The armchair quarterback now has a live audience. Fans are dividing their attention between the TV screen, their computer and/or their mobile devices. In real time, they can trash talk with others on social media.

1. KATSHAFER&JASONLANGWELL
UNITEDSTATESOFSPORTS:PART3
EPFFT

2. TRENDSINSPORTSMARKETING
EPFFT

3. TECHNOLOGY
iBEACON-WEARABLETECH-SMALLERAPPCOMMUNITIES

4. iBEACON
• Apple’s technology marketers can push messages to you, on
locations,withoutyouhavingtodownloadaseparateapp
• Benefitsnotonlythepropertiesbutthesponsors
• Ex:MLB
‣ In theory, you could send out a message saying, here’s where your
seats are located, here are the concession stands, we’re having a
dealonhotdogsatthisstand,herearethebathroomlines,etc.
• Ex:SB48
‣ During the game MetLife and Times Square were using that
technologyaswell,onasmallerscale.

5. WEARABLETECHNOLOGY
• It’sgoingtobecomemorecommonplace
• Properties and sponsors are going to want to use it to give
you that behind-the-scenes additional content and
enhanceyourexperience
• ProductslikeGoogleglass,andsoonsimilarproductsfrom
competitors, will be readily available and more affordable
forthenormalconsumer

6. SMALLERAPPCOMMUNITIES
• Teams are wanting to create their own personal apps, so
peoplefeelliketheyhaveacloserconnectiontotheirteam
• It’s smaller, more customizable and makes you feel like
you’reaninsidertothatsportorgame

7. GenerationHD?
GenerationHeadsDown. Themillenials.
• They’re dividing their attention between their
TV,theirlaptopandtheirmobiledevice
• The3rdscreenhadbecomethe1stscreen
• It’s a challenge when you’re trying to convert
a fan into a customer, because they’re not
lookingup,they’renotpayingattention.
SECONDSCREEN

8. Coca-Cola has developed a solution for Generation HD – generation Heads Down. To combat the
obsession with our smartphones we now have the Social Media Guard. This Coke-branded red
funnel “takes the social out of media and puts in back in your life.” Now people experience the
ah-ha moment and raise their heads, realizing they’ve been missing out on priceless moments.
“Share a real moment with Coca-Cola.”

9. TWITTER
• 95%ofliveTVconversationshappenonTwitter
• 1/2oftheSBadsthisyearhadhashtagsinthem
• You can’t even turn on the news any more without hearing
abouthashtags
• Twitter worked with 5 MLB teams last year to do some
tests on different approaches, to see what gained the most
tractionwithTwitterfollowers
- Peoplelovemedia
- Peoplereallylovetogetclosetotheaction
- Peoplelovethatbehind-the-scenes,insiderinformation

10. TWITTER’SNEWREVENUEMODEL
• The NFL developed a 365-day program and then sold
ads back to Verizon. That allowed Verizon to embed a
clip into every video tweet that the NFL posted.
• Ex. ESPN and Ford Fusion, Instant Replays in
College Football Bowl games. March Madness
followed suit.
• 2013 NBA Finals – NBA + Sony + Sprint + Taco Bell.
NFL + Verizon

11. @NBA
RoyHibbert'sBIGblock.Oneofthe
nicestyou'llsee
#NBARapidReplay-
http://on.nba.com/Z4vJmb

12. AMBUSHMARKETING
EPFFT
• When a brand wants to associate themselves
with an event, without paying a sponsorship fee
• And it takes clever timing, some ingenious
ideas, and sometimes it’s a little bit crazy what
they do, but it can be effective

13. Subway is one that’s scrutinized for the way they do it, and they do it for
every major event. They feature a variety of athletes, but you’ll notice they’ll
never feature an Olympic athlete that’s performing in the Olympics at that
time, that’s against IOC regulations. They’ve made an impression because
people really do see Subway and they associate that with the Olympics.
Panasonic was the sponsor of the 2012 Olympics, but Beats by Dr. Dre
sent headphones to all the athletes to wear while they were there. Any
coverage you saw of athletes on their downtime, they were all wearing
these headphones, and that translated into lots of sales.
EXAMPLES
Nike was not a sponsor of the 2012 Olympics (Adidas was). But, Nike got
more coverage and people talked more about their green volt shoes than
anybody else. Plus they earned a lot of extra dollars because people were
running out to get those green shoes that all the track stars had.

14. “LARGEST HUMAN DORITOS
CHIP” AT THE SUPER BOWL
At MetLife Stadium, in the
Denver Broncos, endzone
there was a bright orange
Doritos shaped figure in the
crowd. Not a coincidence.
Doritos awarded 50 lucky,
patient fans tickets to the
game after enduring
hilarious hidden camera
encounters.
“50 tickets given to 50 BOLD
people.” They were provided
bright orange jackets to wear
and strategically placed in
seats to form the Doritos
shape for all the world to see.

15. Content marketing is a technique for creating and
distributing relevant and valuable content to attract,
acquire, and engage a clearly defined and understood
targetaudience.
Sports teams and organizations continue to invest in
original content creation. It drives more traffic to their
sites,itdrivesmoreengagementanditdrivespeopleback
toretailfortheirsponsors.
EARNEDMEDIA
EPFFT

16. Not earned media, that’s paid, $4M just for the media buy.

17. Cheerios Super Bowl spot
To put it in perspective. This was not earned media, it was paid – $4M just for the media buy.

18. We are in a culture that’s consumed with celebrities, and
athletes are no exception. Some people actually look at
athletesasheroes.
A product or service endorsement by an athlete offers
substantialcompetitiveadvantages:
•
Createsbothbrandandproductawareness
•
“Coolfactor”
•
AttributeAwareness
CELEBRITIES
EPFFT

19. Who is Leon Sandastle? A persona of Hall of Fame cornerback Deion Sanders that was used
on the NFL Network. In the commercial Sanders was convinced he could make a comeback
and come in at a higher level than the rookies in the 2013 NFL draft, in disguise.

20. CORPORATESOCIALRESPONSIBILITY

21. NFL’s initiative encouraging kids to get out and be active for 60 minutes a day. Cam Newton
was featured in an entertaining, award-winning spot, where the young boy steals the show –
and makes remarks about taking Newton’s job.

22. FEMALEFANS
40%
EPFFT

23. In the past sponsors and brands have had a hard time communicating to the female fan
base without seeming condensing or stereotypical. Verizon took a different approach in
their :15 second spots and brought in female fans in a positive way. #FOMOF – Fear of
Missing Out on Football.

24. 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