The Sports Fan Experience in 2015 #SXSport2015 | March 10, 2012

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

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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

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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

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The Digital Shift SO MUCH HAS CHANGED…

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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

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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

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My experience as a Sports Fan will be vastly different

from my daughter’s.

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The Sports Fan Experience YESTERDAY AND TODAY

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and

How the sports fan experience has evolved since we were kids

Then

Now

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We used to hang their picture on our walls. Proprietary & Confidential. © 2012 R/GA All rights reserved.

Today we talk live with our favorite athletes. No more settling for posters.

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Watch the nationally broadcast game. Proprietary & Confidential. © 2012 R/GA All rights reserved.

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

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Get our highlights from SportsCenter. Proprietary & Confidential. © 2012 R/GA All rights reserved.

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

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

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Today international stars are known well before they set foot on U.S. soil.

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Buy questionable tickets from scalpers. Proprietary & Confidential. © 2012 R/GA All rights reserved.

Today we buy any ticket to any game at anytime… safely and securely.

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Show up early hoping to grab an autograph from our heroes…

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Today the Athletes want to meet us. Proprietary & Confidential. © 2012 R/GA All rights reserved.

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

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Today RFID lets concessions know exactly who you are and greet you personally. 

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Team management rarely ever connected with fans.

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Today teams dedicate entire staff to coordinate social media outreach with fans.

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

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Today referees now have an outlet to defend calls.

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Players fought…. on the court. Proprietary & Confidential. © 2012 R/GA All rights reserved.

Today players still fight, but now….. on Twitter. Proprietary & Confidential. © 2012 R/GA All rights reserved.

Players connected with fans during sideline interviews.

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Today players now use Twitter to connect with fans directly from the sidelines.

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Who?

Single Season DIII Scoring Record Grinnell College

Iowa 37.3 ppg

Steve Diekmann

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Today we have Jacob Tucker

5’10” Senior DIII – Illinois College ~ 5million YouTube views

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Today we have Jacob Tucker Proprietary & Confidential. © 2012 R/GA All rights reserved.

Today we have Jacob Tucker Proprietary & Confidential. © 2012 R/GA All rights reserved.

How Brands are connecting with Fans Case Studies

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Brands see this shift and now have to alter how they

connect with their consumers

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“Check In to the Ballgame”

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NIKE BASKETBALL

“Black Mamba”

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Tomorrow WHERE WE’RE HEADED

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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)

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The Borders For Fandom Cease to Exist

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Jeremy Lin fans rise early in Taiwan to watch him play Proprietary & Confidential. © 2012 R/GA All rights reserved.

Man U. fan accosted by Liverpool fans in Malaysia Proprietary & Confidential. © 2012 R/GA All rights reserved.

Never Be Alone At A Game

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Find ALL of your friends at a game. Proprietary & Confidential. © 2012 R/GA All rights reserved.

Augmented Viewing: “Second Screen Experiences

become Commonplace”

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Micro-gaming inside a game Proprietary & Confidential. © 2012 R/GA All rights reserved.

The Fans Control Their Views

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TNT Overtime Proprietary & Confidential. © 2012 R/GA All rights reserved.

The Fans Have More Power Than Ever:

“Crowd-sourced Team Decisions”

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Will the fans be able to impact a coach or GM’s decision? Proprietary & Confidential. © 2012 R/GA All rights reserved.

Open APIs: Leads to new innovations in the Sports Fan experience

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The fans will create their own future experiences Proprietary & Confidential. © 2012 R/GA All rights reserved.

The future of sports subscription packages will change. Proprietary & Confidential. © 2012 R/GA All rights reserved.

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

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A Day in the Life Jed Berger

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

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June 5th, 2015

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“Group ConnectorTM”

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Sending request to control Jed’s iPhone camera…

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broadcasting from Jed’s iPhone.

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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

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Questions?

Richard Ting @flytip

Kyle Bunch @bunch

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THANK YOU.

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