Top 10 Trends Driving the Sports & Digital Intersection

Reggie BradfordSVP OracleSports Pro Live March 2016

Hello from Reggie.

@ReggieBradford

Three Peat EntrepreneurStart Ups / Tech / Sports / Brands

*SVP Oracle*Chairman Brandtix*Board Member in various Start Ups / VCs

We are truly at the beginning of the digital & data transformation within sports, fan engagement & media landscapes.

2016 is the digital intersection for sport.

“In today’s digital landscape the bar for success isn’t set by your industry but by the rising expectations of technology fuelled consumers.”

50 Billion connected devices by 2020Wearable TechIoT Smartphones

Mobile is “eating” the worldOver 4bn people to be online by 2020 mainly driven by mobile

$1B tech sports investment in 2015 Tech Crunch

Says it all. Underinvested for too long. Now tech brings fans closer to athletes and teams like never before.

TechFansAthletesMediaTeamsPromotersBrands

Connected CarsConnected TVConnected Athletes

Data Explosion

Massive amounts of data will drive everything from fan personalisation to IoT to predictive analysis.

Data will enable everything to be better, more interactive, more personalized and augmented for the fan, athlete, team, promoter and media.

1

“We're not that much smarter than we used to be, even though we have much more information - and that means the real skill now is learning how to pick out the useful information from all this noise.”

-- Nate Silver, Editor-in-Chief, ESPN’s FiveThirtyEight

Fan Personalisation

Fans/consumers will demand personalisation – Know Me! – Data will fuel it.

Fans get more access, more control and more power with their teams, leagues and athletes. Every fan can be a content provider.

2

“Everything about sports is participation and fan participation is critical. It’s about engagement, giving the fan control, power and accessibility. That’s what it means to be a fan.”

-- Christina Miller, NBA Digital GM and SVP of Strategy

3 Globalisation

Digital and social media have broken down boundaries and made the world smaller and more connected. We have unlimited access for channels and information; emerging countries coming online; access to more sports.

“Sports is a massive business that is only barely beginning to experience digital transformation. The years ahead will be full of many opportunities to change the way sports are ‘delivered’ as an experience in the stadium, near the stadium, or at home, not to mention outside of actual game time. All of those innovations are digital.”

-- James McQuivey, Forrester Research analyst

4 Athletes as “Media”

Every athlete is a content provider (The Players Tribune)Access & Platforms to broadcast your own brand Fans will demand itMobile-social fuels it

“My goal is for the site to ultimately transform how athletes and newsmakers share information, bringing the fans closer than ever to the games they love.”

-- Derek Jeter, Founder of The Players’ Tribune

5 Everything will revolve around the smartphone

Mobile video huge

Mobile-Social is the killer app

Messaging apps evolve

Personalisation rulesIoT connects everything to us “Every fan will become a

content provider: the amount of content streamed by fans from smartphones inside arenas will exceed the amount generated by official broadcasters—and will be seen by more people.”

“The Future of Sports”

6 Immersive Interactive Venues

Personalised in-venue via mobileGiant super stadiumsConnected / IoTFrictionless commerce/paymentsDynamic TicketingVirtual Reality Brands better incorporatedUnlimited Access to Players Teams

“The world of video and connectivity is not threatening the stadium experience. Look at the way that jumbo screens have been embraced outside of venues—think Wimbledon or the World Cup… The stadium experience is no longer just in-venue.”

--Chris White, VP, Cisco Sports & Entertainment Solutions Group

7 Proliferation of Channels

Digital makes channels almost unlimited for broadcasting sports, athletes, leagues, etc.

Unlimited access

We are all content providers

Consumption via mobile

Personalised channels

Traditional “broadcasting” evolves

“We are entering a time of commercial and policy confusion for sports broadcasting and advertising. There will be a proliferation of niche channels and digital sports media. The supplementation, augmentation or replacement of broadcast sports is a generational time bomb.”

-- Brett Hutchins, Author of Sport Beyond Television

8 Experiential Advertising

Advertising will take on a new level with brands owning leagues, teams and more. The 30-sec spot will lead to enhanced interactivity and value.Brands own teams, leagues, venues – think Red Bull and ESPN’s X-GamesAdvertising becomes the entire experience.

“We’re now in a place where we can make the user experience a lot more relevant to the end consumer’s mindset depending on where they are in a moment… We can certainly demonstrate a richer experience and that lets us go back to advertisers and say, ‘We have users fully engaged with your commercial.’”

--Stephano Kim, EVP of digital strategy and operations for Turner

Virtual Reality

VR and augmented proliferate everywhere – whether in-game, in-venue or in-house.

Data to personalise VREnhance in-game experienceMore access More interactiveAugment the experience

9

“Through technologies emerging today – flexible screens, motion controls, haptic – or tactile – technology, smart glasses, virtual and augmented reality—the merging of real and projected worlds will produce a seamless experience, a complete illusion.”

--Andrei Severny, Digital Artist and Filmaker, quoted in The Future of Sports

10

Rise of e-Sports/Competitive Gaming

Rise of leagues and teams

Sell-out venues and experiences

Augmented reality

Third venues rise to house this growing “sport”

Brands “own” these experiences

“The meteoric rise of e-sports will accelerate third venue development. This August, thousands of Dota 2 players and fans who couldn’t get tickets to The International, convened to watch the tournament live at ‘pubstomps’ in sports bars and Internet cafes across the globe.”

-- The Future of Sports

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Top 10 Trends Driving the Sports & Digital Intersection

Reggie Bradford SVP Oracle Sports Pro Live March 2016