a slice of genuinely unique football insight into their day. Following on from the launch of The Debrief earlier this year, The Equaliser is further proof of our commitment to invest in new digital products that will offer multiple new commercial opportunities for our advertising partners.”
