19-1 Chapter 19 The Role of Technology in Sports Marketing Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

19-2 Technology – The Internet and Beyond Technology Has Impacted Virtually Every Aspect of Every Organization Sport Is No Different in this Regard

19-3 Foundation for the Internet: Five Key Questions Why? Who? What? Where? How?

19-4Why? Will It Enhance Marketer’s Image? Will It Augment Other Strategic Initiatives? Will It Result in Increased Demand?

19-5Who? Who Will Utilize the Site? Is It Open to Everyone? Will It Target Adults or Kids – or Both? What Other Web Sites Will be Linked to It?

19-6What? What Is the Site’s Core Purpose? How Will It Impact the Target Market?

19-7Where? Where Will Users Gain Access to the Site? Where Will Site be Developed and Maintained?

19-8How? How Will Users Receive the Information? How Will the Site be Developed? How Will the Site be Evaluated?

19-9 Types of Sites in Sports Marketing Drop in Box 19.2 Here

19-10 Content Sites Large Information Base Often Extensions of Traditional Media –General Publication: New York Times –Sports Oriented Publication: Sporting News –General Broadcast Media: ABC TV –Sports Broadcast Media: ESPN

19-11 Team or League Sites Also Includes Sports Organization Sites Wide Range of Organizations from Local Recreational Bowling League, to an NHL Team, to the NBA, to FIFA. Information on Players, Awards, Results, Schedules, and Merchandise Sales, etc.

19-12 Commerce Sites Virtual Storefront Often Sell Officially Licensed Merchandise

19-13 Gambling Sites Not Generally Embraced as Sports Sites High Growth Rate Provide Information as Well as Wagering Generally Require Some Sort of “Membership” or Registration

19-14 Revenue Models – Content Sites Online Advertising or Sponsorship –Banner Ads –Ad Badges Subscription Fees –Subscribers Can Drill Deeper for Content E-Commerce –Products Available for Purchase

19-15 Advertising Fees Bases for Rates Charged to Advertisers –CPM Cost Per 1000 Visitors to Web Site –Click-through Fee Charged for Each Visitor Who “Clicks through” to Link to the Advertiser’s Web Site –Flat Rate Fixed Sum for the Advertiser

19-16 Revenue Models – Team & League Sites Online Advertising or Sponsorship Subscription Fees Fee-Based Access for Audio & Video E-Commerce

19-17 Revenue Models – Commerce Sites Sales Revenue Commissions Online Advertising or Sponsorship

19-18 Revenue Models – Gambling Sites Wagers Subscriptions Online Advertising

19-19 Communications Objectives for Sports Marketing Web Sites Drop in Table 19.1 Here

19-20 Web-Based Objectives Drop in Box 19.3 Here

19-21 Provide Information Information 24/7 No Geographic Limitations Can Drill Deeper than Traditional Media

19-22 Provide Information Drop in Table 19.2 Here

19-23 Information-Based Web Sites Drop in Table 19.3 Here

19-24 Facilitate Distribution Virtual Box Office Ticket Sales and Exchanges for Season Ticket Holders Audio and Video Streaming –Live Action –Replays of Past Action (Video-on-Demand)

19-25 Enhance Customer Relationship Management One-Way Communication Interactive Communication One-to-One Marketing (Customization) Domain

19-26 Relationship Marketing: Australia’s National Basketball League Drop in Table 19.4 Here

19-27 Facilitate Operations Marketing Research – Data Collection Account Management – Order Extra Tickets Database Management – Contest Information Human Resources Outreach – Job Postings Interoffice Communications – Among Offices Interactive Communications – , Webcams, meetings Participant Registration – Boston Marathon

19-28 Buzz Manager An Interesting New Service that Monitors Internet Chatter about Your Organization Positive, Neutral, Negative Buzz Score

19-29 Technology Beyond the Internet Mobile Technology –Customized Content –Information Service –Audio and Video Highlights –Tickets for Access May be Stored & Displayed Technology Integration – Virtual Imaging –Home Plate Application in MLB –First Down Marker in Football –Cricket – Leg-before-Wicket Call by Umpire

19-30 Technology Beyond the Internet Electronic Funds Transfer Technology –Powerpay (RFID Technology) Smart Cards –Similar to EFT –Similar to Credit Card –Value Loaded on Card –Tickets on Card (Contactless Entry)

19-31 Technology Beyond the Internet High Definition TV –Improved Picture Quality –Quicker Refresh Rates for Better Video Interactive TV –Multiple Feeds from Which Viewer Can Select –Trivia Games –Information Available – Scores, Statistics Instant Replay Technology

19-32 Technology Beyond the Internet WiFi Capabilities –Wireless Access –Fans, Media Who Have Laptop Computers –Some Premium Seats May Include Monitors Global Positioning Systems –Golf Courses – Information for Players –Participants – Runners, Cross Country Skiers Boston Marathon Facilitated Tracking of Runners

19-33 Closing Capsule Technology Has Had a Dramatic Impact on Marketers in Every Industry The Internet and the WWW Have Ushered in Dramatic Changes for Sports Marketers Other Technology Beyond the WWW Has also Played a Role

19-34 Closing Capsule Virtually Every Sports Marketer Today Has Its Own Web Site There Are Content Sites, Team & League Sites, Commerce Sites, and Gambling Sites

19-35 Closing Capsule Web Sites Can Provide a Revenue Stream –Advertising and Sponsorship –Subscription Fees –E-Commerce Other Sources of Revenue, Depending on the Type of Web Site, Are Available

19-36 Closing Capsule The Most Common Applications for a Sports Marketer’s Web Site Are: –Provide Information –Facilitate Distribution –Enhance Customer Relationships –Facilitate Routine Operations

19-37 Closing Capsule Other Technology Beyond Internet: –Mobile Technology –Virtual Imaging –EFT & Smart Cards –Interactive & High Definition TV –Use of Instant Replay for Officials’ Calls –WiFi –GPS