Innovation in Sport: Success at scale 7th February 2017

@LSUsocial

We help companies grow

We believe that the biggest opportunities for growth lie in the untapped potential of digital technology - because it’s the best way to make, market and monetise.

We know and love sport.

What are some examples of great sports innovation at scale?

Nike+ 28 million active users.

(Launched 2006)

Two more recent examples that have achieved huge scale:

•#1 American pro-gamer earned $1,964,038.64 from 39 tournaments.

•It’s changing our idea of what it means to be ‘active’ in sport.

e-sports Professional video gaming

Social video platform•A major event attracts 40,000 people

watching live, and tens of millions watching over the Web.

•It’s changing the way we watch ‘sport’.

But what about innovation in conventional sport?

How can brands succeed at scale?

Great sports innovation requires 3 things:

1. Include me 2. Inspire me 3. Improve me

Why? Because sport participation is getting too expensive - people in the poorest social groups have the biggest inactivity levels.

Include

Why? From the innovator’s point of view, it’s better to target the mass not the niche.

Most services go after heavy users, but successful brands aim to have universal appeal and a large base of casual users.

Include

Why?

Because people aren’t motivated to play sport at a young age - the number of kids and adolescents playing sport between 2008 and 2015 dropped by 4%.

Inspire

Why? Because people don’t know how to get better - 70% of people drop out of organised sports by age 13 as they don’t think they’re good enough.

Improve

Nike does all 3:

Include me Inspire me Improve me

Inclusive mission:

IF YOU HAVE A BODY YOU ARE AN ATHLETE.

Inspirational tag line.

New innovations that help people improve.

We’ve spotted some interesting new innovations that do one of the three.

Includes everyone by helping people get fit on the cheap but it’s not inspirational nor does it help people improve.

Uses influencers to inspire kids to participate but it is not helping them improve nor does it include everyone.

Uses smart technology to help people improve but it does not include the poorest social groups or inspire kids to play from a young age.

Include

InspireImprove

Great brands keep people in the loop.

For great innovation in sport, remember:

Thanks! @LSUsocial