Sport brands in the 2.0 age

Slide 1: Sport 2.0 Sportbrands in a 2.0 world Gijsbregt Brouwer – sport 2.0 – 8/5/2008

Slide 2: About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gij Gijsbregt Brouwer – sport 2.0 – 8/5/2008

Slide 3: About today 1. Sport = experience 2. Sport = brand 3. Mixed roles 4. Discussion Gijsbregt Brouwer – sport 2.0 – 8/5/2008

Slide 4: Sport brands in a 2.0 world 1. Sport = experience 2. Sport = brand 3. Mixed roles 4. Discussion Gijsbregt Brouwer – sport 2.0 – 8/5/2008

Slide 5: Experience Economy • Pine & Gillmore (1999) • Commodity  Product  Service  Experience • Chief examples: coffee & Disneyland • Internet improves the experience Gijsbregt Brouwer – sport 2.0 – 8/5/2008

Slide 6: Experience Economy • Sport = an experience • Active & passive • The activity only takes a few hours per day/week/month • Internet improves the sport experience Gijsbregt Brouwer – sport 2.0 – 8/5/2008

Slide 7: Sport brands in a 2.0 world 1. Sport = experience 2. Sport = brand 3. Mixed roles 4. Discussion Gijsbregt Brouwer – sport 2.0 – 8/5/2008

Slide 8: Experience brands Sport as an (online) experience: • Keeps the brand permanently top of mind • Experience is improved: • Lengthened: longer & more often • Broadened (more users) • Deepened (more types of use) • Builds a relationship with the consumer Gijsbregt Brouwer – sport 2.0 – 8/5/2008

Slide 9: Experience brands Sport experience brands: • Build brand value for your sport • Brand value will add to core objectives of sport organization: • Revenues • More athletes/fans • Fitter people • Etc. Gijsbregt Brouwer – sport 2.0 – 8/5/2008

Slide 10: Sport as 1.0 brand Association Sponsor Sponsee and/or media Agreement Means Gijsbregt Brouwer – sport 2.0 – 8/5/2008

Slide 11: Sport as a 2.0 brand • Interaction • Value creation • Continuous experience platform Sponsor consumer fan Sponsee and/or media Gijsbregt Brouwer – sport 2.0 – 8/5/2008

Slide 12: Sport brands in a 2.0 world 1. Sport = experience 2. Sport = brand 3. Mixed roles 4. Discussion Gijsbregt Brouwer – sport 2.0 – 8/5/2008

Slide 13: Sport content in a 2.0 world Stap 3 • Interaction • Value creation • Continuous experience Content Content Different storage formats Content Edited played video Rights on a central site Sport Platform BRANDING Syndicated content consumers device Gijsbregt Brouwer – sport 2.0 – 8/5/2008

Slide 14: Sport content in a 2.0 world Stap 3 Where is: • Sport organizer • Consumer • Media • Sponsor Content Content • Government Different storage formats Content Edited played video Rights on a central site Sport Platform BRANDING Syndicated content consumers device Gijsbregt Brouwer – sport 2.0 – 8/5/2008

Slide 15: Sport brands in a 2.0 world 1. Sport = experience 2. Sport = brand 3. Mixed roles 4. Discussion Gijsbregt Brouwer – sport 2.0 – 8/5/2008

Slide 16: Mixed roles: where & who? Where/who is: • Sport organizer • Consumer • Media • Sponsor • Government Gijsbregt Brouwer – sport 2.0 – 8/5/2008

Slide 17: Mixed channels: what is mine? Which channels do I use? • My channels (full control) • Edited channels (media, some control) • Open channels (communities, little control) • Consumer channels (communities, no control) Gijsbregt Brouwer – sport 2.0 – 8/5/2008

Slide 18: About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gij Gijsbregt Brouwer – sport 2.0 – 8/5/2008

Slide 19: Discussion Gijsbregt Brouwer – sport 2.0 – 8/5/2008