Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Creating new digital assets and marketing opportunities from sport participation


Published on

Presentation at sport conference, Engaging Fans and Participants in the Digital Age", Sydney, 13 July 2010.

Published in: Sports, Education
  • Be the first to comment

Creating new digital assets and marketing opportunities from sport participation

  1. 2. <ul><li>Background on FIBA, SportingPulse and me </li></ul><ul><li>FIBA’s Digital Vision </li></ul><ul><li>Secret ingredients to create an online global basketball community </li></ul><ul><li>Challenges faced along the way </li></ul><ul><li>Benefits to sport and marketing opportunities </li></ul>Today’s Presentation
  2. 3. <ul><li>World governing body for basketball </li></ul><ul><li>Establish the rules of basketball, govern international competitions and regulate international player transfers </li></ul><ul><li>Independent association formed by 213 national basketball federations and 5 regional zones </li></ul><ul><li>Headquartered in Geneva, Switzerland </li></ul>Who are FIBA and what do they do?
  3. 4. The history of SportingPulse <ul><li>Established in 1999 in Melbourne by Nick Maywald, a basketball playing geek </li></ul><ul><li>Grew up as sports technology company providing integrated solutions to help governing bodies, associations, clubs and players </li></ul><ul><li>Created the largest online sports community in Australasia </li></ul><ul><li>Formed a partnership with FIBA in 2005 </li></ul>
  4. 5. <ul><li>CA worked with PwC using innovative technology to achieve business objectives </li></ul><ul><li>Former Vice President of Lindfield FC, largest grassroots sports club in Australia </li></ul><ul><li>Joined SportingPulse in 2005 to help transform the company from a sports technology business to a sports digital media business </li></ul><ul><li>Attracted outside investment from News Digital Media and AFL </li></ul><ul><li>Director, shareholder, leading international business </li></ul>
  5. 6. FIBA’s Digital Vision <ul><li>Provide value to National Federations and global basketball community, complimenting the FIBA National Federations Manual </li></ul><ul><li>Capture accurate management and investment information around who plays basketball </li></ul><ul><li>Prevent duplication of IT expenditure </li></ul><ul><li>Generate sustainable new revenue streams from new digital assets </li></ul>
  6. 7. What do ballers do?
  7. 8. Secret ingredients to create an online basketball community
  8. 9. Essential tools to manage basketball Tool Benefits Online registration & payment Online form that associations and clubs can create for players to complete registration details and pay fees <ul><li>Quicker and easier for players to register and re-register </li></ul><ul><li>Reduce workload for administrators </li></ul><ul><li>Safer and more accurate financial recording </li></ul><ul><li>Complete and accurate member records </li></ul>
  9. 10. Essential tools to manage basketball Tool Benefits FIBA membership database Global database of national federations, associations, clubs and players <ul><li>Easier to store, track, update and locate member records </li></ul><ul><li>Demographic analysis and reporting of basketball players by country/region/age gender </li></ul><ul><li>Email and mobile member communications </li></ul>
  10. 11. Essential tools to manage basketball Tool Benefits FIBA Organizer Competition management software to create scores, schedules, standings and stats <ul><li>Quicker and easier to produce schedules, results and statistics </li></ul><ul><li>Manage allocation of officials </li></ul><ul><li>Provide players with detailed historical team and player stats </li></ul>
  11. 12. Essential tools to manage basket ball Tool Benefits Club, association & federation websites Record news, schedules, results <ul><li>Easy to create and manage </li></ul><ul><li>Professional looking websites </li></ul><ul><li>Hosting </li></ul>
  12. 13. Essential tools to manage basketball Tool Benefits Personal websites Personal website and mobile site for players and fans <ul><li>Quick and easy way to access personal game information </li></ul><ul><li>Personal webpages for players to record game memories </li></ul><ul><li>One stop shop for basketball information </li></ul>
  13. 14. Essential tools to manage basketball Tool Benefits FIBA Live Stats Courtside application to record detailed stats and stream games live to the web <ul><li>Stream live experience to the web </li></ul><ul><li>Increase audience beyond physical attendance </li></ul><ul><li>Coaching and media reporting </li></ul>
  14. 15. FIBA Live Stats – Play by Play
  15. 16. FIBA Live Stats – Game Summary
  16. 17. FIBA Live Stats – Shot Chart
  17. 18. FIBA Live Stats – Player Stats
  18. 19. FIBA Live Stats – Individual Player Shot Chart
  19. 20. Individual Player Career Stats
  20. 21. 2010 NBL Grand Final
  21. 22. FIBA Live Stats around the World
  22. 23. Essential tools to manage basketball Tool Benefits FIBA Stadium Scoring Courtside PC tablet application to record player stats and eliminate paper <ul><li>Easier to score than paper & pen </li></ul><ul><li>Individual player stats recorded for first time </li></ul><ul><li>Player personal stats automatically uploaded to website </li></ul>
  23. 24. FIBA Global Passport <ul><li>Players have to register with FIBA to obtain a FIBA ID/licence to play </li></ul><ul><li>FIBA and National Federation databases created </li></ul><ul><li>Player uses ID to register to play in season competitions </li></ul><ul><li>Player uses ID to buy online </li></ul>
  24. 25. Challenges faced <ul><li>Prior investment by zones or federations in IT solutions </li></ul><ul><li>Different levels of IT sophistication across national federations </li></ul><ul><li>Resources needed for rollout </li></ul><ul><li>Language conversions </li></ul>
  25. 26. Sports Marketing to Fans – Broadcast Rights Model
  26. 27. “ We’re not in the business of keeping the media companies alive, we’re in the business of connecting with consumers.” Trevor Edwards, Nike, Vice President, Brand & Category Management
  27. 28. “ We passionately believe advertising has a future, but only if we stop interrupting what people are interested in and become what people are interested in.” Our story – the new JWT, International Advertising Agency
  28. 29. “ You don’t start communities. They already exist. They are already doing what they want to do. The question you should ask is ‘How can I help them do it better.” Mark Zuckerberg, Facebook Founder & CEO
  29. 30. Sports Marketing to Participants – A New Model
  30. 31. Brand Opportunities <ul><li>Become part of the basketball value chain </li></ul><ul><li>Positioned as providers of web and mobile apps </li></ul><ul><li>Brand content to enhance user experience </li></ul><ul><li>Leverage existing sponsorship assets </li></ul>
  31. 32. Become part of the basketball value chain
  32. 33. Positioned as providers of web and mobile apps
  33. 34. Brand content to enhance user experience
  34. 35. Leverage existing sponsorship assets
  35. 36. Other Business Benefits <ul><li>Real time research/feedback on potential new products </li></ul><ul><li>Personalised communication </li></ul><ul><li>Purchase decision – new season = new shoes </li></ul><ul><li>Community relationship – reinvesting in basketball </li></ul>
  36. 37. Phil Knight’s marketing plan was simple…go directly to runners by driving to track meets and selling the shoes out of the trunk of his car, thereby establishing a grassroots, “word of mouth” relationship with the running community. 1962 Getting to Grassroots in the Digital Age 2010 Nick Maywald’s vision is simple…provide sports with free web and mobile applications to create a new communication platform for brands to enhance participants’ experience thereby establishing a grassroots online relationship with the sporting community.