Last Sunday, the night before NS Matrix Deers faced Taiwan’s Taoyuan Pilots in the BCL Asia-East Group A opener, Teamwork Sports Management—the company I co-founded—hosted a closed-door session with the Pilots' social media team.

We invited local basketball creators to learn firsthand how a professional team runs digital strategy.

It wasn’t just a talk. It was a wake-up call.

To be clear—not for the creators. They already get it.

A Wake-Up Call for Team Management

Creators film, edit, post, and engage—but many hit the same wall. Not due to lack of talent or fans, but because at the leadership level, we simply don't believe.

We don’t believe social media deserves real investment. We don’t believe it drives fan growth, revenue, or results. That belief is holding us back.

This newsletter isn’t here to attack.

It’s here to challenge the assumption that social media is optional. Because it’s not.

Here’s the Reality Check

We treat social media like a microphone. You post. You shout. You hope someone hears.

But today’s fans don’t just want scores. They want identity, access, community, emotion, and entertainment.

They want it every day—not just on game day.

In today’s sports economy, attention is currency. If you’re not online, you’re not even in the game.

We keep saying, “Winning will bring the fans.”

But here’s the uncomfortable truth:

Visibility builds fans. Storytelling builds loyalty.

What the Pilots Do That We Don’t

Why do fans in Taiwan fill the stands even when their team loses? Why do sponsors chase teams that haven’t won in years?

Because those teams are building brands, not just rosters.

Here’s what the Pilots are doing — and why it works:

• Planning content for the whole week — not just match day
• Giving fans behind-the-scenes access that builds intimacy
• Creating character arcs so fans feel like they “know” the players
• Telling stories that outlive the scoreboard
• Using content to drive ticket sales, merch, and sponsor value

That’s not just good marketing. That’s modern sports survival.

And meanwhile?

I’ve seen Malaysian players go viral on their personal social media —
while their team accounts stay silent.

We have these stories. We're choosing not to tell them.

6 Competitive Advantages We’re Ignoring

Social media isn’t decoration. It’s leverage.

Here’s what every professional team should be using it for:

1. Global Reach — A viral post can turn your team into a cross-border brand.
2. Real-Time Engagement — Own the moment, or someone else will.
3. Revenue Streams — Merch, livestreams, sponsorships, exclusive content.
4. Player Branding — Show personality. Fans follow humans, not logos.
5. Community Building — Turn casual followers into lifelong superfans.
6. Actionable Data — Use analytics to shape strategy — not guesswork.

We’re not behind because we’re incapable. We’re behind because we keep acting like social media is someone else’s job.

What Team Management Needs to Do (Before It's Too Late)

Every time we dismiss social media as ‘optional,’ we risk becoming irrelevant to an entire generation. If you want your club to matter—on and off the court—start here:

Step 1: Start Treating Social Media as a Core Department

This is not PR. This is not “admin work.”

This is the primary way people experience your team.

Your story isn't what you claim—it’s what fans actually see and share.

Step 2: Build a Real Team, Not a Lone Intern

One person can’t do it all. Not well. You wouldn’t ask a player to coach, run strength training, and drive the team bus.

So why ask one creator to film, edit, write, schedule, and engage — alone?

Build a system. Hire or outsource as needed. Structure wins.

Step 3: Fund It Like You Mean It

You invest in players, coaches, training, gear — why not your brand?

Budget for quality cameras, tools, travel, and storytelling. Social media isn't a cost; it’s the cheapest way to grow your fanbase, attract sponsors, and sell more tickets.

Step 4: Empower Creators, Don’t Just Use Them

Too many content creators are passionate — but stuck.

They have ideas. They see the trends. They know what fans want. But they get shut down, ignored, or told “just post the score.”

If you want loyalty and innovation, give them a seat at the table.

Step 5: Stop Asking for Visibility Without Giving Access

You want more buzz and engagement… but won’t allow cameras in the locker room? Won’t show training? Won’t let players speak freely?

You can’t build connection behind closed doors.

Fans don’t just follow teams. They follow people. And they can’t follow what they can’t see.

Final Thought

Social media isn’t about going viral.

It’s about being visible, relevant, and remembered.

The Pilots get it. Many regional teams get it.

When fans look for your team online, will they find inspiration—or silence?

Social media doesn’t replace the game—it multiplies its meaning.

One last thing—for the creators:

If you’re out there filming, cutting highlights, uploading IG stories on game night, or trying to pitch fresh content ideas to deaf ears — we see you.

Keep creating and sharing your best content. Collaborate, innovate, and don’t wait for permission.

The future of basketball needs your voice.

Eventually, the right people will listen.

Thank you for reading. Have a great day.

— Jordan