Sport 2.0 Sports in a 2.0 world

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

About today Sport = experience The experience revolution Bring in the brands I’ve seen the future Discussion

Sport = experience

The experience revolution

Bring in the brands

I’ve seen the future

Discussion

Sport = experience Sport = experience The experience revolution Bring in the brands I’ve seen the future Discussion

Sport = experience

The experience revolution

Bring in the brands

I’ve seen the future

Discussion

Experience Economy Pine & Gillmore (1999) Commodity ïƒ Product ïƒ Service ïƒ Experience Chief examples: coffee & Disneyland Internet improves the experience

Pine & Gillmore (1999)

Commodity ïƒ Product ïƒ Service ïƒ Experience

Chief examples: coffee & Disneyland

Internet improves the experience

Experience Economy Sport = an experience Rarely behind the pc ïƒ mobile Active & passive The activity only takes a few hours per day/week/month Internet improves the sport experience

Sport = an experience

Rarely behind the pc ïƒ mobile

Active & passive

The activity only takes a few hours per day/week/month

Internet improves the sport experience

Experience revolution Sport = experience The experience revolution Bring in the brands I’ve seen the future Discussion

Sport = experience

The experience revolution

Bring in the brands

I’ve seen the future

Discussion

Improving the experience Revolution: From 2 x 45’ to the whole week From 10k to your whole life Experience is improved: Lengthened: longer & more often Broadened (more users) Deepened (more types of use) Builds a permanent relationship with the consumer

Revolution:

From 2 x 45’ to the whole week

From 10k to your whole life

Experience is improved:

Lengthened: longer & more often

Broadened (more users)

Deepened (more types of use)

Builds a permanent relationship with the consumer

Improving the experience Deepen : Mobile Smart stadium Digital signage Lengthen : Communities Games Planning Blogs Registration Broaden : Communities More content Sport date/meet Experience 1.0 : No mobile No web 2.0 Not personal No context

Deepen :

Mobile

Smart stadium

Digital signage

Lengthen :

Communities

Games

Planning

Blogs

Registration

Broaden :

Communities

More content

Sport date/meet

Experience 1.0 :

No mobile

No web 2.0

Not personal

No context

Bring in the brands Sport = experience The experience revolution Bring in the brands I’ve seen the future Discussion

Sport = experience

The experience revolution

Bring in the brands

I’ve seen the future

Discussion

Experience brands Sport experience brands: Build brand value for your sport Brand value will add to core objectives of sport organization: Revenues More athletes/fans Fitter people Etc.

Sport experience brands:

Build brand value for your sport

Brand value will add to core objectives of sport organization:

Revenues

More athletes/fans

Fitter people

Etc.

Sport as 1.0 brand Sponsor and/or media Sponsee Association Means Agreement

Sport as a 2.0 brand Sponsor and/or media Sponsee consumer fan platform Interaction Value creation Continuous experience

Interaction

Value creation

Continuous experience

Bring in the brands Sport = experience The experience revolution Bring in the brands I’ve seen the future Discussion

Sport = experience

The experience revolution

Bring in the brands

I’ve seen the future

Discussion

The future is now: iPhone Nikeplus iGolf Vancouver 2010 Trailguru Sportstap More in general Buienradar (!) Facebook Mobypicture

Nikeplus

iGolf

Vancouver 2010

Trailguru

Sportstap

More in general

Buienradar (!)

Facebook

Mobypicture

The future is now: Nikeplus

The future is now: Castrol Index

The future is now: running 2.0

Bring in the brands Sport = experience The experience revolution Bring in the brands I’ve seen the future Discussion

Sport = experience

The experience revolution

Bring in the brands

I’ve seen the future

Discussion

Discussion Some food for thought: Privacy Anti-doping Rights management Who leads the way Institutions & the Long Tail

Some food for thought:

Privacy

Anti-doping

Rights management

Who leads the way

Institutions & the Long Tail

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

Discussion