united states of sports: why sports?

KAT SHAFER & JASON LANGWELL

UNITED STATES OF SPORTS: PART 2

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WHY SPORTS?

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REAL TIME IS THE RIGHT TIME

WHY REAL TIME MATTERS TO FANS

GoTeam! THEY WANT IT LIVE

• The unknown possibility of what happens next

• Enablement of second screen activity

• Being a part of the conversation as it unfolds

WHY REAL TIME MATTERS TO BRANDS

@ESPNResearchDVR proof? 96% of ESPN viewing is done live & 98% happens within 15 minutes of live.

ERWIN PENLAND IS MAKING REAL TIME MATTER IN SPORTS

@DennysdinerIf it's any consolation Auburn fans, there are 47 chances to win on the way home. #BCSChampionship #BCS

MULTI-CHANNEL COMMUNICATION PLATFORM FOR GENERATION C (CONTENT)

When “sports marketing” was coined in 1979 it operated on two channels: TV advertising and on sight. But now it’s become a multi-channel platform.

Brands are stepping up to the plate and offering integrated campaigns to deliver against that. 

Beijing in 2008, Coke produced 3 ads and 6 posters.

London in 2012, Coke produced over 120 forms of content mobile apps, documentary films – MOVE TO THE BEAT campaign, which actually cracked Ad Age’s viral video chart.

SPORTY THINGS HAPPENING IN SPORTS

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Steady growth, but projected to only rise 4.3% in 2014.

Sponsorship growth is expected to exceed traditional advertising (4.3 % vs. 2.8%) while spend on other forms

of marketing techniques are expected to grow 4.4%.

CATEGORIES POISED FOR GROWTH IN 2014

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ELECTRONIC CIGARETTES

Tobacco companies are seeing a big decline in sales for traditional products and are coming out into the competitive market of electronic cigarettes.

• Mistic + KVSH Racing IRL

• Vuse + Denver Fashion Week

ONLINE GAMBLING

Right now there are only 3 states where online gambling is legal, but that is on the rise for 2014.

• Partypokers + 76ers + Devils

BEAUTY BRANDS

Not a new tactic, but projected to get more competitive.

• P&G (CoverGirl) + NFL

• L’Oreal + NHL

USAGE-BASED AUTO INSURANCE

Auto Insurance has always had a sponsorship presence but with new insurance plans based on how far you drive, how many miles you drive, how often, this usage-based category has been created.

• Travelers + Rock-n-Roll Marathon

CRUISE LINES

After a rough year they need help driving awareness to a new ship, new type of ship or a new port.

• Carnival + Saints + Rangers

• Norwegian + Knicks + Radio City

Erwin Penland - Proprietary and Confidential

Food For ThoughtFood For Thought is Erwin Penland's thought leadership platform.  

It began six years ago with a three-day annual symposium celebrating the intersection of food, creative thinking, entrepreneurialism and social responsibility through events, discussions and of course, dining.  

The fully experiential gathering is crafted to inspire dialogue and debate among prominent entrepreneurs, business leaders and creative thinkers from around the country—showcasing how creativity is paramount to success in every organization, and in fact, in life.  

The platform itself has been extended into quarterly client sessions, internal agency training programs, research and marketing trend presentations.

For more information:Joe SaracinoChief Marketing OfficerErwin Penlandjoe.saracino@erwinpenland.com

Erwin Penlanderwinpenland.com@erwinpenland on Twitter and Instagramfacebook.com/erwinpenland

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