21-1 Chapter 21 The Role of Technology in Sports Marketing McGraw-Hill/Irwin©2007 The McGraw-Hill Companies, All Rights Reserved

21-2 Technology – The Internet and Beyond Technology Has Impacted Virtually Every Aspect of Every Organization Sport Is No Different in this Regard

21-3 Foundation for the Internet: Five Key Questions Why? Who? What? Where? How?

21-4Why? Will It Enhance Marketer’s Image? Will It Augment Other Strategic Initiatives? Will It Result in Increased Demand?

21-5Who? 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?

21-6What? What Is the Site’s Core Purpose? How Will It Impact the Target Market?

21-7Where? Where Will Users Gain Access to the Site? Where Will Site be Developed and Maintained?

21-8How? How Will Users Receive the Information? How Will the Site be Developed? How Will the Site be Evaluated?

21-9 Types of Sites in Sports Marketing

21-10 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

21-11 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.

21-12 Commerce Sites Virtual Storefront Often Sell Officially Licensed Merchandise

21-13 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

21-14 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

21-15 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

21-16 Revenue Models – Team & League Sites Online Advertising or Sponsorship Subscription Fees E-Commerce

21-17 Revenue Models – Commerce Sites Sales Revenue Commissions Online Advertising or Sponsorship

21-18 Revenue Models – Gambling Sites Wagers Subscriptions Online Advertising

21-19 Communications Objectives for Sports Marketing Web Sites

21-20 Web-Based Objectives

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

21-22 Provide Information

21-23 Information-Based Web Sites

21-24 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)

21-25 Enhance Customer Relationship Management One-Way Communication Interactive Communication One-to-One Marketing (Customization) Domain

21-26 Relationship Marketing: Australia’s National Basketball League

21-27 Facilitate Operations Marketing Research – Data Collection Account Management – Order Extra Tickets Database Management – Contest Information Interoffice Communications – Among Offices Participant Registration – Boston Marathon

21-28 Technology Beyond the Internet Mobile Technology –Customized Content –Information Service –Audio and Video Highlights Virtual Imaging –Home Plate Application in MLB –First Down Marker in Football –Cricket – Leg-before-Wicket Call by Umpire

21-29 Technology Beyond the Internet Electronic Funds Transfer Technology –Smart Cards –Powerpay (RFID Technology) Interactive TV

21-30 Technology Beyond the Internet WiFi Stations –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

21-31 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

21-32 Closing Capsule Virtually Every Sports Marketer Today Has Its Own Web Site There Are Content Sites, Team & League Sites, Commerce Sites, and Gambling Sites

21-33 Closing Capsule Web Sites Can Provide a Revenue Stream –Advertising and Sponsorship –Subscription Fees –E-Commerce Other Sources, Depending on the Type of Web Site, Are Available

21-34 Closing Capsule The Most Common Applications for a Sports Marketer’s Web Site Are: –Provide Information –Facilitate Distribution –Enhance Customer Relationships –Facilitate Routine Operations

21-35 Closing Capsule Other Technology Beyond Internet: –Mobile Technology –Virtual Imaging –EFT –Interactive TV –WiFi –GPS