repucom - unlocking sustainable growth
TRANSCRIPT
SPORTS SUMMIT 2016EVIDENCING IMPACT &
MEASURING DATA
UNLOCKING SUSTAINABLE GROWTHWORKSHOP 1:45PM
SIMON LONG, HEAD OF NEW BUSINESSSPENCER NOLAN, HEAD OF CONSULTING
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Who fancies a flutter?
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HOW CONFIDENT???
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Flying Winner
Ballymac Weeshie
Swift Jade
Sherries Boy
Glittering Aries
Vatican Fyne
OFFER = DOUBLE OR QUITS ON ALL DOGS
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MORE CONFIDENT???…
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Coral Regency Final – Grade 1 – 695m
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Ballymac WeeshieGrade - 1PB – 30 secsPreferred Distance – 750mLast Yr – 3rd Form - 321411
Flying WinnerGrade - 1PB – 29 secsPreferred Distance – 695mLast Yr – 1st
Form - 122112
Swift JadeGrade - 2PB – 43 secsPreferred Distance – 800mLast Yr – N/AForm - 666664
Sherries BoyGrade - 2PB – 36 secsPreferred Distance – 300mLast Yr – 4th Form - 124566
Glittering AriesGrade - 3PB – 50 secsPreferred Distance – 900mLast Yr – N/A Form - 444566
Vatican FyneGrade - 1PB – 30 secsPreferred Distance – 650mLast Yr – N/A Form - 124565
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PLACE YOUR BETS…
https://www.youtube.com/watch?v=mnGEiI7-hAk
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UNIQUE DATA AND INSIGHTS
WE DELIVER PROVEN ANALYSIS AND ADVISE UTILISING THE INDUSTRY’S MOST COMPREHENSIVE SOURCE OF MARKET DATA AND INSIGHTS.
THE LARGESTGLOBAL SOURCE
OF DATA AND INSIGHTS IN THE
INDUSTRY
500,000,000SOCIAL MEDIA POSTS[ TRACKED ANNUALLY ]
100,000 +SOCIAL MEDIA POSTS[ VALUED ]
100,000 +BRANDS
170,000SPONSORSHIP DEALS[ WITHIN OUR DATABASE ] 5,300,000 h
TV RECORDINGS[ PER YEAR ]1,100,000 +
INTERVIEWS[ PER YEAR ]
3,000 +FANS IN THE WORLDWE TALK TO EVERY DAY
50COUNTRIES FOR FAN &
INDUSTRY RESEARCH
20,000 +WEBSITES & ONLINE
[ PLATFORM AUDIENCES ]
6,000 +TV CHANNEL RATINGS
[ IN HOUSE ]
100 +COUNTRIES WITH TV
RATINGS AND ESTIMATES
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WE ARE THE PROVIDER OF CHOICE FOR OVER 1,700 OF THE TOP RIGHTS HOLDERS, BRANDS, MEDIA AND EVENTS WORLDWIDE.
TRUSTED ADVISOR AND PARTNER
FANSRIGHTS HOLDERSBRANDS MEDIA EVENTS
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DRIVING ENGAGEMENT
NURTURING TALENTED ATHLETES
INCREASING PARTICIPATION (youth, adult, disability)
ATTRACTING INVESTMENT
NATIONAL GOVERNING BODIES IN GENERAL FACE 4 KEY CHALLENGES…
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How are these groups being understood,
segmented and targeted to unlock
growth in engagement, participation and
performance?
ACTIVATORS(coaches/parents/
volunteers/teachers)
FOLLOWERS(attendees/viewers live
tv/digital/print/radio)PARTICIPANTS
(actively taking part in sport)
PLAYERS(professional/amateur level)
REPUCOM HAVE IDENTIFIED 4 KEY ENABLING GROUPS...
REPUCOM - CONNECTED SOLUTIONS FOR NATIONAL GOVERNING BODIES
MEASURING PERFORMANCE & VALUE» UNDERSTANDING AND
MEASURING VALUE» PARTNER SATISFACTION
TRENDS IN SPORT» EVOLVING TRENDS
OPTIMISING & MONETISING YOUR ASSETS» AUDITING INVENTORY» MEDIA CONTENTS, RIGHTS AND
DISTRIBUTION» COMMERCIAL INCOME
UNLOCKING SUSTAINABLE
GROWTH
UNDERSTANDING, ENGAGING AND GROWING YOUR FAN BASE » FAN ENGAGEMENT» FAN SEGMENTATION
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REPUCOM TOP 10 TRENDS IN SPORT - 2016
THE WORLD OF SPORT IS GROWING – AND EXPANDING
01 THE COMPETITION TO CAPTURE NEW AUDIENCES IS INTENSE
03 BROADCAST MEDIA: MORE VALUABLE THAN EVER BUT UNDER THREAT
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EMERGENCE OF FAST-GROWTH SPORTS AND EVENTS
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DIGITAL AND SOCIAL: THE REVENUE ROADMAP IS STARTING TO UNLOCK
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INCREASED FOCUS ON BUILDING STRONG FAN RELATIONSHIPS IS PAYING BACK07
EVERYTHING IS MEASURABLE AND ACCOUNTABILITY IS MORE IMPORTANT THAN EVER08
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‘PARTNERSHIPS’ ARE BECOMING MORE IMMERSIVE AND REWARDING
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SPORT UNDER INTENSE SCRUTINY AND GOVERNANCE IS KEY
NEW TECHNOLOGIES TRANSFORMING THE FAN EXPERIENCE – AT VENUE AND AT HOME
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THE COMPETITION TO CAPTURE NEW AUDIENCES IS INTENSE
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INCREASED DILUTION OF ATTENTION...
NUMBER OF INTERESTS
INTE
NSIT
Y OF
INTE
REST
People are intensely interested in fewer things People are
generally interested in more things
+8%
-15%
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MILLENNIALS ARE POWERFUL, PRESENTING DIFFERENT OPPORTUNITIES AND CHALLENGES FOR BRANDS AND RIGHTS HOLDERS
Grown up alongside technolog
y
2.5 Billion
Largest Generation Yet
$2.5 Trillion global spend
powerMost Ethnically & Racially Diverse
50% of the workforce by
2020
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THE BIGGEST SOURCE OF NEW POTENTIAL FANS IS ACTUALLY WOMEN…
30% increase
in number of women interested in football
2011-2015
>100 MILLION MORE FEMALE FOOTBALL
FANS GLOBALLY
$30 Trillion
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THE FANDNA CHALLENGE
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7 BEHAVIOURAL SEGMENTS
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TREND POSITIVE Love my sport. Love what it says about me.
GAME EXPERT All about the sport, everything else is a distraction.
CONNECTION FAN It’s about participating, it brings people together.
ARMCHAIR FAN Something to watch on my own.
BUSY If only I had time!
DISENGAGED What?
CYNIC It’s a con!
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25
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6
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Global Average %
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Buying Tickets
Discounts & Offers
Watching Games on
TV
Being a club member
Buying Consumer Products
Following online
Watching Online
CRM IS AN EXTREMELY POWERFUL TOOL TO BUILD CLOSER AND MORE PERSONAL RELATIONSHIPS WITH FANS
Segmenting and targeting fans for ticket sales.
All touchpoints becoming customised and optimised around behavioural segments.
Leads to new propositions and higher yielding revenue streams.
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EXPANSION OF FAST-GROWTH SPORTS & EVENTS
502
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WE ARE SEEING FOUR TYPES OF FAST-GROWTH SPORTS AND EVENTS
» Fastest growing
» Mass participation» Huge events» Going mainstream
E SPORTS
» New leagues
» New audiences
» New engagement
» New revenues
NEW FORMATS LEAGUES/EVENTS
» Fitness options
» Fitness venues
» Wearable tech.
» Social & fun
» Personal coaching
FITNESS & PARTICIPATION
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NEW FORMATS AND LEAGUES/EVENTS ARE RE-ENERGISING TRADITIONAL SPORTS AND CREATING NEW AUDIENCES
TRADITIONAL NEW FORMATEVOLUTIONSPORT
Cricket One Day International
Tennis
Rugby
Creation of a new league with modern T20 format
Creation of special events in original venues
Squash Indoor Arena
A varied version of the game to introduce young participants
15 man contact
A pick-up version of the game to attract millennials/ new participants
Real Tennis
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BROADCAST MEDIA: MORE VALUABLE THAN EVER BUT UNDER THREAT
403
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Sky’s domestic UK programming spend on Premier League – 2016-19
UK television broadcast deals per annum value (£ millions)
THERE IS A WIDENING GAP AS RIGHTS FEES FOR PREMIUM/ TOP TIER SPORTS CONTENT CONTINUES TO RISE EXPONENTIALLY
Source: Nomura Sky Plc Report, Sep 2015; Repucom analysis
» Leading sports rights are critical to broadcasters and hence attract super premiums.
» Secondary/niche sports are struggling for exposure and rights fees.
» Alternate broadcast models are now being seriously pursued.
Series1 1793
299
65
56
39
38
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PL contract as a % ...
63%
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CASESTUDY: BASKETBALL AUSTRALIA
Objective: Determine the most suitable broadcast
strategy for Basketball Australia.
Outcome: Expanded coverage to
broadcast extra live fixtures and adopt anew hybrid model; maximised exposure
at peak times and use of digital.
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DIGITAL & SOCIAL THE REVENUE ROADMAP IS STARTING TO UNLOCK
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» The best rights-holders are now integrating brand partnerships through quality online content and using social expertly to drive users to membership sites, or ticketing and merchandising offers.
» Increasingly tailored messages, incorporating new features such as video, multi-language, multi-Fan Stories, coupled with greater investment in digital.
» As platforms such as Facebook and Twitter launched, sports teams, leagues and athletes were quick to build new online communities.
AS AN INDUSTRY, WE ARE NOW FOCUSING HEAVILY ON MONETISATION
ENGAGEMENTCOMMUNITY MONETISATION
Sports rights-holders and brand have utilised these platforms as they have grown in a variety of ways:
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WE ARE SEEING 3 KEY WAYS TO UNLOCK VALUE THROUGH SOCIAL MEDIA ASSETS
FANSTORIES™
NEW ASSETS VIDEO
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THERE ARE MANY OPTIONS IN DEVELOPING UNIQUE FAN STORIES
FAN COMPETITIONS
EVENT STATISTICS
CYCLIST & TEAM STATISTICS
ARCHIVE CONTENT
RACE COMMENTARY
FANTASY GAME
FINAL POSITIONS
RACE UPDATES
RACE TACTICS
QUESTION & ANSWER SESSIONS
“BEHIND THE SCENES” CONTENT
CYCLING EXAMPLE
STAGE HIGHLIGHTSFAN
STORIES™
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CASE STUDY: USA GYMNASTICS’ SOCIAL MEDIA STRATEGY
Objective: Provide a digital strategy and
recommendations that can be implemented to increase fan/ participation engagement
Outcome: We segmented fans and provided unique Fan Stories which resulted in participant-
generated content and sponsorship exposure beyond core gymnastics fans
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‘PARTNERSHIPS’ ARE BECOMING MORE IMMERSIVE AND REWARDING
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LEADING RIGHTS HOLDERS ARE APPROACHING PARTNERSHIPS IN A MORE SOPHISTICATED WAY
Partnerships don’t come in standard off-the-shelf packages; they are developed collaboratively based on an understanding of the partners’ business and marketing objectives.
COMPELLING DATA AS THE FOUNDATION
Business Intelligence at the Core
Customer/ Fan Base Alignment
Quantification of Customer Lifetime Value
Packaging the Sponsorship
Managing the Partnership
Clear Approach/ Structure
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SPONSORSHIP TARGETED AT SPORTS PARTICIPANTS CAN BE USED BY BRANDS TO REACH DIFFERENT DEMOGRAPHICS
Participants of…
Swimming Football Cycling
» Luxury accessories (1.7x)
» Parcel services (1.6x)
58%Of women are more likely to purchase*…
» Sport Betting (2.4x)
» Computer games consoles(1.7x)
» Cars (1.6x)
85%Of men are more likely to purchase*…
60%Of men are more likely to purchase*…
» Building products (1.8x)
» Consumer electronics (1.6x)
*More likely to purchase compared to Total Population Source: 2015/16
Quantify the numberof team fans 2.9 million
Fans that flew in the last 12 months 42%
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Actual fans that flew 1.2 million
Total flights taken 2.3 million
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Assumption on conversion rate due
to sponsorship
Assumption 1%
Additional flights acquired 23,812
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Average cost per flight $396
Sponsorship ROI $9.4 million
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Source: Repucom SponsorLink, 2014, Government stats
Example: Rights Holder X sizing the opportunity for an airline partner….
RIGHTS HOLDERS ARE GETTING CLOSER TO PARTNER NEEDS TO SUPPORT THEIR SALES OBJECTIVES
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WE ARE NOW SEEING MORE TRULY INTEGRATED PARTNERSHIPS – SAP-DFB EXAMPLE
A co-developed and innovative solution designed to improve performance:» SAP Match Insights – a data platform for coaches and players.
» Facilitates training and tournament analysis » Technology integrated at the team’s base camps.
» Provides tangible evidence of SAP’s impact on the team’s performance and success
SAP – German National Football Team (DFB)
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REPUCOM TOP 10 TRENDS IN SPORT - 2016
THE WORLD OF SPORT IS GROWING – AND EXPANDING
01 THE COMPETITION TO CAPTURE NEW AUDIENCES IS INTENSE
03 BROADCAST MEDIA: MORE VALUABLE THAN EVER BUT UNDER THREAT
04
EMERGENCE OF FAST-GROWTH SPORTS AND EVENTS
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DIGITAL AND SOCIAL: THE REVENUE ROADMAP IS STARTING TO UNLOCK
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INCREASED FOCUS ON BUILDING STRONG FAN RELATIONSHIPS IS PAYING BACK07
EVERYTHING IS MEASURABLE AND ACCOUNTABILITY IS MORE IMPORTANT THAN EVER08
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‘PARTNERSHIPS’ ARE BECOMING MORE IMMERSIVE AND REWARDING
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SPORT UNDER INTENSE SCRUTINY AND GOVERNANCE IS KEY
NEW TECHNOLOGIES TRANSFORMING THE FAN EXPERIENCE – AT VENUE AND AT HOME
REPUCOM - CONNECTED SOLUTIONS FOR NATIONAL GOVERNING BODIES
MEASURING PERFORMANCE & VALUE» UNDERSTANDING AND
MEASURING VALUE» PARTNER SATISFACTION
TRENDS IN SPORT» EVOLVING TRENDS
OPTIMISING & MONETISING YOUR ASSETS» AUDITING INVENTORY» MEDIA CONTENTS, RIGHTS AND
DISTRIBUTION» COMMERCIAL INCOME
UNLOCKING SUSTAINABLE
GROWTH
UNDERSTANDING, ENGAGING AND GROWING YOUR FAN BASE » FAN ENGAGEMENT» FAN SEGMENTATION
ANY QUESTIONS?
@Repucom#RepucomInsights