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Copyright © 2018 The Nielsen Company. Confidential and proprietary.
TOP 5 COMMERCIAL TRENDS 2018
NIELSEN SPORTS
Twitter:@Nielsen_Ent
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ESPORTS
EVOLUTION
Tapping the power of esports is a top
priority for publishers, brands, media,
and traditional sports2
DISTRIBUTOR
DISRUPTION
The destination is unclear, but sports
must adapt to a rapidly changing media
landscape1
CONTENT RULESContent is the key to sports fan
engagement, and it is evolving at a
dizzying pace3
SPONSORSHIP
TO PARTNERSHIP
In the new sponsorship paradigm, audience
data, compelling content, and connection to
business objectives are the winning traits4
5SPORTS IN OUR
CHANGING SOCIETYWhat's good for society is good for the
sports business
NIELSEN SPORTS
Copyright © 2018 The Nielsen Company. Confidential and proprietary.
DISTRIBUTOR DISRUPTIONThe destination is unclear, but sports must adapt
to a rapidly changing media landscape
TR
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DISTRIBUTOR
DISRUPTION
DISRUPTION IS CREATING OPPORTUNITY AND UNCERTAINTY
UNCERTAINTY• Video consumption on
digital devices
• Out-of-home viewership
• Sharing content online
• Consumption of quality
content outside of traditional
networks
TECHNOLOGY CONSUMER HABITS
OPPORTUNITY
• Smartphone proliferation
• Faster internet
connections
• Compression technology
• Lower CDN costs
• Social media
• Digital native publishers
&
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DISTRIBUTOR
DISRUPTION
TECH INTEREST IN SPORTS RAMPED UP IN 2017
These two look set to be the most
significant new players, following a
sharp increase in sports content activity
in 2017-18
Sports is a big focus
for Twitter, but it
doesn’t have the
spending power of
Amazon or Facebook
Has acquired rights
for Major League
SoccerHas built a strong
position in several
markets, but again
doesn’t have
Amazon/Facebook
spending power Already a major sports content
player in China and has the cash
to expand overseas
Has cash, platforms
with enormous reach,
and an existing video
content business
EMERGING POWERS CONTENDERS DARK HORSES?
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DISTRIBUTOR
DISRUPTION
FACEBOOK IS GETTING SERIOUS ABOUT SPORTS
The one that’s coming at sport
is Facebook.– Rupert Murdoch
I see video as a megatrend. That’s
why I’m going to keep putting video
first across our family of apps.
– Mark Zuckerberg
AUGUST 2017
Launched Facebook
Watch in U.S.
SEPTEMBER 2017
Bid $600m+ for Indian
Premier League cricket
digital rights
JANUARY 2018
Launched Tom vs. Time behind-the-
scenes show featuring Tom Brady
DECEMBER 2017
SportsBusiness Journal
reported Facebook plans to
spend “a few billion dollars”
on sports rights, globally Acquired exclusive rights
for World Surf League
Hired Peter Hutton
FEBRUARY 2018
Agreed deal with MARCA Claro to
stream 2018 and 2020 Olympics
coverage across Latin America
MARCH 2018
Acquired exclusive rights
for 25 MLB games in 2018
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DISTRIBUTOR
DISRUPTION
WATCH IS FACEBOOK’S TV BUSINESS ENTRY VEHICLE
40%of U.S. Facebook
users are using Watch
on a weekly basis
Morgan Stanley
(December 2017 survey)
Launched in
the U.S. in
2017
We think Watch will be home
to a wide range of shows, from
reality to comedy to live sports.
We view Watch (and video) as
the next key long-term driver of
[Facebook] engagement and
monetization.
– Morgan Stanley
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DISTRIBUTOR
DISRUPTION
AMAZON IS EXPLORING DIFFERENT MODELS FOR SPORTS VIDEO
Acquires exclusive/non-
exclusive rights in the
traditional way:
• Premier League
• NFL Thursday Night Football
• ATP World Tour
• U.S. Open (tennis)
• German Bundesliga audio rights
• AVP Pro Beach Volleyball Tour
• Next Gen ATP Finals
Self-produced sports
docuseries available on
Prime Video:
• Le Mans: Racing is Everything
• Grand Prix Driver
• All or Nothing (NFL)
Upcoming series on:
• New Zealand All Blacks
• Manchester City FC
• University of Michigan football team
• LaLiga
BROADCASTER AGGREGATOR PRODUCER
Via Amazon Channels,
lets Prime users access
third-party sports
content:
• Eurosport
• UFC PPVs
• SI TV
• CBS All Access
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DISTRIBUTOR
DISRUPTION
BUT EVEN THE TECH GIANTS WILL FIND SPORTS CHALLENGING
Rights are expensive, and ROI may not
be as good as other content genres
Rights are usually sold by territory or region,
not globally
There are few rights properties with global
appeal, unlike in film/entertainment
Specialist, locally nuanced production
expertise is required
Internet infrastructure is not yet capable
of streaming live to millions, flawlessly
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DISTRIBUTOR
DISRUPTION
TRADITIONAL MEDIA IS RESPONDING TO THE TECH THREAT
Media mergers currently in play:
Multinational sports broadcasters have
already emerged in the last decade:
Image: screenshot from the Financial Times
OR
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DISTRIBUTOR
DISRUPTION RIGHTS HOLDERS AND MEDIA CONTINUE TO FOCUS ON D2C OFFERINGS
D2CPRODUCT BENEFITS
New revenue
stream
Hedge against
uncertain future
For rights holders,
they can be a credible
competitive threat to
broadcasters at rights
auctions
Gather consumer
data that can be
further leveraged
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DISTRIBUTOR
DISRUPTION
F1 TV Pro
• Live coverage of all
races and full range of
other F1 programming
• $8-$12 per month
D2C PRODUCTS ARE ROLLING OUT
Launching in 2018…
ESPN+
• 10,000 live events per
year, including MLB,
NHL, MLS, Grand Slam
tennis, and college
sports
• $4.99 per month
LaLiga D2C product
• Highlights and programming
covering Spanish second-tier
football, plus live coverage of
other sports
• Free upon user registration
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DISTRIBUTOR
DISRUPTION
THE OPTIONS FOR EXPLOITING RIGHTS ARE INCREASING
FREE-TO-AIR PAY-TV D2C MOBILE OTT
• Deals with CBS,
Fox, NBC
• ~$1bn per year
from CBS and
NBA; ~$1.7bn per
year from Fox
• Deals with ESPN
(~$2bn per year)
and DIRECTV
($1.5bn per year)
• NFL Network pay-
TV channel
• In ~70m U.S. TV
households via
deals with cable
platforms
• Mobile device
streaming rights
deal with Verizon
covering games
and highlights
• ~$450m per year
• Non-exclusive Thursday
Night Football digital
rights deals:
• Twitter, $10m for 2016
• Amazon, $50m for 2017
Industry Case Study How the NFL splits its content across different channels and platforms
Deal value figures are from media reports and have not been verified by Nielsen
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DISTRIBUTOR
DISRUPTION
DISRUPTION COULD BE POSITIVE IN THE SHORT TERM
New players
should mean more
competition for rights
Sport is the lifeblood
of many traditional
media operators
New players
may have to pay
a risk premium
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DISTRIBUTOR
DISRUPTION
LONGER TERM, THE PICTURE IS UNCERTAIN
How people get the game and how
they view it is also changing, and I
don’t know that those old
monetization vehicles are going to
continue to work. And the question
really is, for all of us in the
business, are the new vehicles
going to be as robust as the old
ones were?
– Jim Dolan, Executive Chairman, The
Madison Square Garden Company
(speaking at CES 2017)
No model looks as lucrative for sport
as the pay-TV bundle
Facebook and Amazon do not yet have
proven business models for sport
Changing consumer habits
present a challenge
?
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DISTRIBUTOR
DISRUPTION
WHAT’S NEXT?
Tech giants will increasingly challenge traditional sports media.
Increased competition will force higher fees for some premium content.
Traditional media will consolidate as companies seek scale to take on the tech giants.
Rights holders should remain open to testing different models, including non-exclusive rights deals and D2C products.
Copyright © 2018 The Nielsen Company. Confidential and proprietary.
CONTENT RULESContent is key to sports fan engagement,
and it is evolving at a dizzying pace
TR
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CONTENT
RULES
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CONTENT
RULES
Attention spans are shortening
More things are competing for consumer attention
Media consumption is shifting to mobile
Younger generations are watching less TV
and long-form sport
THIS WE KNOW…
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CONTENT
RULES
MORE TIME IS BEING SPENT ON DIGITAL MEDIA, MOSTLY MOBILE
Source: Chart from Kleiner Perkins – Mary Meeker – Internet Trends 2017. Data from eMarketer 9/14 (2008-2010), eMarketer 4/15 (2011-2013), eMarketer 4/17 (2014-2016). Note: Other connected devices include OTT and game consoles.
Mobile includes smartphone and tablet. Usage includes both home and work. Ages 18+; time spent with each medium includes all time spent with that medium, regardless of multitasking.
Time spent per adult per day with digital
media in the U.S., 2008-2016
0.2 0.3 0.4 0.3 0.3 0.3 0.3 0.4 0.4
2.2 2.3 2.4 2.6 2.5 2.3 2.2 2.2 2.2
0.3 0.30.4
0.81.6 2.3 2.6 2.8 3.1
2008 2009 2010 2011 2012 2013 2014 2015 2016
Hours
per
Day
Other Connected Devices Desktop/Laptop Mobile
2.73.0
3.23.7
4.34.9
5.15.4
5.6
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CONTENT
RULES
SHORT-FORM VIDEO IS DRIVING ENGAGEMENT AND REVENUE
Free video clips have become an essential part of any sports content offering
The International Cricket Council carves out
clips rights from its major media rights deals and
distributes them separately to ensure exposure
Boston Celtics publish “Play of the Game”
highlights clips on Facebook, sponsored by
team official airline JetBlue
Clips for reach… Clips for revenue…
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CONTENT
RULES
BUILDING REACH THROUGH SHORT-FORM CLIPS
Short-form video is a way to drive excitement around the sport and build personalities
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CONTENT
RULES
BUILDING REACH THROUGH SHORT-FORM CLIPS
Short-form video is a way to go behind the scenes, capture personal messages or go in
depth on topics using platforms such as Facebook Live
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CONTENT
RULES
SPORTS ARE LINKING WITH DIGITAL SERVICES
Music playlists curated by players and staff Deliveries of food and drinks to tailgating parties
Targeted ads to encourage women’s sports participation Seahawks merchandise available to order through Uber Eats
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CONTENT
RULES
AND EVEN TARGETING FANS IN SPECIFIC MARKETS WITH CONTENT
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CONTENT
RULESINDIVIDUAL ATHLETES CAN ACHIEVE A HIGHER SOCIAL REACH THAN THE TEAM THEY REPRESENT
17.8m
7.7m
5.3m 5.m
2.5m1.5m
.2m .2m
TOTAL INSTAGRAM INTERACTIONS –
F1 DRIVERS (Jan – Apr 2018)
TOTAL INSTAGRAM INTERACTIONS –
F1 TEAMS (Jan – Apr 2018)
9.4m
7.4m6.1m
5.3m
1.5m 1.1m 1.m .5m
Le
wis
Ha
milt
on
Fe
rna
nd
o
Alo
nso
Kim
i
Ra
ikko
ne
n
Ma
x
Ve
rsta
pp
en
Da
nie
l
Ric
cia
rdo
Va
ltte
ri
Bo
tta
s
Se
rge
y
Sir
otk
in
La
nce
Str
oll
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CONTENT
RULES
NON-ATHLETE SPORTS INFLUENCERS ARE GROWING IN POWER
Manchester City YouTube
trick shot videos with…
• Dude Perfect: 60m+ views
• W2S: 16.5m+ views
Trick shot specialist
KalaniBallFree at the 2018
NBA All-Star Game, as part
of a Kia promotion
FA #CupCollective – creatives
from music, fashion, gaming
and design were hired to create
content to promote the FA Cup
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CONTENT
RULESTO REACH FRAGMENTING AUDIENCES, NEW TYPES OF CONTENT ARE BEING CREATED
If I want to grow our audience to include more families, kids and general interest, I’m
going to have to serve different content than I serve to my core, die-hard golf fans.
– Nathan Homer, Chief Commercial and Marketing Officer, European Tour
Little Interviews – European Tour Kop Kids Prank - Liverpool Evian - #Wimblewatch
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CONTENT
RULESSOCIAL MEDIA CONTENT IS DELIVERING SIGNIFICANT VALUE FOR SPONSORS
Branded content-led partnerships are helping some sponsors generate 40%+ of
their total media value via social media
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CONTENT
RULESAND BRANDED CONTENT ASSETS ARE BEING OFFERED IN NEW AREAS
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CONTENT
RULESBRANDS ARE BEING INTEGRATED INTO STORYTELLING ACROSS A WIDER RANGE OF CONTENT STRANDS THAN EVER BEFORE
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CONTENT
RULES
WHAT’S NEXT?
As the quality, volume and variety of content increase, it will be harder and harder to cut through.
To stay relevant, sports, brands and media must experiment with new technologies such as voice activation, VR, AR and chatbots.
Digital media will continually give birth to new influencers and publishers, appealing to different generations and segments of the audience.
Rights holders will explore ways of monetizing the new types of content, through sponsorship and “better than free” subscription products.
Copyright © 2018 The Nielsen Company. Confidential and proprietary.
SPORTS IN OUR CHANGING SOCIETY
TR
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5 What’s good for society is good
for the sports business
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SPORTS IN OUR CHANGING SOCIETY
SPORT’S SOCIAL ROLE IS CHANGING
In last year’s trends, we said “Social responsibility is becoming more prevalent
and impactful”.
This year, the relationship between sport and society is changing faster
than ever, and staying on top of that change is critical for all stakeholders:
Brands are seeking
an authentic purpose
Sports are rethinking
what they stand for
Diversity in
professional sport
is accelerating
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SPORTS IN OUR CHANGING SOCIETY
COMMERCIAL PARTNERS ARE DEMANDING IMPECCABLE ETHICS
The reputation of sport around the world, for many reasons, is in a really
delicate space.
– Mike Davis, Middle East Regional Director, CSM Sport and Entertainment
Brands are looking at sports properties and saying: What do you stand for?
What are your CSR initiatives? Do they marry up? We are bringing our brand
to life through these CSR initiatives – if you don’t fit, then as a property you
are at risk and we are unlikely to invest.
– Michael O’Hara Lynch, Global Head of Consulting, Brand and Sponsorship,
Nielsen Sports and Entertainment
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SPORTS IN OUR CHANGING SOCIETY
CSR HAS EVOLVED AND BECOME CENTRAL TO BRAND MARKETING
TODAY’S WORLD
• CSR is no longer a discrete
discipline – social usefulness and
purpose are integral parts of brands
• Brands ask sports to prove their
social credentials
• Leading sports proactively create
their own socially responsible brand
• CSR components are considered an
entry-level requirement of
sponsorships
YESTERDAY’S WORLD
• CSR was a discrete discipline for
brands, often independent from
brand marketing
• Assumption that sport is “good” and
association with it is therefore
“good”
• Brands use sport to prove CSR
credentials
• CSR components are considered
high-value parts of sponsorships
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SPORTS IN OUR CHANGING SOCIETY CONSUMERS WILL PAY MORE FOR SOCIALLY
RESPONSIBLE PRODUCTS
Source: Nielsen Global Survey of Corporate Social Responsibility and Sustainability, conducted Feb. 23–March 13, 2015. This polled 30,000+ internet-connected consumers in 60 countries in Asia-Pacific, Europe, Latin America, the Middle
East, Africa and North America.
Percentage of consumers willing to pay more for brands “committed to positive social
and environmental impact” (2015 global survey)
All:
66%(+11% vs. 2014)
72% 75% 51%
Aged under 20(+17% vs. 2014)
Aged under 34(+25% vs. 2014)
Aged 50-64(+17% vs. 2014)
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SPORTS IN OUR CHANGING SOCIETY
RIGHTS HOLDERS ARE ROLLING OUT SOCIAL INITIATIVES
HEADS UP FOOTBALL –
USA FOOTBALL
Youth player training initiative to
address head injury dangers
USGA STEM
RESOURCE CENTER
Project promoting STEM education
and learning using golf-related content
MLB Green
Drives sustainable initiatives at teams,
including energy efficiency and recycling projects at ballparks.
MLB GREEN
Sustainability initiatives, including
energy efficiency and recycling
projects at ballparks
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SPORTS IN OUR CHANGING SOCIETY
RIGHTS HOLDERS ARE ROLLING OUT SOCIAL INITIATIVES
Stated mission: “Global social
responsibility program that builds on the
NBA’s mission of addressing important
social issues.”
Programs include:
• My Brother’s Keeper – mentors for young
men of color
• Community Assist Award – recognizes
athletes’ personal social responsibility efforts
• NBA Fit
• NBA Green
Partners include Special Olympics, UNICEF,
Make-A-Wish Foundation
Industry Case Study NBA Cares
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SPORTS IN OUR CHANGING SOCIETY SPORTS PROGRAMS ARE BEING USED TO ENCOURAGE ACTIVE
LIFESTYLES IN MENA
ActiveLife by Daman• Mass participation programs run by government-
affiliated health insurer in UAE
• 500,000 participants since 2013
30x30 Dubai Fitness Challenge• Promoted by Sheikh Hamdan, crown prince of Dubai,
a major social media influencer
• Asked citizens to exercise for 30 minutes per day for
30 days, in Oct. and Nov. 2017
• 786,000 registered participants
Saudi Arabia: Vision 2030• Aims to increase percentage of population that
exercises regularly from 13% at present to 40%
• Spending $2bn+ in first wave of sports projects
Special Olympics, Abu Dhabi 2019
The Special Olympics World Games is
coming to Abu Dhabi in March 2019. It’s
the world’s largest humanitarian event,
and the movement it belongs to is
helping raise awareness and
understanding of intellectual disability
(ID), but also driving participation,
inclusion and acceptance of ID across
all society. The World Games will act as
a catalyst to propel these objectives
forward, and as a parent of a child with ID
I look forward to being part of that
movement for change.
– Mike Davis, Middle East Regional Director, CSM
Sport and Entertainment
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SPORTS IN OUR CHANGING SOCIETY
WOMEN’S SPORT: THREE GROWTH DRIVERS
GROWTH
OPPORTUNITY
Women’s sport has generally been under-exploited commercially and therefore offers potential for growth.
BRAND DEMANDS
There is an increasing demand from brands for rights holders to focus on women’s sport and provide access to female fans.
EQUALITY
DRIVE
There is a growing need for sport to be seen as socially conscious and promoting equality, in terms of participation, opportunity, leadership and media attention.
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SPORTS IN OUR CHANGING SOCIETY
NEW WOMEN’S PROPERTIES CONTINUE TO LAUNCH
Significant initiatives in the last year included:
• Tyrrells Premier 15s (U.K. – rugby union)
• Combined men’s and women’s Sydney Sevens (Australia – rugby union sevens)
• The Silk Series (U.K. – horse racing)
• Women’s Super League (U.K. – rugby league)
• Movistar women’s cycling team (Spain – cycling)
The Guardian, Nov. 2017
But the concepts
must be carefully
thought through…
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SPORTS IN OUR CHANGING SOCIETY
Women’s Events
IN AUSTRALIA, WOMEN’S PROPERTIES ARE SEEING STRONG FAN INTEREST
Source: Nielsen Sports SportsLink January – June 2017. Base: Interest in each league defined by those who show any interest in the sport and follow the league.
41%
29%
20% 19%17% 16%
13% 12% 10%
3.5 millionAustralians aged 18+ are interested in and consuming content about AFLW
Percentage of Australians interested in and consuming content from major domestic
sports properties
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SPORTS IN OUR CHANGING SOCIETY
WOMEN’S SPONSORSHIP IS BECOMING MORE INDEPENDENT
SALES EFFORTS BECOMING MORE TARGETED
UEFA is starting to sell sponsorships for
women’s competitions unbundled from
its men’s competitions.
SPONSORS BUILDING SOPHISTICATED CAMPAIGNS
Lidl expanded its sponsorship of Ireland’s
Gaelic Athletic Association women’s
competitions with research into the positive
effect of sport on young women’s lives, and
support for grassroots programs.
FEMALE-FOCUSED BRANDS EMERGING AS SPONSORS
Avon became the first female-focused
brand to sponsor a women’s pro soccer
club, in a deal with Liverpool Ladies FC.
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SPORTS IN OUR CHANGING SOCIETY
2017 SAW STRONG VIEWERSHIP FOR WOMEN‘S EVENTS
Global audiences for selected major sports events in 2017
Women’s Events
Sources: BARB, Eurodata, OZTAM, IBOPE.
Audiences: Average program audiences used for all for live, highlights, delayed and repeat programming from metered markets.
150m
92m
35m
Wimbledon 2017
UEFA Women's Euro 2017
ICC Women's World Cup 2017
Monaco GP 2017
FIA Formula E 16/17
Women's Rugby World Cup 2017
EPCR Champions Cup 16/17
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SPORTS IN OUR CHANGING SOCIETY
THE OLYMPICS ARE AN IMPORTANT STAGE FOR FEMALE ATHLETES
Chloe Kim Lindsey Vonn Mikaela Shiffrin
To promote its Winter Olympics coverage, NBC broadcast 60-
second spots around prominent female athletes during the
Super Bowl, as part of its “Best of U.S.” campaign:
Click on image above to play videoClick on image above to play video Click on image above to play video
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1 Yuzuru Hanyu (Figure Skate) 89%
2 Sara Takanashi (Ski Jump) 81%
3 Marin Honda (Figure Skate) 80%
4 Noriaki Kasai (Ski Jump) 75%
5 Shoma Uno (Figure Skate) 76%
JAPAN’S FEMALE WINTER SPORTS ATHLETES ARE MAJOR DOMESTIC STARS
Source: Nielsen. Survey sample representative of the total Japan population. ※N=2,477; Question: Do you know the following athletes for the Winter Olympic Games?
In a survey prior to Pyeongchang 2018, nine of the 15 most-recognized Winter Olympics
athletes in Japan were female.
6Satoko Miyahara
(Figure Skate)64%
7 Nao Kodaira (Speed Skate) 51%
8 Miho Takagi (Speed Skate) 48%
9 Rika Hongo (Figure Skate) 48%
10Takahito Mura
(Figure Skate)47%
11Wakaba Higuchi
(Figure Skate)44%
12Ayumu Hirano (Snowboard
Halfpipe)42%
13 Mai Mihara (Figure Skate) 36%
14 Keiji Tanaka (Figure Skate) 38%
15Kaori Sakamoto
(Figure Skate)35%
AWARENESS LEVEL
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SPORTS IN OUR CHANGING SOCIETY WOMEN’S SPORT IS GROWING IN DEVELOPING MARKETS AND
ETHNIC MINORITY COMMUNITIES TOO
Saudi Arabia
opened sports
stadia to women
for first time
in 2017
Harmanpreet Kaur
in January 2018
became the first
Indian women’s
cricketer to secure
a bat endorsement
Ibtihaj
Muhammad, a
hijab-wearing
Muslim woman,
represents the U.S.
in Olympic fencing
Inaugural CAF
Women’s
Football
Symposium in
March 2018 in
Marrakech,
Morocco
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SPORTS IN OUR CHANGING SOCIETY
WHAT‘S NEXT? CHALLENGES AND OPPORTUNITIES AHEAD
Spend will increase on sponsorship campaigns that exhibit brands’ credentials on diversity, sustainability and other social issues.
Sports that cannot demonstrate their social usefulness will lose business to those that can.
Women’s sports will continue to grow, but properties will have to work harder as the marketplace becomes more crowded.
WHAT’S NEXT?
More women, ethnic minority communities and emerging markets populations will engage with sport, changing the complexion of sports media and marketing.
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ESPORTS
EVOLUTION
Tapping the power of esports is a top
priority for publishers, brands, media,
and traditional sports2
DISTRIBUTOR
DISRUPTION
The destination is unclear, but sports
must adapt to a rapidly changing media
landscape1
CONTENT RULESContent is the key to sports fan
engagement, and it is evolving at a
dizzying pace3
SPONSORSHIP
TO PARTNERSHIP
In the new sponsorship paradigm, audience
data, compelling content, and connection to
business objectives are the winning traits4
5SPORTS IN OUR
CHANGING SOCIETYWhat's good for society is good for the
sports business
NIELSEN SPORTS
Copyright © 2018 The Nielsen Company. Confidential and proprietary.
