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The Sports Fan Experience in 2015#SXSport2015 | March 10, 2012Richard Ting, SVP, Executive Creative DirectorKyle Bunch, Executive ProducerProprietary & Confidential. © 2012 R/GA All rights reserved.

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Your speakers this morning Richard Ting Kyle Bunch @flytip @bunch Founded R/GA’s Mobile & Social Leads R/GA’s Social offering Platforms practice Co-founded Blogs with Balls Provided creative leadership for some of R/GA’s earliest Nike workProprietary & Confidential. © 2012 R/GA All rights reserved.

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Agenda1. The Digital Shift2. The Sports Fan Experience: Yesterday & Today3. How Brands are Connecting with Fans - Case Studies4. Tomorrow5. A Day in the LifeProprietary & Confidential. © 2012 R/GA All rights reserved.

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The Digital ShiftSO MUCH HAS CHANGED…Proprietary & Confidential. © 2012 R/GA All rights reserved.

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The Sporting World went digitalAnd with it:1.) Always-on, total access to sport creates an explosion inglobal media consumption2.) Social media leads to enhanced transparency and adramatic rise in shared experience3.) Increased personalization and choices as hundreds ofchannels evolve into millions of sites and billions of hours ofnew contentProprietary & Confidential. © 2012 R/GA All rights reserved.

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Athletes embrace digital to better control their brand images TOP U.S. NEWSPAPERS DAILY CIRCULATION USA Today 2,113,725 4,871,510 3,269,716 3,138,170 Wall Street Journal 2,082,189 The New York Times 1,039,031 Los Angeles Times 723,181 The Washington Post 665,383 Daily News 602,857 New York Post 558,140 Chicago Tribune 501,202 Houston Chronicle 425,138 The Arizona Republic 389,701Proprietary & Confidential. © 2012 R/GA All rights reserved.

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My experience as a Sports Fan will be vastly different from my daughter’s.Proprietary & Confidential. © 2012 R/GA All rights reserved.

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The Sports Fan ExperienceYESTERDAY AND TODAYProprietary & Confidential. © 2012 R/GA All rights reserved.

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ThenandNowHow the sports fan experience has evolved since we were kidsProprietary & Confidential. © 2012 R/GA All rights reserved.

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We used to hang their picture on our walls.Proprietary & Confidential. © 2012 R/GA All rights reserved.

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Today we talk live with our favorite athletes. No more settling for posters. Proprietary & Confidential. © 2012 R/GA All rights reserved.

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Watch the nationally broadcast game.Proprietary & Confidential. © 2012 R/GA All rights reserved.

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Today we watch whatever game we want, wherever we want it.Proprietary & Confidential. © 2012 R/GA All rights reserved.

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Get our highlights from SportsCenter.Proprietary & Confidential. © 2012 R/GA All rights reserved.

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Today, no more waiting for SportsCenter to see the highlights.Proprietary & Confidential. © 2012 R/GA All rights reserved.

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We used to see international stars play …every four years.Proprietary & Confidential. © 2012 R/GA All rights reserved.

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Today international stars are known well before they set foot on U.S. soil.Proprietary & Confidential. © 2012 R/GA All rights reserved.

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Buy questionable tickets from scalpers.Proprietary & Confidential. © 2012 R/GA All rights reserved.

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Today we buy any ticket to any game at anytime… safely and securely.Proprietary & Confidential. © 2012 R/GA All rights reserved.

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Show up early hoping to grab an autograph from our heroes…Proprietary & Confidential. © 2012 R/GA All rights reserved.

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Today the Athletes want to meet us.Proprietary & Confidential. © 2012 R/GA All rights reserved.

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We use to wait in line to buy cheap food anonymously.Proprietary & Confidential. © 2012 R/GA All rights reserved.

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Today RFID lets concessions know exactly who you are and greet you personally. Proprietary & Confidential. © 2012 R/GA All rights reserved.

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Team management rarely ever connected with fans.Proprietary & Confidential. © 2012 R/GA All rights reserved.

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Today teams dedicate entire staff to coordinate social media outreach with fans. Proprietary & Confidential. © 2012 R/GA All rights reserved.

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Referees took abuse from the players and fans and accepted it.Proprietary & Confidential. © 2012 R/GA All rights reserved.

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Today referees now have an outlet to defend calls.Proprietary & Confidential. © 2012 R/GA All rights reserved.

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Players fought…. on the court.Proprietary & Confidential. © 2012 R/GA All rights reserved.

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Today players still fight, but now….. on Twitter.Proprietary & Confidential. © 2012 R/GA All rights reserved.

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Players connected with fans during sideline interviews.Proprietary & Confidential. © 2012 R/GA All rights reserved.

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Today players now use Twitter to connect with fans directly from the sidelines.Proprietary & Confidential. © 2012 R/GA All rights reserved.

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Steve Diekmann Single Season DIII Scoring Record Grinnell College Iowa 37.3 ppg Who?Proprietary & Confidential. © 2012 R/GA All rights reserved.

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5’10” Senior DIII – Illinois College ~ 5million YouTube views Today we have Jacob TuckerProprietary & Confidential. © 2012 R/GA All rights reserved.

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Today we have Jacob TuckerProprietary & Confidential. © 2012 R/GA All rights reserved.

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Today we have Jacob TuckerProprietary & Confidential. © 2012 R/GA All rights reserved.

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How Brands are connecting with FansCase StudiesProprietary & Confidential. © 2012 R/GA All rights reserved.

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Brands see this shift and now have to alter how they connect with their consumersProprietary & Confidential. © 2012 R/GA All rights reserved.

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“Check In to the Ballgame”Proprietary & Confidential. © 2012 R/GA All rights reserved.

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NIKE BASKETBALL “Black Mamba”Proprietary & Confidential. © 2012 R/GA All rights reserved.

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TomorrowWHERE WE’RE HEADEDProprietary & Confidential. © 2012 R/GA All rights reserved.

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No Slowing Down for Digital or Sport2.7 Billion $145.3 BillionProjected global internet users Projected global sports revenues byby 2015, 2015,up from 2 billion in 2010 up from $120 Billion in 2010(Source: IDC) (Source: PriceWaterhouse Coopers)Proprietary & Confidential. © 2012 R/GA All rights reserved.

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The Borders For Fandom Cease to ExistProprietary & Confidential. © 2012 R/GA All rights reserved.

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Jeremy Lin fans rise early in Taiwan to watch him playProprietary & Confidential. © 2012 R/GA All rights reserved.

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Man U. fan accosted by Liverpool fans in MalaysiaProprietary & Confidential. © 2012 R/GA All rights reserved.

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Never Be Alone At A GameProprietary & Confidential. © 2012 R/GA All rights reserved.

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Find ALL of your friends at a game.Proprietary & Confidential. © 2012 R/GA All rights reserved.

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Augmented Viewing: “Second Screen Experiences become Commonplace”Proprietary & Confidential. © 2012 R/GA All rights reserved.

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Proprietary & Confidential.© 2012 R/GA All rights reserved.

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Proprietary & Confidential.© 2012 R/GA All rights reserved. Micro-gaming inside a game

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The Fans Control Their ViewsProprietary & Confidential. © 2012 R/GA All rights reserved.

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Proprietary & Confidential. © 2012 R/GA All rights reserved. TNT Overtime

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The Fans Have More Power Than Ever: “Crowd-sourced Team Decisions”Proprietary & Confidential. © 2012 R/GA All rights reserved.

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Will the fans be able to impact a coach or GM’s decision?Proprietary & Confidential. © 2012 R/GA All rights reserved.

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Open APIs: Leads to new innovations in the Sports Fan experienceProprietary & Confidential. © 2012 R/GA All rights reserved.

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The fans will create their own future experiencesProprietary & Confidential. © 2012 R/GA All rights reserved.

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The future of sports subscription packages will change.Proprietary & Confidential. © 2012 R/GA All rights reserved.

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Available data will continue to grow…and evolve the game viewing experience.Proprietary & Confidential. © 2012 R/GA All rights reserved.

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A Day in the LifeJed BergerProprietary & Confidential. © 2012 R/GA All rights reserved.

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Jed Berger Mid-30s Senior Marketing Exec. Urban Dweller Sports NutProprietary & Confidential. © 2012 R/GA All rights reserved.

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June 5th, 2015Proprietary & Confidential. © 2012 R/GA All rights reserved.

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“Group ConnectorTM”Proprietary & Confidential. © 2012 R/GA All rights reserved.

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Sending request to control Jed’s iPhone camera… Proprietary & Confidential. © 2012 R/GA All rights reserved.

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broadcasting from Jed’s iPhone.Proprietary & Confidential. © 2012 R/GA All rights reserved.

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IN THE FUTURE, MORE: Fan grouping apps Crowdsourced coaching In-arena personalization Frictionless sharing via NFC Explosion of second screen apps Biometric-enhanced box scores Remote fandom via telepresence Redefinition of fan accessProprietary & Confidential. © 2012 R/GA All rights reserved.

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Questions? Richard Ting Kyle Bunch @flytip @bunchProprietary & Confidential. © 2012 R/GA All rights reserved.

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THANK YOU.Proprietary & Confidential. © 2012 R/GA All rights reserved.