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Transcript of Umbertorighettiengagingfansandparticipantsinthedigtalageconference 100713071901-phpapp01[1]
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• Background on FIBA, SportingPulse and me
• FIBA’s Digital Vision
• Secret ingredients to create an online global basketball community
• Challenges faced along the way
• Benefits to sport and marketing opportunities
Today’s Presentation
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• World governing body for basketball
• Establish the rules of basketball, govern international competitions and regulate international player transfers
• Independent association formed by 213 national basketball federations and 5 regional zones
• Headquartered in Geneva, Switzerland
Who are FIBA and what do they do?
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The history of SportingPulse
Established in 1999 in Melbourne by Nick Maywald, a basketball playing geek
Grew up as sports technology company providing integrated solutions to help governing bodies, associations, clubs and players
Created the largest online sports community in Australasia
Formed a partnership with FIBA in 2005
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CA worked with PwC using innovative technology to achieve business objectives
Former Vice President of Lindfield FC, largest grassroots sports club in Australia
Joined SportingPulse in 2005 to help transform the company from a sports technology business to a sports digital media business
Attracted outside investment from News Digital Media and AFL
Director, shareholder, leading international business
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FIBA’s Digital Vision
Provide value to National Federations and global basketball community, complimenting the FIBA National Federations Manual
Capture accurate management and investment information around who plays basketball
• Prevent duplication of IT expenditure
• Generate sustainable new revenue streams from new digital assets
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What do ballers do?
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Secret ingredients to create an online basketball community
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Essential tools to manage basketball
Tool Benefits
Online registration & paymentOnline form that associations and clubs can create for players to complete registration details and pay fees
Quicker and easier for players to register and re-register Reduce workload for administrators
Safer and more accurate financial recording
Complete and accurate member records
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Essential tools to manage basketball
Tool Benefits
FIBA membership databaseGlobal database of national federations, associations, clubs and players
Easier to store, track, update and locate member records
Demographic analysis and reporting of basketball players by country/region/age gender
Email and mobile member communications
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Essential tools to manage basketball
Tool Benefits
FIBA Organizer Competition management software to create scores, schedules, standings and stats
Quicker and easier to produce schedules, results and statistics
Manage allocation of officials
Provide players with detailed historical team and player stats
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Essential tools to manage basketball
Tool Benefits
Club, association & federation websitesRecord news, schedules, results Easy to create and manage
Professional looking websites
Hosting
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Essential tools to manage basketball
Tool Benefits
Personal websitesPersonal website and mobile site for players and fans
Quick and easy way to access personal game information
Personal webpages for players to record game memories
One stop shop for basketball information
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Essential tools to manage basketball
Tool Benefits
FIBA Live StatsCourtside application to record detailed stats and stream games live to the web
Stream live experience to the web
Increase audience beyond physical attendance
Coaching and media reporting
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FIBA Live Stats – Play by Play
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FIBA Live Stats – Game Summary
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FIBA Live Stats – Shot Chart
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FIBA Live Stats – Player Stats
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FIBA Live Stats – Individual Player Shot Chart
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Individual Player Career Stats
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2010 NBL Grand Final
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FIBA Live Stats around the World
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Essential tools to manage basketball
Tool Benefits
FIBA Stadium ScoringCourtside PC tablet application to record player stats and eliminate paper
Easier to score than paper & pen
Individual player stats recorded for first time
Player personal stats automatically uploaded to website
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FIBA Global Passport
• Players have to register with FIBA to obtain a FIBA ID/licence to play
• FIBA and National Federation databases created
• Player uses ID to register to play in season competitions
• Player uses ID to buy online
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Challenges faced
Prior investment by zones or federations in IT solutions
Different levels of IT sophistication across national federations
• Resources needed for rollout
• Language conversions
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Sports Marketing to Fans – Broadcast Rights Model
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“We’re not in the business of keeping the media companies alive, we’re in the business of connecting with consumers.”Trevor Edwards, Nike, Vice President, Brand & Category Management
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“We passionately believe advertising has a future, but only if we stop interrupting what people are interested in and become what people are interested in.”Our story – the new JWT, International Advertising Agency
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“You don’t start communities. They already exist. They are already doing what they want to do. The question you should ask is ‘How can I help them do it better.”Mark Zuckerberg, Facebook Founder & CEO
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Sports Marketing to Participants – A New Model
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Brand Opportunities
• Become part of the basketball value chain
• Positioned as providers of web and mobile apps
• Brand content to enhance user experience
• Leverage existing sponsorship assets
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Become part of the basketball value chain
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Positioned as providers of web and mobile apps
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Brand content to enhance user experience
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Leverage existing sponsorship assets
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Other Business Benefits
• Real time research/feedback on potential new products
• Personalised communication
• Purchase decision – new season = new shoes
• Community relationship – reinvesting in basketball
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Phil Knight’s marketing plan was simple…go directly to runners by driving to track meets and selling the shoes out of the trunk of his car, thereby establishing a grassroots, “word of mouth” relationship with the running community.
1962
Getting to Grassroots in the Digital Age
2010 Nick Maywald’s vision is simple…provide sports with free web and mobile applications to create a new communication platform for brands to enhance participants’ experience thereby establishing a grassroots online relationship with the sporting community.
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