Monday, December 1, 2014

Ramblings about Sport Marketing - Sport Structures and disruptions by Joe

Classic sport operations used to stand on three legs that kept things going forward.

- Playing/performing the Sport
- Administering the Sport
- Enjoying the sport

This is not Joe - This is Per Ling via
From these three nodes different streams of economic incentives twirled around - mainly in forms of money that greased the system to move forward. Think sponsorships, tickets, advertising, TV-deals and salaries etc...
In the classic system - sport marketing was just a little additional function for the administrative leg -to mess around with.

The modern world - and the Internet - will now act as a large disruptor. It will crush TV stations as we know them - and turn some classic ideas on who is the customer, the middleman, or the consumer upside down. Sports that does not see this - are in for a hell ride.

A more modern sport model transfer the power of sports marketing from the administrative guys to both the other two legs (Players & Enjoyers) and the main difference comes here in sports marketing and the new marketing power is something that moves from being a little part on the administrative leg - to become a big part on both the two other legs - the players - as well as the "enjoyers".

Why? Because the Internet provides us with cheap ways to do big marketing - now in the hands of the single Joe.
Administrators work 8 hours a day - but a handful of "Joes" can work as much as they want - but money is not their main driver - but value and passion. YUP, Passion is a big thing in sports. And even if value is more worth than money it can not be easily transferred into money..
Conclusion - it all spells disruption -
Outcome spells great for most involved.
Outcome also spells disaster for the ones that does not see this - either individuals or whole sports.

The potential for sponsor initiatives in this new model must transform from old massive structures based upon "broadcasting" to "narrowcasting" or "peercasting" and this will take time and go through some painful stages. But it will become so much more efficient. Beside of counting dimes this will mainly boil down to value for brands and the sport too.
The most important thing anyone involved in this must do is to define the "core values" of the sport before doing anything else.
To find these core values is what the driven sport marketing must be about. Not decide upon specific investments or making funny apps that no-one downloads. Just answer the question is the sport "supplier or consumer driven"? Or who provide what, for whom, and when, on what initiative? If you do not know - ask Joe ;-D

So how to win this fight? First identify the enemy. Second find allies. Third do all you can to guide your own troops forward. The best recipe for this guidance is to offer A) Purpose B) Mastery C) Self-Autonomy. And act to keep it all together as one - but use the head of an hydra as the tool.

Then we only have to find the objective - established through a mission statement and a vision. Yup corporate yada-yada - something that could be up for disruptions too ;-D
That is on the other hand exactly what change and development is all about - darn interesting stuff in other words if you would - yet again ask - just an average Joe.
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