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everybody conventions on
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uh_huh uh_huh if you want some help on the quiz so you just got the answer the question is yes
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but don't tell anyone each either um it's good to be here ah um it's also
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sort of curious to see that i'm being book and the lower book ending this conference
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with patrick maggie or patrick and i have a few things in common remote hungarian
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we both work to the same sports rights agency in concord lucerne
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on the same project i was all before i am um
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we're both well he's smarter are just try hard but uh in any case of that is good to see you haven't seen you know and
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number of years and uh i'm sure you have a lot of great things to tell us so i'm just gonna trying to view
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no information on thought i have around a guiding principles for
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rights holders when they think about uh there bob sport
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uh some of them are doing a pretty good job also some examples of that some of
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them uh have some ways to go some of them have a long ways to go
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uh in some cases it's not their fault they don't always have the resources and the people on the time
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and the willingness to take risks to really deliver on a everything they could to the wrong for digital
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um but you have to try and have to at least try a few things maybe fail fast move on to something else because
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i really do think computers gonna be around i. p. distribution around having direct relationships
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with your consumer and not depending on the broadcaster to have those relationships so
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for me i'm kind of three things to think about as relates to
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challengers i'm a first problem from my perspective is around sponsorship
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your traditionally sponsorship since the nineteen sixties and seventies and sold sort of on a
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a broad reach exposure basis so you get your boards on the side of the catch you might
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get some promotional materials and take it might be able to have your products around the menus
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uh but there isn't much sense from the sponsors that you get to know in target a specific audience
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uh and be relevant to that audience and it's really important province's today
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to have that connection with the spotter the spot should have a connection with the audience um
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and the way sponsor substantial today are are just not right and we'll talk about how to improve some of that
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second problem for me is run t. v. ah it in front i work with a
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pretty broad t. v. production team that does all the t. v. for fever
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we do all the t. v. for the apply as for a h. f. is i
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mean the world championship over the next few weeks on for the italian football the
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uh but we still pretty much produced one fee for broadcasters
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should be to their audience is all around the world
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there's just not about one feed anymore you really need to feed
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lots and lots of destinations are consuming content video content
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so you need to think about quitting the diversity of offerings when you create content
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video content for consumers and be on the platforms with they spend time
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and the third area for me are has to do with relationships
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ah federations historically have zero relationships with their fans i
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don't know the fans are they know they exist out there they know there's x. number of them out there
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but they really don't spend any time building a personal relationship
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with them either through at binding able to personalise and
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knowing who you are but what you spend time watching on that half and having you register for that out
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oh ah it's really the future and you need to be able to do that so you
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can really grow your community on a global basis and take that responsibility and not
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give that responsibly to a third party like a broadcaster because broadcasters are really good at mass just distribution
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but their primary focus is not to build your fan base
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and build your audience they're really worrying about promoting
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their own programming on their network and moving on the next thing of your love of and is over
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a consumer today want content before an event during event after event in
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the federation's no rights holders really need to focus on that
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can someone just handed a bottle of water right there because i can and it takes some point thank you very much
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so uh ten guiding principles first one is uh this was really need to embrace it so i'm just
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i have a half hour here i have fifty some slides so i'm not gonna be spending too much
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time on the slide arousing i get in trouble with these people appear the running and so
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and they're gonna give me the at some point in time so just let me know if i'm running behind but i have a clock um i think it was so
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global media consumption scrolling uh about one percent per year but it's almost entirely driven by the internet
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uh i think is presentations available the people after this event so i don't have to go too deep indeed slide you
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guys can look at it if you're more interested in in in digest that more detail i just go quicker
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alright consumption is predominantly immobile i you can just see kind of the nexus there
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when mobile over took desktop are just a and twenty seventeen and twenty sixteen
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i'm a advertising standards shifting almost entirely or or or drama we're moving more towards digital so
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our it represents a part fifty percent or fifty percent in the in the recent past
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um and consumers are interest is really being deluded
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so being deeply interested in something is decreased
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by fifteen percent fifteen percent over the last few years twenty eight
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two thousand eighty twenty fourteen not as much the interesting things
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a more interest in general things a challenge for sports federations if you really want someone and
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have it the interest in your sport to be a participant to be a fan
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you need to be in front of them on a daily basis and you need to have a daily
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destination for them to go to to interact with your sport content be on your live about
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um the shift additional consumption is continuing so last t. v.
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viewing more consumption on o. t. t. platform to
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conceive a growth on board the bottom there on the on the right hand side of the chart
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uh and lots more o. t. t. r. offerings are launching
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thirty seven percent are globally from the point fifteen to
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twenty sixteen just working noted your point across the different markets in the world you could see that there
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and so i talk so fast that i need to talk slower does raise your hand and i will apologise
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a t. v. viewership trends everything's going ah a down when it comes
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to t. v. viewer except for younger audiences the only audience it
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is watching more t. v. or people that are sixty five years in over which is probably just about no one in this room
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um so you're all watching less t. v. you're watching things on your
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mobile device i watching peas on your eye pattern on your computer
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uh_huh trouble for broadcasters there's a lot of loss of subscribers e. s. p. n. maybe in the u. s.
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a. is a few years ahead of europe when it comes to table bit destinations in cable platforms but
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there's a crisis in italy right now media sets having financial problems guys you know
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the major cable operator there when you go bit content into into italy
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are people still got a bit their world cup for twenty eighteen are champions league and uh i was being bit
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right now and the and uh are in later this area is being bit probably in the next six months
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there's not a vibrant economy there for for broadcasters to build up right so it's gonna be difficult to get the
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same kind of fees you had in the past and if you think about e. s. p. n. accord cutters
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they've lost eight point four million subscribers in the last three years and what does that mean that
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and that means a billion dollars a year and a video that's a lot of money
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but they're losing him what's wise as a problem for them
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because they committed to do certain things for rights holders
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over a number of years they have broadcast deals for sometimes ten years out for the n. f. l.
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and those commitments guarantee a certain amount of money they're gonna pay for those right there's gonna turn out
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that the the rights they're paying for our cover just by the rich subscriber fees are getting
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and that next is gonna take place in twenty seventeen or depending on their on their subscriber
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fee they charge from the cable operator could be pushed out to twenty twenty one
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but if you really menus e. s. p. n. can laying off a lot of people so softness
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in the broadcaster it is gonna be difficult if you're gonna be dependent solely on t. v.
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maybe if your fee for you can do that but if you pretty much every other federation you're gonna need a diverse distribution plant
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and if our ratings to kind of you have asked five subscription b. o. d. in your home
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in one ear and of our ratings of going down ten percent those um sets in one year that's super significant
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i mean you think about the younger generation how youth are just not engaging with
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sport as much as they used in the past somehow france's doing something
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right with you we should find out what that is that's great they're up
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eighteen percent but everyone else is down significantly in us say the most
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uh so that's a problem of your right shoulder hoping to have the
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next generation of all your sport so second a guiding principle
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if you distribute everywhere you really need to think about not just going from one place to distribute content
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what is at me so used to distribute to broadcasters broadcasters some
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broadcasters have relatively good digital offerings many of them don't
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uh if you rely on the broadcaster digital offerings to get to the younger generation you
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might be good enough you markets but it's probably not good in most markets
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so again you have i. p. purse just abuse amazons come on board they recently to deal with the
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n. f. l. they can distribute are seventeen games for the n. f. l. on thursday nights
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are they got his own put perform disturbing content in austria and switzerland and germany
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are also doing this in japan are the olympic channels just shoving content and you lose shavings and
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sports content to see need to think about can i use these platforms also to distribute
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i think i got your white sphere distribution opportunities platform you shouldn't just just be the broadcasters
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you need to be accessible across all devices apple t. v. rogue who x. box p. s. for gotta
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be on those platforms gotta have a nap there you gotta have accessibility or carter those destinations
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you need to think about betting if it's a problem with your federation your your capsule doesn't wanna go there five
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ignored but otherwise if you think you can go there to revenue stream but it's also distribution opportunity for it
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oh those are all non on platforms where you really need to
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think about isn't on the platform and shared social platforms
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getting content and just reading content across all the social platform to super important
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and you can distribute on your destination there but you can also distributed on other channels exist
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on those platforms or other pages exist on face broken we'll talk about that the second
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so those are shared platforms and then we've got all the direct to consumer offerings which can be basically
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powered by white label solutions that delta tray a new line arming on a band great for you
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uh there's a number of examples here p. p. t. v.s a great when they're really pulling more
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than their way in terms of the size of our consumer audience and fans they have
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they do incredibly well on the social platforms like take a been sort of a leader money comes to subscription operate
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it doesn't mean you have to have it subscription it could be
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a are are free operating are advertising supported a bar
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ah but usually explore those i think it's critically important on these platforms
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because then you're talking directly to your fans in your consumers
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and you learn a lot about them and can better help your sponsors market them because it's
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and then finally into thinking about the rest of the world that china and being a big piece of the rest of the
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world in terms of the population they have their everything you do in china has gotta be different than what you do
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are in the in the in the western world and i just so quick example that record come back to this
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if you look at the outside ring there those are all the sort of western
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destinations you go to for for social media and other i. p. platform content
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everything in china is different and you need to interact with those different platforms
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in china to be able to reach the audiences that exists there
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so i was talking about how we're thinking about distributing it in front
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and this is an example of a ah cycling race we're launching
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oh on the fourth of june in ah in the netherlands on and when
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i think about distribution we're not just going to ah the quadrant
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there the bottom traditional t. v. were distributing on traditional t. v. but
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every deal we're doing with traditional t. v. is non exclusive
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no one has all digital rights it's non exclusive they can have it in the market it has to be
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an understanding that work and also put on a lot of other platforms to optimise you were shit
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so we're doing video syndication there are companies that do this house is an example of one
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they have three thousand five hundred publishers they work with in the us say
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so that's three thousand five hundred websites like the new york times
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and also it's about the website they want in bed video content on their
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platforms to attract audiences around stories they right arrow other things they do
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so when you think about the opportunity to exponentially it's a spanner
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distribution working with videos indicators is something you should really consider
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a bell on which is the of the group that's basically doing this event the hammer series is
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a a consortium of eleven of the top cycling club schemes that exist in the world
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so they're basically gonna put the video stream on all of their club channels that exist are on the web
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uh both on social platforms and their own directly or else we're going to distribute across the other i. p. platforms
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and devices i spoke about earlier and we're gonna duke you know full distribution across all the social platforms
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well have it on you two bonneville on channel that we're also gonna have another channel called g. c. n. global cycling network
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and they're uh especially network on you you to that really focused on cycling enthusiasts
00:13:03
so um we'll also have um places like straw about this is only happening thirty days from now so this is
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an example we probably won't get all these deals them because we're in the middle of the right now
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be conceptually if your right shoulder this is how i think you should think about distribution
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and a lot of you might say well then the t. v. broadcasters won't pay me my fifteen million dollars for my rights
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well i think when you look at the pressure t. v. broadcasters are under
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and the need to have life support somewhat live sports can drive for
00:13:29
them in terms of showing their lineup and marketing for them i think you have more leverage new relies on you just need to say now
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uh and we'll give another example maybe someone that has more leverage and some of the federations in this room up how to do that
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so arthur guiding principle years are creating content for every platform and for your fans
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well this is just a real quick snapshot of things you should think about doing the things we trying create every time we have
00:13:55
on the band taking place from one of our rights holders we have a whole bunch of prevent content we think about
00:14:00
we have a lot of during the event content be great and then we have posted an content we
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want you to be consuming this board all the time and certainly not just during the live about
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and the search content is critically important other something called google one box which
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i was involved in launching which allows you to have an appetite
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interface uh when you do a search for a a a product the
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sports park that happens to be live at any given time so
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uh if you did a search now for the art probably use in season the n. b. a.
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you would find a google one bike shop before all the traditional blue wing so used to seeing all in the search box
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many cases of the things we trying to just give a quick example of what we're doing
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now with the ah the ice hockey world championships taking place and france and germany
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uh this is their main side but we have our destination information we tell you how to get to the menus if
00:14:50
you're coming in my case from zoo we can show you the route to get there either by trainer by car
00:14:55
we can tell you what to do when you get to the destination how to enter where you see can be what
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ah how you can buy a ticket that ah where you can get through right you can
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order food so kind of full service to the consumer that showing up to the menus
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we also have all sorts of games of recreating sort of
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game application opportunities is a production game we created ah
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and you basically have to choose ahead of time who's gonna win these
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various uh i games are taking place i just wanna poll
00:15:22
the team here so how many p. people think u. s. a. is gonna win this
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game any u. s. a. whenever says within one so everyone thinks when one
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no one has been uh it's a majority us we might see if you guys get a
00:15:34
prize no us say one starring ah how about finland versus separate public used for finland
00:15:42
alright checker public
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it's kind of even i think you guys are right it was a time perfect
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so anyway these are things were running throughout the event which really drives more
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ah time spent by the consumer allows him to have fun on platforms
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we create all sorts of videos are to basically showcase what's happening at the event
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i i won't spend too much time or else go well i sorry so another example
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is we now have a camera on the rough ah so to ref camp
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that idea then we have all sorts of gold summaries of we do everyday so you get to see goals faces
00:17:22
and we do the same thing to say here's another example
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i may just leads to more consensual gets more people interested me and then and then they can
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share this content with their pants on their social platform so more people get to watch
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sometimes this happens at seven the me last an hour on screen or lights range was like
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hey i can't get this would happen you don't yeah good so things go wrong sometimes the internet's not perfect yeah you've got except that
00:18:04
uh i was involved in the rebels stratus chances i remember that when the guy jump from really high up
00:18:10
so i was beaded all the backend for that it was it was our ally when you two and we did
00:18:14
the planning for that we thought we had three million light concurrence made of having nine million my concurrence
00:18:18
in about halfway through that my engineers or screening like this is gonna blow up or not
00:18:22
to be over so the standing when you can imagine that sees about the job everything
00:18:26
it's gonna crafted didn't but yeah those are the kind of stresses we still have on the web so we have
00:18:30
a lot of viewership what's not fully ready for that but i think it will be pretty soon
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uh i'm just another example behind the scenes which i think is really important content be
00:18:39
to consider making it's not that expensive to do this is a simple channel camera
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just tell gamut you got hundreds of thousands of light use and then millions of
00:19:09
oh it's very popular kind of thing my son who sixteen will share because with this as
00:19:17
so what happens if you don't double up all this extra content may good
00:19:20
content share at make it accessible to sponsors what are they gonna do
00:19:24
any guesses like i did around it that they're gonna say well we don't need you
00:19:29
we don't need your federation we don't either sport will create our own operate
00:19:32
this is the effort to do a two hour marathon didn't hear about that
00:19:36
yeah i got my preston that pretty interesting kind of interesting topic so
00:19:42
they might not be made it or not
00:19:47
yeah twenty three on the cockpit they changed the twenty five so you're correct answer extra credit
00:19:52
on the task um but it was an amazing thing to try and deal but
00:19:57
what's it all about it's really about this right about shoe ah what also that it's really about this too it's about
00:20:04
yeah dominance in the market place but the but if i can create invent myself but i can't get to write all the wrong gonna do that
00:20:09
next time the marketing power on this but my view is you should start thinking about giving
00:20:14
light content and parts of your advanced to sponsors and letting them distribute for you too
00:20:19
'cause i think you'll find that to be a pretty powerful tool and i think most of
00:20:22
you heard about this thing happening in price some of using some of the o. d.
00:20:26
so if you think about being creative don't sell every single piece of what you have
00:20:30
to the broadcaster hold some of that back my pinion go direct your fans
00:20:35
when you wanna go directly fans we wanna follow your users know with the
00:20:37
r. understand them you can complement on t. v. that super important
00:20:41
for all the money everything's shifting to digital so there's more money more advertising opportunities or if you're creative
00:20:46
you wanna understand your customer which are fan where they do happen you
00:20:50
personalise things to them give them alerts make them come back
00:20:53
you wanna basically not deliver are unknown on is we wanna know who your audience is if
00:20:57
they're interacting with the other person awake you can help you spot is better target
00:21:01
and you want to build your own asset when you think about building on asset think about the n. f. l.
00:21:06
the n. f. l. wants something called me and i found that work in two thousand and three two thousand six
00:21:11
uh they decided of their two hundred fifty six games they were gonna hold back eight of
00:21:15
those games and put them on this new cable net worth it when a lot in
00:21:18
the u. s. a. and with those eight games even have much other programming the start
00:21:22
of the term archival footage they went around trying to get distribution from cable operators
00:21:26
so they got a sub fee for every subscriber that i got a on the cable systems
00:21:31
they got thirty two cents which for them and the year they wants based on those eight games i
00:21:35
got forty four million dollars in total revenues you get thirty two cents per stop kinds twelve months
00:21:40
so average value per game is roughly ten million dollars uh at that point in
00:21:45
time based on what they sold all their other games to the broadcasters
00:21:48
so we kinda lost a little money on that deal but in the long run they're making
00:21:52
a lot of money because now they have an asset call the n. f. l. network
00:21:55
and that has seventy two mailing cable homes today about the ten years later it may
00:21:59
get a dollar forty per subscriber which makes him one point two billion dollars a
00:22:03
year they still basically have the same lineup of content that they had in two thousand
00:22:07
and three ah but they also by the way soul those exact same games
00:22:12
uh to n. b. c. in c. v. s. were broadcasting them at the same time so they're still being broadcast on the cable network
00:22:17
they're also being drunk asset in the c. in c. v. s. to pay them three hundred fifty million dollars plus
00:22:22
the production cost which is another twenty five million dollars you probably heard about them selling them to amazon
00:22:27
so now they have seventeen games of take another two hundred fifty six uh games in their work
00:22:31
basically a hundred and four hundred finally game based on the toe reverie they proceed for that
00:22:37
so it's create a lot of value for them ah but basically as i said if you can just hold back somebody writes you
00:22:43
might find ways to great destinations are about the for you can go like this maybe not quite this big but certainly
00:22:49
yeah and some way shape or form i'm really important to have a now or are some kind of web based out but
00:22:55
uh we did this last year with uh the apply as we watch the first outburst and it had lied integration
00:23:01
uh we got a huge number downloads in the first uh sixty days average start time spent was over five minutes which
00:23:07
is great for now and a lot of push alert so people wanted to know about when things were happening
00:23:13
um and going direct to consumer can be a subscription offering here's a whole bunch of barely sort of focus niche
00:23:18
offerings that exist out there they're doing pretty successful i'd like a month or our cost per month basis
00:23:24
these are very uh content specific crunchy role is and i'm a you've got really like data
00:23:29
maybe a doubly that we we know what that is you gotta really let doubly ugly
00:23:32
but they have a huge fan base and that's cheaper route for this content and they're
00:23:35
paying a lot of money with well over a million subscribers for that at work
00:23:40
uh in eating gated community take a look at platforms on on duty black
00:23:44
open ninety which basically this is a a a site a channel on
00:23:48
you too but as two hundred and fifty journalists to work all around the world pop open i need to produce their content for them
00:23:54
therefore alter leslie cover football games they roughly spend fifty thousand dollars a month to get roughly
00:24:01
one thousand video stories every month from these two hundred fifty dollars most of
00:24:05
the shows work for free books or super passionate about what they do
00:24:08
they do a lot of they're filming their videos with their phone maybe might have to pay them to give him
00:24:12
a out of a capture device uh and they're amazingly successful channel and you two been doing incredibly well
00:24:19
another channel like that is global cycling network they started a few years ago this
00:24:22
is the destination for cyclists are just so you could you talk about
00:24:29
huh
00:25:26
part of our teen ah and we spend much time teaching them how to produce content too so when you think
00:25:31
about rap late they can actually produces of content for you and you can use that content on your platform
00:25:40
were you know we do top huh huh
00:25:56
uh_huh
00:26:06
really rest for the first two years really bad content have a lot of editing
00:26:10
that here and now it's a lot easier to get down on our platform
00:26:16
um another thing we did um you think about uh um uh info answers
00:26:21
uh i think about uh the creators on you to um when we had the olympics in
00:26:26
london twenty well we took thirty to the top creators i need to have a lot
00:26:29
of influence on that platform we sent them the london can take cover the model of the
00:26:34
games not the competitions but everything that was happening around them and the look again
00:26:38
they activated the entire you to view numbers because they have lots of lots of subscribers and have a lot of influence or
00:26:45
and really got a lot more young people aware that one again says going on in that interested
00:26:49
in watching it and watching it on t. v. by the by these are
00:26:51
amazingly strong platforms to market to get consumers to watch on t. v.
00:26:56
and just a quick example
00:28:29
mm kay i was gonna practised procrastination olympics blah
00:28:37
i got eighty more slides how we don't i'm okay on time
00:28:40
okay give me about when you're ready alright ah gets no your fans are really important are who are
00:28:46
they really care about where they wanna watch ah how often they what's gonna become you every day
00:28:52
just a quick example of uh of of how we're thinking about things you could take a sort of four step process
00:28:57
working with our rights holders inadequate like data integrations competition
00:29:01
portage notifications to the rat personalisation to wrap
00:29:04
fan engagement better fan engaged in other platforms including a digital sales capability so
00:29:08
they're selling their own platforms now not just letting t. v. cell
00:29:12
uh i think kind of step to improve their website mobile lies it make it more capable
00:29:16
go direct to consumer if you have an opportunity to do that with your own destination of that makes sense or go
00:29:20
that aggregate desperation like down if you wanna be there but again you're not gonna have that one on one relationship
00:29:26
quite a c. r. m. in the interface and you get to know your
00:29:28
people your fans all people are on the platforms kids moms that whoever
00:29:33
and think about innovative opportunity so good your grandson cradle of the are offering
00:29:37
or three sixty offering that lets people see things and even different way
00:29:41
i'm not fully i commenced on b. r. and how it's gonna take off uh it's
00:29:44
pretty intrusive in allowing you to interact with other people many of headset on
00:29:47
uh but we'll see how it goes then step three in for just other things uh that you should think about doing the
00:29:52
continuum as relates to quote going deeper in creating a a
00:29:55
really ecosystem mopping around your sport be on just content
00:29:59
um user out to do kind all the things i just talked about uh and think about sponsors and how they
00:30:06
wanna have content and use content and their platforms they've
00:30:09
exhibited social platforms lots of their own digital platforms
00:30:12
and you have to be able to give them content to use on those destinations you
00:30:15
can't just give and take it and hospitality imports but it just won't work
00:30:20
um few years for with animations one thing we did on a on a on you too but i was
00:30:24
there we work with the america's cup we quit all graphic interface of the ad data integrated with that
00:30:29
with the video with a whole bunch of graphic overlays you could see what but was which
00:30:33
half ass but we're going have far behind it where where the finish line was
00:30:37
but the boundaries of the course was insanely sailing which is just something that most people
00:30:41
can't even copying and if you're looking at a syllable from the side of a
00:30:44
of the of the of the water is something now that people could
00:30:48
really comprehending get it interested in really followed get excited about it
00:30:53
uh we're doing this with alan again i talked about advent hammer series of wooden with
00:30:57
them starting in june so we're gonna integrate all search aptly data you know
00:31:00
the power watts output their heart rate you have cameras on the bike to see
00:31:03
the front the back of the bikes are most so quickly to video
00:32:02
unique used from the from the bikes themselves and lots of different ways to see the sport along with all the data to integrate it um
00:32:09
another example if we did this with that track and field you can
00:33:17
it makes it fun
00:33:20
i'm also working a lot was something called virtual overlay technology i kinda
00:33:25
laughable but when i started it in front uh i've been
00:33:27
working at this other sports agency unless they're ninety seven and i was also it the time in charge of virtually technology
00:33:33
uh so actually really hasn't come to fruition yet than about what twenty years so
00:33:38
uh i think we're getting close we have a partner working with call does arty uh this is a machine learning uh
00:33:43
uh implementation of this you don't need not to gadgets and equipment to make it happen is the really smart machine that learns
00:33:49
what the players are how the players are moving other just alter to variables to
00:33:53
take place on the field play including some might including rain including smoke
00:33:58
that you know computers need to learn about so it's not a simple solution but when you think about
00:34:02
creating a self driving car that's not a simple solution either and i think we should
00:34:06
be able to solve with this and we're getting pretty close always around football
00:34:09
so stated uh but it's anyway demonic ties and allows
00:34:13
sponsors to have localised opportunities with their brand sort
00:34:16
even sell a separate sponsorship for the distribution in china you would have a distribution in germany
00:34:21
so better on side experiences of the really quick uh there's all sorts of things you
00:34:24
can do on site but that some other uh mobile devices you need i
00:34:28
a mobile enabled stadium that has not them but the oh take a vegetable this but i think
00:34:32
you know what you have that degree with indoor arenas or things you should consider doing
00:34:36
um so case are heroes really important you need to know the arrows on the sport
00:34:41
um and that's another quick video here this is something we produced also go productive you kind of a sense of
00:34:47
you know what it's like to be a ice hockey actually and kind of who they are and just how
00:34:52
skilled they are but they do you don't get that sense necessary mother out there up playing in competition
00:34:58
other when you see this your allies that these people have incredible skills that most of us don't come close to having um
00:37:35
oh
00:37:40
so i think i'm gonna number ten is alright oops almost um that are
00:37:47
about that um so also you think about our development as the
00:37:52
development participative elements we're doing a lot with a digital platforms optically mexico
00:37:57
are working with the mexican national federation and be a professionally
00:38:02
to build the base of people in football so they stay in the sport
00:38:05
longer but people just basically they get five six seven eight nine ten
00:38:09
they just based on out of the sport begin should be against against
00:38:12
another sport big interest in girls whatever might be or boys um
00:38:16
i'll be quite a digital tool that up parents can use kids can use it makes it fun
00:38:21
to learn a sport and allows you to kind of go up this board based on a
00:38:25
developmental pathways you can be level one two three four in kits now can
00:38:29
play at that level so they're not that's a seven year old
00:38:32
some seven year olds are really tall and all the strong someone so work on strongly get discouraged or having to compete with each other
00:38:38
we're thinking of this concept of these developmental pathway ways that we're working on that coaches in the schools and it'll be
00:38:44
can really work well no mormon this launches and ah and ah this coming summer
00:38:48
uh but it might be a nice tool for a number of iterations in the future to build word interest um
00:38:55
and then find about new revenue streams anyone know what this chart shows any ideas
00:39:00
just keeps going up uh that's five million on the top right anyone is that a good nothing and
00:39:07
that's the first time event took place in nineteen sixty
00:39:09
seven yes superbowl so this this is the
00:39:16
price of a super bowl thirty second unit and that's how it's gone up over time
00:39:21
so the last superbowl was finally knowledge to get thirty seconds on the broadcast
00:39:25
so uh super broad reach you don't know you're talking to be you're talking a lot
00:39:29
of people hopefully some of them might your product that interested in a product but
00:39:33
um when you create revenue streams obviously all the things we talk about today need to drive revenue for you
00:39:38
ah you directed that's a direct to consumer offerings most likely will be that
00:39:42
you need to be in this for the long run after twelve months
00:39:45
a fan analytic says gonna help you target more sponsors and had you help you target
00:39:50
your your consumers better virtual locally we talked about ah video syndication we talked about
00:39:57
re direct links with retail you know sending people to amazon amazon did in a cargo probably because i think they can leverage
00:40:03
you get a return on being able to target the people that are watching this content in prime with
00:40:07
with a belated our offerings on amazon and and get that get up side on the sales
00:40:12
um so all those are new revenue opportunities uh i talked about search
00:40:17
now you need to be on church platforms to get that discovered
00:40:20
a super important abandon enhanced viewing anyways to get people to spend more
00:40:23
time with you and engage with you and share with you
00:40:26
virtually out we talked about and then obviously as the date and about that we
00:40:30
talked about that effort in mexico and it's something you should consider doing
00:40:33
this is a revenue stream of the athlete developed the stick the athletes in the
00:40:36
parents are gonna spend x. amount per month that accessed all that content
00:40:40
uh and then content creation the distribution of content is another thing you need to consider if you're gonna do respectively
00:40:46
so if uh to wrap up just be really quite well uh vigils real embrace that you needed to build the relationship
00:40:52
uh distribute everywhere it's about your audience finding you and it's really hard to find things today so you
00:40:58
need to be really smart about where you are and how you get that shared other people
00:41:01
our content for every platform and fan ah there's never enough for a fan of your fan of
00:41:05
aboard sport i've yet to find a van that's told me they don't want any more
00:41:09
honestly ah go direct your fancy great conversation again to do community
00:41:13
let them amplifiers board use them to basically help the market
00:41:17
i get to know your fans be personalise the relevant be actionable a few years
00:41:21
but with the innovations we talked about so you can stand out the different
00:41:24
great better on side experiences we talk quickly about that it's pander in the
00:41:28
new offerings are so it's fun to go to the lie that
00:41:31
showcase your heroes of these people know who they are and get really
00:41:34
engaged around it because kids and people follow euros not sports
00:41:38
and about the revenue streams it's really up to you to figure that out but
00:41:41
there's a lot of opportunities to do that are and there's just dial
00:41:46
one more thing i want to tell all of you better and support the you really really need to think about here and
00:41:51
it's a really important because i work with somebody federations in my career and it never uh ceases to amaze me that
00:41:57
they don't get a wind when you decide to do these things you gotta make sure your management
00:42:02
you communications team you're marketing and sales team any writing digital team agree on your strategy
00:42:08
if you don't agree on your strategy and we're all pulling together you're not a team and you will fail
00:42:13
so uh that's probably my biggest word of advice to all of you today because this is the the
00:42:18
in invariably this becomes the big men spend it out uh causes believe in the space

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Conference program

Welcome
Emmanuel Bayle, Université de Lausanne
9 May 2017 · 3:08 p.m.
283 views
Introduction to the Sport Future Rendez Vous 2017
François Bussy, Université de Lausanne
9 May 2017 · 3:09 p.m.
Sport and the digital revolution
Emmanuel Bayle, Université de Lausanne
9 May 2017 · 3:13 p.m.
105 views
Introduction of the keynote speaker
Callum Murray, Sportcal
9 May 2017 · 3:18 p.m.
Keynote - 10 guiding principles: Preparing your sport for the future
Claude Ruibal, Infront Sports & Media
9 May 2017 · 3:22 p.m.
467 views
FIBA 3x3 in digital
Alex Sanchez, 3x3 managing director at FIBA
9 May 2017 · 4:04 p.m.
176 views
Interactive discussion led by C. Murray
Panel
9 May 2017 · 4:54 p.m.
Dissertations in 3 minutes
Emmanuel Bayle, Université de Lausanne
9 May 2017 · 6:19 p.m.
Can sport events be sustainable?
Olivier Mutter, UNIL-IDHEAP
9 May 2017 · 6:20 p.m.
145 views
Analyzing trail runners' psychological activity
Nadège Rochat, UNIL-ISSUL
9 May 2017 · 6:25 p.m.
Forensic Intelligence to Identify the Structure of Doping Markets
Alain Schopfer, UNIL-ESC
9 May 2017 · 6:29 p.m.
Running in simulated microgravity
Frederic Stucky, UNIL-ISSUL
9 May 2017 · 6:32 p.m.
Keynote - The Past and the Future of Sport and Olympic Games
Patrick K. Magyar, Interface Marketing AG President
9 May 2017 · 6:37 p.m.

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