Sport 2.0 Social Sport on the web Gijsbregt Brouwer 23 January2008

About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gijsbregt%20Brouwer Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

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

Sport in general Sport = topsport Sport = entertainment Sport = your own exercise Sport = relaxing Sport = social cohesion Sport = moving (against obesitas) Sport = way to communicate Sport = values & engagement Above all: Sport = $, €, ₤, ¥, …

Sport = topsport

Sport = entertainment

Sport = your own exercise

Sport = relaxing

Sport = social cohesion

Sport = moving (against obesitas)

Sport = way to communicate

Sport = values & engagement

Above all: Sport = $, €, ₤, ¥, …

Sportsponsoring Sponsor Sponsee Association Means Agreement

Sportsponsoring Association Traditional: Signage Action marketing Progressive: Traditional and … Platform User commitment

Traditional:

Signage

Action marketing

Progressive:

Traditional and …

Platform

User commitment

Sportsponsoring Sponsor Sponsee consumer fan platform

Sportsponsoring Sponsor Sponsee fan platform consumer

Sportsponsoring Sponsor Sponsee fan platform Platform , claim your domain: Consumer relevance Straight forward match Powerful interactive component Events TV/print for building initial reach Gadgets/giveaways consumer

Platform , claim your domain:

Consumer relevance

Straight forward match

Powerful interactive component

Events

TV/print for building initial reach

Gadgets/giveaways

Sportsponsoring Sponsor Sponsee fan platform Platform , claim your domain: Building value Consumers are fans or active sporters Build a bridge between those roles “ for the mutual benefit of the sponsor and sponsored party” consumer

Platform , claim your domain:

Building value

Consumers are fans or active sporters

Build a bridge between those roles

“ for the mutual benefit of the sponsor and sponsored party”

Sport and the (traditional) media Sport and media depend on eachother Success live TV is live sport coverage Media rights on sport: exclusive/$$/proudction costs When to watch: live, 1 st summary, flashes, golden oldies Linear value model

Sport and media depend on eachother

Success live TV is live sport coverage

Media rights on sport:

exclusive/$$/proudction costs

When to watch: live, 1 st summary, flashes, golden oldies

Linear value model

Live TV = live sport

Linear value model: chain Format Rights Raw video Edited video License fee Development fee Distribution fee Subscription Video on a channel + ads packaged Video on transport Video in the consumers home Content owner: NFL ECV Producer: Endemol Eyeworks UBF Packager: ESPN RTL Eurosport Carrier: KPN UPC TWC Consumer

Content owner:

NFL

ECV

Producer:

Endemol

Eyeworks

UBF

Packager:

ESPN

RTL

Eurosport

Carrier:

KPN

UPC

TWC

Sport is everywhere

Sport is everywhere: the network Advertisement Rights Different formats Raw video Edited video Video on the consumers device Video programmed on a channel Video transport Video storage

Everybody wants to share sport

Walled gardens vs non-exclusive Media and sponsor rights expensive Fight over content: internet (NFL) Court rulings: sport is news (Telstra) Unstoppable : billions of mobile cameras Content is free, other value model Branding, finding & sharing Share the live sport!

Media and sponsor rights expensive

Fight over content: internet (NFL)

Court rulings: sport is news (Telstra)

Unstoppable : billions of mobile cameras

Content is free, other value model

Branding, finding & sharing

Share the live sport!

Value network: the edges hurt Advertisement Rights Different formats Raw video Edited video Video on the consumers device Video programmed on a channel Video transport MULTIPLATFORM Video storage

Creating value in a network Sport and media depend on eachother Exclusive is impossible Same logic as with sponsoring: relevance/commitment/community Branding everywhere (360°): events/stadium/in content/… Womma: let the consumer create value

Sport and media depend on eachother

Exclusive is impossible

Same logic as with sponsoring: relevance/commitment/community

Branding everywhere (360°):

events/stadium/in content/…

Womma: let the consumer create value

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 Active  athlete  own results & activity Passive  fan  idol’s results & activity

Active community

Active community Examples: Home of the Legends 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:

Home of the Legends

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

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

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

Active tools

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

Examples:

iTunes

Mysportsplanner

Anglingmasters

Components:

Registering own results

Scheduling & planning

Tailor made advise

Direct communication

Possibility for closed area

Passive tools

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

Examples:

Are You Watching This

Myfootballclub

Components:

Registering idol’s results

Recommendations

Preferences

Tracking of scores, teams and stadiums

Active news

Active news Examples: FCMovei AD’s mijnsportwereld iSporty Components: User generated content Recommendations/rating Customizing

Examples:

FCMovei

AD’s mijnsportwereld

iSporty

Components:

User generated content

Recommendations/rating

Customizing

Passive news

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

Examples:

Sportingo

Yardbarker

Fannation

Components:

User generated content

Recommendations/rating

Portal page (content pyramide)

Active gaming

Active gaming Examples: All poker sites Superkicks More to come Components: Online practice for offline progression Peer/coach/digital advise Exception: mind sports  full online

Examples:

All poker sites

Superkicks

More to come

Components:

Online practice for offline progression

Peer/coach/digital advise

Exception: mind sports  full online

Passive gaming

Passive gaming Examples: All fantasy leagues in US/UK Schaatsmaster/Tourmaster/Profcoach Quizzing, betting, casual gaming Components: Virtual sports Knowledge or luck demanded Competition in a category or group

Examples:

All fantasy leagues in US/UK

Schaatsmaster/Tourmaster/Profcoach

Quizzing, betting, casual gaming

Components:

Virtual sports

Knowledge or luck demanded

Competition in a category or group

International 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

International trends International trends

A short survey USA (of course) Germany Brittain

USA (of course)

Germany

Brittain

USA

USA USA = a FAN nation NFL and individual sport teams User generated fan news Strong focus on college sports Fantasy leagues Number 1 example: FanNation

USA = a FAN nation

NFL and individual sport teams

User generated fan news

Strong focus on college sports

Fantasy leagues

Number 1 example: FanNation

USA

Germany

Germany Germany = a club nation Fierce competition in sport communities Many features Number 1 example: MeinSport.de

Germany = a club nation

Fierce competition in sport communities

Many features

Number 1 example: MeinSport.de

Germany

Brittain Gijsbegt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Brittain Brittain = a soccer nation Many sites for soccer fans Combination community Use of American sites Chances for local sites Number 1 example: iSporty

Brittain = a soccer nation

Many sites for soccer fans

Combination community

Use of American sites

Chances for local sites

Number 1 example: iSporty

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 4 months Integrated communities (news) Growth of tools: especially planning Fan sites: soccer forums Gaming is growing Number 1 example: AD’s mijnsportwereld

Netherlands is a club nation

Club as a starting point

Many communities the last 4 months

Integrated communities (news)

Growth of tools: especially planning

Fan sites: soccer forums

Gaming is growing

Number 1 example: AD’s mijnsportwereld

Netherlands : communities Home of the legends Ditismijnteam Mijnsportwereld Sport Hyves Ranos Digisport Like2run/MyAsics/Runnersweb Wielerweb

Home of the legends

Ditismijnteam

Mijnsportwereld

Sport Hyves

Ranos

Digisport

Like2run/MyAsics/Runnersweb

Wielerweb

Social media: sport communities

Netherlands : tools Teamers Voetbalteam.net en hockeyen.net Teamwebs Mysportplanner Sportpartner Afstandmeten

Teamers

Voetbalteam.net en hockeyen.net

Teamwebs

Mysportplanner

Sportpartner

Afstandmeten

Social media: tools

Netherlands : news Voetbalnext Mijnsportwereld (integrated in community) Soccer networks/forums FC Movei

Voetbalnext

Mijnsportwereld (integrated in community)

Soccer networks/forums

FC Movei

Social media: news

Netherlands : gaming Quiz will be launched this month Schaatsmaster/tourmaster/Profcoach Superkicks Superpingels

Quiz will be launched this month

Schaatsmaster/tourmaster/Profcoach

Superkicks

Superpingels

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

Social sport media: hoe verder 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

Always in tune

Technique couples offline & online

Embeddable content

Conclusions Sport & online media depend on each other Not all segments of SSM are represented International differences: copy/paste National room for growth Sports have the future Conclusions

Sport & online media depend on each other

Not all segments of SSM are represented

International differences: copy/paste

National room for growth

Sports have the future

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

Questions and discussion