Sign, Announce, Repeat? How clubs announce new signings online

Exodus, that’s how the transfer market movements can be described. Given the market conditions, many transfers are on a free basis so it’s easier for players to switch clubs. The signing of a new player and its announcement had long become an exciting piece of content for fans to consume and for clubs to show their creativity.

With the UEFA Women’s Champions League quarter-finals returning in a month the remaining eight teams have been busy adding to their squads. So, which club got creative despite the current circumstances? Let’s find out.

Arsenal vs Paris Saint-Germain

Arsenal is the club that stands out among the rest. They announced their first summer signing with a “hype” video of a fan calling out the club’s transfer business. This was followed by a video from the player herself, Australian Midfielder Steph Catley, who joined from Melbourne City FC. Concluding the announcement was a longer video interview with the player.

Steph Catley’s Announcement

A day later they announced their second signing, Swiss midfielder Malin Gut. The club used a witty wordplay of the player’s name accompanied with another creative video. A video from the player followed the announcement.

A few days later and the club announced the third summer signing. Australian goalkeeper Lydia Williams’ announcement featured a teaser photo of Vegemite followed by a documentary-style video where Lydia narrates her journey to date.

Similarly, two days after the announcement of Williams it was the time for another Swiss player to join, defender Noelle Maritz. Her announcement included a teaser as well, followed by a “hype” video too.

Arsenal kept it consistent through constant content and information about their new players.

Elsewhere in Paris, two players joined the club. First, French defender Bénedicte Simon joined with a graphic design announcement. A couple of weeks later on her first day at the club, they shared pictures of her with the PSG shirt and a video for the fans.

The second player to join was Swiss Forward, Ramona Bachmann, from Chelsea. Her announcement was more fitting to the modern style of signing announcements with the following video.

Ramona Bachmann’s Announcement

Olympique Lyonnais vs FC Bayern Munich

We continue in France with the current European Champions Olympique Lyonnais. In an official communication on the 1st of July the club announced the signings of Spanish goalkeeper Lola Gallardo from Atlético Madrid and Icelandic forward Sara Bjork. Later that day the club published a video of Gallardo’s signing day. Bjork’s first day was announced on the 10th of July with contract signing pictures and a short welcome interview.

OL’s third signing, Australian defender Ellie Carpenter, joined from Portland Thorns. Her announcement was similar to Gallardo’s.

Lola Gallardo’s Announcement

OL’s opponents, FC Bayern were one of the busiest clubs by signing six new players: Lea Schuller, Klara Buhl, Hanna Glas, Sarah Zadrazil, Marina Hegering and Viviane Asseyi. All of Bayern’s signings announcements were in the same manner, a picture of the new signing and an article on the club’s website.

FC Bayern Announcement Template

Later on, the club produced a cool piece of content with a partner activation when they filmed Hanna Glas getting her contract and shirt delivered via club partner DHL.

DHL Activation

Atlético Madrid vs FC Barcelona

Moving on to Spain where Atlético has been far busier by signing five new players compared to FC Barcelona’s one.

Atlético’s five signings include Pauline Peyraud-Magnin, Merel Van Dongen, Hedvig Lindhal, Alia Guagni and Turid Knaak. All of the announcements featured the same template as follows.

Atlético Madrid’s Announcement Template

FC Barcelona’s sole signing is 17 years old Giovana Queiroz from Madrid CFF. Her announcement features the following signing day video:

Giovana Quieroz Announcement

Glasgow City FC vs VFL Wolfsburg

This clash brings us two clubs with resources levels at the two ends of club football. Glasgow City FC added three players to the squad: Zaneta Wyne, Krystyna Freda and Janine Van Wyk. All three players were announced with the same video format. Van Wyk’s announcement was more creative due to her being more experienced so there was more to tell.

Janine Van Wyk’s Announcement

VFL Wolfsburg’s kept the announcements of their four signings rather simple using the following template.

VFL Wolfsburg Announcement Template

From all the examples above we’ve seen different types of announcements. After such a long period without matches and players available, new players announcements gave clubs the opportunity to re-excite their fans.

It can be argued that under the current landscape of not having the full creative staff on payroll or access to facilities and players forced clubs to produce simpler announcements.

Arsenal & PSG prove us otherwise. It must be noted though, most clubs produced new player-centric content in the days following the announcements. A player announcement is a prime moment to tell a story, place a brand, and mostly entertain. The summer transfer window remains open until the 20th of September so make sure to keep an eye on future announcements.

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