Examples of Sports Marketing

Examples of Sports Marketing

Lesson 2.5 Understanding the Sports & Entertainment Product Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.5 The Sports Product Products: Tangible products are capable of being physically touched Copyright

Tangible, physical goods as well as services and ideas 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.5 Primary Functions of Marketing Sports products are the goods and services designed to provide benefits to a sports spectator, participant or sponsor Copyright

2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.5 The Sports Product Sports Product: The goods and services designed to provide benefits to a sports spectator, participant or sponsor Licensed merchandise Promotional items Participation Sports facilities

Entertainment Marketing research Equipment and apparel Management services Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.5 The Sports Product

Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.5 The Entertainment Product The entertainment industrys top revenue producing products and services include: Film & Cinema Video Games Television

Theme Parks Music & Concerts Publications - Radio Copyright Newspapers Books Magazines 2014 by Sports Career Consulting, LLC

What is SEM? LESSON 2.5 Unique Nature of Sports & Entertainment Products Sports and entertainment products often share common characteristics of services: Services are perishable Services are intangible Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.5

The Sports Product Many sports and entertainment products are perishable Copyright Perishability is the ability or need to store or inventory a product 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.5

Unique Nature of Sports & Entertainment Products Once a game or event has already taken place, they no longer carry a value According to Mullin, Sutton & Hardy in Sports Marketing: You cant sell a seat to yesterdays game, yesterdays concert or yesterdays ski-lift ticket! Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.5

Unique Nature of Sports & Entertainment Products According to data from Ticketmaster, over 50 million tickets to sporting events went unsold last year, representing roughly $900 million in lost/uncaptured revenue Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.5 Unique Nature of Sports & Entertainment Products Perishability can also apply to playing

careers which impacts product quality Dallas Mavericks owner Mark Cuban said in a recent interview, I wrote a blog post a few years back saying that NHL players lost more than 1 billion in wages for their missed season. It could be more than that if the NFL walks out. The players can't ever get that money back. Their playing time is perishable. Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.5 Unique Nature of Sports & Entertainment Products

Intangible Product Attributes: The unobservable characteristics which a physical good possesses, such as style, quality, strength, or beauty Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.5 Unique Nature of Sports & Entertainment Products Examples of intangible product attributes: The exhilaration we get from running our best

marathon The thrill of winning a competition The satisfaction of scoring well on a challenging golf course The pride we feel when teams we support win Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.5 Unique Nature of Sports & Entertainment Products Examples of intangible product attributes: The emotional attachment fans invest in their affiliation with a favorite team

The connection fans feel with other fans (whether they know them or not) supporting the same players or teams Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.5 Unique Nature of Sports & Entertainment Products Importance of a quality product Even the best marketers and salespeople in the world cant promote or sell an undesirable product. No matter how much effort an organization puts into its

marketing, promotion and sales efforts, they will face challenges generating and sustaining interest in the product if they dont offer consumers and fans a quality product. Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.5 Importance of a quality product Vince McMahon, founder of WWE, infamously launched a professional football league (the XFL) in 2001 with grandiose plans of competing with the NFL. In its initial stages, thanks to a very successful marketing campaign, the league enjoyed outstanding ticket sales, sponsorship

sales and television ratings. Fans, however, quickly discovered the product on the field was severely lacking, and the league was forced to close its doors after just one very lackluster season. Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.5 Importance of a quality product Those initial (TV) ratings tell you they had superior promotion, said Stephen Greyser, a Harvard Business School professor who co-authored a Harvard Business Review study on the XFL and still highlights the XFL as a

case study in his Business of Sports course in an interview with the Sports Business Journal. They just did not put as much emphasis on building the product as they did on building the hype. Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.5 Importance of a quality product After a controversial call made by a replacement referee on Monday Night Football, Green Bay Packers shareholder David Goodfriend

called on the Federal Trade Commission to investigate whether the National Football Leagues deceptive use of replacement referees has violated consumer protection statutes. The NFL signed an agreement soon after for the regular officials to return to the sidelines. Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.5 Importance of a quality product

Feeling that flopping (when a player tries to deceive the referee into making an incorrect call) was detrimental to its product as a whole, the NBA implemented a system for the 2012-13 that would fine players for any play the league deemed to be a flop Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.5

Importance of a quality product In 2014, an Independent baseball league adjusted league rules in an effort to speed up the length of game times, including requiring managers to substitute runners from the bench anytime catchers get on base. Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.5 Importance of a quality product Research published by an assistant professor at

Harvard Business School recently suggested that When a school goes from being mediocre to being great on the football field, applications increase by 18.7 percent. To attain similar effects, a school has to either decrease its tuition by 3.8 percent or increase the quality of its education by recruiting higher-quality faculty who are paid five percent more in the academic labor market. Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.5 Importance of a quality product

The success of the US Womens Soccer team at the 2011 World Cup led to a sharp increase in interest in following and supporting the product Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.5 Importance of a quality product Twitter announced that at one point during the championship game, a tweet record had been broken: The game had led to 7,196 tweets per second. By contrast, the Green Bay Packers Super Bowl victory over Pittsburgh led to a high of 4,064 per second while

news of Osama bin Ladens death hit 5,106. Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.5 Importance of a quality product From June 26 to July 17, Womens World Cup content across ESPN.com, ESPNsoccernet and espnW.com generated 16 million page views and 12 million visits The championship game was ESPNs most-viewed and highest-rated soccer match in the broadcast companys history with an average of 13.5 million viewers and was also the second most-watched

daytime telecast in cable television history Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.5 Importance of a quality product The popularity boom led to the launch of a new womens professional soccer league in 2013, the National Womens Soccer League In 2014, the league continues to thrive, even adding an expansion team to the league in Houston (the Dash)

Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.5 Importance of a quality product According to Chris Canetti, president of the Houston Dynamo and Houston Dash via an ESPNW story at the start of their inaugural season: "We are not quite to my goal for season tickets yet, but are doing well. We have nearly 3,000 season tickets in only four months of existence. To put that in perspective, it is more than the Dynamo had in its inaugural season in 2006. That number has grown to nearly 12,000 today."

Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Technologys Impact on SEM A podcast is a digital media file, or a series of such files, that is distributed over the Internet using syndication feeds for playback on portable media players and personal computers Copyright

2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Technologys Impact on SEM The NHLs league website (nhl.com) features a podcast page which includes podcasts of its NHL radio show (This Week in the NHL) and podcasts for individual teams in both audio and video format (the Minnesota Wild podcast show is referred to as the pondcast, St. Louis Blues have a BluesCast,

Washington Capitals have a Caps Report etc.) Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Technologys Impact on SEM

Podcast technology opened the door for comedian Adam Corolla to reinvent and revive his career after his network show was cancelled. "The Carolla Podcast" is frequently the most popular podcast on iTunes, even edging out President Obamas weekly address and drawing over 3 million downloads in a given week. Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2

Technologys Impact on SEM In an effort to continue building on the success of its 30 for 30 series, ESPN announced in 2012 that theyd be augmenting future films with podcasts featuring popular sports personality Bill Simmons Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2

Technologys Impact on SEM Streaming audio and video capabilities Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Technologys Impact on SEM Online video rentals (Netflix, Blockbuster etc.) Copyright 2014 by Sports Career Consulting, LLC

What is SEM? LESSON 2.2 Streaming Live Events In 2015, many major global sporting events like Winter X Games 18 in Aspen, Masters Golf Tournament, British Open Golf Tournament, Super Bowl XLIX, Wimbledon and NCAA Tournament will be streamed through the Internet allowing fans to watch online and/or on mobile devices

Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Technologys Impact on SEM A report in Business Week suggested that adding live sports broadcasts may help YouTube expand revenue by keeping viewers on its site longer to woo more advertisers. YouTubes contract to show cricket from the Indian Premier League, which gives the Google unit a share of ad revenue from games and the leagues website,

brought in 55 million visits from more than 250 countries. Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Technologys Impact on SEM The NFL streamed the Super Bowl for the first time in 2012, offering a live broadcast of the game on NBC Sports website and Verizon wireless mobile devices (over 2 million fans watched the NBCSports.com stream) Copyright

2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Technologys Impact on SEM The Fox Sports Go preview service delivered the Super Bowl stream to an average audience of 528,000 viewers per minute in 2014 according to variety.com, a 4% increase over the 2013 Super Bowl stream on CBSSports.com and up 52% from NBCSports.coms streaming coverage in 2012 Copyright 2014 by Sports Career Consulting, LLC

What is SEM? LESSON 2.2 Technologys Impact on SEM ESPN, already a leader in streaming live sports, plans to take things even further by making more content available to consumers on mobile devices through the WatchESPN app Copyright 2014 by Sports Career Consulting, LLC

What is SEM? LESSON 2.2 Technologys Impact on SEM Digital consumption of ESPN has grown at a rapid pace, illustrated by the strong viewership of the 2014 World Cup when usage of the WatchESPN app on smartphones and tablets averaged nearly 1 million viewers per match, an increase of 174% from the 2010 World Cup Copyright 2014 by Sports Career Consulting, LLC What is SEM?

LESSON 2.2 Technologys Impact on SEM Thanks to a daily two-channel live webcast straight from the festival, you didn't have to actually be out in the fields of Manchester, Tennessee to catch all the bands playing at 2014 Bonnaroo Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Emerging interactive technologies

Shazam (a mobile phone app that helps users identify music) partnered with American Idol, allowing viewers to identify what songs contestants were performing, click links to buy the songs, get Twitter feeds from insiders, follow the official social media channels, and see video and photos from AmericanIdol.com. Shazams audio tagging technology was also featured during broadcasts of the Super Bowl, Grammy Awards & Olympic Games. Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Emerging interactive technologies According to AdWeek.com, Shazam and SoundHound

partnered with cinema ad networks National CineMedia and Screenvision, allowing movie advertisers to tie audio-recognition features into preshow promotions on consumer mobile devices Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Emerging interactive technologies At FanFest during Major League Baseballs All-Star weekend, a touch-screen station was on-site, allowing fans to create and purchase customized name and number all-star jerseys

Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Emerging interactive technologies The Rolling Stones broadcast their final concert of 2012 through a live stream to PC, smartphones and tablets for a digital ticket price of $39.95. The stream included interactive features like pause, rewind, live Twitter feeds and the ability to replay the concert as many times as fans wanted for up to 30 days after the show. Copyright

2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Emerging interactive technologies Via USA Today: "Fans have gravitated to interactive sports on digital. There's the same opportunity for live concerts," says Chris Wagner, executive vice president of NeuLion, which designs and delivers digital content for numerous clients including the National Football League, NBA, NHL and UFC. Copyright 2014 by Sports Career Consulting, LLC

What is SEM? LESSON 2.2 Emerging interactive technologies Gatorade recently launched League of Captains comic book campaign starring NFL stars Peyton & Eli Manning, JJ Watt, Cam Newton and Robert Griffin III which engages fans by encouraging visits to their website where fans can create their own superhero athletes, even offering the ability to choose from multiple sports, hair styles, jerseys, shoe colors and other attributes. Copyright 2014 by Sports Career Consulting, LLC

What is SEM? LESSON 2.2 Technologys Impact on SEM E-Commerce refers to the consumers ability to purchase goods and services online Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 E-Commerce

Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Technologys Impact on SEM Advertising: Signage and Displays American Airlines Arena unveiled new technology capable of delivering live and dynamic billboard advertising, making the NBAs Miami Heat the first U.S. sports franchise to tap into the next generation of

outdoor media systems designed to drive revenue Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Technologys Impact on SEM Advertising: Signage and Displays The Kansas City Royals teamed up with Cisco Systems and AT&T Inc. to launch a new video platform that offers customized advertising, capable of

delivering live game video, concessions menus and customized fan content Copyright Technology enables us to enrich the experience for our fans, who are celebrating 40 years of Royals baseball this year, said Kevin Uhlich, Royals senior vice president of business operations 2014 by Sports Career Consulting, LLC

What is SEM? LESSON 2.2 Technologys Impact on SEM Advertising: Virtual Ads Advertising firm Instadium.com sells promotional materials and touchpoints to advertisers at venues such as Coors field in Denver. They have ads positioned in hundreds of locations around the stadium, from rotational signage around the field perimeter to ads in the restrooms, concessions areas, and concourses. Fans cant help but be exposed to their messages. Copyright 2014 by Sports Career Consulting, LLC

What is SEM? LESSON 2.2 Technologys Impact on SEM Advertising: Virtual Ads In recent years, NHL organizations have turned to virtual advertising to generate incremental revenues from their television broadcasts. Eight NHL clubs have sold digital inventory on the glass behind the net, a prime asset with terrific on-camera visibility. On average, teams can reportedly generate $500,000+ from virtual ads on the glass, an inventory piece that costs just $2,700 per game ($113,400/year) in production costs from Sportsvision. While virtual advertising has been widely adopted in the sports marketplace for the past ten years, notably with behind-the-plate signage in baseball, it is gradually

becoming utilized in hockey. Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Technologys Impact on SEM Interactive Shopping Experiences A recent trend in the sports and entertainment marketing world is the implementation of strategies that utilize QR codes (a barcode that can be scanned by cameraenabled mobile devices that direct consumers to various digital content like web pages, or

other phone functions like email and text messaging) Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Technologys Impact on SEM Interactive Shopping Experiences The Detroit Red Wings featured specific QR codes in their game day program, allowing ticket holders to find more information, watch videos, or buy related merchandise all without leaving their seat. To

ensure that fans took full advantage of the technology, the Red Wings broadcast a how-to instructional video during timeouts on the Joe Louis Arena jumbotron. Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Technologys Impact on SEM Interactive Shopping Experiences KEEN footwear placed QR codes on print advertisements featured in Backpacker magazine that delivered content to consumers ranging from

exercise videos to their online store Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Interactive Shopping Experiences Sochi marked the 500 day countdown to the start of the 2014 Winter Olympics by releasing an innovative stamp which included a QR-code

Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Interactive Shopping Experiences In 2013, a cricket team in India (the Royal Challengers Bangalore) introduced interactive tickets where fans of the Indian Premier League team can access highlights, get live traffic updates from areas surrounding the stadium, parking

information and a call-a-cab tool. Other features include a 3D stadium view, team store and video highlights. Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Interactive Shopping Experiences Perhaps best described as a futuristic digital shopping experience, Adidas launched an interactive wall at select retail stores providing consumers with an opportunity to spin, twist, turn and enlarge computer representations of the

footwear, learn more about individual products or even order through a touchscreen. The technology also allows Adidas to watch shoppers as they interact with the walls features. In 2013, Nike also implemented a strategy for selling product through virtual reality by taking advantage of hologram technology Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Technologys Impact on SEM Audio / Visual Enhancement In a sentiment shared by sports consumers

everywhere, ESPN writer Bill Simmons discusses how HD television has revolutionized the fan (viewers) experience: It's a new world for sports fans: an intimacy that can't be found otherwise, unless you're paying through the nose for great seats. I thought I'd like sports less when I got older. Actually, I like them more. And it's partly because of HD. I'm constantly saying to myself, I can't get over how great that looks! Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Technologys Impact on SEM

Audio / Visual Enhancement Over 1,000 FM radio stations are now broadcasting in high definition (special HD-ready receivers are required to hear the high quality signal) 4K, or Ultra HD, televisions have been deemed as the future of the high definition viewing experience Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Technologys Impact on SEM Audio / Visual Enhancement

Samsung has announced a "Soccer Mode" feature for its 2014 lineup of 4k sets, which the company describes as "deliver(ing) crisper picture quality to ensure the viewer experiences a greener shade of grass, more lifelike details of the players, and vivid sound that makes people at home feel as if they are actually at the stadium." Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Technologys Impact on SEM Video Games

* Games now feature enhanced graphics, creating a more realistic user experience while game players now enjoy greater accessibility and interactive capabilities through the Internet * Todays video game enthusiasts enjoy motion sensor technology, allowing for users to simulate various activities (ranging from simple movement like running and jumping to sports activities like bowling or tennis) with (Wii and PlayStation Move) or without (Kinect) a video game controller * Video game technology continues to rapidly improve at a rapid pace Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2

Technologys Impact on SEM Video Games The popular Madden franchise now offers enhanced features like voice control and a virtual twitter feed Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Technologys Impact on SEM Apparel/Footwear/Sporting Goods Columbia Sportswear introduced its line of Omni-Heat Thermal Electric apparel (including electrically heated

jackets, a line of heated boots and a $400 pair of electrically heated gloves) targeting active outdoors activists such as winter sports enthusiasts and those who enjoy hunting and fishing Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Technologys Impact on SEM Apparel/Footwear/Sporting Goods Adidas made a splash in the running marketplace in 2013 with the release of its Springblade, the first running shoe with individually tuned blades

engineered to propel runners forward with one of the most effective energy returns in the industry Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Technologys Impact on SEM Apparel/Footwear/Sporting Goods In 2012, Nike introduced Flyknit lightweight shoe (described as newly-designed Flywire technology to loosen and tighten with the natural motion of the feet that features a snug fit that fits like a sock)

Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Technologys Impact on SEM Apparel/Footwear/Sporting Goods Under Armour also launched a lightweight Spine RPM running shoe (described as a shoe designed to function much like the human spine agile when it needs to be but rigid when it must be) Copyright

2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Technologys Impact on SEM Apparel/Footwear/Sporting Goods Runners in the New York Marathon have MapMyRun technology available to them, allowing friends and family to track their progress in real-time, including status updates for each participating runner automatically posted to Facebook and Twitter accounts as runners pass pre-determined mile markers Copyright 2014 by Sports Career Consulting, LLC

What is SEM? LESSON 2.2 Technologys Impact on SEM Apparel/Footwear/Sporting Goods Expanding on the success of their Nike+ technology, the shoe giant unveiled a new product (Hyper Dunks) in 2012 that features a pressure sensor, allowing athletes to measure such physical attributes as speed and jumping ability while tracking movement recording activity. The company also released the Fuel Band, a wristband device that measures measures and records a users everyday activity, calories burned and other useful information.

Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Technologys Impact on SEM Under Armour is developing a shirt that will feature technology that can track your heart rate, breathing and even your G-force as you workout using specially designed sensors that pick up electrical signals from your heart (the product is tentatively scheduled for release in 2013) Copyright 2014 by Sports Career Consulting, LLC

What is SEM? LESSON 2.2 Technologys Impact on SEM Inspired by dimples on a golf ball (which reduce aerodynamic drag), Nike released its TurboSpeed track suit in time for the 2012 Olympic Games, claiming the technology could shave up to 0.023 seconds off 100-meter sprint times a difference that could have elevated Walter Dix from a bronze to the silver medal at the Beijing Olympics. The uniforms efficiency was tested during hundreds of hours in a wind tunnel over a twelve year period and they are ecofriendly, made from 82 percent recycled

materials. Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Technologys Impact on SEM Broadcasting / Program Accessibility DirecTV offers its NFL Sunday Ticket subscribers access to the NFL Game Mix, an exclusive channel that displays up to eight games at once in real time, allowing viewers to select

games with a peak in the action for which to tune in Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Technologys Impact on SEM Broadcasting / Viewer Experience Copyright 2014 by Sports Career Consulting, LLC What is SEM?

LESSON 2.2 Technologys Impact on SEM Broadcasting / Viewer Experience ESPNs Goal Line channel features unlimited live cut-ins and highlights from numerous top college football games during each Saturday of the college football season, plus up-to-theminute commentary from ESPN analysts and experts Copyright 2014 by Sports Career Consulting, LLC What is SEM?

LESSON 2.2 Technologys Impact on SEM Broadcasting / Viewer Experience Todays viewing experience offers more flexibility to consumers when providers offer content on a number of devices, like Augusta National Golf Clubs multi-platform coverage of the 2013 Masters Golf Tournament (which included traditional television coverage on ESPN and CBS, several live video channels on the Masters Web site, multiple free apps for both smartphones and tablets, and Golf Channel's on-air coverage that featured over 60 hours of live programming) Said chairman Billy Payne via press release, "Each year, our goal is to deliver meaningful content in a significant way. Fans of the Masters can experience the history, tradition and competition of the tournament in any manner they wish to receive it."

Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Technologys Impact on SEM Broadcasting / Viewer Experience Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2

Technologys Impact on SEM Broadcasting / Viewer Experience With the re-emergence of 3D technology (3D has been around since silent films in the early 20th century), the viewing experience has been taken to a whole new level Copyright 2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2

Technologys Impact on SEM Broadcasting / Viewer Experience CBS was a pioneer in utilizing 3D technology when they beamed the 2010 NCAA basketball championship game in 3D to 100 movie theaters across the U.S. In 2012, live public screenings of the Wimbledon finals were shown in 3D in Europe, North America, Africa, Latin America and Asia while BBC, a British broadcasting company, provided 3D coverage of several Olympic events to fans in London. Copyright 2014 by Sports Career Consulting, LLC

What is SEM? LESSON 2.2 Technologys Impact on SEM Broadcasting / Viewer Experience While 3D has created excitement among consumers, film studios have successfully cashed in on the craze by increasing revenue as they have been able to raise ticket prices up to 35% for films presented in 3D Ticket prices in the U.S. hit an all-time high in 2011, according to the National Association of Theatre Owners, rising to an average of $7.93 per ticket from $7.89 from the previous year Copyright 2014 by Sports Career Consulting, LLC

What is SEM? LESSON 2.2 Technologys Impact on SEM Broadcasting / Viewer Experience The 2012 summer blockbuster The Avengers shattered opening weekend records (grossing $200.3 million in box office sales) thanks in part to the fact that 52 percent of those who watched the film chose to purchase higher priced tickets to see the movie in 3D Copyright 2014 by Sports Career Consulting, LLC What is SEM?

LESSON 2.2 Technologys Impact on SEM Broadcasting / Viewer Experience However, despite the increase in availability of 3D ready equipment, the technology has not caught on as quickly as many industry insiders anticipated In 2012, DirectTV dramatically cut back on the number of hours it airs 3D programs, citing lack of content as the reason while AT&Ts U-verse entirely eliminated its 3D lineup because of low customer demand Copyright 2014 by Sports Career Consulting, LLC What is SEM?

LESSON 2.2 Technologys Impact on SEM Broadcasting / Viewer Experience Like anything else, broadcasting technology will continue to evolve. Many sports executives are already investigating the possibilities of Googles glass project (ability to stream video from the athlete or performers perspective through a pair of technologically advanced glasses) and the impact it could have on the overall viewing experience. Copyright 2014 by Sports Career Consulting, LLC What is SEM?

LESSON 2.2 Technologys Impact on SEM Augmented Reality Augmented reality (AR) is essentially the practice of taking the same graphics used on television screens or computer displays and integrating them into real-world environments Currently, it is one of the hottest trends in the sports and entertainment marketing world as companies experiment with ways to utilize augmented reality to immerse fans in a more realistic entertainment experience and many industry insiders believe augmented reality will be a game-changer when it comes to connecting fans with their favorite sports and entertainment brands Copyright 2014 by Sports Career Consulting, LLC

What is SEM? LESSON 2.2 Technologys Impact on SEM Augmented Reality An augmented reality campaign led to significant buzz at the 2014 Billboard Music Awards when a hologram of Michael Jackson performed a previously unreleased song ("Slave to the Rhythm") on stage. Copyright

2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.2 Technologys Impact on SEM Augmented Reality Coca Cola offered a unique augmented reality experience in Brazil at the 2014 FIFA World Cup when fans were able to get photographed grabbing a coke bottle and a screen displayed an image that looked like they were holding the tournaments championship trophy (fans then had the option to share the photograph through various social media platforms) Copyright

2014 by Sports Career Consulting, LLC LESSON 2.5 REVIEW (ANSWERS) What is SEM? 1) Understand what makes sports and entertainment products unique Sports and entertainment products share the same characteristics as services in that they are often times intangible and perishable. Once a game or event has already taken place, they no longer carry a value and cannot be sold. Copyright

2014 by Sports Career Consulting, LLC What is SEM? LESSON 2.5 Blank Slide Available for Teacher Edits Copyright 2014 by Sports Career Consulting, LLC

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