sports 2.0

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  • Gijsbregt Brouwer, your model of Sports 2.0 is rocking .. i believe we need to work on making it more interesting and action oriented. :)
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  • thanks enovapr
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  • Nice of you to use my models, but you forget the 2 important ones: sponsoring 2.0 (platform in the middle) and the sport as an experience. Good luck in India!
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sports 2.0

  1. 1. Sports 2.0
  2. 2. We’ve recognized for several years that sport is part of entertainment. The market now is really sports, fashion and music. We can’t expect to ignore reality and survive. - Reebok president Robert Meers SPORTS IS CHANGING
  3. 3. SPORTS AS ENTERTAINMENT
  4. 4. SPORT IS EXPERIENCE
  5. 5. SPORT IS A BRAND
  6. 6. SPORT IS YOUR OWN EXERCISE
  7. 7. SPORT IS RELAXING
  8. 8. SPORT IS SOCIAL COHESION
  9. 9. SPORT IS MOVING FORWARD
  10. 10. SPORT IS A WAY TO COMMUNICATE
  11. 11. SPORT IS VALUES & ENGAGEMENT
  12. 12. INDIAN CONSUMERS ARE CHANGING
  13. 13. THIS IS ONE FACE OF THE INDIAN YOUTH
  14. 14. We are in young india? 47% OF INDIAN POPULATION < 20 YRS, AND THIS WILL GROW TO 55% BY 2015
  15. 15. We are in vibrant india? 76% OF POPULATION WILL BE < 44 YRS IN 2015
  16. 16. We don’t have baggage of savings v/s consumption NEARLY 6 OUT OF 10 INDIANS IN 2015 WOULD HAVE BEEN BORN IN POST-REFORMS INDIA.
  17. 17. Even China has an aging population. INDIAN MARKETS FOR ALMOST ALL CATEGORIES WILL STAY VIBRANT FOR THE NEXT DECADE.
  18. 18. We love Internet. INCREASING DEPENDENCE ON NON-TRADITIONAL MEDIA LIKE THE INTERNET
  19. 19. We are in socially integrated india? STRONG NEED TO CREATE THEIR ‘OWN SPACE’ THROUGH INTERACTION & PERSONALIZATION
  20. 20. Blogs and social communities are the strong influencers THE NEW MANTRA : ‘COMMUNICATE, SHARE AND CONNECT
  21. 21. This is the other face of young India
  22. 22. SPORTS CONSUMPTION IS CHANGING
  23. 23. Average % of universe watched full sport telecast 12 10.82 10.25 10 8 TRPs 6 4.75 4 2.60 2 1.10 0.32 0.15 0.05 0.04 0.03 0.01 0 T20 Cricket World Cup IPL 20-20 Test Cricket FIFA World Olympics Wimbledon Formula Premier EPL Winter World Cup Cricket 07 Cup 06 2004 One Hockey Olympics 07 League 2006 Source: TAM, Universe: Urban India, 400 million individuals in cable and satellite homes SPORTS PREFERENCES IN INDIA
  24. 24. past future Enhanced viewing experience Consuming sports Multilingual commentary Consuming sports Multiple camera angles VOD (highlights) Highlights Live Event Score updates Live Event Radio TV at home/ in office/home TV – home TV – home Sports Bar Radio TV – Sports Bar Internet Mobile on the move in office/home Print Score updates Theater Live commentary Live streaming VOD highlights Internet – Web .1 Highlights Action clips Internet – Web .1 Score updates Live match Internet – Web .2 Print Radio NEW SPORTS CONSUMPTION ECO SYSTEM IN INDIA
  25. 25. Past Trends Present Trends Future Trends sports consumption sports consumption sports consumption Live Event Live Event Live Event TV – home TV – home TV – home Radio TV – Sports Bar TV – Sports Bar Print Theater Theater Internet – Web .1 Internet – Web .1 Internet – Web .1 Print Internet – Web .2 Radio Print Radio NEW SPORTS CONSUMPTION ECO SYSTEM IN INDIA
  26. 26. Disengagement Engagement Negativity Trustworthy Hype Civic Same program Positivity Selective Surfer Makes me Smarter Routine Relaxation Hype SPORTS ENGAGEMENT IS THE WAY FORWARD
  27. 27. Promotion Distribution Purchasers Adoption Product Pricing Facilities Competition Exchange Employees & Media Channel Individual Owner buys Contractual branding in Customers Loyalty Owner pays Static Adapted Single price builds own competitive economic power favors facilities owners markets Fans, Fan pays extra Government Contractual Monopoly Fans Identification Sponsors, & Mobile Global for right to buy (taxpayers) pay power social power favors Media pay tickets for facilities players THE FANS CONSUMPTION HABIT
  28. 28. YOUNG INDIA SPORT CONSUMPTION HABIT
  29. 29. SOCIAL MEDIA IS HAPPENING
  30. 30. Is word-of-mouth marketing a winner? 78 PERCENT OF THE CUSTOMERS TRUST PEER RECOMMENDATIONS …. ..ONLY 14 PERCENT TRUST ADVERTISEMENT
  31. 31. Am I part of the opinion list? 34 PERCENT OF BLOGGERS POST OPINIONS ABOUT PRODUCTS AND BRANDS
  32. 32. Do you understand my value? MOST TRUSTED SOURCE OF INFORMATION ABOUT A COMPANY IS STILL PEOPLE LIKE ME. I CREATE CONVERSATION ONLINE WITH A LIKE MINDED PEOPLE
  33. 33. Do Saas-Bahu sagas get this kind of attention ? FACEBOOK USERS SPENT AN AVERAGE OF 4 HOUR 39 MINUTES ON SOCIAL NETWORK IN JUNE 2009.
  34. 34. Is it as important as Google? YOUTUBE IS THE SECOND LARGEST SEARCH ENGINE IN THE WORLD
  35. 35. Where is my video? TEN HOURS OF VIDEO WAS UPLOADED ON YOU TUBE EVERY MINUTE IN JULY 2009.
  36. 36. Am I the topic of discussion? TWITTER WOULD BE THE LARGEST BAR IN THE WORLD WHERE PEOPLE COME AND MEET TO CHAT OVER ALL KINDS OF TOPICS
  37. 37. Where is my brand on twitter? APPROXIMATELY 19 PERCENT OF ALL TWEETS MENTION AN ORGANISATION, BRAND OR PRODUCT
  38. 38. Is it not my TG? 96 PERCENT OF GEN Y HAVE JOINED A SOCIAL NETWORK
  39. 39. Are my fans blogging? MORE THAN 25 PERCENT OF THE SEARCH RESULT ON GOOGLE FOR THE WORLD LARGEST BRANDS ARE CGC*. *Consumer generated Content
  40. 40. Where is my blog? TIME SPENT ON THE SOCIAL NETWORK AND BLOGS IS GROWING THREE TIMES FASTER THAN THE OVERALL INTERNET RATE.
  41. 41. SPORTS 2.0 IS THE FUTURE
  42. 42. Business of Sports 1.0 Sponsor Consumer Platform Fan Sponsee Business of Sports 2.0 Sponsor Consumer Platform Fan Sponsee • Interaction • Value creation • Continuous experience BUSINESS OF SPORTS
  43. 43. License fee Development fee Distribution fee Subscription Rights Raw video Video on Video on Video in the a channel transport consumers Format + home ads packaged Edited video Content owner: Producer: Packager: Carrier: Consumer -Endemol -ESPN -Tata Sky -Eyeworks -Star Sports -Big TV -IPL -ICL LINEAR VALUE CHAIN - SPORTS 1.0
  44. 44. Rights Raw video Video on Video on Video in the a channel transport consumers Format + Home , officce, on ads packaged the go.. Edited video Content owner: Producer: Packager: Carrier: Consumer -Endemol -ESPN -Tata Sky -Eyeworks -Star Sports -Big TV -IPL -ICL video Live cast originating Video Live cast conversion from Sharing conversion Live and sharing source Sports Video on Consumer Device Media and sponsor rights are expensive but consumer generated content is free. The media can fight over content, internet rights but cant control content sharing. Content sharing is unstoppable: billions of mobile cameras has a power to share raw video in real time. Content is free, other value model can be charged - Branding, finding & sharing Share the live sport! VALUE CHAIN – SPORTS 2.0
  45. 45. EXAMPLES OF THE SPORTS 2.0
  46. 46. social media tools can be effective at connecting athletes with fans, generating buzz and helping fans really get to know athletes. Gilbert Arenas, who was pretty much the first sports superstar to have a very popular blog, Shaquille O’Neal, who is on Twitter and has over 21,000 followers YardBarker also does a good job with its pro athlete blogs INVOLVED ATHLETES. ENGAGED ATHLETES.
  47. 47. BRANDS ARE INVOLVED WITH SPORTS 2.0
  48. 48. MORE TRANSPARENT SPORTS AGENCIES
  49. 49. PRO TEAMS WILL GET MORE INVOLVED
  50. 50. SPORTS COMMUNITIES ONLINE
  51. 51. SPORTS IS PART OF THE CXO LIFE
  52. 52. I AM A FAN
  53. 53. MY HOBBY. MY SPORT!
  54. 54. THE SCHOOL COMMUNITY FOR SPORTS
  55. 55. SPORTS 2.0 IS EVOLVING. SPORTS 2.0 IS FUTURE.
  56. 56. BRAJ CHATURVEDI

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