Welcome to Sports Marketing Cross Industry Growth. This will be the agenda. I'll start off by talking about Sports Cross Industry Implication. I'll talk about sports Importing. I'll talk about Sports Exporting. And finally finish it off with some key, Key Examples. So let's get started. Okay, remember sports, as is true with entertainment, can be not only a source of innovation but it can also be a beneficiary of innovation. So the fundamental aspect of enjoying sports as a spectator or as a participant can be exported such as to other such as to entertainment. So that's export. Or both the spectacle or the enjoyment of the participation in sports can be enhanced by importing some new advancement in some other industry. So this is the case of importing. Okay, so let's look at some examples. And I play golf, so this is my golf swing. Not bad, right? [LAUGH] So, sporting equipment or a key beneficiary of advancements being made in other industries, such as even in the airlines, the airplane making industry. So there has been this collaboration between Boeing and Callaway and they advertised that with their new XR16 driver, and I think it stands to reason why they do that, because in a way the common denominator is that you want something that's not only bigger but also faster. Think about it. If we're talking about airplanes, whatâÂÂs bigger than an airplane? So using that technology of making an airplane bigger but lighter but also faster, that holds true, that can be applied as well, to big drivers. And this is about aerodynamic efficiency. Okay, so let's talk about some other examples of importing and enhancing the spectator experience. You can do that with virtual reality and augmented reality. You can use social media, when you watch it live or when you watch it on TV, and I do that. So I watch a game on TV and I'm always tweeting something and always wanting something which enables me to do that better. You can have apps on players, so during a game that are customized to them individually such as to their personal stats. You can also enhance the performance of participating in the sport such as what we saw with golf, which is with more advanced material. You can also enhance the health and training of athletes and more and more with wearables, it's becoming very, very high tech. Okay, so let's have an Example of Social Media, and of course, one of the biggest teams in all of sports is Real Madrid. And in their social media strategy, we find that they use a lot of big data, they use a a lot of data curation, and what they've discovered is that less is more, meaning that fans don't want to be inundated with too much data. So, that's why curation is important. They want tidbits on not just the first team players and so maybe they're tired of hearing too much about C-R-7 or maybe they have another favorite player who doesn't get as much playing time so might be some information about him on social media. And more and more fans want something visual, something on video, and something that day. So Snapchat allows videos of players not only during the game but maybe something taken during training. So again, social media can complement whatever is being shown in more conventional channels. Okay, let's now talk about Sports Exporting. And here, I think we have to think much more out of the box. And we want to distill what sports essentially is about, and instill that into other industries. And I think a lot of you may not know that, in a way, I think that big data actually started in sports. So if you've seen the movie Moneyball with Brad Pitt, it's about Sabermetrics. It's about how in sports they analyze big data to discover what leads to higher performance not only by athletes but also by teams. Sports is also about Organized Competition. I think even in other industries, we can think about how that industry can be better organized in terms of competition, better even regulated. I'll talk in a bit about Fantasy League, and maybe there can be some key lessons learned from Fantasy League in other industries. And finally, sports has been about Team Play and Fair Play. And I talked a lot about team play in my B2B marketing module. So again, sports analogies I think apply to a play to strategy and other industries, and fair play, I think, is something that we should always keep in mind, especially in international competition. Okay, I mentioned that I was going to talk about fantasy sports, and fantasy sports now has become this incredibly big industry. And here's some facts. It's where fans can become owners, they can become managers, as opposed to just being a spectator. You are in control, and already in North America there are over 30 million people who participate in fantasy sports and it's only becoming bigger. And maybe, it will become bigger because I think more and more fans will get involved not only in North America but also in Europe and also here in Asia. And a lot of that growth has stemmed from the use of the Internet. The fact that you have this automatic generation of statistics on the Internet, whereas before you had to accumulate that yourself. So no wonder then that Yahoo and CBSSports and ESPN are getting into the act, and they're getting into the act, because they can make money. They can monetize a lot of the content, especially via the sales of apps. So, if you're not in the sports industries, I think there's a lot that you can learn through fantasy sports. You can learn about managing. You can learn about personal management. You can learn about how to use data. And last but not least, you can learn about to monetize content. Because I think other industries, non-sports industries, should have content. They've had a hard time monetizing that. Okay, so wrapping up, what we learned in the segment that sports can be both a source or a destination of innovation. We learned that sports importing is learning how to add to the experience as a spectator or as a participant. We learned that sports exporting is knowing how to distill the essence of sports into your industry.
