1. Understanding the Sports & Entertainment Product
Lesson 2.5
Understanding the Sports & Entertainment Product
Copyright © 2015 by Sports Career Consulting, LLC

2. The Sports Product Products:
LESSON 2.5
What is SEM?
The Sports Product
Products:
Tangible, physical goods as well as services and ideas
Tangible products are capable of being physically touched
Copyright © 2015 by Sports Career Consulting, LLC

3. Primary Functions of Marketing
LESSON 2.5
What is SEM?
Primary Functions of Marketing
Sports products are the goods and services designed to provide benefits to a sports spectator, participant or sponsor
Copyright © 2015 by Sports Career Consulting, LLC

4. The Sports Product What is SEM?
LESSON 2.5
What is SEM?
The Sports Product
Sports Product: The goods and services designed to provide benefits to a sports spectator, participant or sponsor
Promotional items
Sports facilities
Marketing research
Management services
Licensed merchandise
Participation
Entertainment
Equipment and apparel
Copyright © 2015 by Sports Career Consulting, LLC

5. The Sports Product What is SEM? LESSON 2.5
Copyright © 2015 by Sports Career Consulting, LLC

6. The Entertainment Product
LESSON 2.5
What is SEM?
The Entertainment Product
The entertainment industry’s top revenue producing products and services include:
Film & Cinema
Television
Music & Concerts
Radio
Video Games
Theme Parks
Publications
- Newspapers
- Books
- Magazines
Copyright © 2015 by Sports Career Consulting, LLC

7. Unique Nature of Sports & Entertainment Products
LESSON 2.5
What is SEM?
Unique Nature of Sports & Entertainment Products
Sports and entertainment products often share common characteristics of services:
Services are perishable
Services are intangible
Copyright © 2015 by Sports Career Consulting, LLC

8. LESSON 2.5
What is SEM?
The Sports Product
Perishability is the ability or need to store or inventory a product
Many sports and entertainment products are perishable
Copyright © 2015 by Sports Career Consulting, LLC

9. Unique Nature of Sports & Entertainment Products
LESSON 2.5
What is SEM?
Unique Nature of Sports & Entertainment Products
Once a game or event has already taken place, they no longer carry a value
According to Mullin, Sutton & Hardy in Sports Marketing: You can’t sell a seat to yesterday’s game, yesterday’s concert or yesterday’s ski-lift ticket!
Copyright © 2015 by Sports Career Consulting, LLC

10. Unique Nature of Sports & Entertainment Products
LESSON 2.5
What is SEM?
Unique Nature of Sports & Entertainment Products
According to data from Ticketmaster, over 50 million tickets to sporting events went unsold last year, representing roughly $900 million in lost/uncaptured revenue
Copyright © 2015 by Sports Career Consulting, LLC

11. Unique Nature of Sports & Entertainment Products
LESSON 2.5
What is SEM?
Unique Nature of Sports & Entertainment Products
Perishability can also apply to playing careers which impacts product quality
Dallas Mavericks owner Mark Cuban said in a recent interview, “I wrote a blog post a few years back saying that NHL players lost more than 1 billion in wages for their missed season. It could be more than that if the NFL walks out. The players can't ever get that money back. Their playing time is perishable.”
Copyright © 2015 by Sports Career Consulting, LLC

12. Intangible Product Attributes:
LESSON 2.5
What is SEM?
Unique Nature of Sports & Entertainment Products
Intangible Product Attributes:
The unobservable characteristics which a physical good possesses, such as style, quality, strength, or beauty
Copyright © 2015 by Sports Career Consulting, LLC

13. Unique Nature of Sports & Entertainment Products
LESSON 2.5
What is SEM?
Unique Nature of Sports & Entertainment Products
Examples of intangible product attributes:
The exhilaration we get from running our best marathon
The thrill of winning a competition
The satisfaction of scoring well on a challenging golf course
The pride we feel when teams we support win
Copyright © 2015 by Sports Career Consulting, LLC

14. Unique Nature of Sports & Entertainment Products
LESSON 2.5
What is SEM?
Unique Nature of Sports & Entertainment Products
Examples of intangible product attributes:
The emotional attachment fans invest in their affiliation with a favorite team
The connection fans feel with other fans (whether they know them or not) supporting the same players or teams
Copyright © 2015 by Sports Career Consulting, LLC

15. Unique Nature of Sports & Entertainment Products
LESSON 2.5
What is SEM?
Unique Nature of Sports & Entertainment Products
Importance of a quality product
Even the best marketers and salespeople in the world can’t promote or sell an undesirable product. No matter how much effort an organization puts into its marketing, promotion and sales efforts, they will face challenges generating and sustaining interest in the product if they don’t offer consumers and fans a quality product.
Copyright © 2015 by Sports Career Consulting, LLC

16. Importance of a quality product
LESSON 2.5
What is SEM?
Importance of a quality product
Vince McMahon, founder of WWE, infamously launched a professional football league (the XFL) in 2001 with grandiose plans of competing with the NFL. In its initial stages, thanks to a very successful marketing campaign, the league enjoyed outstanding ticket sales, sponsorship sales and television ratings. Fans, however, quickly discovered the product on the field was severely lacking, and the league was forced to close its doors after just one very lackluster season.
Copyright © 2015 by Sports Career Consulting, LLC

17. Importance of a quality product
LESSON 2.5
What is SEM?
Importance of a quality product
“Those initial (TV) ratings tell you they had superior promotion,” said Stephen Greyser, a Harvard Business School professor who co-authored a Harvard Business Review study on the XFL and still highlights the XFL as a case study in his Business of Sports course in an interview with the Sports Business Journal. “They just did not put as much emphasis on building the product as they did on building the hype.”
Copyright © 2015 by Sports Career Consulting, LLC

18. Importance of a quality product
LESSON 2.5
What is SEM?
Importance of a quality product
After a controversial call made by a replacement referee on Monday Night Football, Green Bay Packers shareholder David Goodfriend called on the Federal Trade Commission to investigate whether the National Football League’s “deceptive” use of replacement referees has violated “consumer protection statutes.” The NFL signed an agreement soon after for the regular officials to return to the sidelines.
Copyright © 2015 by Sports Career Consulting, LLC

19. Importance of a quality product
LESSON 2.5
What is SEM?
Importance of a quality product
Feeling that “flopping” (when a player tries to deceive the referee into making an incorrect call) was detrimental to its product as a whole, the NBA implemented a system that would fine players for any play the league deemed to be a flop
Copyright © 2015 by Sports Career Consulting, LLC

20. Importance of a quality product
LESSON 2.5
What is SEM?
Importance of a quality product
Beginning in the season, the NCAA implemented new rule changes to help bring more excitement to the college men’s basketball game by reducing the shot clock to 30 seconds and allowing just four timeouts instead of five
Copyright © 2015 by Sports Career Consulting, LLC 20

21. Importance of a quality product
LESSON 2.5
What is SEM?
Importance of a quality product
Research published by an assistant professor at Harvard Business School recently suggested that “When a school goes from being mediocre to being great on the football field, applications increase by 18.7 percent. To attain similar effects, a school has to either decrease its tuition by 3.8 percent or increase the quality of its education by recruiting higher-quality faculty who are paid five percent more in the academic labor market.”
Copyright © 2015 by Sports Career Consulting, LLC

22. Unique Nature of Sports & Entertainment Products
LESSON 2.5
What is SEM?
Unique Nature of Sports & Entertainment Products
Importance of a quality product
When the professional sport product improves, typically consumers respond by purchasing more tickets and merchandise while television audiences increase
Copyright © 2015 by Sports Career Consulting, LLC

23. Importance of a quality product
LESSON 2.5
What is SEM?
Importance of a quality product
Last season’s success paid big dividends for the Atlanta Hawks off the court with major increases in revenue, ticket sales and television viewership
Copyright © 2015 by Sports Career Consulting, LLC

24. Technology’s Impact on SEM
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
A podcast is a digital media file, or a series of such files, that is distributed over the Internet using syndication feeds for playback on portable media players and personal computers
Copyright © 2015 by Sports Career Consulting, LLC

25. Technology’s Impact on SEM
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
The NHL’s league website (nhl.com) features a podcast page which includes podcasts of its NHL radio show (“This Week in the NHL”) and podcasts for individual teams in both audio and video format (the Minnesota Wild podcast show is referred to as the “pondcast”, St. Louis Blues have a “BluesCast”, Washington Capitals have a “Caps Report” etc.)
Copyright © 2015 by Sports Career Consulting, LLC

26. LESSON 2.5
What is SEM?
Copyright © 2015 by Sports Career Consulting, LLC

27. Technology’s Impact on SEM
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Podcast technology opened the door for comedian Adam Corolla to reinvent and revive his career after his network show was cancelled.
"The Carolla Podcast" is frequently the most popular podcast on iTunes, even edging out President Obama’s weekly address and drawing over 3 million downloads in a given week.
Copyright © 2015 by Sports Career Consulting, LLC

28. Streaming audio and video capabilities
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Streaming audio and video capabilities
Copyright © 2015 by Sports Career Consulting, LLC

29. Streaming Live Events What is SEM?
LESSON 2.5
What is SEM?
Streaming Live Events
In 2016, many major global sporting events like Winter X Games, Masters Golf Tournament, British Open Golf Tournament, Super Bowl XLIX, Wimbledon and NCAA Tournament will be streamed through the Internet allowing fans to watch online and/or on mobile devices
Copyright © 2015 by Sports Career Consulting, LLC

30. Technology’s Impact on SEM
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
A report in Business Week suggested that adding live sports broadcasts “may help YouTube expand revenue by keeping viewers on its site longer to woo more advertisers. YouTube’s contract to show cricket from the Indian Premier League, which gives the Google unit a share of ad revenue from games and the league’s website, brought in 55 million visits from more than 250 countries.”
Copyright © 2015 by Sports Career Consulting, LLC

31. Technology’s Impact on SEM
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Thanks to a daily two-channel live webcast straight from the festival, you didn't have to actually be out in the fields of Manchester, Tennessee to catch all the bands playing at 2014 Bonnaroo
Copyright © 2015 by Sports Career Consulting, LLC

32. Technology’s Impact on SEM
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Fans are flocking to new live-streaming video apps such as Periscope and Meerkat for sports and entertainment content and in 2015 Seattle Reign FC, a professional women’s soccer team, broadcast a live pre-season game on the team’s Twitter feed using the Periscope app
Copyright © 2015 by Sports Career Consulting, LLC

33. Technology’s Impact on SEM
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
In 2015, Volvo Ocean Race fans around the world were given a front row seat to all the action for the 2015 race via a live stream from the “field of play” using Periscope
Yet the idea of live-streaming sports and entertainment content poses a unique threat to the industry.
Copyright © 2015 by Sports Career Consulting, LLC

34. Emerging “interactive” technologies
LESSON 2.5
What is SEM?
Emerging “interactive” technologies
Shazam (a mobile phone app that helps users identify music) partnered with American Idol, allowing viewers to identify what songs contestants were performing, click links to buy the songs, get Twitter feeds from insiders, follow the official social media channels, and see video and photos from AmericanIdol.com. Shazam’s “audio tagging” technology was also featured during broadcasts of the Super Bowl, Grammy Awards & Olympic Games.
Copyright © 2015 by Sports Career Consulting, LLC

35. Emerging “interactive” technologies
LESSON 2.5
What is SEM?
Emerging “interactive” technologies
According to AdWeek.com, Shazam and SoundHound partnered with cinema ad networks National CineMedia and Screenvision, allowing movie advertisers to tie audio-recognition features into preshow promotions on consumer mobile devices
Copyright © 2015 by Sports Career Consulting, LLC 35

36. Emerging “interactive” technologies
LESSON 2.5
What is SEM?
Emerging “interactive” technologies
At FanFest during Major League Baseball’s All-Star weekend, a touch-screen station was on-site, allowing fans to create and purchase customized name and number all-star jerseys
Copyright © 2015 by Sports Career Consulting, LLC

37. Emerging “interactive” technologies
LESSON 2.5
What is SEM?
Emerging “interactive” technologies
Via USA Today: "Fans have gravitated to interactive sports on digital. There's the same opportunity for live concerts," says Chris Wagner, executive vice president of NeuLion, which designs and delivers digital content for numerous clients including the National Football League, NBA, NHL and UFC.
Copyright © 2015 by Sports Career Consulting, LLC

38. Technology’s Impact on SEM
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
E-Commerce refers to the consumer’s ability to purchase goods and services online
Copyright © 2015 by Sports Career Consulting, LLC

39. E-Commerce What is SEM? LESSON 2.5
Copyright © 2015 by Sports Career Consulting, LLC

40. Advertising: Signage and Displays
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Advertising: Signage and Displays
American Airlines Arena unveiled new technology capable of delivering “live and dynamic billboard advertising”, making the NBA’s Miami Heat the first U.S. sports franchise to tap into the next generation of outdoor media systems designed to drive revenue
Copyright © 2015 by Sports Career Consulting, LLC

41. Advertising: Signage and Displays
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Advertising: Signage and Displays
The Kansas City Royals teamed up with Cisco Systems and AT&T Inc. to launch a new video platform that offers customized advertising, capable of delivering live game video, concessions menus and customized fan content
Technology enables us to enrich the experience for our fans, who are celebrating 40 years of Royals baseball this year,” said Kevin Uhlich, Royals senior vice president of business operations
Copyright © 2015 by Sports Career Consulting, LLC

42. Advertising: Virtual Ads
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Advertising: Virtual Ads
Advertising firm “Instadium.com” sells promotional materials and “touchpoints” to advertisers at venues such as Coors field in Denver. They have ads positioned in hundreds of locations around the stadium, from rotational signage around the field perimeter to ads in the restrooms, concessions areas, and concourses. Fans can’t help but be exposed to their messages.
Copyright © 2015 by Sports Career Consulting, LLC

43. Advertising: Virtual Ads
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Advertising: Virtual Ads
In recent years, NHL organizations have turned to virtual advertising to generate incremental revenues from their television broadcasts. Eight NHL clubs have sold digital inventory on the glass behind the net, a prime asset with terrific on-camera visibility. On average, teams can reportedly generate $500,000+ from virtual ads on the glass, an inventory piece that costs just $2,700 per game ($113,400/year) in production costs from Sportsvision. While virtual advertising has been widely adopted in the sports marketplace for the past ten years, notably with behind-the-plate signage in baseball, it is gradually becoming utilized in hockey.
Copyright © 2015 by Sports Career Consulting, LLC

44. Interactive Shopping Experiences
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Interactive Shopping Experiences
A recent trend in the sports and entertainment marketing world is the implementation of strategies that utilize QR codes (a barcode that can be scanned by camera-enabled mobile devices that direct consumers to various digital content like web pages, or other phone functions like and text messaging)
Copyright © 2015 by Sports Career Consulting, LLC

45. Interactive Shopping Experiences
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Interactive Shopping Experiences
The Detroit Red Wings featured specific QR codes in their game day program, allowing ticket holders to find more information, watch videos, or buy related merchandise—all without leaving their seat. To ensure that fans took full advantage of the technology, the Red Wings broadcast a how-to instructional video during timeouts on the Joe Louis Arena jumbotron.
Copyright © 2015 by Sports Career Consulting, LLC

46. Interactive Shopping Experiences
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Interactive Shopping Experiences
KEEN footwear placed QR codes on print advertisements featured in Backpacker magazine that delivered content to consumers ranging from exercise videos to their online store
Copyright © 2015 by Sports Career Consulting, LLC

47. Interactive Shopping Experiences
LESSON 2.5
What is SEM?
Interactive Shopping Experiences
Sochi marked the 500 day countdown to the start of the 2014 Winter Olympics by releasing an innovative stamp which included a QR-code
Copyright © 2015 by Sports Career Consulting, LLC

48. Interactive Shopping Experiences
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Interactive Shopping Experiences
The Myrtle Beach Pelicans put up sandwich boards in the area from the parking lot to the gate featuring QR codes that allow fans to use their mobile device to purchase tickets
Copyright © 2015 by Sports Career Consulting, LLC

49. Interactive Shopping Experiences
LESSON 2.5
What is SEM?
Interactive Shopping Experiences
In 2013, a cricket team in India (the Royal Challengers Bangalore) introduced interactive tickets where fans of the Indian Premier League team can access highlights, get live traffic updates from areas surrounding the stadium, parking information and a call-a-cab tool. Other features include a 3D stadium view, team store and video highlights.
Copyright © 2015 by Sports Career Consulting, LLC

50. Interactive Shopping Experiences
LESSON 2.5
What is SEM?
Interactive Shopping Experiences
Perhaps best described as a “futuristic digital shopping experience”, Adidas launched an interactive “wall” at select retail stores providing consumers with an opportunity to spin, twist, turn and enlarge computer representations of the footwear, learn more about individual products or even order through a touchscreen. The technology also allows Adidas to watch shoppers as they interact with the wall’s features. In 2013, Nike also implemented a strategy for selling product through virtual reality by taking advantage of hologram technology
Copyright © 2015 by Sports Career Consulting, LLC

51. Audio / Visual Enhancement
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Audio / Visual Enhancement
In a sentiment shared by sports consumers everywhere, former ESPN writer Bill Simmons discusses how HD television has revolutionized the fan (viewer’s) experience: “It's a new world for sports fans: an intimacy that can't be found otherwise, unless you're paying through the nose for great seats. I thought I'd like sports less when I got older. Actually, I like them more. And it's partly because of HD. I'm constantly saying to myself, I can't get over how great that looks!”
Copyright © 2015 by Sports Career Consulting, LLC

52. Audio / Visual Enhancement
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Audio / Visual Enhancement
Over 1,000 FM radio stations are now broadcasting in high definition (special HD-ready receivers are required to hear the high quality signal)
4K, or Ultra HD, televisions have been deemed as the future of the high definition viewing experience
Copyright © 2015 by Sports Career Consulting, LLC

53. Audio / Visual Enhancement
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Audio / Visual Enhancement
Samsung has announced a "Soccer Mode" feature for its 2014 lineup of 4k sets, which the company describes as "deliver(ing) crisper picture quality to ensure the viewer experiences a greener shade of grass, more lifelike details of the players, and vivid sound that makes people at home feel as if they are actually at the stadium."
Copyright © 2015 by Sports Career Consulting, LLC

54. * Video game technology continues to rapidly improve at a rapid pace
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Video Games
* Games now feature enhanced graphics, creating a more realistic user experience while game players now enjoy greater accessibility and interactive capabilities through the Internet
* Today’s video game enthusiasts enjoy motion sensor technology, allowing for users to simulate various activities (ranging from simple movement like running and jumping to sports activities like bowling or tennis) with (Wii and PlayStation Move) or without (Kinect) a video game controller
* Video game technology continues to rapidly improve at a rapid pace
Copyright © 2015 by Sports Career Consulting, LLC

55. Technology’s Impact on SEM
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Video Games
The popular ‘Madden’ franchise now offers enhanced features like voice control and a virtual twitter feed
Copyright © 2015 by Sports Career Consulting, LLC

56. Apparel/Footwear/Sporting Goods
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Apparel/Footwear/Sporting Goods
Columbia Sportswear introduced its line of Omni-Heat Thermal Electric apparel (including electrically heated jackets, a line of heated boots and a $400 pair of electrically heated gloves) targeting active outdoors activists such as winter sports enthusiasts and those who enjoy hunting and fishing
Copyright © 2015 by Sports Career Consulting, LLC

57. Apparel/Footwear/Sporting Goods
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Apparel/Footwear/Sporting Goods
Adidas made a splash in the running marketplace in 2013 with the release of its Springblade, the first running shoe with individually tuned blades engineered to propel runners forward with one of the most effective energy returns in the industry
Copyright © 2015 by Sports Career Consulting, LLC

58. Apparel/Footwear/Sporting Goods
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Apparel/Footwear/Sporting Goods
In 2015, Adidas introduced an upgrade to its “Energy Boost” technology with the launch of “Ultra Boost”, an improvement to cushion technology that adidas already claims “returns more energy and absorbs more impact than typical foam”
Copyright © 2015 by Sports Career Consulting, LLC

59. Apparel/Footwear/Sporting Goods
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Apparel/Footwear/Sporting Goods
In 2015, Converse announced that it would infuse its signature Chuck Taylor All-Star shoe with Nike technology to create a “more comfortable and durable sneaker” marking the first significant structural change to the sneaker in nearly 100 years
Copyright © 2015 by Sports Career Consulting, LLC

60. LESSON 2.5
What is SEM?
Copyright © 2015 by Sports Career Consulting, LLC

61. Apparel/Footwear/Sporting Goods
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Apparel/Footwear/Sporting Goods
Runners in the New York Marathon have MapMyRun technology available to them, allowing friends and family to track their progress in real-time, including status updates for each participating runner automatically posted to Facebook and Twitter accounts as runners pass pre-determined mile markers
Copyright © 2015 by Sports Career Consulting, LLC

62. Apparel/Footwear/Sporting Goods
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Apparel/Footwear/Sporting Goods
in 2015 Nike used their innovation to design a product specifically for people with disabilities by incorporating a wraparound zipper system that lets wearers peel open the shoe with one hand, slipping their foot in with ease.
Copyright © 2015 by Sports Career Consulting, LLC

63. Technology’s Impact on SEM
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Under Armour is developing a shirt that will feature technology that can track your heart rate, breathing and even your G-force as you workout using specially designed sensors that pick up electrical signals from your heart (the product is tentatively scheduled for release in 2013)
Copyright © 2015 by Sports Career Consulting, LLC

64. Technology’s Impact on SEM
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Inspired by dimples on a golf ball (which reduce aerodynamic drag), Nike released its “TurboSpeed” track suit in time for the 2012 Olympic Games, claiming the technology could shave up to seconds off 100-meter sprint times — a difference that could have elevated Walter Dix from a bronze to the silver medal at the Beijing Olympics. The uniform’s efficiency was tested during hundreds of hours in a wind tunnel over a twelve year period and they are eco-friendly, made from 82 percent recycled materials.
Copyright © 2015 by Sports Career Consulting, LLC

65. Broadcasting / Program Accessibility
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Broadcasting / Program Accessibility
DirecTV offers its NFL Sunday Ticket subscribers access to the “NFL Game Mix”, an exclusive channel that displays up to eight games at once in real time, allowing viewers to select games with a peak in the action for which to tune in
Copyright © 2015 by Sports Career Consulting, LLC

66. Broadcasting / Viewer Experience
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Broadcasting / Viewer Experience
Copyright © 2015 by Sports Career Consulting, LLC

67. Broadcasting / Viewer Experience
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Broadcasting / Viewer Experience
ESPN’s “Goal Line” channel features unlimited live cut-ins and highlights from numerous top college football games during each Saturday of the college football season, plus up-to-the-minute commentary from ESPN analysts and experts
Copyright © 2015 by Sports Career Consulting, LLC

68. Broadcasting / Viewer Experience
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Broadcasting / Viewer Experience
Today’s viewing experience offers more flexibility to consumers when providers offer content on a number of devices, like Augusta National Golf Club’s “multi-platform coverage” of the 2013 Masters Golf Tournament (which included traditional television coverage on ESPN and CBS, several live video channels on the Masters Web site, multiple free apps for both smartphones and tablets, and Golf Channel's on-air coverage that featured over 60 hours of live programming)
Said chairman Billy Payne via press release, "Each year, our goal is to deliver meaningful content in a significant way. Fans of the Masters can experience the history, tradition and competition of the tournament in any manner they wish to receive it."
Copyright © 2015 by Sports Career Consulting, LLC

69. Broadcasting / Viewer Experience
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Broadcasting / Viewer Experience
Copyright © 2015 by Sports Career Consulting, LLC

70. Broadcasting / Viewer Experience
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Broadcasting / Viewer Experience
With the re-emergence of 3D technology (3D has been around since silent films in the early 20th century), the viewing experience has been taken to a whole new level
Copyright © 2015 by Sports Career Consulting, LLC

71. Broadcasting / Viewer Experience
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Broadcasting / Viewer Experience
CBS was a pioneer in utilizing 3D technology when they beamed the 2010 NCAA basketball championship game in 3D to 100 movie theaters across the U.S. In 2012, live public screenings of the Wimbledon finals were shown in 3D in Europe, North America, Africa, Latin America and Asia while BBC, a British broadcasting company, provided 3D coverage of several Olympic events to fans in London.
Copyright © 2015 by Sports Career Consulting, LLC

72. Broadcasting / Viewer Experience
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Broadcasting / Viewer Experience
While 3D has created excitement among consumers, film studios have successfully cashed in on the craze by increasing revenue as they have been able to raise ticket prices up to 35% for films presented in 3D
Ticket prices in the U.S. hit an all-time high in 2011, according to the National Association of Theatre Owners, rising to an average of $7.93 per ticket from $7.89 from the previous year
Copyright © 2015 by Sports Career Consulting, LLC

73. Broadcasting / Viewer Experience
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Broadcasting / Viewer Experience
The 2012 summer blockbuster The Avengers shattered opening weekend records (grossing $200.3 million in box office sales) thanks in part to the fact that 52 percent of those who watched the film chose to purchase higher priced tickets to see the movie in 3D
Copyright © 2015 by Sports Career Consulting, LLC

74. Broadcasting / Viewer Experience
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Broadcasting / Viewer Experience
However, despite the increase in availability of 3D ready equipment, the technology has not caught on as quickly as many industry insiders anticipated
In 2012, DirectTV dramatically cut back on the number of hours it airs 3D programs, citing lack of content as the reason while AT&T’s U-verse entirely eliminated its 3D lineup because of low customer demand
Copyright © 2015 by Sports Career Consulting, LLC

75. Broadcasting / Viewer Experience
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Broadcasting / Viewer Experience
Like anything else, broadcasting technology will continue to evolve. Many sports executives are already investigating the possibilities of Google’s “glass” project (ability to stream video from the athlete or performer’s perspective through a pair of technologically advanced glasses) and the impact it could have on the overall viewing experience.
Copyright © 2015 by Sports Career Consulting, LLC

76. Broadcasting / Viewer Experience
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Broadcasting / Viewer Experience
The next wave in improved broadcast technology includes curved TVs and 4k technology (which ESPN is focusing on now in place of the 3D)
In 2015, the NBA tested an Ultra HD broadcast (4k) with the Bucks vs. Knicks game played in London
Copyright © 2015 by Sports Career Consulting, LLC

77. Broadcasting / Viewer Experience
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Broadcasting / Viewer Experience
Many believe the future in live sports programming may be in virtual reality
In 2015, a virtual live stream of the US Open golf tournament provided viewers with a front row seat, allowing viewers to “sit” directly behind Jordan Spieth as he teed off
Copyright © 2015 by Sports Career Consulting, LLC

78. LESSON 2.5
What is SEM?
Copyright © 2015 by Sports Career Consulting, LLC

79. Technology’s Impact on SEM
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Augmented Reality
Augmented reality (AR) is essentially the practice of taking the same graphics used on television screens or computer displays and integrating them into real-world environments
Currently, it is one of the hottest trends in the sports and entertainment marketing world as companies experiment with ways to utilize augmented reality to immerse fans in a more realistic entertainment experience and many industry insiders believe augmented reality will be a “game-changer” when it comes to connecting fans with their favorite sports and entertainment brands
Copyright © 2015 by Sports Career Consulting, LLC

80. Technology’s Impact on SEM
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Augmented Reality
An augmented reality campaign led to significant buzz at the 2014 Billboard Music Awards when a hologram of Michael Jackson performed a previously unreleased song ("Slave to the Rhythm") on stage.
Copyright © 2015 by Sports Career Consulting, LLC

81. Technology’s Impact on SEM
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Augmented Reality
Coca Cola offered a unique augmented reality experience in Brazil at the 2014 FIFA World Cup when fans were able to get photographed grabbing a coke bottle and a screen displayed an image that looked like they were holding the tournament’s championship trophy (fans then had the option to share the photograph through various social media platforms)
Copyright © 2015 by Sports Career Consulting, LLC

82. Technology’s Impact on SEM
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Augmented Reality
The Pittsburgh Penguins arena features kiosks with face-recognition and touch screen technology that allows fans to have their picture taken, then superimpose one of eight 3D “game faces” selected by the user.
Fans can enter their addresses to have their images instantly ed to them so they can share through social media
Copyright © 2015 by Sports Career Consulting, LLC

83. LESSON 2.5
What is SEM?
Copyright © 2015 by Sports Career Consulting, LLC

84. Technology’s Impact on SEM
LESSON 2.5
What is SEM?
Technology’s Impact on SEM
Drone Technology
Brands ranging from Callaway Golf to the Dallas Cowboys are experimenting with ways drone technology can help improve their product
In 2015, Fox Sports incorporated the use of drones in some of their coverage of the U.S. Open PGA Golf event
Copyright © 2015 by Sports Career Consulting, LLC

85. LESSON 2.5 REVIEW (ANSWERS)
What is SEM?
1) Understand what makes sports and entertainment products unique
Sports and entertainment products share the same characteristics as services in that they are often times intangible and perishable.
Once a game or event has already taken place, they no longer carry a value and cannot be sold.
Copyright © 2015 by Sports Career Consulting, LLC

86. Blank Slide Available for Teacher Edits
LESSON 2.5
What is SEM?
Blank Slide Available for Teacher Edits
Copyright © 2015 by Sports Career Consulting, LLC