Euroleague Basketball:
A CASE STUDY OF THE SWEDISH MARKET
EMELIE NYMAN ÖSTBARD
BARCELONA, SPAIN, 2013

This presentation b...
Index

2



Sport in Sweden

3



Swedish Basketball

6



8



International Presence

9



International Competitio...
Sport in Sweden


Almost half of the Swedish population are
members of a sport club (3,4 million)



2,4 million compete...
Sport in Sweden
- Cont’


The clubs receive most of their
income from membership fees and
other member costs, sponsorship...
Sport in Sweden
- Cont’






Sweden is ranked as number
seven on the Olympic medal
table.

The Swedish Sport Confedera...
Swedish Basketball


The Swedish Basketball Federation
(SBBF) was founded in 1952



SBBF have divided Sweden into 5
com...
Swedish Basketball




The basic values of SBBF are:
together for the best of Swedish
Basketball; everyone’s right to
pa...
Swedish Basketball
- League


SBBF have the main responsibility for the professional leagues of both
men and women. The m...
Swedish Basketball
- International Presence

9



The Swedish National team both men and women have qualified for the
Eur...
Swedish national team women
EuroBasket 2013 – media covers

10
Swedish Basketball
- International competitions


In 2003 Sweden hosted the EuroBasket for Men in Stockholm.
However, the...
Swedish Basketball
- International players
Players in Europe

12

Players in the USA

Ludvig Håkansson, 1996

FCB Regal II...
Sport Media Presence in Sweden
- Broadcasting


A report from Nordicom covering the average viewing per day in 2011 in Sw...
Sport Media Presence in Sweden
- Broadcasting


The two biggest sport TV stations in Sweden are TV4 Sport and
Viasat Spor...
Sport Media Presence in Sweden
- Social Media and Internet


Official website of the Swedish Basketball Federation: www.b...
Sport Media Presence in Sweden
- Important media channels


Television: SVT , TV4 , Viasat, C More (football and golf)

...
Sponsors


Official sponsors of the Swedish Basketball Federation



Out of the 10 clubs in the swedish basketball leagu...
NBA in Sweden


The club Sundsvall Dragons organize a summer camp
called the NBA Camp for players born 95-99 with Mike
Wi...
Segmentation
- the typical basketball consumer
Male
Middle-class

Age 16-26
Urban
High school/college educated

Active
Use...
Norway & Denmark

20



The sports movement is organized in the same way in all three nordic countries.



Denmark have ...
Recommendations

21



After the interviews that I conducted in the process of my thesis I recommend Euroleague to implem...
Recommendations


22

Market entry indicator system
1.
1.1
1.2
1.3

2.
3.
4.
5.

CRITERIA
A city that comply with the cri...
Evaluation of the Swedish market


1.
1.1
1.2
1.3
2.
3.
4.
5.

23

Market entry indicator system
CRITERIA
A city that com...
Key Success Factors for the
Swedish market


24

Increase the awareness about Euroleague through:


Player recognition: ...
Key Success Factors for the
Swedish market


25

Work closely with the SBBF as well as local clubs to facilitate and deve...
Important information &websites
SWEDISH BASKETBALL FEDERATION CONTACT DETAILS


President: Hans Von Uthmann



Secretary...
Sources


Pictures that were used in this presentation are taken from:


The official webpage of the Swedish Basketball ...
THANK YOU!
QUESTIONS?

EMELIE NYMAN ÖSTBARD
EMELIE.NYMAN@HOTMAIL.COM
+46 729 62 62 99 /+44 709 44 55 499
UK.LINKEDIN.COM/I...
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Euroleague basketball a case study of the swedish market (final)

  1. 1. Euroleague Basketball: A CASE STUDY OF THE SWEDISH MARKET EMELIE NYMAN ÖSTBARD BARCELONA, SPAIN, 2013 This presentation belongs to Emelie Nyman Östbard and was done in connection with the final thesis project at La Salle.
  2. 2. Index 2  Sport in Sweden 3  Swedish Basketball 6  8  International Presence 9  International Competition 11   League International Players 12 Sport Media Presence in Sweden 13  Broadcasting  Social Media and internet 15  Important Media Channels 16  Sponsors 17  NBA in Sweden 18  The typical basketball consumer 19  Norway & Denmark 20  Recommendations 21  Evaluation of the Swedish market 23  Key Success Factors for the Swedish market 24
  3. 3. Sport in Sweden  Almost half of the Swedish population are members of a sport club (3,4 million)  2,4 million compete regularly  The main purpose of the Swedish sports confederation (RF) is to support the sport federations and represent the sport movement in their contact with the government and politicans. They set the strategy to chose for financing, org. structures and communication.  The sport movement (’the Nordic sports model’) is a democratic movement where sport is organized as an independent voluntary movement. Where a club is a voluntary non-profit org. owned by its members. 3
  4. 4. Sport in Sweden - Cont’  The clubs receive most of their income from membership fees and other member costs, sponsorship represents between 15-20% and 20% are given in form of grants from local and central governments.  Voluntary work is the basis of the Swedish and nordic sports clubs and represents around 70.000 fulltime jobs. 4
  5. 5. Sport in Sweden - Cont’    Sweden is ranked as number seven on the Olympic medal table. The Swedish Sport Confederation (2012) have established some factors that are important to the Swedish sport movement (table.1) The idea of Swedish sport is to ”organize sport at all levels so that it develop people positevely both physically and mentally, socially and culturally”. 5 External factors Internal factors Welfare: long period without war, no natural catastrophes, raw materials, energy sources, well-developed educational system and good infrastucture Lenghty tradition Long tradition of collaboration between local authorities and sport Organizes as a popular movement with sport’s greatest resources, the extensive voluntary contributions, and having elite sports and spor-for-all under the same umbrella Sport enjoys a strong reputation with politicians and receives generous grants and investment capital for sport facilities Opportunities for combining sport and education, through national sports secondary schools Serious investment in leadership training and adult-education organization SISU – Swedish Sports Education Extensive sport research, principally physiology TABLE.1
  6. 6. Swedish Basketball  The Swedish Basketball Federation (SBBF) was founded in 1952  SBBF have divided Sweden into 5 competition regions that are responsible for the third tier of competitions. There are 12 district regions that are responsible for the operations of the clubs, the lower tier- and younger- club competitions. 6  The members of SBBF are the clubs and non-profit associations. SOK: Swedish Olympic Committee EOK: European Olympic Committee IOK: International Olympic Committee FIBA: International Basketball Federation FIBA E: European Basketball Federation RF: Swedish Sport Confederation DF: District Federations SDF: Swedish Basketball District Federations F: Regional Federations Spelare: Players
  7. 7. Swedish Basketball   The basic values of SBBF are: together for the best of Swedish Basketball; everyone’s right to participate; passion, happiness and curiosity; high competence level; fair play in everything we do; democracy and participation The vision is to be: ”the most available nationalsport in Sweden” 7 Registered members in SBBF 63,113 Players with licenses (over 13 years old) 13,500 Players under 13 years old 9,000 Non-licensed players 3,000 Registered coaches 750 Registered clubs 350 Source of information: SBBF (Henrik Schöldström)
  8. 8. Swedish Basketball - League  SBBF have the main responsibility for the professional leagues of both men and women. The mens’ league is called: Basketligan herr and is from this season on an open league (relegation and promotion system) with up to 12 participating clubs. SBBF are also responsible for the second highest leagues as well as the wheelchair basketball league. 8
  9. 9. Swedish Basketball - International Presence 9  The Swedish National team both men and women have qualified for the EuroBasket 2013.  It is the first time in 25 years that the womens team have qualified and they finished on 7th place  5 out of 6 youth national teams are qualified for the European Championship A-group in 2013  The wheelchair national team U23 have qualified for the world cup
  10. 10. Swedish national team women EuroBasket 2013 – media covers 10
  11. 11. Swedish Basketball - International competitions  In 2003 Sweden hosted the EuroBasket for Men in Stockholm. However, the Swedish national team did not make it through the group stage. They also hosted the European Championship U18 for women 2009 in Södertälje.  Sweden have two clubs that compete on an international club competition level:  Norrköping Dolphins qualified for EuroChallange 2010/11, 2011/12, 2012/13 – this season they advanced to the top 16 phase and finished 12th.  Södertälje Kings qualified for EuroChallenge 2012/13 but did not advance. Will participate in EuroChallenge season 2013/14. 11
  12. 12. Swedish Basketball - International players Players in Europe 12 Players in the USA Ludvig Håkansson, 1996 FCB Regal II, Spain. Jonas Jerebko, 1987 Detroit Pistons, USA, NBA. Valter Lindström, 1995, Real Madrid, Spain. Jeffrey Taylor, 1989 Charlotte Bobcats, USA, NBA. Nick Spires, 1994 FCB Regal II, Spain. Chris Czerapowicz, 1990 Davidson Wildcats, NCAA. Marcus Eriksson, 1993 FCB Regal II, Spain. Carl Engström, 1991 Alabama Crimson, NCAA Jonathan Person, 1993 Gotha, Germany. Viktor Gaddefors, 1992, SAIE3 Bologna, Italy. Erik Rush, 1988 Cimberio Varese, Italy. Thomas Massamba, 1985 Lukoil Academik, Bulgaria. Kenny Grant, 1982 Nancy, France. There are currently no Swedish players in Euroleague. The lists represents a sample of the players currently abroad.
  13. 13. Sport Media Presence in Sweden - Broadcasting  A report from Nordicom covering the average viewing per day in 2011 in Sweden showed that 18% of the average daily viewers were watching sports (27% men, 9% women).  The segments watching sports is divided into the following brackets:  The table below shows the viewer timeslots among TV-viewers between the ages 9-79 in 2011 (in %) Gender Age Education (16–79 year) Total Men Women 9–14 15–24 25–44 45–64 65–79 Low Middle High 06.00–08.00 4 4 4 5 3 3 4 6 6 3 4 08.00–12.00 9 7 10 11 8 8 7 11 9 8 8 12.00–17.00 12 12 11 20 16 11 8 10 12 11 9 17.00–19.00 24 25 23 32 23 16 21 32 32 23 18 19.00–22.00 77 77 78 60 68 77 82 83 84 79 78 22.00–24.00 23 24 21 5 21 29 25 22 25 26 25 24.00–06.00 2 2 1 1 3 3 2 1 2 2 2 Source: Undersökningen Nordicom-Sveriges mediebarometer 2011. 13
  14. 14. Sport Media Presence in Sweden - Broadcasting  The two biggest sport TV stations in Sweden are TV4 Sport and Viasat Sport.  Viasat has Scandinavia’s most comprehensive portfolio of sport rights and has exclusive broadcasting rights to the Euroleague competition. They also broadcast international basketball competitions.  TV10 is mainly a sport channel launched in 2010 by Viasat, the channel have rights to broadcast Euroleague basketball.  The Swedish Basketball League had an agreement during 2013 with the Kanal Global channel and the stream site of the online newspaper Aftonbladet to broadcast their games 14
  15. 15. Sport Media Presence in Sweden - Social Media and Internet  Official website of the Swedish Basketball Federation: www.basket.se   Features: The Swedish basketball federation uses this website to inform about news and information from the federation, the national teams, the basketball leagues, national and regional competitions, education, calendar of activities and contact information. BasketSverige: www.basketsverige.se  Features: BasketSverige contains information about the basketball league men and women as well as news about the NBA. The information is conveyed through articles and blog posts. There are one blog focused on the NBA. The site has both Facebook and Twitter accounts. Two other main persons involved are Jakob Törnell and Magnus Stråhle that produces podcasts with interviews of basketball players and profiles in Sweden. 15
  16. 16. Sport Media Presence in Sweden - Important media channels  Television: SVT , TV4 , Viasat, C More (football and golf)  Newspapers: Dagens nyheter, Aftonbladet  ’Give and Go’ – national basketball magazine delivered by the Swedish Basketball Federation and distributed to the clubs. 16
  17. 17. Sponsors  Official sponsors of the Swedish Basketball Federation  Out of the 10 clubs in the swedish basketball league the following sponsors occur the most: Swedbank (4), Nike (4), Scandic (4), Stadium (3), PEAB (3), Gothia (2), Intersport (2), Viking Line (2), ICA (2),  Other major companies involved in basketball in Sweden: E.on, adidas, McDonalds, Volkswagen, Astra Zeneca,  Top 20 sport sponsor companies in Sweden (2010) according to Sponsorworld*  Volvo, Ericsson, Svenska spel, Swedbank, ICA, Telia, Vattenfall, Aftonbladet, Folksam, Nordea, Carlsberg, SEB, ATG, Posten, SAS McDonalds, Telenor, Adidas, Puma, Nike * www.sponsorworld.com/_project/_media/_doc/upload/Topp-50.pdf 17
  18. 18. NBA in Sweden  The club Sundsvall Dragons organize a summer camp called the NBA Camp for players born 95-99 with Mike Wilhelm from Chicago Bulls.  Viasat Sport/TV10 bought the rights to broadcast the NBA Playoffs 2013 in Sweden however the rest of the season was not broadcasted on Swedish TV.  NBA gear is easily bought through stores such as Footlocker ond other national sport stores. 18
  19. 19. Segmentation - the typical basketball consumer Male Middle-class Age 16-26 Urban High school/college educated Active Uses streaming sites to watch sports on computer and mobile device Watch TV Purchases basketball merchandize and clothes 19 His friends also watches basketball, he seeks information on and off the court, uses the information for conversation on social media and private with friends, watches mainly NBA and NCAA. If he has a lot of knowledge about the sport basketball he follows Euroleague The main sources of information he would look at is: the official website of NBA, the facebook page of NBA; he follows his favorite players and teams on facebook and instagram Twitter is not very popular in Sweden at the moment, the two most popular social networks are Facebook and Instagram.
  20. 20. Norway & Denmark 20  The sports movement is organized in the same way in all three nordic countries.  Denmark have a strong youth development and are currently working on developing their national club competition.  NBA playoffs is broadcasted in Denmark.  There is a organization called GAM3 that organizes 3-3 basketball tournaments in Denmark focused on urban sport and culture as an integration tool for immigrants.
  21. 21. Recommendations 21  After the interviews that I conducted in the process of my thesis I recommend Euroleague to implement a market entry indicator system for the European market. This indicator system will serve as a guide to what markets are ready to expand to and in what extent. It will also show what markets are not developed enough and will require more investment.  Each criteria receives a score from 1-10 (10 is the highest) which will give a total average score that will indicate the readiness of that market. The number is related to 4 different entry modes. These entry modes were detected during the interviews: 1) Export with ’Pull-option’ – ’game of the week’, 2) Export with ’pushoption’ – Sales team in the market, 3) Customized investment with sales representatives – clinics, camps, friendly games with local teams etc., 4) Direct investment – Euroleague team in the market  I have developed an example of a simple indicator system that is shown on the following slide. It represents 5 criterias that I have detected as important in order to determine if expansion is profitable for the company, and, in what way to enter into the market.  The first criteria evaluate how many cities that are able to comply with the criterias for reaching an ”A” license. I included this because it shows the readiness of the infrastructure in the country and ultimately the investments required to have a future Euroleague team in the country.  Second criteria evaluate if there are teams already competing on an international level and therefore requires less investment and in the near future can advance to Eurocup and ultimately Euroleague.  Third criteria counts the number of players competing on a top international level both Euroleague and NBA. These are important to use for marketing purposes.  Forth criteria evaluate the level of the National team, if they compete in the A-groups. This is important for marketing purposes and the level of awareness of basketball in the country.  The fifth criteria evaluate the media structure of the country. How hard it is to broadcast sport and for it to reach the majority of the population. Because this is the main revenue for Euroleague this criteria is important in order to decide to expand and invest and how much.
  22. 22. Recommendations  22 Market entry indicator system 1. 1.1 1.2 1.3 2. 3. 4. 5. CRITERIA A city that comply with the criteria of an “A” license. 10,000 seat arena 2x 4**** hotels in the same city International airport less than 100km from arena Number of clubs competing in top three European club competitions Number of international player competing in Euroleague and/or NBA Level of National team Level of media market and infrastructure TOTAL SCORE EXPLANATION SCORE (1-10) - 10-9 Direct investment (4) Should already be min. exporting with sales representation 7-9 Customized investment with clinics, camps etc. (3) Should already be exporting with sales representation 5-7 Sales team in the market (2) Push content - Should already be exporting 2-5 Export (1) Pull content of the ’Game of the week’ and Final Four
  23. 23. Evaluation of the Swedish market  1. 1.1 1.2 1.3 2. 3. 4. 5. 23 Market entry indicator system CRITERIA A city that comply with the criteria of an “A” license. 10,000 seat arena 2x 4**** hotels in the same city International airport less than 100km from arena Number of clubs competing in top three European club competitions Number of international player competing in Euroleague and/or NBA Level of National team Level of media market and infrastructure TOTAL SCORE (AVERAGE) EXPLANATION Stockholm Globe, 16.000 Stockholm, Norrköping 46 km Stockholm Globe, 7.8Km norrköping 2 out of 10 (norrköping dolphins, Södertälje Kings) 2 Qualified A group EuroBasket Viasat have extensive sport broadcasting SCORE (1-10) 10 2 2 5 5 4.8 10-9 Direct investment (4) Should already be exporting with sales representation 6-9 Customized investment with clinics, camps etc. (3) Should already be exporting with sales representation 4-6 Sales team in the market (2) Should already be exporting 2-4 Export (1) ’Game of the week’ and Final Four
  24. 24. Key Success Factors for the Swedish market  24 Increase the awareness about Euroleague through:  Player recognition: use key players to market the league  Follow them on Facebook and Instagram and use in marketing campaigns  The main advantage over NBA is that it is close - possibility to experience the games live without spending a lot of money. Arrange travel campaigns and discounts to see a Euroleague game. This could be done as an arrangement through with the Swedish Basketball Federation and sponsors already involved.  Play friendly games against a Swedish team or arrange a training camp in Sweden  Sponsor youth camps: through name rights, merchandize, send a Euroleague player to the camp, have a training game during the camp  Sponsor local clubs with merchandize Much of this can be done through collaboration with the Swedish basketball federation.
  25. 25. Key Success Factors for the Swedish market  25 Work closely with the SBBF as well as local clubs to facilitate and develop certain key drivers of development  Through investing in the education and knowledge of basketball for the public, players and volunteers  Through investing in the education of clubs and its employees regarding media and communications management, marketing, development etc.  Providing insight and advice regarding negotiations with broadcasters and sponsors  Providing a network between countries
  26. 26. Important information &websites SWEDISH BASKETBALL FEDERATION CONTACT DETAILS  President: Hans Von Uthmann  Secretary General and FIBA World Board Member: Lena Wallin-Kantzy  Press contact: Henrik Schöldström  Office tel.nr: +46 (8) 6996000  Swedish basketball federation: www.basket.se  Swedish sport confederation: www.rf.se  Swedish basketball league (men): http://iof1.idrottonline.se/SvenskaBasketbollforbundet/Basketliganherr/  Youtube: https://www.youtube.com/user/basketklipp  BasketSverige: www.basketsverige.se 26
  27. 27. Sources  Pictures that were used in this presentation are taken from:  The official webpage of the Swedish Basketball Federation  The official webpage of the Swedish Sport Confederation  Sundsvall Dragons official webpage The images are used only in an academic purpose and are included under the fair use exemption and are restricted from further use. 27
  28. 28. THANK YOU! QUESTIONS? EMELIE NYMAN ÖSTBARD EMELIE.NYMAN@HOTMAIL.COM +46 729 62 62 99 /+44 709 44 55 499 UK.LINKEDIN.COM/IN/EMELIENYMAN/ © EMELIE NYMAN 2013

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