Identify Sport/Event Trends SEM II Objective 1.09 Identify Sport/Event Trends

Identify Current Trends in SEM Top 5 Tech Trends in 2014 iBeacon – allows marketers/businesses to send messages directly to a fan’s smart phone (MLB 2014) Teams/Organizations becoming News Station ACC Network Smaller App Communities within Social Media (Fancred, OverDogg) Wearable Technology (Google Glass) Content Marketing - “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”

Identify Current Trends in SEM Increased use of social media (Twitter, Instagram, Facebook, etc) Market/promote Live updates during events News articles Fan interaction Increased use of Celebrities Multi-million dollar endorsement contracts Non-sports related products Increased Social Responsibility Involvement in local community by teams & athletes Carolina Junior Hurricanes Hockey sponsored by Carolina Hurricanes (showcase at certain NHL games, increases tickets sales) Gamification Fun/Interactive Fan Loyalty Reward Programs Increase in Female Fans

Identify Current Trends in SEM Sports venues becoming Entertainment venues Kenny Chesney Stadium Tours PNC Arena Carolina Hurricanes Hockey NC State Basketball Disney on Ice Concerts Club seating with personal TVs PSL/LTR – Permanent Seat License & Lifetime Ticket Rights Increased revenue source for teams/organizations Fans buy the “right” the buy tickets More expensive than regular tickets Makes seat a “premium” seat, not just for regular fans

Impact of Current Trends INCREASED FAN INVOLVEMENT & EXCITEMENT Especially with use of social media Increased revenue for teams/organizations Increased exposure & brand awareness for teams/organizations Ability to reach new markets (Ex: female fans) Increased exposure & brand awareness for sponsors

Importance of Identifying Trends Stay on top of current changes in market Maintain competitive advantage with other teams/organizations Increase revenue Increase brand awareness & exposure Build relationships with fans

Sources of S/E Trend Info FANS, Athletes, Sponsors Internet Professional Organizations NACMA – National Association of Collegiate Marketing Administrators IAVM – International Association of Venue Managers Marketing Organizations SMA – Sports Marketing Association AMA – American Marketing Association SPORTSIG – AMA Sports & Special Event Marketing Special Interest Group