Research: Monetizing Sport Fans

INTERNAL
Sports: Opportunities
Sami Muneer
SAP AppHaus, 2013

©  SAP AG 2010. All rights reserved. / Page 2
Situation

Group Sport App Price
#
Ratings
Average
Rating
Scores/
Standing/
Schedule
Stat /
Profile
Photos/
Videos
Social
News/
Content
Other
League
Apps
Hockey
NHL Ice
Time
For international fans
NHL Game
TIme
1,689 2.5
Ice Tracker that shows locations of
goals, hits and saves: premium for
videos
Basketball
NBA Game
Time
2.99 37,900 3.5
Video issues
Soccer
MLS Match
Day
981 4
Good design, customization, videos
feature
Bundesliga 15,926 4.5
Good overview of all leagues
Baseball AtBat
Can view subscription to MLB.tv.
85% renew. Top-grossing.
Club
Apps
Basketball
Dallas
Mavericks
72 3.5
Fan wall with map (including Near
Me); long load time
Miami Heat
live game night chat feature; online
community, purchase tickets,
“Noisemaker” feature (sports sounds)
Football
49ers
GameDay
77 4.5
Fantasy Fan Zone
Soccer
Bayern
Munich
69 3.5
Club TV
Broadca
sters
ESPN 183,734 3.5
Personalization feature, multiple
languages
Situation 1: Multiple Apps in Market
By League, Club or 3rd Party

There Are Many Apps Doing Similar Things
Across All Sports

Situation 2: No Guarantees of Adoption
Failure of Sports Loyalty System
MLB + Sports Loyalty System (2005)
•  $5MM Serie A Funding
•  League-wide loyalty platform, $20/month
•  Earn points inside and outside ball park (100+ merchants)
•  Redeem for game tickets, merchandise, fan experiences
BECAUSE
•  Lack of differentiation
•  No perceived unique value

POS System
•  Assuming all sales (concessions,
merchandise, tickets) on same POS system
•  Different data models across POS systems
Loyalty Database or CRM
•  Assuming clubs are logging this info
•  Customer-specific info can be varied
Promotion Management (PMR)
•  Personalized promotions
•  Another 3rd – party system or custom
Unique
identifier
Situation 3: SAP Has No Inherent Advantage
Multiple 3rd-Party Systems

Focus of This Research
Recommendation: Differentiated Position
Grow Revenue
Or Sustain Profits
Grow and Sustain
Fan Base at all Times

Global Overview
US Sports Market
Breakdown of Match Day Revenues
Personas
Online Activity
Soccer in Europe

Global Overview

Club /
League
Fans
Gate receipts, season ticket holders
Stadium expenses
Merchandise
Businesses
Broadcasting rights
•  Free-to-air TV
•  Premium cable and satellite, devoted
channels
•  Pay-per-view
•  Enhanced access e.g. NFL Sunday
Ticket
Sponsoring & Licensing
•  Title rights , sponsors
•  Venue naming rights
•  Player endorsements
•  Licensing e.g. apparel, games,
•  Trading cards
Media & Advertising
•  Magazine
•  Online
•  Ads
Revenues
Players
Wages
Transfer costs
Coaches, Employees
Infrastructure
•  Stadiums and city loans
•  Training facilities
Costs
Different Sources of Revenues for a Club

North
America
39%
EMEA
34%
APAC
22%
Latin
America
5%
Source: PricewaterhouseCoopers LLP
0% 1% 2% 3% 4% 5%
Latin America
N. America
APAC
EMEA
The Sports Market Revenue is Skewed
N. America and EMEA Constitute 73%
Latin America Growing the Fastest

Gate Revenues ! Majority Revenues Globally
But This is Not True at the Regional Level
Gate
Revenue
33%
Media
Rights
23% Sponsorships
29%
Merchandising
15%
Other
44%
Source: PricewaterhouseCoopers LLP

Source: AT Kearney
Soccer is the Largest Market Worldwide
But US Leagues are Largest at League Level
0
1
2
3
4
5
6
7
8
9
Total Revenues, 2009 ($B)

And Soccer is Growing Fast
4 Different Leagues Matter in N. America

0
10
20
30
40
50
60
70
80
0
500
1,000
1,500
2,000
2,500
3,000
Game attendances per season (MM)
Number of games vary
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000 With large diff in attendance per game
MLB has Most Number of Total Game Attendees
But NFL Attracts the Most Fans per Game

Global Overview:
•  Gate receipts matter, but differ between sports
•  Soccer is the largest sport, but the US leagues
are the biggest earners
•  MLB has the largest number of stadium
attendees though NFL dwarfs by visitors/game

US Sports

0
5
10
15
20
25
30
Football College
Football
Basketball College
Basketball
Baseball Hockey Soccer
Average # of viewers of
regular season game
(MM)
0
20
40
60
80
100
120
Average # of viewers for
Championship game
Source: Nielsen
NFL has the Largest Number of TV Viewers
College Sports also Enjoy High Viewership

2.7
3.8
5.8
7.6
3.0 3.8
6.3
8.5
NHL NBA MLB NFL
Major Leagues Revenue
(in Bln $)
2007 2010
3.2 9.8 16.4 24.7
5.3 6.1
22.9 33.6
NHL NBA MLB NFL
Operating Margin Per
Club
(in MM $)
2007 2010
Source: WR Hambrecht+Co, Forbes
-40% -20% 0% 20% 40% 60%
NHL
NBA
MLB
NFL
Most Clubs Are Increasing Margins.
Except for NBA
(Rev and Margin Growth, ‘07-’10)
Most Clubs have Growing Revenues & Margins
While Margins are Increasing at Much Higher Rate
Rev Growth
Margin Growth

0%
20%
40%
60%
80%
100%
NFL NBA MLB NHL
30% 30%60%40%
Attendance is most Varied in MLB and then NBA
NFL, NHL Have More Consistent Attendance Across Clubs
1)  Difference in attendance between most popular and
least popular clubs
2)  Median Attendance

0
0.5
1
1.5
2
2.5
3
NL East 13 Clubs (e.g.
Yankees, Red
Sox, Rangers,
etc)
Low-tier (e.g.
Marlins, A's,
Rays)
0%
20%
40%
60%
80%
100%
120%
Phillies Marlins
104%
47%
-20% -10% 0% 10% 20% 30%
Indians
Pirates
Rangers
Rays
Dodgers
Large discrepancy in
attendance among clubs
(in MM)
Big differences in
stadium fill rate
With potential sharp
changes in attendance
in any year
Hence revenues and margins can swing (e.g. in 2011)
•  League: Revenues rose 4%, but profits fell 5%
•  Individual Club: Mets revenue fell 13% with 25% drop in gate receipts
MLB Clubs Have Large Differences and Swings Y-O-Y
With Dramatic Shift of Revenues and Profits

US Sports
•  MLB and NBA have More Varied Stadium Fill
Rates
•  With Larger Differences Among Clubs
•  Affecting Profitability Since they Depend More
on Gate Receipts

Match Day Revenues

NFL Revenues
Broadcasting
57%
Gate
Receipts
26%
Sponsorship
12%
Suites
4%
Tickets
68%
Food
14%
Merchandise
10%
Parking
6%
Program
2%
Breakdown of Stadium
Receipts
TV and Gate Receipts Drive Majority Revenue
30% of Stadium Receipts are Non-Ticket Related
Source: WR Hambrecht+Co, Forbes, PWC

197
314
420
0
50
100
150
200
250
300
350
400
450
MLB NHL NFL
The Fan Cost Index™:
(4) average-price tickets,
(2) small draft beers,
(4) small soft drinks,
(4) regular-size hot dogs,
parking for (1) car,
(2) Game programs
(2) least-expensive, adult-size
adjustable caps.
Source: WR Hambrecht+Co, Forbes, PWC
Fan Cost Index of NFL is Twice that of MLB
Primarily Driven by Ticket Prices

16.6%
30.3%
34.5%
42.3%
16.6%
27.1%
35.2%
39.6%
NFL NBA MLB NHL
Season Ticket Revenues as % of Total
Ticket Sales
2007 2010
??
Season Ticket Holders Also Matter
NHL and MLB have Twice More Season Ticket Rev than NFL
NJ Nets cocktail parties hosted by season ticket holders to meet stars, coaches
and managers. All-time high season ticket renewals, new sponsor deals

of NFL clubs
have wait lists
for season
tickets
50%
•  Majority of Green
Bay Packers
attendees are
season ticket
holders
•  Many have PSLs
(seat licenses
Those with low % of
season ticket renewals
•  Keep prices low
•  Provide added
value
50%
68,500
Capacity
700
Best Seats
$80K PSL +
$20-30K PSL
+ $350/game
9000
Club Seats
Season Ticket
Holders
?? PSL
+ $150/game
SF 49ers Santa
Clara Stadium
Fan Identity and
Loyalty Matters to
Sell More with a
New Stadium
High
Revenue
Potential
Half the NFL Clubs Need to Promote Season Tix.
Newer Stadiums Depend More on High Value Clientele

Source: Forbes
Tickets are the Primary Revenue Driver in MLB
Boxes and Front Row Seats Drive 42% Revenue
24K
General
Seats
58%
122
Front Row
Seats
18%
66
Luxury
Boxes
24%
Breakdown of ticket revenues
of a Yankees game
2000
Seats
122
Seats
24,000
Seats
0 50 100 150 200 250 300 350
Hospitality Mgmt
Stadium Sponsorship
Sports Channel (YES)
Tickets/Suites
Sources of Yankee Revenues

9000
Season Tix
Holders/Club
270,000
Season Tix Holders
80%
Renewal Rate
Results in
Results in
54,000
New Tickets to be Sold
0% 10% 20% 30% 40% 50% 60% 70%
Teams with less than average
Teams
with
10,000+
/cket
holders •  High retention rates
•  Sells Priority Access
Passes (e.g. Heat)
•  Losing streak or no star
players
•  Needs added value
30%
70%
NBA Clubs Sell at Least 20% New Season Tix.
However, 70% of the Clubs Bear Most of the Burden

Up-to
60%
corporate
buyers
% of season ticket
holders 15%
No-shows
1500 - 2500
No-shows per game
1750 * 41
(games/season)
Results in
Results in
70,000
No-shows per season
70,000 * $15
(ancillary spending)
Results in $1MM
Lost revenues
No-Shows Leads to Loss of Ancillary Revenue
More Skewed if Majority of Season Tickets are Corporations
•  43% Increase of of corporate sports tickets unused
Source: Corporate Events Group, 2008

League Club Benefits Unique Features
NHL Tampa Bay Lightning
Concessions (RFID) chip in season ticket holder
jerseys
NBA
Detroit Pistons
20% off concessions and 30% off
merchandise
Embedded microchip On-Court Jacket
LA Clippers
Road tip, luxury suite, interaction
with team, kids programs
5th season, earn points for every
game watched
MLB
Tampa Bay Rays 12% cash bonus for every $ loaded Burst Pass
Washington Nationals
Free tickets, upgrades, parking Online points-based loyalty program;
share with others. 60% adoption
San Diego Padres
Exclusive experiences, ability to
order food from their seats
Working with Verizon Wireless
MLS Philadelphia Union
Exclusive events, game-worn
jerseys, access to club
Earn points with tickets, merchandise,
concessions, matches on TV
Thus All Loyalty Programs Focus on Season Tix.
With Both Innovative and Common Features

67% Male
Mostly age 40-60
40% with
incomes of 90K+
Demographics
75% attendinggame 6+ years
70% visit websitedaily or weekly
90% wants to seeplayoffs/finals
Love for Game
Identification with
team
Attendance with
families, friends
or clients
Disposition Specialconsideration
Recognition asteam’s “family”
Inclusion in teamactivities
Expectations
Season Ticket Holders
Who They Are and What They Want?

Match Day Revenues
•  Fan Cost Index is Higher in NFL Since they Can
Afford to Increase Ticket Prices
•  Revenues of Most Clubs are Highly Sensitive to
Season Ticket and Club Ticket Holders
•  Can be 30-90% of Stadium Attendees
•  More Critical with New Stadiums
•  No-Shows Results in Lost Revenues
•  Hence Clubs Focus on Providing Differentiated
Value to this Clientele à Focus on Them

Fan Personas and Buyer Profile

Fanatics
Part of identity
Heightened personal and collective
esteem when team wins
Club culture and identity is important
Committed Casuals
“Loyal” but watch few live games
Other priorities preclude attendance
Provides diversion, an escape
Aficionado
Loyal to the game but not to a team
Performances and competition is
important
Carefree Casuals
Entertainment, not a strong team fan
Excitement, drama important
Need for socialization
Not all Fans Are Equal
Differs by Team Loyalty and Behavioral Commitment
Behavior Demonstration
TeamLoyalty
Goes to Games,
Collects
Watches, But Not
Regular to Games
LowHigh

Fanatics
Likely season ticket holders
Will buy merchandise
Committed Casuals
Could be motivated to attend more
Wants to be connected all places
Aficionado
Will react to experience and
packages to high-quality games
Carefree Casuals
Least likely to download app
Club Activities Matter to the Loyal Fans
Other Factors as Price Don’t Affect Decisions as Much
Behavior Demonstration
TeamLoyalty
Goes to Games,
Collects
Watches, But Not
Regular to Games
LowHigh
Inclusion in club operations, fan gatherings
Make them feel part of club/culture
Recognition for participation

Q1Q2
P2
P1
e.g. Packages
of games with
most attractive
opponents
High-priced packaging
for Inelastic Demand
Q2Q1
P1
P2
e.g. Packages
for families for
Sunday games
High-priced packaging
for Elastic Demand
Understanding Elasticity helps with Targeted Packages
Can Result in 43% Added Gate Revenue

Variable Pricing Can Increase Revenues by up to 7%
Only 5% of MLB uses Variable Pricing Now
Baseball Levels (outfield bleacher seats) Price Diff*
Arizona Diamondbacks Premier, weekend, weekday 30%
Chicago Cubs Prime, regular, value 130%
Colorado Rockies Marquee, classic, premium, value 90%
New York Mets Gold, silver, bronze, value 220%
San Francisco Giants Friday-Sunday, Monday - Thursday 30%
Tampa Bay Devil Rays Prime, regular, value 100%
Toronto Blue Jays Prime, regular, value 75%
*price diff between high and low
Wide Variance in Pricing Structure across Clubs
(by day or seat value)
30%+ deviation
( perceived quality of opponents,
rivalries, day of week, etc.)
Leverage
mobile to
“measure”
demand
Could dynamically
increase price by
10%
Could decrease
price by 7-15%
•  Potentially increase revenues
by $1MM (Giants example)
•  Attract new or disenfranchised
fans
•  Positive relationships with local
govt.
•  The Padres, Cardinals, Giants,
A's, Twins, Mariners and
Pirates offering it
=

Fan Personas and Buyer Profile
•  Fans Differ in Both Their Loyalty to the Club
and Buying Patterns
•  Loyal Fans are More Motivated with Club/Team
Involvement than Ancillary Benefits (e.g.
Concession Discounts)
•  Fan Identity will Help with Both Optimal
Packages and Variable Pricing

Online Activity at Games

67
min
Players
standing
around
11
min
17
min
Actual
playing time
Replays
Actual football playing time is
only 12% of the game time
So viewers are:
Watching stats or other
games
On Facebook, Twitter, SMS
Only 12% of Football Game is Actual Playing Time
Hence Viewers are Distracted

25%
% of fans that follow stats
from other live games while
watching a game
Source: www.mediapost.com
•  FC Barcelona with Telefonica
•  New Meadowlands venue: Cisco and Verizon to offer centrally-controlled
custom video (live game footage, tram trivia, news). Verizon to provide fans
mobile apps that feature concessions info, team news, player info, alerts
0 5 10 15 20 25 30
Yahoo Sports
ESPN
FOX Sports
CBS Sports
MLB.com
NFL.com
Top Sports Internet Sites. Unique
visitors per month, (MM)
Some Watch Other Live Games
Clubs Working with Carriers for Better Service

Source: ComScore
0% 10% 20% 30% 40% 50%
NHL
NBA
NFL
% of respondents who “checked in”
45%
32%
28%
Engagement: Real-time, Off-
Tweet Tuesdays at Cleveland
Cavaliers. #1 trending topic on
twitter in Canada
Oakland Raiders: photo
contests; 1 MM votes, 2000
submissions and 20% increase
in site traffic in weeks
Preferential Treatment
Cleveland Indians: Social Deck
10-seat section for fans who
love to tweet, post and share
Sneak Peak
LA Lakers: Mood of team after
games, unique quotes, candid
shots of players.
Montreal Canadiens: larger
following than any team in
NFL. Instant player updates,
news, fan polls, kid camps.
Many are on Social Networks During Games
Clubs Employing this Trend for New Levels of Engagement
3.5MM
FB status updates during final 25 minutes of
2010 Olympic ice hockey US-Canada
tournament
3000
Tweets per second during NBA Finals, 2011
What Clubs Are Doing?

0%
100%
200%
300%
400%
500%
600%
700%
800%
Player scores
all-time high
Key player
signs with
another
league
Player named
MVP
Use of
steroids (Alex
Rodriguez)
Extra-marital
affairs (Tiger
Woods)
% Increase in Number of Blog Posts
Engagement: Off-field
Skateboarding: Tony Hawk
Watch Twitter streams for clues
where rewards hidden in 60+
sites across the US
One-Way Communication
Orlando Magic: 2nd most
followed. Dwight Howard
personal tweets, 1-millionth
fan. Give-away contests
Interactive
Fans ask questions to players
via Twitter. Players reply in
video interviews on YouTube
Influence of the Star Players
“They are Just Like Me”
What Clubs Are Doing?

0
5
10
15
20
25
30
150 200 250 300 350 400 450
Annual Revenue, 2011, €MM
FacebookLikes,MM
Brand Value via Facebook “Likes”
Positive Correlation of Revenue to Facebook “Likes”
Manchester
United
Real Madrid
Barcelona
Bayern Munich
Arsenal
Chelsea
Juventus
Liverpool
AC Milan

Male
70%
Female
30%
0% 20% 40% 60% 80% 100%
Women are smaller % of
NFL game attendees
BUT They are more active on social media
Post game photos
View friends’ photos
Let others know they are a fan
70%
81%
32%
60%
30%
47%
Source: Coyle Sports Poll, NFL, Facebook stats
Men
Women
Women: More Involved Fans
Important to Clubs on Social Networks
•  26% Increase of female viewership of F1 races last 3 years

Visitors to Colts.com
75%
Out-of-
State
Increasingly More Fans Outside
Clubs Need to Connect ! More Broadcasting, Sponsoring
•  50% of NBA website visitors from outside US
•  70% + for English and Spanish soccer clubs

Online Activity at Games
•  During a game downtime:
•  Fans view stats on sport sites
•  Are on Facebook and Twitter
•  Clubs are experimenting with creative use of
existing social networks
•  To promote the clubs
•  To interact with fans
•  Importance of new demographics: women,
out-of-state/country

European Soccer

0 20 40 60 80 100 120 140
England
Germany
Spain
Italy
France
Average club revenue, 2010 (MM €)
-100 -50 0 50 100 150
England
Germany
Spain
Italy
Many clubs don’t make money.
Avg operating profits 2010 (MM €)
Even within profitable leagues,
there is a wide range of results
65%
not
profitable
65%
not
profitable
Most Soccer Clubs Don’t Make Money
Even in the Most Profitable Leagues

0%
20%
40%
60%
80%
100%
120%
2006 2010
Merchandising &
other
Gate receipts
Advertising &
Sponsors
Broadcast
30%
25%
35%
23% 20%
20%
Broadcasting is the major revenue driver and the fastest-growing
Revenue stream, 2010 (%)
Source: Sports Business Group, Annual Review of Football Finance
Broadcasting ! Most Revenue, Highest Growth
Driven by International Audience

Source: http://www.european-football-statistics.co.uk/attn.htm, www.soccerway.com
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
50000
Germany England
Stadium Capacity
English & German Leagues Enjoy Full Stadiums
Most Other Leagues Average <70%

0%
20%
40%
60%
80%
100%
120%
Top 3
Next 7
Last 10
Match attendances can vary by division place
% of attendances over 20K Even in England, the top 3 account for
high % of total match day revenues
Match Attendance is Skewed by Club Position
Lower Clubs at Disadvantage Even in UK, Germany
50%
Man U.,
Chelsea,
Arsenal

Driven by
memberships
55% of clubs earn
less than €20
per attendee
Less than
average prices
55% of Clubs Earn Less than €20 per Attendee
Leading to Wide Variance in Club Revenues and Losses
Gate Receipts:
France, Italy (50-70% capacity utilization) = 11 - 16M €
England, Germany (90%+ capacity utilization) = 18 - 27M €

0 500 1000 1500 2000 2500
NFL
Bundesliga
Serie A
French Ligue
Premier League
0
200
400
600
800
1000
1200
1988 2004 2010
Broadcasting rights is the
major revenue stream
With growing popularity driving
a rapid increase
(e.g. English Premier League)
Broadcasting Revenues Growing Rapidly
Highlighting the Importance of Growing Intl. Audience

European Soccer
•  Highly fragmented
•  Most clubs lose money
•  English and German clubs have high stadium
fill rate, while other countries lag far behind
•  In Italy, France, Spain, attendance is skewed to
the top clubs; average gate receipts are low

Other Ideas
Fan Benefits with Partners
Manchester City: Receive
exclusive discounts on
Foursquare.
NJ Nets: Given points to visit
local stores, sporting goods and
other locations with Gowalla
Augmented Reality
Wimbledon: Viewers point their
handsets to a court and see
real-time match info on their
screen. See location of
refreshment stands or find out if
line is long.
Focus on Women
NFL: Each week, the club sites
present respective apparel by
way of team rivalry. Fun videos
featuring real NFL women.
Fan Celebrities
Bud Light: FB program
seeking correspondent to cover
Super Bowl and week events.
Fan will star in series of
exclusive videos on FB and
YouTube pages
Interactive Online Event
Polo Ralph Lauren: Tennis
clinic featuring Boris Becker
and Venus Williams who
answer email questions and
offer tips live
Gamification
Fantasy football is $4B industry
Carlsberg: FB competition in
football challenges for fans
Heineken: Lets soccer fans
interact in real time with action
on pitch. Points and prizes
FANS
TECHNOLOGY

Summary
SO WHAT?

Summary
Target and Position to Consider
MLB and NBA
Struggling
Teams
Season Ticket
and Club
Members
New Stadiums
or Facilities
New Forms of
Club
Engagement,
But Leverage
Existing
Networks
NEED
MULTIPLE
PILOTS
New Packages,
Variable
Pricing
Preferential
Treatment for
Paid Loyal
Clients
TARGET POSITION

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