Sport 2.0 Social Sport on the web Gijsbregt Brouwer 13 december 2007

About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gijsbregt%20Brouwer Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

About today Sport on the internet Sport 2.0: social sport matrix International trends National trends Future developments Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

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 Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Sport on the internet

Sport 2.0: social sport matrix

International trends

National trends

Future developments

Sport on the internet Sport on the internet Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

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 = $, €, ₤, ¥, … Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

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 Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Sportsponsoring Association Traditional: Signage Action marketing Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007 Progressive: Traditional and … Platform User commitment

Traditional:

Signage

Action marketing

Progressive:

Traditional and …

Platform

User commitment

Sportsponsoring Sponsor Sponsee consumer fan platform Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Sportsponsoring Sponsor Sponsee fan platform Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007 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 Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007 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” Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007 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 Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

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 Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

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 Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Content owner:

NFL

ECV

Producer:

Endemol

Eyeworks

UBF

Packager:

ESPN

RTL

Eurosport

Carrier:

KPN

UPC

TWC

Sport is everywhere Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Sport is everywhere: the network Stap 3 Advertisement Rights Different formats Raw video Edited video Video on the consumers device Video programmed on a channel Video transport Video storage Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Everybody wants to share sport Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

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 – Waddameeting sport 2.0 – 13/12/2007

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 Stap 3 Advertisement Rights Different formats Raw video Edited video Video on the consumers device Video programmed on a channel Video transport MULTIPLATFORM Video storage Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

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 – Waddameeting sport 2.0 – 13/12/2007

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 Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Sport on the internet

Sport 2.0: Social Sport Matrix

International trends

National trends

Future developments

Social Sport Matrix Social Sport Matrix Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Active vs passive Active  athlete  own results & activity Passive  fan  idol’s results & activity Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Active community Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Active community Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007 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 Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Passive community Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007 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 Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Active tools Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007 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 Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Passive tools Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007 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 Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Active news Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007 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 Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Passive news Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007 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)

Gaming & betting Gaming and betting don’t fit Gaming (fantasy leagues) Pickspal Tourmaster Betting Thepool Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Gaming and betting don’t fit

Gaming (fantasy leagues)

Pickspal

Tourmaster

Betting

Thepool

International trends Sport on the internet Sport 2.0: Social Sport Matrix International trends National trends Future developments Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Sport on the internet

Sport 2.0: Social Sport Matrix

International trends

National trends

Future developments

International trends Gijsbregt Brouwer – Hogeschool Utrecht – 11/9/2007 International trends

A short survey USA (of course) Germany Brittain Gijsbregt Brouwer – Hogeschool Utrecht – 11/9/2007

USA (of course)

Germany

Brittain

USA Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

USA Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007 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 Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Germany Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007 MEINSPORT.DE Karsten will tell more

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

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

National trends Sport on the internet Sport 2.0: Social Sport Matrix International trends National trends Future developments Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Sport on the internet

Sport 2.0: Social Sport Matrix

International trends

National trends

Future developments

National trends Gijsbregt Brouwer – Hogeschool Utrecht – 11/9/2007 National trends

Netherlands Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Netherlands Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007 Netherlands is a club nation Club as a starting point Many communities the last 4 months Integrated communities (news) Growth of tools: especially planning No real fan sites 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

No real fan sites

Number 1 example: AD’s mijnsportwereld

Netherlands : communities Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007 Home of the legends Ditismijnteam Mijnsportwereld Sport Hyves Ranos Digisport Like2run Wielerweb

Home of the legends

Ditismijnteam

Mijnsportwereld

Sport Hyves

Ranos

Digisport

Like2run

Wielerweb

Social media: sport communities Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Netherlands : tools Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007 Teamers Voetbalteam.net en hockeyen.net Teamwebs Mysportplanner Sportpartner Afstandmeten

Teamers

Voetbalteam.net en hockeyen.net

Teamwebs

Mysportplanner

Sportpartner

Afstandmeten

Social media: tools Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Netherlands : news Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007 Voetbalnext Mijnsportwereld (integrated in community)

Voetbalnext

Mijnsportwereld (integrated in community)

Social media: news Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Future developments Sport on the internet Sport 2.0: Social Sport Matrix International trends National trends Future developments Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Sport on the internet

Sport 2.0: Social Sport Matrix

International trends

National trends

Future developments

Future developments Gijsbregt Brouwer – Hogeschool Utrecht – 11/9/2007 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 Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

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 Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Technique couples offline & online Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Embeddable content Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

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 Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

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

Questions and discussion Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007