The document discusses how sports consumption is changing, with sports now seen as entertainment. Younger generations are consuming sports differently through new media like the internet and social networks. Sports brands must recognize these changes and engage fans through new platforms that allow interaction and community to build loyalty and create a continuous experience.

1. Sports 2.0

2. We’ve recognized for several years that sport is part of
entertainment. The market now is really sports, fashion and
music. We can’t expect to ignore reality and survive.
- Reebok president Robert Meers
SPORTS IS CHANGING

3. SPORTS AS ENTERTAINMENT

4. SPORT IS EXPERIENCE

5. SPORT IS A BRAND

6. SPORT IS YOUR OWN EXERCISE

7. SPORT IS RELAXING

8. SPORT IS SOCIAL COHESION

9. SPORT IS MOVING FORWARD

10. SPORT IS A WAY TO COMMUNICATE

11. SPORT IS VALUES & ENGAGEMENT

12. INDIAN CONSUMERS ARE CHANGING

13. THIS IS ONE FACE OF THE INDIAN YOUTH

14. We are in young
india?
47% OF INDIAN POPULATION < 20 YRS, AND THIS WILL
GROW TO 55% BY 2015

15. We are in vibrant
india?
76% OF POPULATION WILL BE < 44 YRS IN 2015

16. We don’t have
baggage of savings
v/s consumption
NEARLY 6 OUT OF 10 INDIANS IN 2015 WOULD HAVE
BEEN BORN IN POST-REFORMS INDIA.

17. Even China has an
aging population.
INDIAN MARKETS FOR ALMOST ALL CATEGORIES WILL
STAY VIBRANT FOR THE NEXT DECADE.

18. We love Internet.
INCREASING DEPENDENCE ON NON-TRADITIONAL
MEDIA LIKE THE INTERNET

19. We are in socially
integrated india?
STRONG NEED TO CREATE THEIR ‘OWN SPACE’
THROUGH INTERACTION & PERSONALIZATION

20. Blogs and social
communities are
the strong
influencers
THE NEW MANTRA : ‘COMMUNICATE, SHARE AND
CONNECT

21. This is the other face of young India

22. SPORTS CONSUMPTION IS CHANGING

23. Average % of universe watched full sport telecast
12
10.82
10.25
10
8
TRPs
6
4.75
4
2.60
2 1.10
0.32 0.15 0.05 0.04 0.03 0.01
0
T20 Cricket World Cup IPL 20-20 Test Cricket FIFA World Olympics Wimbledon Formula Premier EPL Winter
World Cup Cricket 07 Cup 06 2004 One Hockey Olympics
07 League 2006
Source: TAM, Universe: Urban India, 400 million individuals in cable and satellite homes
SPORTS PREFERENCES IN INDIA

24. past future
Enhanced viewing experience
Consuming sports Multilingual commentary Consuming sports
Multiple camera angles
VOD (highlights) Highlights
Live Event Score updates Live Event
Radio
TV at home/ in office/home TV – home
TV – home
Sports Bar
Radio TV – Sports Bar
Internet Mobile on the move
in office/home
Print Score updates Theater
Live commentary
Live streaming
VOD highlights
Internet – Web .1 Highlights
Action clips Internet – Web .1
Score updates
Live match
Internet – Web .2
Print
Radio
NEW SPORTS CONSUMPTION ECO SYSTEM IN INDIA

25. Past Trends Present Trends Future Trends
sports consumption sports consumption sports consumption
Live Event Live Event Live Event
TV – home TV – home TV – home
Radio TV – Sports Bar TV – Sports Bar
Print Theater Theater
Internet – Web .1 Internet – Web .1 Internet – Web .1
Print Internet – Web .2
Radio Print
Radio
NEW SPORTS CONSUMPTION ECO SYSTEM IN INDIA

26. Disengagement
Engagement
Negativity Trustworthy
Hype Civic
Same program Positivity
Selective Surfer Makes me Smarter
Routine Relaxation
Hype
SPORTS ENGAGEMENT IS THE WAY FORWARD

27. Promotion Distribution
Purchasers Adoption Product Pricing Facilities Competition Exchange Employees
& Media Channel
Individual
Owner buys Contractual
branding in
Customers Loyalty Owner pays Static Adapted Single price builds own
competitive
economic power favors
facilities owners
markets
Fans, Fan pays extra Government Contractual
Monopoly
Fans Identification Sponsors, & Mobile Global for right to buy (taxpayers) pay
power
social power favors
Media pay tickets for facilities players
THE FANS CONSUMPTION HABIT

28. YOUNG INDIA SPORT CONSUMPTION HABIT

29. SOCIAL MEDIA IS HAPPENING

30. Is word-of-mouth
marketing a
winner?
78 PERCENT OF THE CUSTOMERS TRUST PEER
RECOMMENDATIONS …. ..ONLY 14 PERCENT TRUST
ADVERTISEMENT

31. Am I part of the
opinion list?
34 PERCENT OF BLOGGERS POST OPINIONS ABOUT
PRODUCTS AND BRANDS

32. Do you
understand my
value?
MOST TRUSTED SOURCE OF INFORMATION ABOUT A
COMPANY IS STILL PEOPLE LIKE ME. I CREATE
CONVERSATION ONLINE WITH A LIKE MINDED PEOPLE

33. Do Saas-Bahu
sagas get this kind
of attention ?
FACEBOOK USERS SPENT AN AVERAGE OF 4 HOUR 39
MINUTES ON SOCIAL NETWORK IN JUNE 2009.

34. Is it as important
as Google?
YOUTUBE IS THE SECOND LARGEST SEARCH ENGINE IN THE
WORLD

35. Where is my
video?
TEN HOURS OF VIDEO WAS UPLOADED ON
YOU TUBE EVERY MINUTE IN JULY 2009.

36. Am I the topic of
discussion?
TWITTER WOULD BE THE LARGEST BAR IN THE WORLD
WHERE PEOPLE COME AND MEET TO CHAT OVER ALL
KINDS OF TOPICS

37. Where is my brand
on twitter?
APPROXIMATELY 19 PERCENT OF ALL TWEETS MENTION AN
ORGANISATION, BRAND OR PRODUCT

38. Is it not my TG?
96 PERCENT OF GEN Y HAVE JOINED A SOCIAL NETWORK

39. Are my fans
blogging?
MORE THAN 25 PERCENT OF THE SEARCH RESULT ON
GOOGLE FOR THE WORLD LARGEST BRANDS ARE CGC*.
*Consumer generated Content

40. Where is my blog?
TIME SPENT ON THE SOCIAL NETWORK AND BLOGS IS
GROWING THREE TIMES FASTER THAN THE OVERALL
INTERNET RATE.

41. SPORTS 2.0 IS THE FUTURE

42. Business of Sports 1.0
Sponsor Consumer Platform Fan Sponsee
Business of Sports 2.0
Sponsor Consumer Platform Fan Sponsee
• Interaction
• Value creation
• Continuous experience
BUSINESS OF SPORTS

43. License fee Development fee Distribution fee Subscription
Rights Raw video Video on Video on Video in the
a channel transport consumers
Format + home
ads packaged
Edited video
Content owner: Producer: Packager: Carrier: Consumer
-Endemol -ESPN -Tata Sky
-Eyeworks -Star Sports -Big TV
-IPL
-ICL
LINEAR VALUE CHAIN - SPORTS 1.0

44. Rights Raw video Video on Video on Video in the
a channel transport consumers
Format + Home , officce, on
ads packaged the go..
Edited video
Content owner: Producer: Packager: Carrier: Consumer
-Endemol -ESPN -Tata Sky
-Eyeworks -Star Sports -Big TV
-IPL
-ICL
video
Live cast
originating Video Live cast
conversion
from Sharing conversion Live
and sharing
source Sports
Video on Consumer Device
Media and sponsor rights are expensive but consumer generated content is free.
The media can fight over content, internet rights but cant control content sharing.
Content sharing is unstoppable: billions of mobile cameras has a power to share raw video in real time.
Content is free, other value model can be charged - Branding, finding & sharing
Share the live sport!
VALUE CHAIN – SPORTS 2.0

45. EXAMPLES OF THE SPORTS 2.0

46. social media tools
can be effective at
connecting athletes
with fans, generating
buzz and helping
fans really get to
know athletes.
Gilbert Arenas, who was pretty much the first sports superstar to have a very popular blog,
Shaquille O’Neal, who is on Twitter and has over 21,000 followers
YardBarker also does a good job with its pro athlete blogs
INVOLVED ATHLETES. ENGAGED ATHLETES.

47. BRANDS ARE INVOLVED WITH SPORTS 2.0

48. MORE TRANSPARENT SPORTS AGENCIES

49. PRO TEAMS WILL GET MORE INVOLVED

50. SPORTS COMMUNITIES ONLINE

51. SPORTS IS PART OF THE CXO LIFE

52. I AM A FAN

53. MY HOBBY. MY SPORT!

54. THE SCHOOL COMMUNITY FOR SPORTS

55. SPORTS 2.0 IS EVOLVING.
SPORTS 2.0 IS FUTURE.

56. BRAJ CHATURVEDI