Beyond the Stadium

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Pat Coyle's intro deck from SM 2.0 Summit...reaching the "Long Tail" sports fan.

Published in: Business, Sports

Beyond the Stadium

  1. 1. Sports Sponsorships…Beyond the Stadium Tackling the “long tail” fan base Prepared by: Pat Coyle Executive Director of Digital Business Indianapolis Colts Contact Pat Coyle: coylep@colts.nfl.com
  2. 2. W = R T 2
  3. 3. Pilzer on Paradigms
  4. 4. (80:20) Paradigm$$$ Team = Stadium-centric League = Television-centric $3.75 Billion per year
  5. 5. What would Pareto say about… … the “ long tail ” perspective?
  6. 6. Web Analytics (W=RT 2 ) The universe is BIGGER than we thought, but what are we going to do about it?
  7. 7. Contact Pat Coyle: coylep@colts.nfl.com Colts are my favorite sports team: U.S. POP 12+ (ESPN Sports Poll) ..but do Colts make more money because they have more fans? Economics of winning
  8. 8. Beyond the home market 10 million Americans 12+ say Colts are favorite team. 24% from Indiana. Contact Pat Coyle: coylep@colts.nfl.com Note : 67% of Colts fans live outside Indiana
  9. 9. Contact Pat Coyle: coylep@colts.nfl.com
  10. 10. Beyond the Season Page Views Site Visits Season 65% Draft & Cheer Indianapolis Colts
  11. 11. Multi-screens, multi-markets @ Bengals Steelers MNF Total Page Views : 3,320,004 Visitors Percent Indy 17,616 13.9% Pitts 1,092 .9% Cincy 3,595 2.8% Chgo 7,454 12.4% Visitors Percent Indy 27,974 12.3% Pitts 2,866 1.3% Cincy 3,371 1.6% Chgo 11,742 5.2% Rating Share Indy 39.5 57% Pitts 24.2 38% Cincy 45.2 66% Chgo 11.7 22% Rating Share Indy 46.4 62% Pitts 48 63% Cincy 23 36% Chgo 15.7 24% Web TV Web TV x x x x x TV audience drives Website traffic?
  12. 12. Communication = killer app? Fan generated Indianapolis Colts
  13. 13. Other Notable Stats <ul><li>50% of AVID NFL fans will never attend a game in their lives </li></ul><ul><li>40% of AVID NFL fans watched games on TV with laptops online (2008) </li></ul>
  14. 14. Are “displaced” fans AVID? Contact Pat Coyle: coylep@colts.nfl.com BSU Study, 2005
  15. 15. Stats are great, but… <ul><li>How will the team make more money? </li></ul>W = ( R ) T 2 Fan Base
  16. 16. Sponsorship ≠ advertising <ul><li>Affinity </li></ul><ul><li>Emotions </li></ul><ul><li>Engagement </li></ul><ul><li>Avid </li></ul><ul><li>Eyeballs </li></ul><ul><li>Demographics </li></ul><ul><li>Interruption </li></ul><ul><li>Amusement </li></ul>What is the PROMISE of sponsorship?
  17. 17. But SPONSORS HAVE PARADIGMS TOO <ul><li>Team deals I’ve seen: </li></ul><ul><ul><li>Pay premium for use of trademarks – and call it a “sponsorship” </li></ul></ul><ul><ul><li>Treat sponsorship like “advertising” – by slapping marks in regular ads and measuring eyeballs </li></ul></ul><ul><ul><li>Focus on local DMA – to support local budgets and local distribution </li></ul></ul>
  18. 18. Online Sponsorship Opportunity <ul><li>Fans want: </li></ul><ul><ul><li>Camaraderie </li></ul></ul><ul><ul><li>Recognition </li></ul></ul><ul><ul><li>Access </li></ul></ul><ul><li>Sponsors want: </li></ul><ul><ul><li>Attention </li></ul></ul><ul><ul><li>Consideration </li></ul></ul><ul><ul><li>Action </li></ul></ul>WIN - WIN - WIN DIGITAL Sponsorship PROGRAMS Team wants : $$
  19. 19. Thinking beyond the stadium <ul><li>Colts fans are a national affinity group </li></ul><ul><li>Digital media enable “long tail” strategy </li></ul><ul><li>Some teams are not equipped </li></ul><ul><li>Requires tests, experimentation </li></ul><ul><li>It keeps changing, faster… </li></ul>Contact Pat Coyle: coylep@colts.nfl.com
  20. 20. Colts.com myColts.net myIndianaFootball.com 3 sites and we’re falling behind? Indianapolis Colts Plus WAP
  21. 21. Additive strategy – 4 Screens Television + computer + Jumbo Tron + hand held
  22. 22. Alt. Media: $160 Billion by 2012 <ul><li>“ Alternative” media </li></ul><ul><li>Sponsorship </li></ul><ul><li>Consumer Gen. Media </li></ul><ul><li>Mobile advertising </li></ul><ul><li>Video game ads </li></ul><ul><li>Online video ads </li></ul><ul><li>Word of Mouth </li></ul><ul><li>etc. </li></ul>Technological advances have led to critical changes in consumer behaviors and media usage patterns, which have pushed the advertising and marketing ecosystems into a seminal period of transition. Driven by these market forces, brand marketers are seeking new strategies to connect with consumers through engaging means in captive locations, while at the same time providing proof-of-performance metrics . This confluence of trends is fueling the migration of dollars to alternative media.” (Patrick Quinn, President & CEO) Global Adv. $400+ Billion Global sponsor: $40 Billion

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