Mass Participation, Excellence and Gender in Sport AUSTRALIA.
Creating new digital assets and marketing opportunities from sport participation
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Transcript of Creating new digital assets and marketing opportunities from sport participation
• Background on FIBA, SportingPulse and me
• FIBA’s Digital Vision
• Secret ingredients to create an online global basketball community
• Challenges faced along the way
• Benefits to sport and marketing opportunities
Today’s Presentation
• World governing body for basketball
• Establish the rules of basketball, govern international competitions and regulate international player transfers
• Independent association formed by 213 national basketball federations and 5 regional zones
• Headquartered in Geneva, Switzerland
Who are FIBA and what do they do?
The history of SportingPulse
Established in 1999 in Melbourne by Nick Maywald, a basketball playing geek
Grew up as sports technology company providing integrated solutions to help governing bodies, associations, clubs and players
Created the largest online sports community in Australasia
Formed a partnership with FIBA in 2005
CA worked with PwC using innovative technology to achieve business objectives
Former Vice President of Lindfield FC, largest grassroots sports club in Australia
Joined SportingPulse in 2005 to help transform the company from a sports technology business to a sports digital media business
Attracted outside investment from News Digital Media and AFL
Director, shareholder, leading international business
FIBA’s Digital Vision
Provide value to National Federations and global basketball community, complimenting the FIBA National Federations Manual
Capture accurate management and investment information around who plays basketball
• Prevent duplication of IT expenditure
• Generate sustainable new revenue streams from new digital assets
What do ballers do?
Secret ingredients to create an online basketball community
Essential tools to manage basketball
Tool Benefits
Online registration & paymentOnline form that associations and clubs can create for players to complete registration details and pay fees
Quicker and easier for players to register and re-register Reduce workload for administrators
Safer and more accurate financial recording
Complete and accurate member records
Essential tools to manage basketball
Tool BenefitsFIBA membership databaseGlobal database of national federations, associations, clubs and players
Easier to store, track, update and locate member records
Demographic analysis and reporting of basketball players by country/region/age gender
Email and mobile member communications
Essential tools to manage basketball
Tool BenefitsFIBA Organizer Competition management software to create scores, schedules, standings and stats
Quicker and easier to produce schedules, results and statistics
Manage allocation of officials
Provide players with detailed historical team and player stats
Essential tools to manage basketball
Tool Benefits
Club, association & federation websitesRecord news, schedules, results Easy to create and manage
Professional looking websites
Hosting
Essential tools to manage basketball
Tool Benefits
Personal websitesPersonal website and mobile site for players and fans
Quick and easy way to access personal game information
Personal webpages for players to record game memories
One stop shop for basketball information
Essential tools to manage basketball
Tool Benefits
FIBA Live StatsCourtside application to record detailed stats and stream games live to the web
Stream live experience to the web
Increase audience beyond physical attendance
Coaching and media reporting
FIBA Live Stats – Play by Play
FIBA Live Stats – Game Summary
FIBA Live Stats – Shot Chart
FIBA Live Stats – Player Stats
FIBA Live Stats – Individual Player Shot Chart
Individual Player Career Stats
2010 NBL Grand Final
FIBA Live Stats around the World
Essential tools to manage basketball
Tool BenefitsFIBA Stadium ScoringCourtside PC tablet application to record player stats and eliminate paper
Easier to score than paper & pen
Individual player stats recorded for first time
Player personal stats automatically uploaded to website
FIBA Global Passport
• Players have to register with FIBA to obtain a FIBA ID/licence to play
• FIBA and National Federation databases created
• Player uses ID to register to play in season competitions
• Player uses ID to buy online
Challenges faced
Prior investment by zones or federations in IT solutions
Different levels of IT sophistication across national federations
• Resources needed for rollout
• Language conversions
Sports Marketing to Fans – Broadcast Rights Model
“We’re not in the business of keeping the media companies alive, we’re in the business of connecting with consumers.”Trevor Edwards, Nike, Vice President, Brand & Category Management
“We passionately believe advertising has a future, but only if we stop interrupting what people are interested in and become what people are interested in.”Our story – the new JWT, International Advertising Agency
“You don’t start communities. They already exist. They are already doing what they want to do. The question you should ask is ‘How can I help them do it better.”Mark Zuckerberg, Facebook Founder & CEO
Sports Marketing to Participants – A New Model
Brand Opportunities
• Become part of the basketball value chain
• Positioned as providers of web and mobile apps
• Brand content to enhance user experience
• Leverage existing sponsorship assets
Become part of the basketball value chain
Positioned as providers of web and mobile apps
Brand content to enhance user experience
Leverage existing sponsorship assets
Other Business Benefits
• Real time research/feedback on potential new products
• Personalised communication
• Purchase decision – new season = new shoes
• Community relationship – reinvesting in basketball
Phil Knight’s marketing plan was simple…go directly to runners by driving to track meets and selling the shoes out of the trunk of his car, thereby establishing a grassroots, “word of mouth” relationship with the running community.
1962Getting to Grassroots in the Digital Age
2010 Nick Maywald’s vision is simple…provide sports with free web and mobile applications to create a new communication platform for brands to enhance participants’ experience thereby establishing a grassroots online relationship with the sporting community.