Sport & internet 2008

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 2.0: social sport matrix
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 = $, €, ₤, ¥, …

Sportsponsoring Sponsor Sponsee Association Means Agreement

Sportsponsoring Association
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

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

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

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

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!

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

Social Sport Matrix
Sport 2.0: Social Sport Matrix
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

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)
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

Passive tools

Passive tools
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:
Recommendations/rating
Customizing

Passive news

Passive news
Examples:
Sportingo
Yardbarker
Fannation
Components:
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

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

National trends
Future developments

International trends International trends

A short survey
USA (of course)
Germany
Brittain

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

Germany

Germany
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

National 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 : communities
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

Social media: tools

Netherlands : news
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

Social media: gaming

Future developments
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

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

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

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Sport & internet 2008

by Gijsbregt Brouwer on Jan 23, 2008

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