united states of sports: why sports?
DESCRIPTION
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.TRANSCRIPT
KAT SHAFER & JASON LANGWELL
UNITED STATES OF SPORTS: PART 2
EPFFT
WHY SPORTS?
EPFFT
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
EPFFT
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
EPFFT
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
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