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Sport brands in the 2.0 age

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A short introduction in branding thru sports in the 2.0 age.

A short introduction in branding thru sports in the 2.0 age.

Published in: Business, Sports

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  • 1. Sport 2.0 Sportbrands in a 2.0 world
  • 2. About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gijsbregt%20Brouwer
  • 3. About today
    • Sport = experience
    • Sport = brand
    • Mixed roles
    • Discussion
  • 4. Sport brands in a 2.0 world
    • Sport = experience
    • Sport = brand
    • Mixed roles
    • Discussion
  • 5. Experience Economy
    • Pine & Gillmore (1999)
    • Commodity  Product  Service  Experience
    • Chief examples: coffee & Disneyland
    • Internet improves the experience
  • 6. Experience Economy
    • Sport = an experience
    • Active & passive
    • The activity only takes a few hours per day/week/month
    • Internet improves the sport experience
  • 7. Sport brands in a 2.0 world
    • Sport = experience
    • Sport = brand
    • Mixed roles
    • Discussion
  • 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
  • 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.
  • 10. Sport as 1.0 brand Sponsor and/or media Sponsee Association Means Agreement
  • 11. Sport as a 2.0 brand Sponsor and/or media Sponsee consumer fan platform
    • Interaction
    • Value creation
    • Continuous experience
  • 12. Sport brands in a 2.0 world
    • Sport = experience
    • Sport = brand
    • Mixed roles
    • Discussion
  • 13. Sport content in a 2.0 world Stap 3 BRANDING 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
  • 14. Sport content in a 2.0 world Stap 3 BRANDING Rights Different formats Content Edited video Syndicated content consumers device Content played on a central site Sport Platform Content storage
    • Where is:
    • Sport organizer
    • Consumer
    • Media
    • Sponsor
    • Government
  • 15. Sport brands in a 2.0 world
    • Sport = experience
    • Sport = brand
    • Mixed roles
    • Discussion
  • 16. Mixed roles: where & who?
    • Where/who is:
    • Sport organizer
    • Consumer
    • Media
    • Sponsor
    • Government
  • 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)
  • 18. About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gijsbregt%20Brouwer
  • 19. Discussion