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


sport on the internet in 2008

Sports

internet sport

social sport matrix

network sport

entertainment sport

obesitas sport

exercise sport

relaxing sport

topsport sport