This presentation explores different technologies and startups helping professional sports compete with the couch for viewership.

1. Sports Engagement Technologies
A BRIEF STUDY ON ATHLETIC EVENT ATTENDANCE AND HOW
ORGANIZATIONS ARE EMBRACING TECHNOLOGY TO BETTER FAN
ENGAGEMENT & EXPERIENCE

2. Executive Summary
ATTENDANCE STATISTICS BY SPORT

3. Annual Attendance by Sport
• Soccer is the fastest growing sport in the United States amongst major sports
• Almost every major US sport, with the exception of Soccer, has not grown year-over-year from 2010-2014
• Soccer has grown at ~4%
• Soccer overcame the NBA in avg. attendance to become the 3rd most popular US sport in 2011
• Organizations are increasingly turning to technology in order to better fan experience to “compete with the
couch” for viewership
Annual Avg. Attendance by Sport (000s)
67.0 67.4 67.6 68.4 68.9
46.6 46.1 45.4 45.7 45.4
30.1 30.4 30.9 30.5 30.5
16.7 17.9 18.8 18.6 19.217.1 17.3 17.3 17.3 17.4
2010 2011 2012 2013 2014
NFL
CFB - FBS
MLB
MLS
NBA

4. Attendance, Growth & Capacity Figures by Sport
CFB - FBS Annual Avg. Attendance
46,632 46,074 45,440 45,671 45,355
2010 2011 2012 2013 2014P
(1)%
MLS Avg. Annual Attendance
16,675 17,872 18,807 18,608 19,151
2010 2011 2012 2013 2014
4%
MLB Annual Avg. Attendance
30,138 30,352 30,895 30,514 30,458
68% 70% 71% 70% 70%
2010 2011 2012 2013 2014
0%
NFL Avg. Annual Attendance
66,957 67,419 67,630 68,397 68,884
95% 95% 96% 97% 97%
2010 2011 2012 2013 2014P
1%
1 2
3 4

5. Sporting KC
SOCCER ORGANIZATIONS ARE LEVERAGING TECHNOLOGY TO
INCREASE ENGAGEMENT AND GROW FAN BASES

6. Sporting KC Stadium Overview

7.  Increased Connectivity Drives Fan Engagement
 Increased Connectivity Drives Targeted Promotions
and Empowers Advertising Partners
 Increased Connectivity Drives Streamlined
Operations
 Spectators can easily utilize their smartphones over Cisco’s high-density
Wi-Fi connection at the stadium, enabling them to quickly access mobile
applications, such as social networking, sports-related and stadium specific
mobile platforms
 Cisco’s StadiumVision powers the park's point-of-sale (POS) infrastructure
for ticket sales and devices in luxury suites running interactive Cisco
StadiumVision applications, enabling guests the opportunity to customize
experiences by choosing from video options made available via the
Sporting Club SuiteVision app for the Apple iPad
 The high-density Wi-Fi solution helps to ease game-day pressure on cell
phone networks, by encouraging fans to use Wi-Fi for Internet connectivity
 This approach aims to keep cellular networks available for fans to text and call
throughout the game
 Advertisers and sponsors can take advantage of highly targeted activation
opportunities in select areas or take over the whole park for unique
moments in time
 Displays in concession areas and other locations throughout the stadium,
allow for dynamic delivery of digital menu boards and targeted food,
beverage and merchandise sales
 Digital menu boards and signs allow concession managers to notify fans of
concession discounts or provide real-time alerts relevant to concession
sales
 The system can also notify fans during a game of special merchandise and
other types of promotions
Sporting KC Stadium Delivers Next-gen Fan Experience
Cisco's StadiumVision and new high-density Wi-Fi solution are
the driving force behind Sporting Park’s innovation

8. Sporting KC Delivers Dynamic Mobile Application
Offers Stats Interactivity
Real Time Season Live Replay Dynamic Touchmaps

9. Sporting KC Attendance
9,691
11,083
11,586
10,686
10,053 10,287
17,810
19,404 19,709 19,714
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Average Attendance by Year
Sporting Park, opens with a
capacity of ~18k for soccer
games and ~25k for concerts

10. POWERS SAN FRANCISCO’S LEVI STADIUM MOBILE APPLICATION
AND IS CURRENTLY TARGETING NEW STADIUM DEVELOPMENTS

11. VenueNext Transforms Event Goer’s Experience

12. Partnerships are Key to VenueNext Value Proposition
(POS Integration) (Venue Attendance Data)
(Venue Navigation)(Loyalty Programs)

13. Customer Reviews

14. Levi’s Stadium Infrastructure Makes Mobile a Focus
 400 miles of cabling
 1,200 distributed antenna systems that serve the
Wi-Fi routers that are placed to serve every 100
seats throughout the stadium
 40 gigabits per second of available bandwidth
 40x more Internet bandwidth capacity than any
known U.S. stadium
 4x greater than the standard for NFL stadiums
 1,700 Bluetooth Low Energy high-tech beacons
 Allows users to get directions to their seats as well as
to any other place in the stadium.
 Can be used to send fans alerts about specials from
concession stands and promotions
Partnerships Infrastructure
• Technology will run the new stadium's IPTV network,
security and audio systems and concessions points-of-sale
• Xfinity Couches, a seat upgrade program will augment Wi-
Fi and video-on-demand offering
• Microchip processors will operate hundreds of stadium
systems
• Sponsors kiosks where adults can access game analysis
and historical information and where kids can develop
their own social media avatars
• Sponsors HD cameras and displays
• Will serve as exclusive data storage provider
• Flash Memory Array systems
• Sponsors the Yahoo Fantasy Football Lounge for fantasy
buffs of all ages

15. Experience
APPLICATION FOCUSED ON SEAT UPGRADES, LOYALTY, AND VIP-LIKE
TREATMENT

16. Experience Creates VIP-like Fan Offering
Sample Partnerships

17. Experience Offers White-labeled Functionality