Today’s sports fans demand more than just scores and stats. They crave a 24/7 content experience, making pre-game buildup, post-game reactions, and offseason stories as essential as the live broadcast itself.
For teams, the challenge lies in keeping up with a digital world that never slows down. Each platform—whether it’s social media pages, OTT streaming services, team websites, or owned and operated mobile apps—requires a distinct style and cadence to not only deliver the right content, but to do so precisely when, where, and how fans expect it. So how do sports organizations stay ahead of the curve and in front of their fans?
Few are better suited to answer this than Angie Treasure, Senior Director of Content for the Utah Jazz.
Since joining the team in 2015, Treasure’s role has grown along with the Jazz’s marketing team, which now numbers over 70 members dedicated to making sure that wherever their fans are scrolling, the Jazz are there too. But when Treasure joined as the team’s social media manager, the landscape was different, less demanding.
There wasn’t a blueprint for how to navigate the intersection of sports and social media. Teams posted the same clip everywhere and hoped for the best. Now, there’s a unique content strategy for each platform.
— Utah Jazz (@utahjazz) October 24, 2024
and with that, we’re off
pic.twitter.com/I7NPOdgk9y
and with that, we’re off X remains the last bastion of the chronological feed, where fans still expect a steady stream of real-time updates. The Jazz’s main Instagram feed is dedicated to standout plays that can live on beyond the immediacy of the game, curating content with a “wow” factor that resonates even a day or two later. YouTube Stories, meanwhile, offers a chronological fix without overwhelming viewers—a delicate balance, as too much content can quickly cause audiences to drop off.
“Facebook is unique,” says Angie. “We have a large Filipino audience on the platform, and they really love Jordan Clarkson. So, we try to feed that, making sure we deliver the content that resonates the most with fans.”
TikTok, meanwhile, is a different game entirely, where the focus shifts from overarching narratives to standout plays and trending moments tailored for a younger, on-the-go audience. While most teams grapple with how to deliver this kind of content at scale, the Jazz have found a competitive advantage in their partnership with WSC Sports.
Since 2015, the Jazz have used WSC Sports to turn what used to be a time and labor-intensive task—pulling clips from the broadcast truck and manually editing them for different platforms—into a workflow that can now be done with a few clicks.
WSC Sports is the basis of all of our coverage. All the highlights are auto-generated and pull in as the game is happening. I can search by play type and player and quickly create as many highlight reels as needed.”
More importantly, the platform enables the Jazz to spend less time on the manual work of clipping and cutting highlights and more time strategizing how to use them most effectively. Among NBA teams, the Jazz rank in the top 10 for video output using WSC Sports, but for Treasure, the focus isn’t just on increasing volume—it’s about ensuring every piece of content serves a purpose. “Having a tool that gives us what we need instantly lets us focus on strategy—like crafting captions or planning across platforms—instead of scrambling to get the clip. It makes our jobs so much easier and allows us to really think about how we present content to our audience.”
That purpose becomes even more apparent with the Jazz’s latest push into In-App Stories, an additional product offering from WSC Sports. Modeled after the 9:16 vertical video style that has captivated Gen Z on platforms like Snapchat and Instagram, the solution gives fans the experience they know from social media, right in their proprietary mobile app. But the real play here isn’t about mimicking social media; it’s about creating a hub where fans can stay engaged without ever leaving the team’s app.
We’re looking at how we can offer a seamless experience. It’s not just about highlights; it’s about exclusive content, ticket offers, and ways to deepen that connection with fans.”
All of this leads to increased in-app dwell time and the retention of fans within the Jazz-owned and operated ecosystem.
Treasure understands that digital storytelling in sports is never static—it’s a constant process of adapting to the distinct demands of each platform and shifting strategies with every season. The key is staying nimble and anticipating where the digital winds will blow next.
With WSC Sports as a partner, the Jazz are doing just that. Automating highlight creation has freed the team to focus on crafting a content strategy that’s precise and platform-specific, allowing them to deliver exactly what fans want, when and where they want it. In a landscape where attention is hard-won, the Jazz are doing more than just keeping pace, they’re defining the game on their own terms.
