Sport & internet 2008

Slide 1: Sport 2.0 Social Sport on the web Gijsbregt Brouwer 23 January2008 Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 2: About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gij Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 3: About today 1. Sport on the internet 2. Sport 2.0: social sport matrix 3. International trends 4. National trends 5. Future developments Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 4: Sport on the internet 1. Sport on the internet 2. Sport 2.0: social sport matrix 3. International trends 4. National trends 5. Future developments Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 5: Sport on the internet Sport on the internet Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 6: Sport in general 1. Sport = topsport 2. Sport = entertainment 3. Sport = your own exercise 4. Sport = relaxing 5. Sport = social cohesion 6. Sport = moving (against obesitas) 7. Sport = way to communicate 8. Sport = values & engagement Above all: Sport = $, €, ₤, ¥, … Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 7: Sportsponsoring Association Sponsor Sponsee Agreement Means Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 8: Sportsponsoring Association Traditional: Progressive: • Signage • Traditional and … • Action marketing • Platform • User commitment Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 9: Sportsponsoring platform Sponsor consumer fan Sponsee Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 10: Sportsponsoring platform Sponsor consumer fan Sponsee Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 11: Sportsponsoring platform Sponsor consumer fan Sponsee Platform, claim your domain: • Consumer relevance • Straight forward match • Powerful interactive component • Events • TV/print for building initial reach • Gadgets/giveaways Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 12: Sportsponsoring platform Sponsor consumer fan Sponsee 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” Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 13: 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, 1st summary, flashes, golden oldies • Linear value model Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 14: Live TV = live sport Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 15: Linear value model: chain License fee Development fee Distribution fee Subscription Raw video Video on Video on Video in the a channel transport consumers Rights home Format + ads Edited video packaged Content owner: Producer: Packager: Carrier: Consumer -NFL -Endemol -ESPN -KPN -ECV -Eyeworks -RTL -UPC -UBF -Eurosport -TWC Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 16: Sport is everywhere Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 17: Sport is everywhere: the network Raw video Video Different storage formats Video Edited programmed video Rights on a channel Video transport Advertisement Video on the consumers device Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 18: Everybody wants to share sport Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 19: 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! Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 20: Value network: the edges hurt Raw video Video storage Different formats Edited Video video programmed Rights on a Video transport channel MULTIPLATFORM Advertisement Video on the consumers device Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 21: 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 Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 22: Social Sport Matrix 1. Sport on the internet 2. Sport 2.0: Social Sport Matrix 3. International trends 4. National trends 5. Future developments Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 23: Social Sport Matrix Social Sport Matrix Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 24: Active vs passive Active  athlete  own results & activity Passive  fan  idol’s results & activity Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 25: Active community Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 26: 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 Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 27: Passive community Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 28: 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 Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 29: Active tools Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 30: Active tools Examples: - iTunes - Mysportsplanner - Anglingmasters Components: - Registering own results - Scheduling & planning - Tailor made advise - Direct communication - Possibility for closed area Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 31: Passive tools Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 32: Passive tools Examples: - Are You Watching This - Myfootballclub Components: - Registering idol’s results - Recommendations - Preferences - Tracking of scores, teams and stadiums Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 33: Active news Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 34: Active news Examples: - FCMovei - AD’s mijnsportwereld - iSporty Components: - User generated content - Recommendations/rating - Customizing Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 35: Passive news Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 36: Passive news Examples: - Sportingo - Yardbarker - Fannation Components: - User generated content - Recommendations/rating - Portal page (content pyramide) Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 37: Active gaming Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 38: 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 Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 39: Passive gaming Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 40: 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 Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 41: International trends 1. Sport on the internet 2. Sport 2.0: Social Sport Matrix 3. International trends 4. National trends 5. Future developments Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 42: International trends International trends Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 43: A short survey • USA (of course) • Germany • Brittain Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 44: USA Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 45: 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 Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 46: USA Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 47: Germany Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 48: Germany Germany = a club nation • Fierce competition in sport communities • Many features Number 1 example: MeinSport.de Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 49: Germany Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 50: Brittain Gijsbegt Brouwer – – Johan Cruyff Academy – 23/01/2008 Gijsbregt Brouwer Waddameeting sport 2.0 – 13/12/2007

Slide 51: Brittain Brittain = a soccer nation • Many sites for soccer fans • Combination community • Use of American sites • Chances for local sites Number 1 example: iSporty Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 52: Brittain Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 53: National trends 1. Sport on the internet 2. Sport 2.0: Social Sport Matrix 3. International trends 4. National trends 5. Future developments Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 54: National trends National trends Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 55: Netherlands Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 56: 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 Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 57: Netherlands : communities • Home of the legends • Ditismijnteam • Mijnsportwereld • Sport Hyves • Ranos • Digisport • Like2run/MyAsics/Runnersweb • Wielerweb Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 58: Social media: sport communities Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 59: Netherlands : tools • Teamers • Voetbalteam.net en hockeyen.net • Teamwebs • Mysportplanner • Sportpartner • Afstandmeten Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 60: Social media: tools Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 61: Netherlands : news • Voetbalnext • Mijnsportwereld (integrated in community) • Soccer networks/forums • FC Movei Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 62: Social media: news Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 63: Netherlands : gaming • Quiz will be launched this month • Schaatsmaster/tourmaster/Profcoach • Superkicks • Superpingels Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 64: Social media: gaming Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 65: Future developments 1. Sport on the internet 2. Sport 2.0: Social Sport Matrix 3. International trends 4. National trends 5. Future developments Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 66: Future developments Future developments Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 67: 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 Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 68: Always in tune Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 69: Technique couples offline & online Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 70: Embeddable content Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 71: Conclusions 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 Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 72: About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gij Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008

Slide 73: Questions and discussion Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008