3.4 Cross Industry Sports

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From the course by Yonsei University

International Entertainment and Sports Marketing

111 оценки

Yonsei University

International Entertainment and Sports Marketing

111 оценки

Course 5 of 6 in the Specialization International Marketing & Cross Industry Growth

This course will provide learners with a fundamental understanding of the characteristics and marketing strategies related to two key global industries, sports and entertainment. The growth in both industries have been fueled by their ability to innovate via CCCI, i.e. cross-country and cross-industry expansion. There will be a graded quiz that will consists of 10 questions during the first two weeks (together worth 50% of the grade) and a final quiz that contains 20 questions (worth 50% of the grade) in the third week. People who successfully complete this course will obtain the following outcomes: (1) You will learn the key characteristics of sports marketing. (2) You will learn the key characteristics of entertainment marketing. (3) You will be able to apply cross country growth strategies to your business in the sports and entertainment industry. (4) You will be able to apply cross industry growth strategies to your business in the sports and entertainment industry”. (5) You will be able to reference CCCI, i.e. cross-country and cross-industry Innovation best practices via interviews with key experts in the sports and entertainment industry such as from adidas, Audi, and YG Entertainment (home to Psy and Gangnam Style).

From the lesson

Cross Country & Cross Industry Innovation in Sports and Entertainment Marketing

In Week 3 learners will be instructed on how companies can seek growth opportunities by cross-country and cross-industry innovation using both sports or entertainment. For both sports and entertainment, they can be the source or the beneficiary of innovation ideas. We frame this as innovation exporting or innovation importing whether it is at the cross-industry level or the cross-industry level, hence CCCI. Learners interested in activating sports and entertainment in a cross country or cross industry manner can adopt the various strategies covered in the interviews with Jörg Dietzel at Audi and HyeongKeun Kang at adidas.

3.1 Cross Country Sports10:54

3.2 Cross Country Entertainment Part 17:56

3.3 Cross Country Entertainment Part 26:30

3.4 Cross Industry Sports9:42

3.5 Cross Industry Entertainment Part 18:07

3.6 Cross Industry Entertainment Part 28:17

3.7 Interview with Jörg Dietzel, Audi Part 111:01

3.8 Interview with Jörg Dietzel, Audi Part 28:38

3.9 Interview with HyeongKeun Kang, adidas Part 18:05

3.10 Interview with HyeongKeun Kang, adidas Part 211:46

Instructor's Thank You0:12

Meet the Instructors

Dae Ryun Chang
Professor of Marketing
School of Business

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, whatÃ¢ÂÂs 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.

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