1. The New York
Red Bulls
INNOVATION CAMPAIGN
Fanta Lynn Kaba; Evelyn Sindermann; Divya Singh; Pingy Wang; Francesco
Garcia; Olamilekan Maraiyesa
2. AGENDA
RED BULL IN SPORTS
THE NEW YORK RED BULLS
INNOVATION INTENT
BUSINESS OPPORTUNITY MAP
FIELDS OFPLAY
BUSINESS CONCEPTS
ACTION PLAN
3. RED BULL IN SPORTS
TEAMSOWNED
RB Leipzig
New York Red Bulls
Infiniti Red Bull Racing
Scuderia Toro Rosso
Team Red Bull
FC Red Bull Salzburg
EC Red Bull Salzbur
EHC Red Bull München
Red Bull Brazil
Triple Eight Race
Engineering
Red Bull Racing Brazil
Red Bull Ghana
Škoda Motorsport
SOCCER HOCKEY
MOTORSPORT
19 sponsored teams
19 endorsed stars
Over 20 sporting
events & series
4. New York Red Bulls
Founding member of MLS
Formally known as the NY Metro Stars
Owned by Red Bull since 2006
2013 Supporters Shield winners (best regular season record)
2014 average local attendance: 19,421 per game. Stadium capacity: 25,189
2014 average MLS stadium attendance:19,148
5. NEW YORK REDBULLS INNOVATIONCAMPAIGN
EXECUTIVE SUMMARY
INNOVATIONIS NEEDED BECAUSE OF THE PRESSUREFROM THE CURRENTANDFUTURECOMPETITION.
A SIGNIFICANT GROWTH GAPOF134MILLION WILL BE FACED INTHE NEXT 5 YEARS.
TO CLOSE THIS GAP.INVESTMENT SHOULD BE MADE INMOSTLYLOCAL,WITHINTHE CORE,SHORT-TERM,INCREMENTAL,ANDFAST
FOLLOWING IDEAS.
TO DEVELOP THESE IDEAS, WE IDENTIFIED SEVERAL ATTRACTIVE FIELDSOF PLAY,INCLUDING “MORE THANJUSTTHE GAME”AND“ASIF YOU
WERETHERE.”
WITHIN THOSE FIELDS OF PLAY, WE RECOMMEND SEVERAL ATTRACTIVE BUSINESSCONCEPTSSUCHAS CONNECTIVITYTHROUGH MOBILE
APP,EXPANSIONOF FAN'SEXPERIENCEATTHE STADIUM,SHAREYOURPASSIONAWAYFROM THE STADIUMANDAN
INTERACTIVEFANTASYSOCCER.
TO IMPLEMENTEACH BUSINESS CONCEPT,ATIMELYACTIONPLANWILL BE ESTABLISHED AFTERTHE RISK ANDCOMPETENCESANALYSIS
PRESENTED INTHE FOLLOWING BUSINESS CASE.
12. 134
Millio
n
Current Course without
Innovation
Target Growth
Growth
Gap
5 Years
NEWYORKRED BULLS IS FACING A
SIGNIFICANT GROWTH GAP
TYPESOF INNOVATIONS
MOSTLY(BUT NOT EXCLUSIVELY)LOCAL. NEW YORKFANS
WITHIN THE CORE. SOCCERIS SIMPLE
SHORT-TERM&INCREMENTAL.STARTSHORTWITH
EYES IN THE FUTURE
FAST FOLLOWING. LEVERAGE ONTHE “YOUTH”OF THE
SPORTIN UNITED STATES
14. MARKETS
DELIVERY
CUSTOMERS NEEDS EXPERIENCES
OCCASION LOCATION CHANNEL
Soccer fans
- Die-hard fans
- Interested in the
team
- Interested in the
experience
- Everybody who
likes soccer
General Sport Fans
People looking for a
cool experience
Fans that don’t go to
the stadium
A successful team
Entertainment
Have a long lasting
experience
Enjoy the game
Share with friends
Exciting game
Really cool
experience at the
stadium
Home experience as
cool as in the
stadium
Sharing the team
spirit
Regular season game
Playoffs
Friendly matches
Stadium
Home
Bars
Friend’s house
TV
Internet
Stands and seats at the
stadium
15. OFFERING
PRODUCTION
PRODUCTS SERVICES BRANDS
ASSETS TECHNOLOGIESCOMPETENCES
Tickets
Season Tickets
Membership
The New York Red Bull
Merchandising and
soccer gear
VIP treat
Experiences outside
the stadium
Interaction with
players
Games broadcasting
NY Red Bull
Red Bull
MLS.
Team Sponsors
Player development
Fan base “generation”
Player & Staff
acquisition
Stadium
Fans
Players
Facilit
ies
Red Bull
brand
Soccer
goodwill
Mobile
optimization
Social Media
Technology in
soccer
Fan engagement
apps
BUSINESS
MODEL
PARTNERS PRICINGMODEL
Red Bull
MLS
TV Networks
Announcers &
Sponsors
Tickets
Season Tickets
Memberships
Merchandising
sales
Events tickets
16. AHA!EUREKA!
FANSAREBECOMING SMARTER FORUS SPORTSFANS,SOCCER
LACKSEXCITEMENT
THEREAREMOREFANSTHAT CAN’TGO TO
A STADIUM
A LARGENUMBEROFATTENDEESDON’T
PAYATTENTIONTOTHE GAME
MOSTFANS ENJOYTHESHARING
EXPERIENCEMORETHAN THEGAME
COMPETITIONIS NOTONLYFROMMLS
TEAMS
THE CITYOFNEWYORKIS AN ASSET
THE NUMBEROFPEOPLEPLAYING
SOCCERISINCREASING
18. WE DEVELOPED FOUR FIELDS OF PLAY
NEWYORK’S#1 YOUNGPASSION
MORETHAN
JUST A GAME
ASIF YOUWERE
THERE
19. NEW YORK’S #1 YOUNG PASSION
MORE THAN JUST A GAME AS IF YOUWERE THERE
WHATARE THEY ABOUT
BECOME THERED SOX OF NEWYORK
THEBEST TEAMWITHTHEBEST FANS
A BUMPERSTICKERON EVERYCAR
INVESTINTHEFUTURE
MAKINGKIDSWANTTOBE PART OF THE
NY RED BULLS
GET INVOLVEWITHTHEEXPERIENCE
THESTADIUMBECOMES ALIVE.. ANDSMART
ENJOYTHEEXPERIENCEAT HOME AWAY
FROM “HOME”
SHARETHEEXCITEMENTWITHFRIENDS
EVERYWHERE
20. WE ARE PRIORATIZING “MORE THAN JUST A GAME” & “AS IF YOU WERE THERE”
AWARENESS
FIT
YOUNG
PASSION
NY #1
MORETHAN
JUST A GAME
ASIF YOUWERE
THERE
22. MORE THAN JUST THEGAME AS IF YOU WERE THERE
CONNECTIVITYTHROUGHMOBILEAPP
EXPANSIONOFFAN EXPERIENCEAT THESTADIUM
SHAREYOURPASSIONAWAYFROMTHE STADIUM
“THEBULL’SCORNER”BAR
INTERACTIVEREALTIME FANTASYLEAGUE
23. WE ARE PRIORITIZING “CONNECTIVITY THROUGH MOBILE APP” & “SHARE YOUR
PASSIONAWAY FROM THE STADIUM”
AWARENESS
FIT
CONNECTIVITY THROUGH
MOBILEAPP
SHARE YOUR PASSION
AWAY FROM THE
STADIUM
EXPANSION OF FAN
EXPERIENCE AT THE
STADIUM
“THEBULL’S
CORNER” BAR
INTERACTIVE REAL TIMEFANTASY LEAGUE
24. CONNECTIVITYTHROUGH MOBILE
APP The app will complement the
experience at the stadium.
Seat check in. Have your profile
picture displayed in the LCD
monitor of your seat. And share it
with your friends.
Order foods and drinks from your
seat.
Access to all the cameras available
in the Stadium plus instant replay
on demand of any moment.
Share your GOAL celebration with
your friends. Cameras recording
your reactions and sending clips to
your smart phones.
Incremental. The more tickets you
buy, the more features you get at
the Stadium and the App.
25. CONNECTWITH THE
TEAM
WHAT ISTHE OFFERING?
A mobile solution with
multiple features in order
to enhance the "fan
experience"WHONEEDSIT?
Fans who regularly visit the
Red Bull arena and want to
benefit from the perks of
being a loyal fan.
WHAT ELSEWASOUTTHERE?
Live scoring applications by
outside providers who
represent more general
information about the game.
WHY CAN’TCOMPETITORSCOPYIT?
It is customized for Red
Bull and the in-stadium
WHY IS ITUNIQUE?
This app is created by Red
Bull and customised for all
the services and perks that
leverage the New York Red
Bulls fan experience.
What is the
impact?
Mobile
technologies
make our fans
feel more
connected to
the team. The
unique
experience
makes the
difference to
other soccer
teams in the
NY area.
Use
technologies
that already
exist and
offer them as
a tool for
creating a
Insight
26. SHAREYOURPASSIONAWAYFROM
THE STADIUMEnjoy the same value of
experience at the stadium but
from home.
Order food and drink and get
them delivered at home in
record time.
Share your reactions and
celebrations. A chance for them
to be displayed at the stadium
screen.
Multi-camera access from your
smart phone. Including the “as
if you were there” seat camera.
Access to the locker room talk
and life audio feed of “wired”
players and coaches.
Same “club member” treatment
you will obtain if you were
there.
27. Can we feel as if we
were there from home?
FEEL THE
STADIUM
FROM HOME
WHAT ISTHE OFFERING?
A series of activities and
options for fans to feel and
share an experience similar
to the one they may get at
the stadiumWHONEEDSIT?
NY Red Bulls fans that can't
go to the stadium. Also
sports fans in general
looking for a different way
to interact with a soccer
teamWHAT ELSEWASOUTTHERE?
Other platforms (mobile,
apps, loyalty programs) that
enhance fan's experiences
outside the stadium.
Examples of European teams
with similar programs for
fans in other countriesWHY IS ITUNIQUE?
Sports teams in United
States are mainly focused in
the stadium experience. We
are offering some of those
experiences delivered
Stadiums and arenas have
limited capacities. By
making the vast rest of
supporters away from the
city, or those who don't
like large crowds or
simple those that just
want to spend a "fun
time" feel the vibe of
the stadium
Insight
What is the
impact?
29. BECAUSE BOTH CONCEPTS ARE VERY CLOSE TO EACH OTHER, THEY SHARE TO CERTAIN
DEGREE THE SAME ACTION PLAN, RISK AND UNCERTAINITIES
Risks and
uncertaintiesTo be profitable, average
attendance must
increase.The plan represents an
important investment on
both physical and digital
infrastructure.
Where to start on
Monday Dec 8, 2014
Determinate the area of the
stadium to be conditioned to
hold such capabilities.
Customer behavior study.
Establish the reach of the
project.
Red Bull is a crucial partner.
Successful experience with fan
Other aspects to be
considered
How many fans from other
sports and teams can be
“converted.”
The team must continue
being successful.
Financing through
business partners. Ex:
AT&T can provide the
connectivity platform.
The average attendance of
the 5 major professional
leagues on 2014
(including MLS) is
30,454.Soccer audience is not
increasing at a fast
pace.
However, the increase on
the % of people playing
is the fastest of all
major sports.
30. SOCCER IS THE MOST POPULAR SPORT INTHE WORLD. FANS ARE
PASSIONATED AND DEVOTED.WHEN U.S.FANS FINALLY ADOPT THIS BEHAVIOR,
THE MOST SUCESSFUL TEAMS ARE GOING TO BETHE ONES THAT ARE
NOW CONNECTING TO ITS SUPPORTERS THE MOST.
