This document discusses how sports experiences can be improved through the internet and mobile technologies. It suggests broadening sports experiences by connecting communities, providing more content, and enabling sport dates/meetups. It also recommends deepening experiences through mobile apps, smart stadium technologies, and digital signage. The goal is to shift from passive to active experiences by engaging sports consumers through communities, games, planning tools, blogs, and registration on digital platforms.

1. Engaging the sports consumer
Sports is social again
Gijsbregt Brouwer
LeadershipOFFENSE Program ‐ Nike EHQ ‐ 31/03/2011

3. Gijsbregt Brouwer
www.sport28.nl
www.brightguys.nl

4. Consumer 2.0
Experiences 2.0
Sports 2.0

5. Sports 2.0
Improving sports
thru internet &
mobile

6. Sports =
experience

7. Deepen:
• Mobile
• Smart stadium
• Digital signage
Broaden:
• CommuniSes
• More content
• Sport date/meet
Lengthen:
Experience 1.0: • CommuniSes
• No mobile • Games
• No web 2.0 • Planning
• Not personal • Blogs
• No context • RegistraSon

12. DisrupSon

13. Some more theory
Photograph: Cathal McNaughton/PA

14. Sponsoring 1.0
AssociaSon
Sponsor
Sponsee
and/or media
Agreement
Means

15. Sponsoring 2.0 • Engagement
• Value creaSon
• ConSnuous experience
plaWorm
Sponsor
consumer fan Sponsee
and/or media

17. Digital
Eco systems

19. Build LASTING
plaWorms

20. Social sports Matrix

21. Passive AcSve

23. AcSve
community

25. Passive
community

27. AcSve
tools

29. AcSve
tools

31. Passive
tools

33. Passive
tools

35. Passive
tools

37. Passive
tools

39. AcSve
news

41. AcSve
news

43. Passive
news

45. AcSve
gaming

46. Photograph: LeoLoves

47. AcSve
gaming
Photograph: LeoLoves

48. Photograph: LeoLoves

49. AcSve
gaming
Photograph: LeoLoves

51. Passive
gaming

52. Social sports Matrix

54. Connected cyclist

56. Ques:ons?

58. Follow me
@gijsbregt