The document discusses the concept of Sport 2.0, highlighting how the internet enhances the sports experience by creating a richer, more interactive environment for both active athletes and passive fans. It outlines international and national trends regarding online sports communities and the future development of sport-related platforms that merge user-generated content with social interaction. Additionally, it emphasizes the importance of improving user engagement and the potential for monetizing sports content through advertising and sponsorships.

1. SPECO Sport 2.0 Sport in the web 2.0 era

2. About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gijsbregt%20Brouwer Or: google me!

3. About today Sport on the internet Sport 2.0: social sport matrix International trends National trends Future developments

4. Sport on the internet Sport on the internet Sport 2.0: social sport matrix International trends National trends Future developments

5. Sport on the internet Sport on the internet

6. Experience Economy Sport = an experience Active & passive The activity only takes a few hours per day/week/month Internet improves the sport experience

7. Sport experience Sport as an (online) experience: Experience is improved: Lengthened: longer & more often Broadened (more users) Deepened (more types of use) Builds a relationship with the consumer

8. Improving the experience Deepen : Mobile Smart stadium Digital signage Lengthen : Communities Games Planning Blogs Registration Broaden : Communities More content Sport date/meet Experience 1.0 : No mobile No web 2.0 Not personal No context

9. Sport in general Improvement  business Improvement  media Improvement  consumers Active – athletes Passive - fans Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

10. Business: sponsoring Sponsor and/or media Sponsee Association Means Agreement

11. Business: sponsoring 2.0 Sponsor and/or media Sponsee consumer fan platform Interaction Value creation Continuous experience

12. A platform for sport content

13. 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 Interaction Value creation Continuous experience

14. Show me the money! The future is free Content travels freely Making money for free: Advertising Sponsoring Finding your true fans/hardcore athletes Make offline accessible for online

15. Social Sport Matrix Sport on the internet Sport 2.0: Social Sport Matrix International trends National trends Future developments

16. Social Sport Matrix Social Sport Matrix

17. Active vs passive Improving sports through internet End user is in charge Active  athlete  own results & activity Passive  fan  idol’s results & activity

18. Active community

19. Active community Examples: MyTeamZone AD’s mijnsportwereld Gimme20 Components: Display of own results Profiles (alone and/or team) Communication (slow chat) User generated content Open or within own network

20. Active community

21. Passive community

22. Passive community Examples: Majority of Facebook sport apps NHL fans community Sport Hyves Components: Display of idol’s results (adherence) Profiles (1 athlete and/or team) Communication (slow chat) User generated content Open or within own network “ Bumper sticker”

23. Passive community

24. Active tools

25. Active tools Examples: iTunes + Nike Mysportsplanner Anglingmasters Components: Registering own results Scheduling & planning Tailor made advise Direct communication Possibility for closed area

26. Active tools

27. Passive tools

28. Passive tools Examples: Are You Watching This Myfootballclub Yoonew Components: Registering idol’s results Recommendations Preferences Tracking of scores, teams and stadiums

29. Passive tools

30. Active news

31. Active news Examples: FCMovei AD’s mijnsportwereld Athlinks Components: User generated content Recommendations/rating Customizing “ 15 Megabites of fame”

32. Active news

33. Passive news

34. Passive news Examples: Sportingo Yardbarker Fannation Rabosport Components: User generated content Recommendations/rating Portal page (content pyramide)

35. Passive news

36. Active gaming

37. Active gaming Examples: All poker sites Board games Wii Superkicks Components: Simulation of real movements/tactics Virtual opponents + competition Feedback

38. Active gaming

39. Passive gaming

40. Passive gaming Examples: EK-poules Fantasy leagues Sport games over the internet Play like a champion Components: The fan as virtual athlete or trainer Opponents & competition Gambling vs knowledge vs skills

41. Passive gaming

42. International trends Sport on the internet Sport 2.0: Social Sport Matrix International trends National trends Future developments Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

43. International trends International trends

44. A short survey USA : FAN nation, M&A, big bucks Number 1 example: FanNation Germany : Local oriented nation Number 1 example: Meinsport.de Brittain : Soccer nation Number 1 example: MyFootballClub

45. USA

46. Germany

47. Brittain

48. National trends Sport on the internet Sport 2.0: Social Sport Matrix International trends National trends Future developments

49. National trends National trends

50. Netherlands

51. Netherlands Netherlands is a club nation Club as a starting point Many communities the last year, none are taking off Integrated communities (news) Growth of tools: especially planning No real fan sites Success of passive gaming Number 1 example: AD’s mijnsportwereld

52. Social media: sport communities

53. Social media: tools

54. Social media: news

55. Social media: gaming

56. Future developments Sport on the internet Sport 2.0: Social Sport Matrix International trends National trends Future developments

57. Future developments Future developments

58. I’ve seen the future … Verticalisation & specialisation within and between networks Pairing offline and online Pairing facts and emotions Real time (mobile revolution) Real place (GPS and RFID) Followers & fans everywhere Content syndication Portable (sport) identity

59. I’ve seen the future …

60. Always in tune

61. Technique couples offline & online

62. Exchangable & open content

63. Conclusions Sport is an experience Online media improve sport experience A very young market + not many commercial successes Growth of sport communities not a given Not all segments of SSM are represented National room for differentation Sports have the future Conclusions

64. About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gijsbregt%20Brouwer Or: google me!

65. Discussion