Sport 2.0 the mid 2008 version

Gijsbregt Brouwer – sport 2.0 – 20/6/2008

Sport 2.0

Sport in the web 2.0 era


About me

Gijsbregt Brouwerwww.brightguys.nlwww.linkedin.com/in/gijsbregtwww.marketingfacts.nl/pages/bloggers/

#Gijsbregt%20Brouwer


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


Experience Economy

• Sport = an experience• Active & passive• The activity only takes a few hours per

day/week/month• Internet improves the sport experience


Sport experience

Sport as an (online) experience:• Experience is improved:• Lengthened: longer & more often• Broadened (more users)• Deepened (more types of use)

• Builds a relationship with the consumer


Sport in general

1. Improvement business2. Improvement media3. Improvement consumers• Active – athletes• Passive - fans

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


Business: sponsoring

Sponsor and/or media

Sponsee

Association

Means

Agreement


Business: sponsoring 2.0

Sponsorand/or media

Sponsee consumer fan

platform

• Interaction• Value creation• Continuous experience


A platform for sport content


Media & rights: losing gripStap 3

Rights

Different formats

Content

Edited video

Syndicated contentconsumers device

Contentplayed

on a centralsite

Sport Platform

Contentstorage

• Interaction• Value creation• Continuous experience


Show me the money!

The future is freeContent travels freely

Making money for free:• Advertising• Sponsoring• Finding your true fans/hardcore athletes• Make offline accessible for online


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

Improving sports through internet

End user is in charge

Active athlete own results & activity

Passive fan idol’s results & activity


Active community


Active community

Examples:- MyTeamZone- 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


Active community


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- “Bumper sticker”


Passive community


Active tools


Active tools

Examples:- iTunes + Nike- Mysportsplanner- Anglingmasters

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


Active tools


Passive tools


Passive tools

Examples:- Are You Watching This- Myfootballclub- Yoonew

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


Passive tools


Active news


Active news

Examples:- FCMovei- AD’s mijnsportwereld- Athlinks

Components:- User generated content- Recommendations/rating- Customizing- “15 Megabites of fame”


Active news


Passive news


Passive news

Examples:- Sportingo- Yardbarker- Fannation- Voetbalnext

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


Passive news


Active gaming


Active gaming

Examples:- All poker sites- Board games- Wii- Superkicks

Components:- Simulation of real movements/tactics- Virtual opponents + competition- Feedback


Active gaming


Passive gaming


Passive gaming

Examples:- EK-poules - Fantasy leagues- Sport games over the internet- Play like a champion

Components:- The fan as virtual athlete or trainer- Opponents & competition- Gambling vs knowledge vs skills


Passive gaming


International trends


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


A short survey

• USA: FAN nation, M&A, big bucks• Number 1 example: FanNation

• Germany: Local oriented nation• Number 1 example: Meinsport.de

• Brittain: Soccer nation• Number 1 example: iSporty


USA


Germany


Brittain


National trends



National trends

National trends


Netherlands


Netherlands

Netherlands is a club nation• Club as a starting point• Many communities the last year, none

are taking off• Integrated communities (news)• Growth of tools: especially planning• No real fan sites• Success of passive gaming

Number 1 example: AD’s mijnsportwereld


Social media: sport communities


Social media: tools


Social media: news


Social media: gaming


Future developments



Future developments

Future developments


I’ve seen the future …

• 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


I’ve seen the future …


Always in tune


Technique couples offline & online


Echangable & open content


Conclusions

• Sport is an experience• Online media improve sport experience• A very young market + not many commercial

successes• Growth of sport communities not a given• Not all segments of SSM are represented• National room for differentation• Sports have the future

Conclusions


About me

Gijsbregt Brouwerwww.brightguys.nlwww.linkedin.com/in/gijsbregtwww.marketingfacts.nl/pages/bloggers/

#Gijsbregt%20Brouwer


Discussion

Sport 2.0 the mid 2008 version

Business

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