The Sports Fan Experience in 2015

Transcript

1. The Sports Fan Experience in 2015 #SXSport2015 | March 10,

   2012 Richard Ting, SVP, Executive Creative Director Kyle Bunch, Executive Producer

2. Your speakers this morning Richard Ting @flytip Kyle Bunch @bunch

   Founded R/GA’s Mobile & Social Platforms practice Provided creative leadership for some of R/GA’s earliest Nike work Leads R/GA’s Social offering Co-founded Blogs with Balls

3. Agenda 1.  The Digital Shift 2.  The Sports Fan Experience:

   Yesterday & Today 3.  How Brands are Connecting with Fans - Case Studies 4.  Tomorrow 5.  A Day in the Life

4. The Digital Shift SO MUCH HAS CHANGED…

5. The Sporting World went digital And with it: 1.) Always-on,

   total access to sport creates an explosion in global media consumption 2.) Social media leads to enhanced transparency and a dramatic rise in shared experience 3.) Increased personalization and choices as hundreds of channels evolve into millions of sites and billions of hours of new content

6. TOP U.S. NEWSPAPERS DAILY CIRCULATION USA Today 2,113,725 Wall Street

   Journal 2,082,189 The New York Times 1,039,031 Los Angeles Times 723,181 The Washington Post 665,383 Daily News 602,857 New York Post 558,140 Chicago Tribune 501,202 Houston Chronicle 425,138 The Arizona Republic 389,701 Athletes embrace digital to better control their brand images 3,138,170 4,871,510 3,269,716

7. My experience as a Sports Fan will be vastly different

   from my daughter’s.

8. The Sports Fan Experience YESTERDAY AND TODAY

9. and How the sports fan experience has evolved since we

   were kids Then Now

10. We used to hang their picture on our walls.

11. Today we talk live with our favorite athletes. No more

    settling for posters.

12. Watch the nationally broadcast game.

13. Today we watch whatever game we want, wherever we want

    it.

14. Get our highlights from SportsCenter.

15. Today, no more waiting for SportsCenter to see the highlights.

16. We used to see international stars play …every four years.

17. Today international stars are known well before they set foot

    on U.S. soil.

18. Buy questionable tickets from scalpers.

19. Today we buy any ticket to any game at anytime…

    safely and securely.

20. Show up early hoping to grab an autograph from our

    heroes…

21. Today the Athletes want to meet us.

22. We use to wait in line to buy cheap food

    anonymously.

23. Today RFID lets concessions know exactly who you are and

    greet you personally.

24. Team management rarely ever connected with fans.

25. Today teams dedicate entire staff to coordinate social media outreach

    with fans.

26. Referees took abuse from the players and fans and accepted

    it.

27. Today referees now have an outlet to defend calls.

28. Players fought…. on the court.

29. Today players still fight, but now….. on Twitter.

30. Players connected with fans during sideline interviews.

31. Today players now use Twitter to connect with fans directly

    from the sidelines.

32. Who? Single Season DIII Scoring Record Grinnell College Iowa 37.3

    ppg Steve Diekmann

33. Today we have Jacob Tucker 5’10” Senior DIII – Illinois

    College ~ 5million YouTube views

34. Today we have Jacob Tucker

35. Today we have Jacob Tucker

36. How Brands are connecting with Fans Case Studies

37. Brands see this shift and now have to alter how

    they connect with their consumers

38. “Check In to the Ballgame”

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40. NIKE BASKETBALL “Black Mamba”

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42. Tomorrow WHERE WE’RE HEADED

43. No Slowing Down for Digital or Sport 2.7 Billion Projected

    global internet users by 2015, up from 2 billion in 2010 (Source: IDC) $145.3 Billion Projected global sports revenues by 2015, up from $120 Billion in 2010 (Source: PriceWaterhouse Coopers)

44. The Borders For Fandom Cease to Exist

45. Jeremy Lin fans rise early in Taiwan to watch him

    play

46. Man U. fan accosted by Liverpool fans in Malaysia

47. Never Be Alone At A Game

48. Find ALL of your friends at a game.

49. Augmented Viewing: “Second Screen Experiences become Commonplace”

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51. Micro-gaming inside a game

52. The Fans Control Their Views

53. TNT Overtime

54. The Fans Have More Power Than Ever: “Crowd-sourced Team Decisions”

55. Will the fans be able to impact a coach or

    GM’s decision?

56. Open APIs: Leads to new innovations in the Sports Fan

    experience

57. The fans will create their own future experiences

58. The future of sports subscription packages will change.

59. Available data will continue to grow…and evolve the game viewing

    experience.

60. A Day in the Life Jed Berger

61. Jed Berger Mid-30s Senior Marketing Exec. Urban Dweller Sports Nut

62. June 5th, 2015

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65. “Group ConnectorTM”

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80. Sending request to control Jed’s iPhone camera…

81. broadcasting from Jed’s iPhone.

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86. Fan grouping apps Crowdsourced coaching IN THE FUTURE, MORE: In-arena

    personalization Frictionless sharing via NFC Explosion of second screen apps Remote fandom via telepresence Redefinition of fan access Biometric-enhanced box scores

87. Questions? Richard Ting @flytip Kyle Bunch @bunch

88. THANK YOU.