Sport 2.0 Sport in the web 2.0 era

About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gijsbregt%20Brouwer

About today Sport on the internet Sport 2.0: social sport matrix International trends National trends Future developments

Sport on the internet

Sport 2.0: social sport matrix

International trends

National trends

Future developments

Sport on the internet Sport on the internet Sport 2.0: social sport matrix International trends National trends Future developments

Sport on the internet

Sport 2.0: social sport matrix

International trends

National trends

Future developments

Sport on the internet Sport on the internet

Experience Economy Sport = an experience Active & passive The activity only takes a few hours per day/week/month Internet improves the sport experience

Sport = an experience

Active & passive

The activity only takes a few hours per day/week/month

Internet improves the sport experience

Sport experience Sport as an (online) experience: Experience is improved: Lengthened: longer & more often Broadened (more users) Deepened (more types of use) Builds a relationship with the consumer

Sport as an (online) experience:

Experience is improved:

Lengthened: longer & more often

Broadened (more users)

Deepened (more types of use)

Builds a relationship with the consumer

Sport in general Improvement  business Improvement  media Improvement  consumers Active – athletes Passive - fans Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Improvement  business

Improvement  media

Improvement  consumers

Active – athletes

Passive - fans

Business: sponsoring Sponsor and/or media Sponsee Association Means Agreement

Business: sponsoring 2.0 Sponsor and/or media Sponsee consumer fan platform Interaction Value creation Continuous experience

Interaction

Value creation

Continuous experience

A platform for sport content

Media & rights: losing grip Stap 3 Rights Different formats Content Edited video Syndicated content consumers device Content played on a central site Sport Platform Content storage Interaction Value creation Continuous experience

Interaction

Value creation

Continuous experience

Show me the money! The future is free Content travels freely Making money for free: Advertising Sponsoring Finding your true fans/hardcore athletes Make offline accessible for online

The future is free

Content travels freely

Making money for free:

Advertising

Sponsoring

Finding your true fans/hardcore athletes

Make offline accessible for online

Social Sport Matrix Sport on the internet Sport 2.0: Social Sport Matrix International trends National trends Future developments

Sport on the internet

Sport 2.0: Social Sport Matrix

International trends

National trends

Future developments

Social Sport Matrix Social Sport Matrix

Active vs passive Improving sports through internet End user is in charge Active  athlete  own results & activity Passive  fan  idol’s results & activity

Active community

Active community Examples: MyTeamZone AD’s mijnsportwereld Gimme20 Components: Display of own results Profiles (alone and/or team) Communication (slow chat) User generated content Open or within own network

Examples:

MyTeamZone

AD’s mijnsportwereld

Gimme20

Components:

Display of own results

Profiles (alone and/or team)

Communication (slow chat)

User generated content

Open or within own network

Active community

Passive community

Passive community Examples: Majority of Facebook sport apps NHL fans community Sport Hyves Components: Display of idol’s results (adherence) Profiles (1 athlete and/or team) Communication (slow chat) User generated content Open or within own network “ Bumper sticker”

Examples:

Majority of Facebook sport apps

NHL fans community

Sport Hyves

Components:

Display of idol’s results (adherence)

Profiles (1 athlete and/or team)

Communication (slow chat)

User generated content

Open or within own network

“ Bumper sticker”

Passive community

Active tools

Active tools Examples: iTunes + Nike Mysportsplanner Anglingmasters Components: Registering own results Scheduling & planning Tailor made advise Direct communication Possibility for closed area

Examples:

iTunes + Nike

Mysportsplanner

Anglingmasters

Components:

Registering own results

Scheduling & planning

Tailor made advise

Direct communication

Possibility for closed area

Active tools

Passive tools

Passive tools Examples: Are You Watching This Myfootballclub Yoonew Components: Registering idol’s results Recommendations Preferences Tracking of scores, teams and stadiums

Examples:

Are You Watching This

Myfootballclub

Yoonew

Components:

Registering idol’s results

Recommendations

Preferences

Tracking of scores, teams and stadiums

Passive tools

Active news

Active news Examples: FCMovei AD’s mijnsportwereld Athlinks Components: User generated content Recommendations/rating Customizing “ 15 Megabites of fame”

Examples:

FCMovei

AD’s mijnsportwereld

Athlinks

Components:

User generated content

Recommendations/rating

Customizing

“ 15 Megabites of fame”

Active news

Passive news

Passive news Examples: Sportingo Yardbarker Fannation Voetbalnext Components: User generated content Recommendations/rating Portal page (content pyramide)

Examples:

Sportingo

Yardbarker

Fannation

Voetbalnext

Components:

User generated content

Recommendations/rating

Portal page (content pyramide)

Passive news

Active gaming

Active gaming Examples: All poker sites Board games Wii Superkicks Components: Simulation of real movements/tactics Virtual opponents + competition Feedback

Examples:

All poker sites

Board games

Wii

Superkicks

Components:

Simulation of real movements/tactics

Virtual opponents + competition

Feedback

Active gaming

Passive gaming

Passive gaming Examples: EK-poules Fantasy leagues Sport games over the internet Play like a champion Components: The fan as virtual athlete or trainer Opponents & competition Gambling vs knowledge vs skills

Examples:

EK-poules

Fantasy leagues

Sport games over the internet

Play like a champion

Components:

The fan as virtual athlete or trainer

Opponents & competition

Gambling vs knowledge vs skills

Passive gaming

International trends Sport on the internet Sport 2.0: Social Sport Matrix International trends National trends Future developments Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Sport on the internet

Sport 2.0: Social Sport Matrix

International trends

National trends

Future developments

International trends International trends

A short survey USA : FAN nation, M&A, big bucks Number 1 example: FanNation Germany : Local oriented nation Number 1 example: Meinsport.de Brittain : Soccer nation Number 1 example: iSporty

USA : FAN nation, M&A, big bucks

Number 1 example: FanNation

Germany : Local oriented nation

Number 1 example: Meinsport.de

Brittain : Soccer nation

Number 1 example: iSporty

USA

Germany

Brittain

National trends Sport on the internet Sport 2.0: Social Sport Matrix International trends National trends Future developments

Sport on the internet

Sport 2.0: Social Sport Matrix

International trends

National trends

Future developments

National trends National trends

Netherlands

Netherlands Netherlands is a club nation Club as a starting point Many communities the last year, none are taking off Integrated communities (news) Growth of tools: especially planning No real fan sites Success of passive gaming Number 1 example: AD’s mijnsportwereld

Netherlands is a club nation

Club as a starting point

Many communities the last year, none are taking off

Integrated communities (news)

Growth of tools: especially planning

No real fan sites

Success of passive gaming

Number 1 example: AD’s mijnsportwereld

Social media: sport communities

Social media: tools

Social media: news

Social media: gaming

Future developments Sport on the internet Sport 2.0: Social Sport Matrix International trends National trends Future developments

Sport on the internet

Sport 2.0: Social Sport Matrix

International trends

National trends

Future developments

Future developments Future developments

I’ve seen the future … Verticalisation & specialisation within and between networks Pairing offline and online Pairing facts and emotions Real time (mobile revolution) Real place (GPS and RFID) Followers & fans everywhere Content syndication Portable (sport) identity

Verticalisation & specialisation

within and between networks

Pairing offline and online

Pairing facts and emotions

Real time (mobile revolution)

Real place (GPS and RFID)

Followers & fans everywhere

Content syndication

Portable (sport) identity

I’ve seen the future …

Always in tune

Technique couples offline & online

Echangable & open content

Conclusions Sport is an experience Online media improve sport experience A very young market + not many commercial successes Growth of sport communities not a given Not all segments of SSM are represented National room for differentation Sports have the future Conclusions

Sport is an experience

Online media improve sport experience

A very young market + not many commercial successes

Growth of sport communities not a given

Not all segments of SSM are represented

National room for differentation

Sports have the future

About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gijsbregt%20Brouwer

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