Sport on the internet in 2008

Slide 1: Sport 2.0 Social Sport on the web Gijsbregt Brouwer 13 december 2007

Slide 2: About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gij Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

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 – Waddameeting sport 2.0 – 13/12/2007

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 – Waddameeting sport 2.0 – 13/12/2007

Slide 5: Sport on the internet Sport on the internet Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

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 – Waddameeting sport 2.0 – 13/12/2007

Slide 7: Sportsponsoring Association Sponsor Sponsee Agreement Means Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 8: Sportsponsoring Association Progressive: Traditional: • Traditional and … • Signage • Platform • Action marketing • User commitment Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 9: Sportsponsoring platform Sponsor Sponsee consumer fan Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 10: Sportsponsoring platform Sponsor Sponsee consumer fan Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 11: Sportsponsoring platform Sponsor Sponsee consumer fan 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

Slide 12: Sportsponsoring platform Sponsor Sponsee consumer fan 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

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 – Waddameeting sport 2.0 – 13/12/2007

Slide 14: Live TV = live sport Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 15: Linear value model: chain License fee Development fee Distribution fee Subscription Video in the Video on Video on Raw video consumers a channel transport Rights home + Format ads packaged Edited video Content owner: Consumer Producer: Packager: Carrier: -NFL -Endemol -ESPN -KPN -ECV -Eyeworks -RTL -UPC -UBF -Eurosport -TWC Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 16: Sport is everywhere Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 17: Sport is everywhere: the network Stap 3 Raw video Video storage Different formats Video Edited programmed video on a Rights channel Video transport Advertisement Video on the consumers device Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 18: Everybody wants to share sport Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

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 – Waddameeting sport 2.0 – 13/12/2007

Slide 20: Value network: the edges hurt Stap 3 Raw video Video storage Different formats Edited Video video programmed on a Rights channel Video transport MULTIPLATFORM Advertisement Video on the consumers device Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

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 – Waddameeting sport 2.0 – 13/12/2007

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 – Waddameeting sport 2.0 – 13/12/2007

Slide 23: Social Sport Matrix Social Sport Matrix Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 24: Active vs passive Active  athlete  own results & activity Passive  fan  idol’s results & activity Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 25: Active community Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

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 – Waddameeting sport 2.0 – 13/12/2007

Slide 27: Passive community Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

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 – Waddameeting sport 2.0 – 13/12/2007

Slide 29: Active tools Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

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 – Waddameeting sport 2.0 – 13/12/2007

Slide 31: Passive tools Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

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 – Waddameeting sport 2.0 – 13/12/2007

Slide 33: Active news Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 34: Active news Examples: - FCMovei - AD’s mijnsportwereld - iSporty Components: - User generated content - Recommendations/rating - Customizing Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 35: Passive news Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 36: Passive news Examples: - Sportingo - Yardbarker - Fannation Components: - User generated content - Recommendations/rating - Portal page (content pyramide) Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 37: Gaming & betting Gaming and betting don’t fit Gaming (fantasy leagues) - Pickspal - Tourmaster Betting - Thepool Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 38: 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 – Waddameeting sport 2.0 – 13/12/2007

Slide 39: International trends International trends Gijsbregt Brouwer – Hogeschool Utrecht – 11/9/2007

Slide 40: A short survey USA (of course) • Germany • Brittain • Gijsbregt Brouwer – Hogeschool Utrecht – 11/9/2007

Slide 41: USA Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 42: 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 – Waddameeting sport 2.0 – 13/12/2007

Slide 43: USA Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 44: Germany MEINSPORT.DE Karsten will tell more Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 45: Brittain Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 46: 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 – Waddameeting sport 2.0 – 13/12/2007

Slide 47: Brittain Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 48: 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 – Waddameeting sport 2.0 – 13/12/2007

Slide 49: National trends National trends Gijsbregt Brouwer – Hogeschool Utrecht – 11/9/2007

Slide 50: Netherlands Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 51: 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 • No real fan sites Number 1 example: AD’s mijnsportwereld Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 52: Netherlands : communities Home of the legends • Ditismijnteam • Mijnsportwereld • Sport Hyves • Ranos • Digisport • Like2run • Wielerweb • Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 53: Social media: sport communities Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 54: Netherlands : tools Teamers • Voetbalteam.net en hockeyen.net • Teamwebs • Mysportplanner • Sportpartner • Afstandmeten • Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 55: Social media: tools Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 56: Netherlands : news Voetbalnext • Mijnsportwereld (integrated in • community) Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 57: Social media: news Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 58: 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 – Waddameeting sport 2.0 – 13/12/2007

Slide 59: Future developments Future developments Gijsbregt Brouwer – Hogeschool Utrecht – 11/9/2007

Slide 60: 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

Slide 61: Always in tune Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 62: Technique couples offline & online Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 63: Embeddable content Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Slide 64: 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 – Waddameeting sport 2.0 – 13/12/2007

Slide 65: Questions and discussion Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007