Creating new digital assets and marketing opportunities from sport participation

• Background on FIBA, SportingPulse and me

• FIBA’s Digital Vision

• Secret ingredients to create an online global basketball community

• Challenges faced along the way

• Benefits to sport and marketing opportunities

Today’s Presentation

• World governing body for basketball

• Establish the rules of basketball, govern international competitions and regulate international player transfers

• Independent association formed by 213 national basketball federations and 5 regional zones

• Headquartered in Geneva, Switzerland

Who are FIBA and what do they do?

The history of SportingPulse

Established in 1999 in Melbourne by Nick Maywald, a basketball playing geek

Grew up as sports technology company providing integrated solutions to help governing bodies, associations, clubs and players

Created the largest online sports community in Australasia

Formed a partnership with FIBA in 2005

CA worked with PwC using innovative technology to achieve business objectives

Former Vice President of Lindfield FC, largest grassroots sports club in Australia

Joined SportingPulse in 2005 to help transform the company from a sports technology business to a sports digital media business

Attracted outside investment from News Digital Media and AFL

Director, shareholder, leading international business

FIBA’s Digital Vision

Provide value to National Federations and global basketball community, complimenting the FIBA National Federations Manual

Capture accurate management and investment information around who plays basketball

• Prevent duplication of IT expenditure

• Generate sustainable new revenue streams from new digital assets

What do ballers do?

Secret ingredients to create an online basketball community

Essential tools to manage basketball

Tool Benefits

Online registration & paymentOnline form that associations and clubs can create for players to complete registration details and pay fees

Quicker and easier for players to register and re-register Reduce workload for administrators

Safer and more accurate financial recording

Complete and accurate member records


Tool BenefitsFIBA membership databaseGlobal database of national federations, associations, clubs and players

Easier to store, track, update and locate member records

Demographic analysis and reporting of basketball players by country/region/age gender

Email and mobile member communications


Tool BenefitsFIBA Organizer Competition management software to create scores, schedules, standings and stats

Quicker and easier to produce schedules, results and statistics

Manage allocation of officials

Provide players with detailed historical team and player stats


Tool Benefits

Club, association & federation websitesRecord news, schedules, results Easy to create and manage

Professional looking websites

Hosting


Tool Benefits

Personal websitesPersonal website and mobile site for players and fans

Quick and easy way to access personal game information

Personal webpages for players to record game memories

One stop shop for basketball information


Tool Benefits

FIBA Live StatsCourtside application to record detailed stats and stream games live to the web

Stream live experience to the web

Increase audience beyond physical attendance

Coaching and media reporting

FIBA Live Stats – Play by Play

FIBA Live Stats – Game Summary

FIBA Live Stats – Shot Chart

FIBA Live Stats – Player Stats

FIBA Live Stats – Individual Player Shot Chart

Individual Player Career Stats

2010 NBL Grand Final

FIBA Live Stats around the World


Tool BenefitsFIBA Stadium ScoringCourtside PC tablet application to record player stats and eliminate paper

Easier to score than paper & pen

Individual player stats recorded for first time

Player personal stats automatically uploaded to website

FIBA Global Passport

• Players have to register with FIBA to obtain a FIBA ID/licence to play

• FIBA and National Federation databases created

• Player uses ID to register to play in season competitions

• Player uses ID to buy online

Challenges faced

Prior investment by zones or federations in IT solutions

Different levels of IT sophistication across national federations

• Resources needed for rollout

• Language conversions

Sports Marketing to Fans – Broadcast Rights Model

“We’re not in the business of keeping the media companies alive, we’re in the business of connecting with consumers.”Trevor Edwards, Nike, Vice President, Brand & Category Management

“We passionately believe advertising has a future, but only if we stop interrupting what people are interested in and become what people are interested in.”Our story – the new JWT, International Advertising Agency

“You don’t start communities. They already exist. They are already doing what they want to do. The question you should ask is ‘How can I help them do it better.”Mark Zuckerberg, Facebook Founder & CEO

Sports Marketing to Participants – A New Model

Brand Opportunities

• Become part of the basketball value chain

• Positioned as providers of web and mobile apps

• Brand content to enhance user experience

• Leverage existing sponsorship assets

Become part of the basketball value chain

Positioned as providers of web and mobile apps

Brand content to enhance user experience

Leverage existing sponsorship assets

Other Business Benefits

• Real time research/feedback on potential new products

• Personalised communication

• Purchase decision – new season = new shoes

• Community relationship – reinvesting in basketball

Phil Knight’s marketing plan was simple…go directly to runners by driving to track meets and selling the shoes out of the trunk of his car, thereby establishing a grassroots, “word of mouth” relationship with the running community.

1962Getting to Grassroots in the Digital Age

2010 Nick Maywald’s vision is simple…provide sports with free web and mobile applications to create a new communication platform for brands to enhance participants’ experience thereby establishing a grassroots online relationship with the sporting community.