Sports 2.0 Model Driving Sustainability
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Summary of my views of the next generation (v2.0) business model for sports which has a greater focus on the sports participant, fan and consumer & the controlled, bought and earned media.
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Sports 2.0 Model Driving Sustainability
- 1. Business model for Sports v2.0 Understanding Control, Bought and Earned Media across Sports Participants, Fans and Consumers Nick Gonios September 2009 nick@sportssymposia.comwww.sportssymposia.com
- 2. The term ‘sport’ means different things to different people…. ‘we’re passionate sports fans!’ Casual sports – ‘come on dad!’ http://www.flickr.com/photos/wasteofspace/2520425039/ Local sports participation – ‘in the scrum go!’ http://www.flickr.com/photos/10909491@N06/2326547659/
- 3. Yet to some people, sport is this...
- 4. …and had local affinity and passion
- 5. Then came the ‘one size fits all’ media TV, Radio and newspapers creating the current business model of sport
- 6. Business model for Sport v1.0is relatively simple… Step 1. Control (Make) content (professional/elite sports sports leagues – based on theatre, emotion and tribes) Step 2. Buy the right to this content (gain ‘attention’ against this controlled content – typically called ‘sports sponsorship’) Companies looking to generateunique brand association Packaged and Controlledcontent is the media
- 7. …but has lost the value of participation of sport! Mass Marketsports consumption is commercially driven SportsAudience Millions of viewers per team National (Elite) Leagues(e.g. AFL National League) 10,000’s of viewers & supporters per team (local media coverage) Tier 2/3 Leagues(e.g. State level and regional level) 1000’s of supporters per team(some local media coverage) Local Metro Leagues(e.g. suburban club leagues) Junior Leagues(e.g. suburban juniors) 10-100’s of supporters per team (effectively no media coverage) Leagues or CompsParticipants Mass Sports Participation is Govt subsidied
- 8. It’s simplethis model is notsustainable!
- 9. Why?
- 10. It’s driven by…
- 12. and withsports mediaconversationshaving beencontrolled…
- 13. …the sports evolution has begun
- 14. 10seperationbetween sports leagues, clubs and players & sports fans and consumers is now leaguebrandpassion clubcommunityengagement playeraffinity
- 15. the new sport characteristicsPEOPLE 2 PEOPLE TRANSPARENT PASSION AUTHENTIC SUSTAINABLE
- 16. Business model for Sport v2.0driving sustainability sports media/services Influencers Participant communityengagement Consumer Fan Made Bought Earned Influencers
- 17. Some examples ofthe evolutionin sports social dynamics
- 18. Lance Armstrong building community withdirect fan engagement
- 19. Adidas All Blacks Rugby ‘in stadium’ fan engagement
- 20. community sports participantdriven online media & sponsorship services
- 21. communities creating their own competitive social sports leagues
- 23. for some this is all a threat for some it’s a HUGE opportunity!
- 24. what position are you going to take?
- 25. Opportunities to better engage with your sports fan, consumers and participants and generate new revenues OR a slow extinction?
- 26. To discuss these challenges issues and opportunities, contact me: Nick Gonios nick@sportssymposia.comwww.sportssymposia.comtwitter: @nickgoniosskype: nickgonios