From the Etihad Stadium to the Stade de France to Pombal: Ellen returns to promote DNA to a new audience
6 September 2024
After an intense summer of top-level sports reporting, Ellen Ellard will cap the season with a return to a pet pleasure when for a second time she fronts the live stream of the Dynamic New Athletics (DNA) U20 Clubs event, dubbed the Clash of the Clubs III, on 21 and 22 September in the Portuguese city of Pombal.
The on-field announcer for top WSL football club Manchester City who also commentates on Sky Sports and BBC Radio 5 Live, Ellen’s work frequently includes similar roles at athletics events in Britain such as the British Athletics Championships, Night of the 10,000m PBs and the London Marathon.
Recently, she enhanced her already impressive CV by commentating on football and athletics at the Olympics and Paralympics in Paris for the Olympic Broadcasting Service, which provided the international feed for the Games to television and radio networks around the globe.
But despite her many top-level experiences, Ellen retains a special affinity for DNA.
“I loved the concept before I was even asked to commentate at the first Clash of the Clubs in Castellon, but being there and seeing it all in the flesh made me appreciate the excitement of it so much more,” says Ellen, who become aware of DNA in 2022 through the social media promotion of the first indoor showcase in Glasgow and then watching the live-stream of the event.
“I am thrilled to get another chance to collaborate with this great initiative.”
Added value
Citing Beach Volleyball, Rugby Sevens and The Hundred cricket competition, Ellen explains: “in this digital age, traditional sports need to innovate, to find new formats and ideas that will attract younger participants and audiences.”
“It is not to take anything away from what is already there but it’s about offering something different to new generations that have grown up with ever-increasing variety and therefore demand more choice in all aspects of their lives.”
In Ellen’s view, the added value built into DNA includes strong story-telling elements: “I think younger audiences get something extra from things like the head-to-head format of the field events, where every single jump or throw makes a difference to the final result, not to mention the tension of not being able to know the overall winner of the match until the very last event.”
“Stories are also created by the fact that all the athletes are allowed to bring their phones onto the field and share their experiences on social media.”
For the participants she points to the energy brought by the heightened team spirit while the Clash of the Clubs event itself provides an opportunity for young athletes and their teams to finish off the season with a special experience.
“The chance to be part of international competition in a nice location with their friends and teammates must be a great motivation for club athletes in any country.”
Keeping in touch
Since the first Clash of the Clubs Ellen has enjoyed staying up to date with the development and careers of some of the athletes she met and commentated on during the event.
“At this summer’s Games in Paris I was reminded of Kajsa Rooth, who competed in the 100m hurdles back in Castellon for the Oslo og Akershus team, when her brother, Markus, won a surprise gold medal for Norway the decathlon.”
“And, of course, I was thrilled to see Sam Reardon, who ran on the Hunt Team in Castellon for Blackheath and Bromley, bring home Olympic bronze medals for Britain in the mixed 4x400m and men’s 4x400m relays.”
Looking forward to Pombal, Ellen says her objective for the weekend is similar to that for the first edition of the Clash of the Clubs, “I want to help explain the new format to a new audience and communicate a sense of what the athletes are experiencing – the serious competition and the fun.”
“I am also looking forward to the fun of working with grassroots sport again.”
