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A short introduction in branding thru sports in the 2.0 age.
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Gijsbregt Brouwer – sport 2.0 – 8/5/2008
Sport 2.0
Sportbrands in a 2.0 world
Gijsbregt Brouwer – sport 2.0 – 8/5/2008
About me
Gijsbregt Brouwerwww.brightguys.nlwww.linkedin.com/in/gijsbregtwww.marketingfacts.nl/pages/bloggers/
#Gijsbregt%20Brouwer
Gijsbregt Brouwer – sport 2.0 – 8/5/2008
About today
1. Sport = experience2. Sport = brand3. Mixed roles4. Discussion
Gijsbregt Brouwer – sport 2.0 – 8/5/2008
Sport brands in a 2.0 world
1. Sport = experience2. Sport = brand3. Mixed roles4. Discussion
Gijsbregt Brouwer – sport 2.0 – 8/5/2008
Experience Economy
• Pine & Gillmore (1999)• Commodity Product Service
Experience• Chief examples: coffee & Disneyland• Internet improves the experience
Gijsbregt Brouwer – sport 2.0 – 8/5/2008
Experience Economy
• Sport = an experience• Active & passive• The activity only takes a few hours per
day/week/month• Internet improves the sport experience
Gijsbregt Brouwer – sport 2.0 – 8/5/2008
Sport brands in a 2.0 world
1. Sport = experience2. Sport = brand3. Mixed roles4. Discussion
Gijsbregt Brouwer – sport 2.0 – 8/5/2008
Experience brands
Sport as an (online) experience:• Keeps the brand permanently top of
mind • Experience is improved:• Lengthened: longer & more often• Broadened (more users)• Deepened (more types of use)
• Builds a relationship with the consumer
Gijsbregt Brouwer – sport 2.0 – 8/5/2008
Experience brands
Sport experience brands:• Build brand value for your sport• Brand value will add to core objectives
of sport organization:• Revenues• More athletes/fans• Fitter people • Etc.
Gijsbregt Brouwer – sport 2.0 – 8/5/2008
Sport as 1.0 brand
Sponsor and/or media
Sponsee
Association
Means
Agreement
Gijsbregt Brouwer – sport 2.0 – 8/5/2008
Sport as a 2.0 brand
Sponsorand/or media
Sponsee consumer fan
platform
• Interaction• Value creation• Continuous experience
Gijsbregt Brouwer – sport 2.0 – 8/5/2008
Sport brands in a 2.0 world
1. Sport = experience2. Sport = brand3. Mixed roles4. Discussion
Gijsbregt Brouwer – sport 2.0 – 8/5/2008
Sport content in a 2.0 worldStap 3
BRANDING
Rights
Different formats
Content
Edited video
Syndicated contentconsumers device
Contentplayed
on a centralsite
Sport Platform
Contentstorage
• Interaction• Value creation• Continuous experience
Gijsbregt Brouwer – sport 2.0 – 8/5/2008
Sport content in a 2.0 worldStap 3
BRANDING
Rights
Different formats
Content
Edited video
Syndicated contentconsumers device
Contentplayed
on a centralsite
Sport Platform
Contentstorage
Where is:• Sport organizer• Consumer• Media• Sponsor• Government
Gijsbregt Brouwer – sport 2.0 – 8/5/2008
Sport brands in a 2.0 world
1. Sport = experience2. Sport = brand3. Mixed roles4. Discussion
Gijsbregt Brouwer – sport 2.0 – 8/5/2008
Mixed roles: where & who?
Where/who is:• Sport organizer• Consumer• Media• Sponsor• Government
Gijsbregt Brouwer – sport 2.0 – 8/5/2008
Mixed channels: what is mine?
Which channels do I use?• My channels (full control)• Edited channels (media, some control)• Open channels (communities, little control)• Consumer channels (communities, no control)
Gijsbregt Brouwer – sport 2.0 – 8/5/2008
About me
Gijsbregt Brouwerwww.brightguys.nlwww.linkedin.com/in/gijsbregtwww.marketingfacts.nl/pages/bloggers/
#Gijsbregt%20Brouwer
Gijsbregt Brouwer – sport 2.0 – 8/5/2008
Discussion
