Sport on the internet in 2008
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Sport on the internet in 2008

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Sport is hugh offline and will grow bigger online. This is how!

Sport is hugh offline and will grow bigger online. This is how!

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  • @ cooperspick the iPad will change the viewing experience (2nd/3rd screen activity) but the iPhone and real time internet (mobypictures) will change the way you watch a game, forever.
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Sport on the internet in 2008 Sport on the internet in 2008 Presentation Transcript

  • 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 View slide
  • 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 View slide
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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)
  • Gaming & betting
    • Gaming and betting don’t fit
    • Gaming (fantasy leagues)
    • Pickspal
    • Tourmaster
    • Betting
    • Thepool
    Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007
  • 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
  • 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 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 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 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
  • 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 : communities Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007
    • 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
  • 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)
  • 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
  • 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
  • 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
  • Questions and discussion Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007