Players Voice rebrands to Athletes Voice

Players Voice, the sports storytelling platform owned by Sports3.0, has announced it has rebranded as Athletes Voice in a bid to ‘support inclusion and growth’.

The company has also revealed the completion of its latest funding round, which will support the expansion of its product offering, including the launch of a fan and athlete data exchange and further automation of its Athluencer distribution network.

The rebrand will help the platform be more inclusive, said CEO Kerry McCabe

The platform, which launched two years ago, is growing and evolving says CEO Kerry McCabe.

“Evolving to AthletesVoice is about absolute inclusion and unrestricted expansion. One thing we hadn’t factored at launch was the very large community of athletes we work with who do not identify as ‘players’ on any level.

“Removing that restriction, and other not so positive connotations with the ‘player’ description, became a bit of a no-brainer. The fresh identity also gives us freedom to grow the brand at home and overseas with the ability to compete and thrive against foreign entities whose interests and resources often serve to restrict competition and the growth of Australian businesses,” said McCabe.

McCabe said the expanded product offering is a response to feedback from partners and a changing landscape in which cookies are less important and data needs to be agnostic.

Quality data that is ethically sourced will be in very high demand as organisations invest to grow their customer base, share of consumer wallet and lifetime value of customers. Designed for the future ecosystem which will be much less reliant on cookies, the exchange will provide a single source of fan and athlete intelligence that is sports agnostic,” said McCabe.

“We trust that this will also help solve the problem of many disconnected and overly narrow solutions in market today. We look forward to supporting brands, agencies and rights holders in complementing their current marketing strategies to drive growth and improvement of their fan and athlete-related investments.”

Earlier in the year, former Allure Media commercial content director Kate Allan joined Players Voice in the newly created role of commercial content director. Allan’s appointment followed the launch of the PV Athluencer Network, which allows brands to access over 3,000 athletes who can create and distribute content to their social followers.


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