Sport 2.0 the mid 2008 version

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Internet is changing the sports game for good. After billboarding, came hospitality and after hospitality comes the sport platform.

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Sport 2.0 the mid 2008 version

  1. 1. Sport 2.0 Sport in the web 2.0 era
  2. 2. About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gijsbregt%20Brouwer
  3. 3. About today <ul><li>Sport on the internet </li></ul><ul><li>Sport 2.0: social sport matrix </li></ul><ul><li>International trends </li></ul><ul><li>National trends </li></ul><ul><li>Future developments </li></ul>
  4. 4. Sport on the internet <ul><li>Sport on the internet </li></ul><ul><li>Sport 2.0: social sport matrix </li></ul><ul><li>International trends </li></ul><ul><li>National trends </li></ul><ul><li>Future developments </li></ul>
  5. 5. Sport on the internet Sport on the internet
  6. 6. Experience Economy <ul><li>Sport = an experience </li></ul><ul><li>Active & passive </li></ul><ul><li>The activity only takes a few hours per day/week/month </li></ul><ul><li>Internet improves the sport experience </li></ul>
  7. 7. Sport experience <ul><li>Sport as an (online) experience: </li></ul><ul><li>Experience is improved: </li></ul><ul><ul><li>Lengthened: longer & more often </li></ul></ul><ul><ul><li>Broadened (more users) </li></ul></ul><ul><ul><li>Deepened (more types of use) </li></ul></ul><ul><li>Builds a relationship with the consumer </li></ul>
  8. 8. Sport in general <ul><li>Improvement  business </li></ul><ul><li>Improvement  media </li></ul><ul><li>Improvement  consumers </li></ul><ul><ul><li>Active – athletes </li></ul></ul><ul><ul><li>Passive - fans </li></ul></ul>Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007
  9. 9. Business: sponsoring Sponsor and/or media Sponsee Association Means Agreement
  10. 10. Business: sponsoring 2.0 Sponsor and/or media Sponsee consumer fan platform <ul><li>Interaction </li></ul><ul><li>Value creation </li></ul><ul><li>Continuous experience </li></ul>
  11. 11. A platform for sport content
  12. 12. Media & rights: losing grip Stap 3 Rights Different formats Content Edited video Syndicated content consumers device Content played on a central site Sport Platform Content storage <ul><li>Interaction </li></ul><ul><li>Value creation </li></ul><ul><li>Continuous experience </li></ul>
  13. 13. Show me the money! <ul><li>The future is free </li></ul><ul><li>Content travels freely </li></ul><ul><li>Making money for free: </li></ul><ul><li>Advertising </li></ul><ul><li>Sponsoring </li></ul><ul><li>Finding your true fans/hardcore athletes </li></ul><ul><li>Make offline accessible for online </li></ul>
  14. 14. Social Sport Matrix <ul><li>Sport on the internet </li></ul><ul><li>Sport 2.0: Social Sport Matrix </li></ul><ul><li>International trends </li></ul><ul><li>National trends </li></ul><ul><li>Future developments </li></ul>
  15. 15. Social Sport Matrix Social Sport Matrix
  16. 16. Active vs passive Improving sports through internet End user is in charge Active  athlete  own results & activity Passive  fan  idol’s results & activity
  17. 17. Active community
  18. 18. Active community <ul><li>Examples: </li></ul><ul><li>MyTeamZone </li></ul><ul><li>AD’s mijnsportwereld </li></ul><ul><li>Gimme20 </li></ul><ul><li>Components: </li></ul><ul><li>Display of own results </li></ul><ul><li>Profiles (alone and/or team) </li></ul><ul><li>Communication (slow chat) </li></ul><ul><li>User generated content </li></ul><ul><li>Open or within own network </li></ul>
  19. 19. Active community
  20. 20. Passive community
  21. 21. Passive community <ul><li>Examples: </li></ul><ul><li>Majority of Facebook sport apps </li></ul><ul><li>NHL fans community </li></ul><ul><li>Sport Hyves </li></ul><ul><li>Components: </li></ul><ul><li>Display of idol’s results (adherence) </li></ul><ul><li>Profiles (1 athlete and/or team) </li></ul><ul><li>Communication (slow chat) </li></ul><ul><li>User generated content </li></ul><ul><li>Open or within own network </li></ul><ul><li>“ Bumper sticker” </li></ul>
  22. 22. Passive community
  23. 23. Active tools
  24. 24. Active tools <ul><li>Examples: </li></ul><ul><li>iTunes + Nike </li></ul><ul><li>Mysportsplanner </li></ul><ul><li>Anglingmasters </li></ul><ul><li>Components: </li></ul><ul><li>Registering own results </li></ul><ul><li>Scheduling & planning </li></ul><ul><li>Tailor made advise </li></ul><ul><li>Direct communication </li></ul><ul><li>Possibility for closed area </li></ul>
  25. 25. Active tools
  26. 26. Passive tools
  27. 27. Passive tools <ul><li>Examples: </li></ul><ul><li>Are You Watching This </li></ul><ul><li>Myfootballclub </li></ul><ul><li>Yoonew </li></ul><ul><li>Components: </li></ul><ul><li>Registering idol’s results </li></ul><ul><li>Recommendations </li></ul><ul><li>Preferences </li></ul><ul><li>Tracking of scores, teams and stadiums </li></ul>
  28. 28. Passive tools
  29. 29. Active news
  30. 30. Active news <ul><li>Examples: </li></ul><ul><li>FCMovei </li></ul><ul><li>AD’s mijnsportwereld </li></ul><ul><li>Athlinks </li></ul><ul><li>Components: </li></ul><ul><li>User generated content </li></ul><ul><li>Recommendations/rating </li></ul><ul><li>Customizing </li></ul><ul><li>“ 15 Megabites of fame” </li></ul>
  31. 31. Active news
  32. 32. Passive news
  33. 33. Passive news <ul><li>Examples: </li></ul><ul><li>Sportingo </li></ul><ul><li>Yardbarker </li></ul><ul><li>Fannation </li></ul><ul><li>Voetbalnext </li></ul><ul><li>Components: </li></ul><ul><li>User generated content </li></ul><ul><li>Recommendations/rating </li></ul><ul><li>Portal page (content pyramide) </li></ul>
  34. 34. Passive news
  35. 35. Active gaming
  36. 36. Active gaming <ul><li>Examples: </li></ul><ul><li>All poker sites </li></ul><ul><li>Board games </li></ul><ul><li>Wii </li></ul><ul><li>Superkicks </li></ul><ul><li>Components: </li></ul><ul><li>Simulation of real movements/tactics </li></ul><ul><li>Virtual opponents + competition </li></ul><ul><li>Feedback </li></ul>
  37. 37. Active gaming
  38. 38. Passive gaming
  39. 39. Passive gaming <ul><li>Examples: </li></ul><ul><li>EK-poules </li></ul><ul><li>Fantasy leagues </li></ul><ul><li>Sport games over the internet </li></ul><ul><li>Play like a champion </li></ul><ul><li>Components: </li></ul><ul><li>The fan as virtual athlete or trainer </li></ul><ul><li>Opponents & competition </li></ul><ul><li>Gambling vs knowledge vs skills </li></ul>
  40. 40. Passive gaming
  41. 41. International trends <ul><li>Sport on the internet </li></ul><ul><li>Sport 2.0: Social Sport Matrix </li></ul><ul><li>International trends </li></ul><ul><li>National trends </li></ul><ul><li>Future developments </li></ul>Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007
  42. 42. International trends International trends
  43. 43. A short survey <ul><li>USA : FAN nation, M&A, big bucks </li></ul><ul><ul><li>Number 1 example: FanNation </li></ul></ul><ul><li>Germany : Local oriented nation </li></ul><ul><ul><li>Number 1 example: Meinsport.de </li></ul></ul><ul><li>Brittain : Soccer nation </li></ul><ul><ul><li>Number 1 example: iSporty </li></ul></ul>
  44. 44. USA
  45. 45. Germany
  46. 46. Brittain
  47. 47. National trends <ul><li>Sport on the internet </li></ul><ul><li>Sport 2.0: Social Sport Matrix </li></ul><ul><li>International trends </li></ul><ul><li>National trends </li></ul><ul><li>Future developments </li></ul>
  48. 48. National trends National trends
  49. 49. Netherlands
  50. 50. Netherlands <ul><li>Netherlands is a club nation </li></ul><ul><li>Club as a starting point </li></ul><ul><li>Many communities the last year, none are taking off </li></ul><ul><li>Integrated communities (news) </li></ul><ul><li>Growth of tools: especially planning </li></ul><ul><li>No real fan sites </li></ul><ul><li>Success of passive gaming </li></ul><ul><li>Number 1 example: AD’s mijnsportwereld </li></ul>
  51. 51. Social media: sport communities
  52. 52. Social media: tools
  53. 53. Social media: news
  54. 54. Social media: gaming
  55. 55. Future developments <ul><li>Sport on the internet </li></ul><ul><li>Sport 2.0: Social Sport Matrix </li></ul><ul><li>International trends </li></ul><ul><li>National trends </li></ul><ul><li>Future developments </li></ul>
  56. 56. Future developments Future developments
  57. 57. I’ve seen the future … <ul><li>Verticalisation & specialisation </li></ul><ul><li>within and between networks </li></ul><ul><li>Pairing offline and online </li></ul><ul><li>Pairing facts and emotions </li></ul><ul><li>Real time (mobile revolution) </li></ul><ul><li>Real place (GPS and RFID) </li></ul><ul><li>Followers & fans everywhere </li></ul><ul><li>Content syndication </li></ul><ul><li>Portable (sport) identity </li></ul>
  58. 58. I’ve seen the future …
  59. 59. Always in tune
  60. 60. Technique couples offline & online
  61. 61. Echangable & open content
  62. 62. Conclusions <ul><li>Sport is an experience </li></ul><ul><li>Online media improve sport experience </li></ul><ul><li>A very young market + not many commercial successes </li></ul><ul><li>Growth of sport communities not a given </li></ul><ul><li>Not all segments of SSM are represented </li></ul><ul><li>National room for differentation </li></ul><ul><li>Sports have the future </li></ul>Conclusions
  63. 63. About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gijsbregt%20Brouwer
  64. 64. Discussion

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