Repucom's Workshop Slides from the Sports Summit 2016

1. SPORTS SUMMIT 2016
EVIDENCING IMPACT &
MEASURING DATA
UNLOCKING
SUSTAINABLE GROWTH
WORKSHOP 1:45PM
SIMON LONG, HEAD OF NEW BUSINESS
SPENCER NOLAN, HEAD OF CONSULTING

2. 2
Who fancies a
flutter?

3. 3
HOW CONFIDENT???
1
2
3
4
5
6
Flying Winner
Ballymac Weeshie
Swift Jade
Sherries Boy
Glittering Aries
Vatican Fyne
OFFER = DOUBLE OR QUITS ON ALL DOGS

4. 4
MORE CONFIDENT???…
1
2
3
4
Coral Regency Final – Grade 1 – 695m
5
6
Ballymac Weeshie
Grade - 1
PB – 30 secs
Preferred Distance – 750m
Last Yr – 3rd
Form - 321411
Flying Winner
Grade - 1
PB – 29 secs
Preferred Distance – 695m
Last Yr – 1st
Form - 122112
Swift Jade
Grade - 2
PB – 43 secs
Preferred Distance – 800m
Last Yr – N/A
Form - 666664
Sherries Boy
Grade - 2
PB – 36 secs
Preferred Distance – 300m
Last Yr – 4th
Form - 124566
Glittering Aries
Grade - 3
PB – 50 secs
Preferred Distance – 900m
Last Yr – N/A
Form - 444566
Vatican Fyne
Grade - 1
PB – 30 secs
Preferred Distance – 650m
Last Yr – N/A
Form - 124565

5. 5
PLACE YOUR BETS…
https://www.youtube.com/watch?v=mnGEiI7-hAk

6. 6
UNIQUE DATA AND INSIGHTS
WE DELIVER PROVEN ANALYSIS AND ADVISE UTILISING THE INDUSTRY’S
MOST COMPREHENSIVE SOURCE OF MARKET DATA AND INSIGHTS.
THE LARGEST
GLOBAL SOURCE
OF DATA AND
INSIGHTS IN THE
INDUSTRY
500,000,000
SOCIAL MEDIA POSTS
[ TRACKED ANNUALLY ]
100,000+
SOCIAL MEDIA POSTS
[ VALUED ]
100,000+
BRANDS
170,000
SPONSORSHIP DEALS
[ WITHIN OUR DATABASE ]
5,300,000h
TV RECORDINGS
[ PER YEAR ]
1,100,000+
INTERVIEWS
[ PER YEAR ]
3,000+
FANS IN THE WORLD
WE TALK TO EVERY DAY
50
COUNTRIES FOR FAN &
INDUSTRY RESEARCH
20,000+
WEBSITES & ONLINE
[ PLATFORM AUDIENCES ]
6,000+
TV CHANNEL RATINGS
[ IN HOUSE ]
100+
COUNTRIES WITH TV
RATINGS AND ESTIMATES

7. 7
WE ARE THE PROVIDER OF CHOICE FOR OVER 1,700 OF THE TOP RIGHTS
HOLDERS, BRANDS, MEDIA AND EVENTS WORLDWIDE.
TRUSTED ADVISOR AND PARTNER
FANSRIGHTS HOLDERSBRANDS MEDIA EVENTS

8. 8
DRIVING ENGAGEMENT
NURTURING TALENTED ATHLETES
INCREASING PARTICIPATION (youth, adult, disability)
ATTRACTING INVESTMENT
NATIONAL GOVERNING BODIES IN GENERAL FACE 4 KEY CHALLENGES…

9. 9
How are these groups
being understood,
segmented and
targeted to unlock
growth in engagement,
participation and
performance?
ACTIVATORS
(coaches/parents/
volunteers/teachers)
FOLLOWERS
(attendees/viewers live
tv/digital/print/radio)
PARTICIPANTS
(actively taking part in sport)
PLAYERS
(professional/amateur level)
REPUCOM HAVE IDENTIFIED 4 KEY ENABLING GROUPS...

10. REPUCOM - CONNECTED SOLUTIONS FOR NATIONAL GOVERNING BODIES
MEASURING
PERFORMANCE & VALUE
» UNDERSTANDING AND
MEASURING VALUE
» PARTNER SATISFACTION
TRENDS IN SPORT
» EVOLVING TRENDS
OPTIMISING & MONETISING
YOUR ASSETS
» AUDITING INVENTORY
» MEDIA CONTENTS, RIGHTS AND
DISTRIBUTION
» COMMERCIAL INCOME
UNLOCKING
SUSTAINABLE
GROWTH
UNDERSTANDING,
ENGAGING AND GROWING
YOUR FAN BASE
» FAN ENGAGEMENT
» FAN SEGMENTATION

11. 11
REPUCOM TOP 10 TRENDS IN SPORT - 2016
THE WORLD OF SPORT IS GROWING – AND EXPANDING
01 THE COMPETITION TO CAPTURE NEW AUDIENCES IS INTENSE
03 BROADCAST MEDIA: MORE VALUABLE THAN EVER BUT UNDER THREAT
04
EMERGENCE OF FAST-GROWTH SPORTS AND EVENTS
05
DIGITAL AND SOCIAL: THE REVENUE ROADMAP IS STARTING TO UNLOCK
06
INCREASED FOCUS ON BUILDING STRONG FAN RELATIONSHIPS IS PAYING BACK07
EVERYTHING IS MEASURABLE AND ACCOUNTABILITY IS MORE IMPORTANT THAN EVER08
09
10
‘PARTNERSHIPS’ARE BECOMING MORE IMMERSIVE AND REWARDING
02
SPORT UNDER INTENSE SCRUTINY AND GOVERNANCE IS KEY
NEW TECHNOLOGIES TRANSFORMING THE FAN EXPERIENCE – AT VENUE AND AT HOME

12. 12
THE COMPETITION TO CAPTURE NEW
AUDIENCES IS INTENSE
01

13. 13
INCREASED DILUTION OF ATTENTION...
NUMBER OF INTERESTS
INTENSITYOFINTEREST
People are
intensely
interested
in fewer
things People are
generally
interested
in more
things
+8%
-15%

14. 14
MILLENNIALS ARE POWERFUL, PRESENTING DIFFERENT OPPORTUNITIES
AND CHALLENGES FOR BRANDS AND RIGHTS HOLDERS
Grown up
alongside
technology
2.5
Billion
Largest
Generation Yet
$2.5
Trillion
global spend
powerMost
Ethnically
& Racially
Diverse
50% of the
workforce by
2020

15. 15
THE BIGGEST SOURCE OF NEW POTENTIAL FANS IS ACTUALLY WOMEN…
30%
increase
in number of women
interested in football
2011-2015
>100 MILLION MORE
FEMALE FOOTBALL
FANS GLOBALLY
$30
Trillion

16. 16
THE FANDNA CHALLENGE

17. 17
7 BEHAVIOURAL SEGMENTS
x
TREND POSITIVE Love my sport. Love what it says about me.
GAME EXPERT All about the sport, everything else is a distraction.
CONNECTION FAN It’s about participating, it brings people together.
ARMCHAIR FAN Something to watch on my own.
BUSY If only I had time!
DISENGAGED What?
CYNIC It’s a con!
9
13
25
18
18
6
11
Global Average %

18. 18
Buying
Tickets
Discounts &
Offers
Watching
Games on
TV
Being a club
member
Buying
Consumer Products
Following
online
Watching
Online
CRM IS AN EXTREMELY POWERFUL TOOL TO BUILD CLOSER AND MORE
PERSONAL RELATIONSHIPS WITH FANS
Segmenting and
targeting fans for ticket
sales.
All touchpoints becoming
customised and optimised
around behavioural segments.
Leads to new propositions
and higher yielding
revenue streams.

19. 19
EXPANSION OF FAST-GROWTH
SPORTS & EVENTS
502

20. 20
WE ARE SEEING FOUR TYPES OF FAST-GROWTH SPORTS AND EVENTS
» Fastest growing
» Mass participation
» Huge events
» Going mainstream
E SPORTS
» New leagues
» New audiences
» New engagement
» New revenues
NEW FORMATS
LEAGUES/EVENTS
» Fitness options
» Fitness venues
» Wearable tech.
» Social & fun
» Personal coaching
FITNESS &
PARTICIPATION

21. 21
NEW FORMATS AND LEAGUES/EVENTS ARE RE-ENERGISING
TRADITIONAL SPORTS AND CREATING NEW AUDIENCES
TRADITIONAL NEW FORMATEVOLUTIONSPORT
Cricket One Day
International
Tennis
Rugby
Creation of a new
league with modern
T20 format
Creation of special
events in original
venues
Squash Indoor Arena
A varied version of
the game to
introduce young
participants
15 man contact
A pick-up version of
the game to attract
millennials/ new
participants
Real Tennis

22. 22
BROADCAST MEDIA: MORE VALUABLE
THAN EVER BUT UNDER THREAT
403

23. 23
Sky’s domestic UK programming
spend on Premier League – 2016-19
UK television broadcast deals
per annum value (£ millions)
THERE IS A WIDENING GAP AS RIGHTS FEES FOR PREMIUM/ TOP TIER
SPORTS CONTENT CONTINUES TO RISE EXPONENTIALLY
Source: Nomura Sky Plc Report, Sep 2015; Repucom analysis
» Leading sports rights are
critical to broadcasters
and hence attract super
premiums.
» Secondary/niche sports
are struggling for
exposure and rights fees.
» Alternate broadcast
models are now being
seriously pursued.
1793
299
65
56
39
38
23
63%
PL contract as a % of
Sky’s total UK sports costs

24. 24
CASESTUDY: BASKETBALL AUSTRALIA
Objective:
Determine the most suitable broadcast
strategy for Basketball Australia.
Outcome:
Expanded coverage to
broadcast extra live fixtures and adopt a
new hybrid model; maximised exposure
at peak times and use of digital.

25. 25
DIGITAL & SOCIAL THE REVENUE
ROADMAP IS STARTING TO UNLOCK
04

26. 26
» The best rights-holders are
now integrating brand
partnerships through quality
online content and using
social expertly to drive
users to membership sites,
or ticketing and
merchandising offers.
» Increasingly tailored
messages, incorporating
new features such as video,
multi-language, multi-Fan
Stories, coupled with
greater investment in
digital.
» As platforms such as
Facebook and Twitter
launched, sports teams,
leagues and athletes were
quick to build new online
communities.
AS AN INDUSTRY, WE ARE NOW FOCUSING HEAVILY ON MONETISATION
ENGAGEMENTCOMMUNITY MONETISATION
Sports rights-holders and brand have utilised these
platforms as they have grown in a variety of ways:

27. 27
WE ARE SEEING 3 KEY WAYS TO UNLOCK VALUE THROUGH SOCIAL
MEDIA ASSETS
FAN
STORIES™
NEW
ASSETS
VIDEO

28. 28
THERE ARE MANY OPTIONS IN DEVELOPING UNIQUE FAN STORIES
FAN COMPETITIONS
EVENT STATISTICS
CYCLIST & TEAM STATISTICS
ARCHIVE CONTENT
RACE COMMENTARY
FANTASY GAME
FINAL POSITIONS
RACE UPDATES
RACE TACTICS
QUESTION & ANSWER SESSIONS
“BEHIND THE SCENES” CONTENT
CYCLING EXAMPLE
STAGE HIGHLIGHTS
FAN
STORIES™

29. 29
CASE STUDY: USA GYMNASTICS’ SOCIAL MEDIA STRATEGY
Objective:
Provide a digital strategy and
recommendations that can be implemented
to increase fan/ participation engagement
Outcome:
We segmented fans and provided unique
Fan Stories which resulted in participant-
generated content and sponsorship
exposure beyond core gymnastics fans

30. 30
‘PARTNERSHIPS’ARE
BECOMING MORE
IMMERSIVE AND REWARDING
05

31. 31
LEADING RIGHTS HOLDERS ARE APPROACHING PARTNERSHIPS IN A
MORE SOPHISTICATED WAY
Partnerships don’t come in standard off-the-shelf packages; they are developed
collaboratively based on an understanding of the partners’ business and marketing objectives.
COMPELLING DATA AS THE FOUNDATION
Business Intelligence
at the Core
Customer/
Fan Base
Alignment
Quantification
of Customer
Lifetime Value
Packaging the
Sponsorship
Managing the
Partnership
Clear Approach/
Structure

32. 32
SPONSORSHIP TARGETED AT SPORTS PARTICIPANTS
CAN BE USED BY BRANDS TO REACH DIFFERENT DEMOGRAPHICS
Participants of…
Swimming Football Cycling
» Luxury accessories (1.7x)
» Parcel services (1.6x)
58%
Of women are
more likely to
purchase*…
» Sport Betting (2.4x)
» Computer games
consoles(1.7x)
» Cars (1.6x)
85%
Of men are
more likely to
purchase*…
60%
Of men are more
likely to
purchase*…
» Building products (1.8x)
» Consumer electronics (1.6x)
*More likely to purchase compared to Total Population Source: 2015/16

33. Quantify the number
of team fans 2.9 million
Fans that flew in the
last 12 months 42%
1
2
Actual fans that flew 1.2 million
Total flights taken 2.3 million
3
4
Assumption on
conversion rate due
to sponsorship
Assumption
1%
Additional flights
acquired 23,812
5
6
Average cost per
flight $396
Sponsorship ROI $9.4 million
7
8
Source: Repucom SponsorLink, 2014, Government stats
Example: Rights Holder X sizing the opportunity for an airline partner….
RIGHTS HOLDERS ARE GETTING CLOSER TO PARTNER NEEDS TO
SUPPORT THEIR SALES OBJECTIVES

34. 34
WE ARE NOW SEEING MORE TRULY INTEGRATED PARTNERSHIPS –
SAP-DFB EXAMPLE
A co-developed and innovative solution designed to improve performance:
» SAP Match Insights – a data platform for coaches and players.
» Facilitates training and tournament analysis
» Technology integrated at the team’s base camps.
» Provides tangible evidence of SAP’s impact on the team’s performance and success
SAP – German National Football Team (DFB)

35. 35
REPUCOM TOP 10 TRENDS IN SPORT - 2016
THE WORLD OF SPORT IS GROWING – AND EXPANDING
01 THE COMPETITION TO CAPTURE NEW AUDIENCES IS INTENSE
03 BROADCAST MEDIA: MORE VALUABLE THAN EVER BUT UNDER THREAT
04
EMERGENCE OF FAST-GROWTH SPORTS AND EVENTS
05
DIGITAL AND SOCIAL: THE REVENUE ROADMAP IS STARTING TO UNLOCK
06
INCREASED FOCUS ON BUILDING STRONG FAN RELATIONSHIPS IS PAYING BACK07
EVERYTHING IS MEASURABLE AND ACCOUNTABILITY IS MORE IMPORTANT THAN EVER08
09
10
‘PARTNERSHIPS’ARE BECOMING MORE IMMERSIVE AND REWARDING
02
SPORT UNDER INTENSE SCRUTINY AND GOVERNANCE IS KEY
NEW TECHNOLOGIES TRANSFORMING THE FAN EXPERIENCE – AT VENUE AND AT HOME

36. REPUCOM - CONNECTED SOLUTIONS FOR NATIONAL GOVERNING BODIES
MEASURING
PERFORMANCE & VALUE
» UNDERSTANDING AND
MEASURING VALUE
» PARTNER SATISFACTION
TRENDS IN SPORT
» EVOLVING TRENDS
OPTIMISING & MONETISING
YOUR ASSETS
» AUDITING INVENTORY
» MEDIA CONTENTS, RIGHTS AND
DISTRIBUTION
» COMMERCIAL INCOME
UNLOCKING
SUSTAINABLE
GROWTH
UNDERSTANDING,
ENGAGING AND GROWING
YOUR FAN BASE
» FAN ENGAGEMENT
» FAN SEGMENTATION

37. ANY QUESTIONS?
@Repucom
#RepucomInsights