Sport on the internet in 2008

Sport 2.0

Social Sport on the web

Gijsbregt Brouwer

13 december 2007

About me

Gijsbregt Brouwerwww.brightguys.nlwww.linkedin.com/in/gijsbregtwww.marketingfacts.nl/pages/bloggers/#Gijsbregt%20Brouwer

Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

http://www.brightguys.nl/

http://www.linkedin.com/in/gijsbregt

http://www.marketingfacts.nl/pages/bloggers/

http://www.marketingfacts.nl/pages/bloggers/

About today

1. Sport on the internet2. Sport 2.0: social sport matrix3. International trends4. National trends5. Future developments


Sport on the internet

1. Sport on the internet2. Sport 2.0: social sport matrix3. International trends4. National trends5. Future developments





Sport in general

1. Sport = topsport2. Sport = entertainment3. Sport = your own exercise4. Sport = relaxing5. Sport = social cohesion6. Sport = moving (against obesitas)7. Sport = way to communicate8. Sport = values & engagement

Above all: Sport = $, €, ₤, ¥, …


Sportsponsoring

Sponsor Sponsee

Association

Means

Agreement


Sportsponsoring

Association

Traditional:• Signage• Action marketing


Progressive:• Traditional and …• Platform• User commitment

Sportsponsoring

Sponsor Sponsee consumer fan

platform


Sportsponsoring

Sponsor Sponseefan

platform


consumer

Sportsponsoring

Sponsor Sponseefan

platform

Platform, claim your domain:• Consumer relevance• Straight forward match• Powerful interactive component• Events• TV/print for building initial reach• Gadgets/giveaways


consumer

Sportsponsoring

Sponsor Sponseefan

platform

Platform, claim your domain:• Building value• Consumers are fans or active sporters• Build a bridge between those roles• “for the mutual benefit of the sponsor and sponsored party”


consumer

Sport and the (traditional) media

• Sport and media depend on eachother• Success live TV is live sport coverage• Media rights on sport:

exclusive/$$/proudction costs• When to watch: live, 1st summary,

flashes, golden oldies• Linear value model


Live TV = live sport


Linear value model: chain

FormatRights

Raw video

Edited video

License fee Development fee Distribution fee Subscription

Video on a channel

+ads

packaged

Video on transport

Video in the

consumers home

Content owner:-NFL-ECV

Producer:-Endemol-Eyeworks-UBF

Packager:-ESPN-RTL-Eurosport

Carrier: -KPN-UPC-TWC

Consumer


Sport is everywhere


Sport is everywhere: the networkStap 3

Advertisement

Rights

Different formats

Raw video

Edited video

Video on the consumers device

Video programmed

on achannel

Video transport

Video storage


Everybody wants to share sport


Walled gardens vs non-exclusive

• Media and sponsor rights expensive• Fight over content: internet (NFL)• Court rulings: sport is news (Telstra)• Unstoppable : billions of mobile

cameras• Content is free, other value model• Branding, finding & sharing• Share the live sport!


Value network: the edges hurt

Stap 3

Advertisement

Rights

Different formats

Raw video

Edited video

Video on the consumers device

Video programmed

on achannelVideo transport

MULTIPLATFORM

Video storage


Creating value in a network

• Sport and media depend on eachother• Exclusive is impossible• Same logic as with sponsoring:

relevance/commitment/community• Branding everywhere (360°):

events/stadium/in content/…• Womma: let the consumer create value


Social Sport Matrix

1. Sport on the internet2. Sport 2.0: Social Sport Matrix3. International trends4. National trends5. Future developments


Social Sport Matrix

Social Sport Matrix


Active vs passive

Active athlete own results & activity

Passive fan idol’s results & activity


Active community


Active community


Examples:- Home of the Legends- AD’s mijnsportwereld- Gimme20

Components:- Display of own results- Profiles (alone and/or team)- Communication (slow chat)- User generated content- Open or within own network

Passive community


Passive community


Examples:- Majority of Facebook sport apps- NHL fans community- Sport Hyves

Components:- Display of idol’s results (adherence)- Profiles (1 athlete and/or team)- Communication (slow chat)- User generated content- Open or within own network

Active tools


Active tools


Examples:- iTunes- Mysportsplanner- Anglingmasters

Components:- Registering own results- Scheduling & planning- Tailor made advise- Direct communication- Possibility for closed area

Passive tools


Passive tools


Examples:- Are You Watching This- Myfootballclub

Components:- Registering idol’s results- Recommendations- Preferences - Tracking of scores, teams and stadiums

Active news


Active news


Examples:- FCMovei- AD’s mijnsportwereld- iSporty

Components:- User generated content- Recommendations/rating- Customizing

Passive news


Passive news


Examples:- Sportingo- Yardbarker- Fannation

Components:- User generated content- Recommendations/rating- Portal page (content pyramide)

Gaming & betting

Gaming and betting don’t fit

Gaming (fantasy leagues)- Pickspal- Tourmaster

Betting- Thepool


International trends




Gijsbregt Brouwer – Hogeschool Utrecht – 11/9/2007


A short survey

• USA (of course)• Germany • Brittain


USA


USA


USA = a FAN nation• NFL and individual sport teams• User generated fan news• Strong focus on college sports• Fantasy leagues

Number 1 example: FanNation

USA


Germany


MEINSPORT.DE

Karsten will tell more

Brittain


Brittain


Brittain = a soccer nation• Many sites for soccer fans• Combination community• Use of American sites• Chances for local sites

Number 1 example: iSporty

Brittain


National trends



National trends


National trends

Netherlands


Netherlands


Netherlands is a club nation• Club as a starting point• Many communities the last 4 months• Integrated communities (news)• Growth of tools: especially planning• No real fan sites

Number 1 example: AD’s mijnsportwereld

Netherlands : communities


• Home of the legends• Ditismijnteam• Mijnsportwereld• Sport Hyves• Ranos• Digisport• Like2run• Wielerweb

Social media: sport communities


Netherlands : tools


• Teamers • Voetbalteam.net en hockeyen.net • Teamwebs • Mysportplanner• Sportpartner• Afstandmeten

Social media: tools


Netherlands : news


• Voetbalnext• Mijnsportwereld (integrated in

community)

Social media: news


Future developments



Future developments


Future developments

Social sport media: hoe verder

• Verticalisation & specialisationwithin and between networks

• Pairing offline and online• Pairing facts and emotions• Real time (mobile revolution)• Real place (GPS and RFID)• Followers & fans everywhere• Content syndication• Portable (sport) identity


Always in tune


Technique couples offline & online


Embeddable content


Conclusions

• Sport & online media depend on each other• Not all segments of SSM are represented• International differences: copy/paste• National room for growth• Sports have the future

Conclusions


Questions and discussion
