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Sport brands in the 2.0 age

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A short introduction in branding thru sports in the 2.0 age.

Published in: Business, Sports
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Sport brands in the 2.0 age

  1. 1. Sport 2.0 Sportbrands in a 2.0 world
  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 = experience </li></ul><ul><li>Sport = brand </li></ul><ul><li>Mixed roles </li></ul><ul><li>Discussion </li></ul>
  4. 4. Sport brands in a 2.0 world <ul><li>Sport = experience </li></ul><ul><li>Sport = brand </li></ul><ul><li>Mixed roles </li></ul><ul><li>Discussion </li></ul>
  5. 5. Experience Economy <ul><li>Pine & Gillmore (1999) </li></ul><ul><li>Commodity  Product  Service  Experience </li></ul><ul><li>Chief examples: coffee & Disneyland </li></ul><ul><li>Internet improves the experience </li></ul>
  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 brands in a 2.0 world <ul><li>Sport = experience </li></ul><ul><li>Sport = brand </li></ul><ul><li>Mixed roles </li></ul><ul><li>Discussion </li></ul>
  8. 8. Experience brands <ul><li>Sport as an (online) experience: </li></ul><ul><li>Keeps the brand permanently top of mind </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>
  9. 9. Experience brands <ul><li>Sport experience brands: </li></ul><ul><li>Build brand value for your sport </li></ul><ul><li>Brand value will add to core objectives of sport organization: </li></ul><ul><ul><li>Revenues </li></ul></ul><ul><ul><li>More athletes/fans </li></ul></ul><ul><ul><li>Fitter people </li></ul></ul><ul><ul><li>Etc. </li></ul></ul>
  10. 10. Sport as 1.0 brand Sponsor and/or media Sponsee Association Means Agreement
  11. 11. Sport as a 2.0 brand 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>
  12. 12. Sport brands in a 2.0 world <ul><li>Sport = experience </li></ul><ul><li>Sport = brand </li></ul><ul><li>Mixed roles </li></ul><ul><li>Discussion </li></ul>
  13. 13. Sport content in a 2.0 world Stap 3 BRANDING 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>
  14. 14. Sport content in a 2.0 world Stap 3 BRANDING Rights Different formats Content Edited video Syndicated content consumers device Content played on a central site Sport Platform Content storage <ul><li>Where is: </li></ul><ul><li>Sport organizer </li></ul><ul><li>Consumer </li></ul><ul><li>Media </li></ul><ul><li>Sponsor </li></ul><ul><li>Government </li></ul>
  15. 15. Sport brands in a 2.0 world <ul><li>Sport = experience </li></ul><ul><li>Sport = brand </li></ul><ul><li>Mixed roles </li></ul><ul><li>Discussion </li></ul>
  16. 16. Mixed roles: where & who? <ul><li>Where/who is: </li></ul><ul><li>Sport organizer </li></ul><ul><li>Consumer </li></ul><ul><li>Media </li></ul><ul><li>Sponsor </li></ul><ul><li>Government </li></ul>
  17. 17. Mixed channels: what is mine? <ul><li>Which channels do I use? </li></ul><ul><li>My channels (full control) </li></ul><ul><li>Edited channels (media, some control) </li></ul><ul><li>Open channels (communities, little control) </li></ul><ul><li>Consumer channels (communities, no control) </li></ul>
  18. 18. About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gijsbregt%20Brouwer
  19. 19. Discussion

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