0
KATSHAFER&JASONLANGWELL
UNITEDSTATESOFSPORTS:PART2
EPFFT
WHYSPORTS?
EPFFT
REALTIMEISTHERIGHTTIME
WHYREALTIMEMATTERSTOFANS
GoTeam!
THEY WANT IT LIVE
• The unknown possibility of what happens next
• Enablement of second s...
WHYREALTIMEMATTERSTOBRANDS
@ESPNResearch
DVR proof? 96% of ESPN viewing is done live
& 98% happens within 15 minutes of li...
ERWINPENLANDISMAKING
REALTIMEMATTERINSPORTS
@Dennysdiner
If it's any consolation Auburn fans, there
are 47 chances to win on the way home.
#BCSChampionship #BCS
MULTI-CHANNELCOMMUNICATIONPLATFORM
FORGENERATIONC(CONTENT)
When “sports marketing” was coined in 1979 it
operated on two c...
Beijing in 2008, Coke produced 3 ads and 6 posters.
London in 2012, Coke produced over 120 forms of content mobile apps, d...
SPORTYTHINGSHAPPENINGINSPORTS
EPFFT
Steady growth, but projected to only rise 4.3% in 2014.
Sponsorship growth is expected to exceed traditional
advertising (4.3 % vs. 2.8%) while spend on other forms
of marketing ...
CATEGORIESPOISEDFORGROWTHIN2014
EPFFT
ELECTRONICCIGARETTES
Tobacco companies are seeing a big
decline in sales for traditional products
and are coming out into ...
ONLINEGAMBLING
Right now there are only 3 states
where online gambling is legal, but
that is on the rise for 2014.
• Party...
BEAUTYBRANDS
Not a new tactic, but projected to
get more competitive.
• P&G (CoverGirl) + NFL
• L’Oreal + NHL
USAGE-BASEDAUTOINSURANCE
Auto Insurance has always had a
sponsorship presence but with new
insurance plans based on how fa...
CRUISELINES
After a rough year they need help
driving awareness to a new ship, new
type of ship or a new port.
• Carnival ...
Erwin Penland - Proprietary and Confidential
FoodForThought
Food For Thought is Erwin Penland's thought leadership
platform...
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United States of Sports: Why Sports?

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When "sports marketing" was coined in 1979 it operated on two channels: TV advertising and on sight. But now it’s become a multi-channel platform.
Brands are stepping up to the plate and offering integrated campaigns to deliver against that. 

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Transcript of "United States of Sports: Why Sports?"

  1. 1. KATSHAFER&JASONLANGWELL UNITEDSTATESOFSPORTS:PART2 EPFFT
  2. 2. WHYSPORTS? EPFFT
  3. 3. REALTIMEISTHERIGHTTIME
  4. 4. WHYREALTIMEMATTERSTOFANS GoTeam! THEY WANT IT LIVE • The unknown possibility of what happens next • Enablement of second screen activity • Being a part of the conversation as it unfolds
  5. 5. WHYREALTIMEMATTERSTOBRANDS @ESPNResearch DVR proof? 96% of ESPN viewing is done live & 98% happens within 15 minutes of live.
  6. 6. ERWINPENLANDISMAKING REALTIMEMATTERINSPORTS
  7. 7. @Dennysdiner If it's any consolation Auburn fans, there are 47 chances to win on the way home. #BCSChampionship #BCS
  8. 8. MULTI-CHANNELCOMMUNICATIONPLATFORM FORGENERATIONC(CONTENT) When “sports marketing” was coined in 1979 it operated on two channels: TV advertising and on sight. But now it’s become a multi-channel platform. Brands are stepping up to the plate and offering integrated campaigns to deliver against that. 
  9. 9. Beijing in 2008, Coke produced 3 ads and 6 posters. London in 2012, Coke produced over 120 forms of content mobile apps, documentary films – MOVE TO THE BEAT campaign, which actually cracked Ad Age’s viral video chart.
  10. 10. SPORTYTHINGSHAPPENINGINSPORTS EPFFT
  11. 11. Steady growth, but projected to only rise 4.3% in 2014.
  12. 12. Sponsorship growth is expected to exceed traditional advertising (4.3 % vs. 2.8%) while spend on other forms of marketing techniques are expected to grow 4.4%.
  13. 13. CATEGORIESPOISEDFORGROWTHIN2014 EPFFT
  14. 14. ELECTRONICCIGARETTES Tobacco companies are seeing a big decline in sales for traditional products and are coming out into the competitive market of electronic cigarettes. • Mistic + KVSH Racing IRL • Vuse + Denver Fashion Week
  15. 15. ONLINEGAMBLING Right now there are only 3 states where online gambling is legal, but that is on the rise for 2014. • Partypokers + 76ers + Devils
  16. 16. BEAUTYBRANDS Not a new tactic, but projected to get more competitive. • P&G (CoverGirl) + NFL • L’Oreal + NHL
  17. 17. USAGE-BASEDAUTOINSURANCE Auto Insurance has always had a sponsorship presence but with new insurance plans based on how far you drive, how many miles you drive, how often, this usage-based category has been created. • Travelers + Rock-n-Roll Marathon
  18. 18. CRUISELINES After a rough year they need help driving awareness to a new ship, new type of ship or a new port. • Carnival + Saints + Rangers • Norwegian + Knicks + Radio City
  19. 19. Erwin Penland - Proprietary and Confidential FoodForThought Food For Thought is Erwin Penland's thought leadership platform.   It began six years ago with a three-day annual symposium celebrating the intersection of food, creative thinking, entrepreneurialism and social responsibility through events, discussions and of course, dining.   The fully experiential gathering is crafted to inspire dialogue and debate among prominent entrepreneurs, business leaders and creative thinkers from around the country—showcasing how creativity is paramount to success in every organization, and in fact, in life.   The platform itself has been extended into quarterly client sessions, internal agency training programs, research and marketing trend presentations. For more information: Joe Saracino Chief Marketing Officer Erwin Penland joe.saracino@erwinpenland.com Erwin Penland erwinpenland.com @erwinpenland on Twitter and Instagram facebook.com/erwinpenland Food for Thought Conference foodforthoughtconference.com
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