Research: Monetizing Sport Fans

INTERNAL

Sports: Opportunities Sami Muneer SAP AppHaus, 2013

© SAP AG 2010. All rights reserved. /

Situation


Group Sport App Price # Ratings

Average Rating

Scores/Standing/Schedule

Stat /Profile

Photos/Videos Social News/

Content Other

League Apps

Hockey

NHL Ice Time

For international fans

NHL Game TIme 1,689 2.5

Ice Tracker that shows locations of goals, hits and saves: premium for videos

Basketball NBA Game Time 2.99 37,900 3.5

Video issues

Soccer

MLS Match Day 981 4

Good design, customization, videos feature

Bundesliga 15,926 4.5 Good overview of all leagues

Baseball AtBat Can view subscription to MLB.tv. 85% renew. Top-grossing.

Club Apps

Basketball

Dallas Mavericks 72 3.5

Fan wall with map (including Near Me); long load time

Miami Heat live game night chat feature; online community, purchase tickets, “Noisemaker” feature (sports sounds)

Football 49ers GameDay 77 4.5

Fantasy Fan Zone

Soccer

Bayern Munich 69 3.5

Club TV

Broadcasters ESPN 183,734 3.5

Personalization feature, multiple languages

Situation 1: Multiple Apps in Market By League, Club or 3rd Party


There Are Many Apps Doing Similar Things Across All Sports


Situation 2: No Guarantees of Adoption Failure of Sports Loyalty System

MLB + Sports Loyalty System (2005) •  $5MM Serie A Funding •  League-wide loyalty platform, $20/month •  Earn points inside and outside ball park (100+ merchants) •  Redeem for game tickets, merchandise, fan experiences

BECAUSE •  Lack of differentiation •  No perceived unique value


POS System •  Assuming all sales (concessions,

merchandise, tickets) on same POS system

•  Different data models across POS systems

Loyalty Database or CRM

•  Assuming clubs are logging this info

•  Customer-specific info can be varied

Promotion Management (PMR)

•  Personalized promotions

•  Another 3rd – party system or custom

Unique identifier

Situation 3: SAP Has No Inherent Advantage Multiple 3rd-Party Systems


Focus of This Research Recommendation: Differentiated Position

Grow Revenue Or Sustain Profits

Grow and Sustain Fan Base at all Times


Global Overview US Sports Market Breakdown of Match Day Revenues Personas Online Activity Soccer in Europe


Global Overview


Club / League

Fans Gate receipts, season ticket holders Stadium expenses Merchandise

Businesses Broadcasting rights •  Free-to-air TV •  Premium cable and satellite, devoted

channels •  Pay-per-view •  Enhanced access e.g. NFL Sunday

Ticket Sponsoring & Licensing •  Title rights , sponsors •  Venue naming rights •  Player endorsements •  Licensing e.g. apparel, games, •  Trading cards Media & Advertising •  Magazine •  Online •  Ads

Revenues

Players Wages Transfer costs

Coaches, Employees Infrastructure •  Stadiums and city loans •  Training facilities

Cos

ts

Different Sources of Revenues for a Club


North America

39%

EMEA 34%

APAC 22%

Latin America

5%

Source: PricewaterhouseCoopers LLP

0% 1% 2% 3% 4% 5%

Latin America

N. America

APAC

EMEA

The Sports Market Revenue is Skewed N. America and EMEA Constitute 73%

Latin America Growing the Fastest


Gate Revenues ! Majority Revenues Globally But This is Not True at the Regional Level

Gate Revenue

33%

Media Rights 23% Sponsorships

29%

Merchandising 15%

Other 44%

Source: PricewaterhouseCoopers LLP


Source: AT Kearney

Soccer is the Largest Market Worldwide But US Leagues are Largest at League Level

0 1 2 3 4 5 6 7 8 9

Total Revenues, 2009 ($B)


And Soccer is Growing Fast 4 Different Leagues Matter in N. America


0 10 20 30 40 50 60 70 80

0

500

1,000

1,500

2,000

2,500

3,000

Game attendances per season (MM)

Number of games vary

0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 With large diff in attendance per game

MLB has Most Number of Total Game Attendees But NFL Attracts the Most Fans per Game


Global Overview: •  Gate receipts matter, but differ between sports •  Soccer is the largest sport, but the US leagues

are the biggest earners •  MLB has the largest number of stadium

attendees though NFL dwarfs by visitors/game


US Sports


0

5

10

15

20

25

30

Football College Football

Basketball College Basketball

Baseball Hockey Soccer

Average # of viewers of regular season game

(MM)

0

20

40

60

80

100

120

Average # of viewers for Championship game

Source: Nielsen

NFL has the Largest Number of TV Viewers College Sports also Enjoy High Viewership


2.7 3.8 5.8

7.6

3.0 3.8 6.3

8.5

NHL NBA MLB NFL

Major Leagues Revenue (in Bln $)

2007 2010

3.2 9.8 16.4 24.7 5.3 6.1

22.9 33.6

NHL NBA MLB NFL

Operating Margin Per Club

(in MM $)

2007 2010

Source: WR Hambrecht+Co, Forbes

-40% -20% 0% 20% 40% 60%

NHL

NBA

MLB

NFL

Most Clubs Are Increasing Margins. Except for NBA

(Rev and Margin Growth, ‘07-’10)

Most Clubs have Growing Revenues & Margins While Margins are Increasing at Much Higher Rate

Rev Growth Margin Growth


0%

20%

40%

60%

80%

100%

NFL NBA MLB NHL

30% 30% 60% 40%

Attendance is most Varied in MLB and then NBA NFL, NHL Have More Consistent Attendance Across Clubs

1)  Difference in attendance between most popular and least popular clubs

2)  Median Attendance


0

0.5

1

1.5

2

2.5

3

NL East 13 Clubs (e.g. Yankees, Red Sox, Rangers,

etc)

Low-tier (e.g. Marlins, A's,

Rays) 0%

20%

40%

60%

80%

100%

120%

Phillies Marlins

104%

47%

-20% -10% 0% 10% 20% 30%

Indians

Pirates

Rangers

Rays

Dodgers

Large discrepancy in attendance among clubs

(in MM)

Big differences in stadium fill rate

With potential sharp changes in attendance

in any year

Hence revenues and margins can swing (e.g. in 2011) •  League: Revenues rose 4%, but profits fell 5% •  Individual Club: Mets revenue fell 13% with 25% drop in gate receipts

MLB Clubs Have Large Differences and Swings Y-O-Y With Dramatic Shift of Revenues and Profits


US Sports

•  MLB and NBA have More Varied Stadium Fill Rates •  With Larger Differences Among Clubs •  Affecting Profitability Since they Depend More

on Gate Receipts


Match Day Revenues


NFL Revenues

Broadcasting 57%

Gate Receipts

26%

Sponsorship 12%

Suites 4%

Tickets 68%

Food 14%

Merchandise 10% Parking

6% Program

2%

Breakdown of Stadium Receipts

TV and Gate Receipts Drive Majority Revenue 30% of Stadium Receipts are Non-Ticket Related

Source: WR Hambrecht+Co, Forbes, PWC


197

314

420

0

50

100

150

200

250

300

350

400

450

MLB NHL NFL

The Fan Cost Index™: (4) average-price tickets, (2) small draft beers, (4) small soft drinks, (4) regular-size hot dogs, parking for (1) car, (2) Game programs (2) least-expensive, adult-size adjustable caps.

Source: WR Hambrecht+Co, Forbes, PWC

Fan Cost Index of NFL is Twice that of MLB Primarily Driven by Ticket Prices


16.6%

30.3% 34.5%

42.3%

16.6%

27.1%

35.2% 39.6%

NFL NBA MLB NHL

Season Ticket Revenues as % of Total Ticket Sales

2007 2010

??

Season Ticket Holders Also Matter NHL and MLB have Twice More Season Ticket Rev than NFL

NJ Nets cocktail parties hosted by season ticket holders to meet stars, coaches and managers. All-time high season ticket renewals, new sponsor deals


of NFL clubs have wait lists

for season tickets

50% •  Majority of Green

Bay Packers attendees are season ticket holders

•  Many have PSLs (seat licenses

Those with low % of season ticket renewals •  Keep prices low •  Provide added

value

50%

68,500 Capacity

700 Best Seats

$80K PSL + $20-30K PSL + $350/game

9000 Club Seats

Season Ticket Holders

?? PSL + $150/game

SF 49ers Santa Clara Stadium Fan Identity and Loyalty Matters to Sell More with a New Stadium

High Revenue Potential

Half the NFL Clubs Need to Promote Season Tix. Newer Stadiums Depend More on High Value Clientele


Source: Forbes

Tickets are the Primary Revenue Driver in MLB Boxes and Front Row Seats Drive 42% Revenue

24K General Seats 58%

122 Front Row

Seats 18%

66 Luxury Boxes 24%

Breakdown of ticket revenues of a Yankees game

2000 Seats

122 Seats

24,000 Seats

0 50 100 150 200 250 300 350

Hospitality Mgmt

Stadium Sponsorship

Sports Channel (YES)

Tickets/Suites

Sources of Yankee Revenues


9000 Season Tix

Holders/Club

270,000 Season Tix Holders

80% Renewal Rate

Results in

Results in 54,000

New Tickets to be Sold

0% 10% 20% 30% 40% 50% 60% 70%

Teams with less than average

Teams with 10,000+ /cket holders •  High retention rates •  Sells Priority Access

Passes (e.g. Heat)

•  Losing streak or no star players

•  Needs added value

30%

70%

NBA Clubs Sell at Least 20% New Season Tix. However, 70% of the Clubs Bear Most of the Burden


Up-to 60%

corporate buyers

% of season ticket holders 15%

No-shows 1500 - 2500

No-shows per game

1750 * 41 (games/season)

Results in

Results in 70,000 No-shows per season

70,000 * $15 (ancillary spending)

Results in $1MM Lost revenues

No-Shows Leads to Loss of Ancillary Revenue More Skewed if Majority of Season Tickets are Corporations

•  43% Increase of of corporate sports tickets unused

Source: Corporate Events Group, 2008


League Club Benefits Unique Features

NHL Tampa Bay Lightning Concessions (RFID) chip in season ticket holder jerseys

NBA Detroit Pistons 20% off concessions and 30% off

merchandise Embedded microchip On-Court Jacket

LA Clippers Road tip, luxury suite, interaction with team, kids programs

5th season, earn points for every game watched

MLB

Tampa Bay Rays 12% cash bonus for every $ loaded Burst Pass

Washington Nationals Free tickets, upgrades, parking Online points-based loyalty program;

share with others. 60% adoption

San Diego Padres Exclusive experiences, ability to order food from their seats

Working with Verizon Wireless

MLS Philadelphia Union Exclusive events, game-worn jerseys, access to club

Earn points with tickets, merchandise, concessions, matches on TV

Thus All Loyalty Programs Focus on Season Tix. With Both Innovative and Common Features


67% Male

Mostly age 40-60

40% with

incomes of 90K+

Demographics75% attending game 6+ years 70% visit website daily or weekly 90% wants to see playoffs/finals Love for Game

Identification with

team

Attendance with

families, friends

or clients

Disposition Special consideration Recognition as team’s “family” Inclusion in team activities Expectations

Season Ticket Holders Who They Are and What They Want?


Match Day Revenues

•  Fan Cost Index is Higher in NFL Since they Can Afford to Increase Ticket Prices

•  Revenues of Most Clubs are Highly Sensitive to Season Ticket and Club Ticket Holders •  Can be 30-90% of Stadium Attendees •  More Critical with New Stadiums

•  No-Shows Results in Lost Revenues •  Hence Clubs Focus on Providing Differentiated

Value to this Clientele à Focus on Them


Fan Personas and Buyer Profile


Fanatics Part of identity

Heightened personal and collective esteem when team wins

Club culture and identity is important

Committed Casuals “Loyal” but watch few live games

Other priorities preclude attendance Provides diversion, an escape

Aficionado Loyal to the game but not to a team

Performances and competition is important

Carefree Casuals Entertainment, not a strong team fan

Excitement, drama important Need for socialization

Not all Fans Are Equal Differs by Team Loyalty and Behavioral Commitment

Behavior Demonstration Te

am L

oyal

ty

Goes to Games, Collects

Watches, But Not Regular to Games

Low

H

igh


Fanatics Likely season ticket holders

Will buy merchandise

Committed Casuals Could be motivated to attend more Wants to be connected all places

Aficionado Will react to experience and

packages to high-quality games

Carefree Casuals Least likely to download app

Club Activities Matter to the Loyal Fans Other Factors as Price Don’t Affect Decisions as Much

Behavior Demonstration Te

am L

oyal

ty

Goes to Games, Collects

Watches, But Not Regular to Games

Low

H

igh

Inclusion in club operations, fan gatherings Make them feel part of club/culture

Recognition for participation


Q1 Q2

P2

P1

e.g. Packages of games with most attractive opponents

High-priced packaging for Inelastic Demand

Q2 Q1

P1

P2

e.g. Packages for families for Sunday games

High-priced packaging for Elastic Demand

Understanding Elasticity helps with Targeted Packages Can Result in 43% Added Gate Revenue


Variable Pricing Can Increase Revenues by up to 7% Only 5% of MLB uses Variable Pricing Now

Baseball Levels (outfield bleacher seats) Price Diff*

Arizona Diamondbacks Premier, weekend, weekday 30%

Chicago Cubs Prime, regular, value 130%

Colorado Rockies Marquee, classic, premium, value 90%

New York Mets Gold, silver, bronze, value 220%

San Francisco Giants Friday-Sunday, Monday - Thursday 30%

Tampa Bay Devil Rays Prime, regular, value 100%

Toronto Blue Jays Prime, regular, value 75%

*price diff between high and low

Wide Variance in Pricing Structure across Clubs (by day or seat value)

30%+ deviation ( perceived quality of opponents,

rivalries, day of week, etc.)

Leverage mobile to

“measure” demand

Could dynamically increase price by

10%

Could decrease price by 7-15%

•  Potentially increase revenues by $1MM (Giants example)

•  Attract new or disenfranchised fans

•  Positive relationships with local govt.

•  The Padres, Cardinals, Giants, A's, Twins, Mariners and Pirates offering it

=


Fan Personas and Buyer Profile

•  Fans Differ in Both Their Loyalty to the Club and Buying Patterns

•  Loyal Fans are More Motivated with Club/Team Involvement than Ancillary Benefits (e.g. Concession Discounts)

•  Fan Identity will Help with Both Optimal Packages and Variable Pricing


Online Activity at Games


67 min

Players standing around

11 min

17 min

Actual playing time

Replays

Actual football playing time is only 12% of the game time

So viewers are: Watching stats or other games On Facebook, Twitter, SMS

Only 12% of Football Game is Actual Playing Time Hence Viewers are Distracted


25%

% of fans that follow stats from other live games while

watching a game

Source: www.mediapost.com

•  FC Barcelona with Telefonica •  New Meadowlands venue: Cisco and Verizon to offer centrally-controlled

custom video (live game footage, tram trivia, news). Verizon to provide fans mobile apps that feature concessions info, team news, player info, alerts

0 5 10 15 20 25 30

Yahoo Sports

ESPN

FOX Sports

CBS Sports

MLB.com

NFL.com

Top Sports Internet Sites. Unique visitors per month, (MM)

Some Watch Other Live Games Clubs Working with Carriers for Better Service


Source: ComScore

0% 10% 20% 30% 40% 50%

NHL

NBA

NFL

% of respondents who “checked in”

45%

32%

28%

Engagement: Real-time, Off- Tweet Tuesdays at Cleveland Cavaliers. #1 trending topic on twitter in Canada Oakland Raiders: photo contests; 1 MM votes, 2000 submissions and 20% increase in site traffic in weeks

Preferential Treatment Cleveland Indians: Social Deck 10-seat section for fans who love to tweet, post and share

Sneak Peak LA Lakers: Mood of team after games, unique quotes, candid shots of players. Montreal Canadiens: larger following than any team in NFL. Instant player updates, news, fan polls, kid camps.

Many are on Social Networks During Games Clubs Employing this Trend for New Levels of Engagement

3.5MM FB status updates during final 25 minutes of 2010 Olympic ice hockey US-Canada tournament 3000 Tweets per second during NBA Finals, 2011

What Clubs Are Doing?


0%

100%

200%

300%

400%

500%

600%

700%

800%

Player scores all-time high

Key player signs with another league

Player named MVP

Use of steroids (Alex

Rodriguez)

Extra-marital affairs (Tiger

Woods)

% Increase in Number of Blog Posts

Engagement: Off-field Skateboarding: Tony Hawk Watch Twitter streams for clues where rewards hidden in 60+ sites across the US

One-Way Communication Orlando Magic: 2nd most followed. Dwight Howard personal tweets, 1-millionth fan. Give-away contests

Interactive Fans ask questions to players via Twitter. Players reply in video interviews on YouTube

Influence of the Star Players “They are Just Like Me”

What Clubs Are Doing?


0

5

10

15

20

25

30

150 200 250 300 350 400 450

Annual Revenue, 2011, €MM

Face

book

Lik

es, M

M

Brand Value via Facebook “Likes” Positive Correlation of Revenue to Facebook “Likes”

Manchester United

Real Madrid

Barcelona

Bayern Munich

Arsenal

Chelsea

Juventus

Liverpool

AC Milan


Male 70%

Female 30%

0% 20% 40% 60% 80% 100%

Women are smaller % of NFL game attendees

BUT They are more active on social media

Post game photos

View friends’ photos

Let others know they are a fan 70%

81%

32% 60%

30% 47%

Source: Coyle Sports Poll, NFL, Facebook stats

Men

Women

Women: More Involved Fans Important to Clubs on Social Networks

•  26% Increase of female viewership of F1 races last 3 years


Visitors to Colts.com

75% Out-of-State

Increasingly More Fans Outside Clubs Need to Connect ! More Broadcasting, Sponsoring

•  50% of NBA website visitors from outside US •  70% + for English and Spanish soccer clubs


Online Activity at Games •  During a game downtime:

•  Fans view stats on sport sites •  Are on Facebook and Twitter

•  Clubs are experimenting with creative use of existing social networks •  To promote the clubs •  To interact with fans

•  Importance of new demographics: women, out-of-state/country


European Soccer


0 20 40 60 80 100 120 140

England

Germany

Spain

Italy

France

Average club revenue, 2010 (MM €)

-100 -50 0 50 100 150

England

Germany

Spain

Italy

Many clubs don’t make money. Avg operating profits 2010 (MM €)

Even within profitable leagues, there is a wide range of results

65% not

profitable

65% not

profitable

Most Soccer Clubs Don’t Make Money Even in the Most Profitable Leagues


0%

20%

40%

60%

80%

100%

120%

2006 2010

Merchandising & other

Gate receipts

Advertising & Sponsors

Broadcast

30%

25%

35%

23% 20%

20%

Broadcasting is the major revenue driver and the fastest-growing Revenue stream, 2010 (%)

Source: Sports Business Group, Annual Review of Football Finance

Broadcasting ! Most Revenue, Highest Growth Driven by International Audience


Source: http://www.european-football-statistics.co.uk/attn.htm, www.soccerway.com

0 5000

10000 15000 20000 25000 30000 35000 40000 45000 50000

Germany England

Stadium Capacity

English & German Leagues Enjoy Full Stadiums Most Other Leagues Average <70%


0%

20%

40%

60%

80%

100%

120%

Top 3

Next 7

Last 10

Match attendances can vary by division place % of attendances over 20K Even in England, the top 3 account for

high % of total match day revenues

Match Attendance is Skewed by Club Position Lower Clubs at Disadvantage Even in UK, Germany

50% Man U.,

Chelsea, Arsenal


Driven by memberships

55% of clubs earn

less than €20 per attendee

Less than average prices

55% of Clubs Earn Less than €20 per Attendee Leading to Wide Variance in Club Revenues and Losses

Gate Receipts: France, Italy (50-70% capacity utilization) = 11 - 16M €

England, Germany (90%+ capacity utilization) = 18 - 27M €


0 500 1000 1500 2000 2500

NFL

Bundesliga

Serie A

French Ligue

Premier League

0

200

400

600

800

1000

1200

1988 2004 2010

Broadcasting rights is the major revenue stream

With growing popularity driving a rapid increase

(e.g. English Premier League)

Broadcasting Revenues Growing Rapidly Highlighting the Importance of Growing Intl. Audience


European Soccer •  Highly fragmented •  Most clubs lose money •  English and German clubs have high stadium

fill rate, while other countries lag far behind •  In Italy, France, Spain, attendance is skewed to

the top clubs; average gate receipts are low


Other Ideas

Fan Benefits with Partners Manchester City: Receive exclusive discounts on Foursquare. NJ Nets: Given points to visit local stores, sporting goods and other locations with Gowalla

Augmented Reality Wimbledon: Viewers point their handsets to a court and see real-time match info on their screen. See location of refreshment stands or find out if line is long.

Focus on Women NFL: Each week, the club sites present respective apparel by way of team rivalry. Fun videos featuring real NFL women.

Fan Celebrities Bud Light: FB program seeking correspondent to cover Super Bowl and week events. Fan will star in series of exclusive videos on FB and YouTube pages

Interactive Online Event Polo Ralph Lauren: Tennis clinic featuring Boris Becker and Venus Williams who answer email questions and offer tips live

Gamification Fantasy football is $4B industry Carlsberg: FB competition in football challenges for fans Heineken: Lets soccer fans interact in real time with action on pitch. Points and prizes

FANS

TECHNOLOGY


Summary SO WHAT?


Summary Target and Position to Consider

MLB and NBA

Struggling Teams

Season Ticket and Club Members

New Stadiums or Facilities

New Forms of Club

Engagement, But Leverage

Existing Networks

NEED MULTIPLE

PILOTS

New Packages, Variable Pricing

Preferential Treatment for

Paid Loyal Clients

TARGET POSITION

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Research: Monetizing Sport Fans

Marketing

Transcript of Research: Monetizing Sport Fans