SPORTS & ENTERTAINMENT

MARKETING

MODULE 1
WORLD OF SPORTS & ENTERTAINMENT - OVERVIEW
Experience Economy
 ‘Memorableness’ in customer experience
 ‘Takeaway’ impression formed by customers’ encounters with businesses
 Greater opportunities for revenue and profit as people expect great
experiences and are willing to pay the premium for the same (Pine and
Gilmore, 1999)
 Traversed into sport, arts & entertainment, hospitality, tourism, architecture,
food
 Inherently experience-based offerings

 Private and public sector

 Primary and secondary sector
Experience

 “Mental impact felt and remembered by an individual

caused by the personal perception of external stimuli”
(Sundbo and Sørensen, 2013)
 Shared and Solitary
 Mass production
 Standardization
 Modularization
 Customisation
 Localisation
 Personalisation
 Realms of Experience
Connection

Absorption

Entertainment Educational

Passive Active Customer

Participation Participation Participation

(A)Esthetic Escapist

Immersion
Experience Marketing

 Business, Planning and Management

 Economics

 Consumer psychology
 Sociology

 Technology and Innovation

 Arts, Culture, Aesthetics …
Temporality

 Experience is the product that is consumed

 Experience – temporal dimension
 Static
 Dynamic
Cultural & Creative Industries

Visual arts Arts

Performing arts

Creative Visual arts/entertainment

Industries Performing arts/entertainment

Commercial Cultural
entertainment Industries
Sectors (UN, 2013)

 Design
 Publishing and print
 Visual art
 Cultural sites
 Traditional art
 Performing arts
 Audio-visual
 New media
 Creative services
 Cultural/Creative Industries
Advertising
Architecture
Design Related
Fashion industries

Publishing Wider
Print media cultural
Television industries
Video/computer games

Core
creative Heritage
industries Photography
Films
Museums, galleries, libraries

Core
creative arts Literature
Music
Performing arts
Visual arts
Creative Industries

 Production of creative products

 Aimed at mass (cinema) or niche
(digital art)
 Handcrafted (painting) or mass-
produced (fiction)
 People who produce may be more
valuable to the company than the
people who manage
 Provide an experience
The Entertainment Market
Global Trends

 Potential causes
 Macro
 Global economic uncertainty
 Geo-political uncertainty
 Pace of technological change
 Exchange rate volatility
 Regulatory issues
 Micro
Based on traditional revenue  Lack of willingness/ability to consume and
streams that have powered pay for expanding media products
growth till now (PwC, 2017)
 Efficient spending
 Consumers: Streaming, than download
 Advertisers: Targeted buying, than mass
Global Media Realities
 Cinema
 Screen-size agnostic viewers
 Shortening gap between theatre release and home viewing
 Exhibitors can expand assortment
 Remote-viewing of opera, sports, rock concerts
 Music
 Streaming is main revenue earner
 Live events growing
 C&S TV
 Live sports is the last magnet
 Change in platforms
 Wired broadband is growing – competition from mobiles and
public Wi-Fi
Focus Areas

 Adopt user-/fan-centric focus – enhance user experience

 Making it desirable across borders – political, legal, religio-cultural issues
 Identification of fans
 Complete monetisation of fan relationship
 Increase business agility & flexibility
User Experience
Technological Trends
AR/VR Sharing economy Big data
• VR Multiplex • Access, not • Real-time sports
ownership analysis

IoT Cloud AI/Automation

• Voice-driven OS to • Personalised • Streamlining
enable smart devices entertainment consumer
experience across experience
devices

Cyber-security
• Anti-harassment
capabilities
Business of Entertainment
 Revenue model
 Product – perishable
 Merchandise
 Demand Time Place
 Economic utility
 Form
 Time
Place

Form Possession
 Possession
 Risks Convenience

 Natural
 Human
 Economic
Managing Risk
 Risk avoidance
 Planning for safety, security
 Fire, weather, crowd, vehicle movement
 Risk transfer
 Insurance
 Risk retention
 For uninsurable risks
 Performance, consumer preference
 Rain check
 Risk of Logistics Management
 F1
 Cirque du Soleil
The Environment

 Political and economic issues

 Host cities
 Infrastructural support
 Legal issues
 Piracy
 Censorship
 Revenue
 Broadcasting rights
 Sponsorships
 Licensing
 Ticketing
 Player recruitment (EPL, La Liga, NBA, IPL)
India Today
Indian Realities
 Digital content consumption on the rise, but generally penetration is low
 More investment towards broadcast media thus protecting TV from digital
competition
 Internet access is mobile, than through broadband
 Expected broadband usage – to reach 8% by 2021
 Growth in regional film content quality and depth
 Radio – new genres, online stations
 Expansion of free-to-air channels and DD free dish
 Competition to pay TV platforms
 Rise of the Web – OTT players
Indian Realities Contd.
 Multicultural and multilingual market
 Both domestic and foreign products
 City-based sports franchise tournaments
 Interest of youth in foreign content
 Sports, television, films
 Crossover – films, theatre, music
 Indian content on global platforms
 Spurt of attention to patriotism and women in sport
 Tourism
 Use of sports, entertainment, adventure sports, religious festivals
 Niche tourism – wellness, medical, wedding
Legal Issues
 Copyright
 Fixed and original work
 Merchandise
 Phonographic performance licence
 Piracy
 Fair use
 Parody
 Factual use
 Time shifting
 Licensing
 Ambush marketing
Governance Issues

 Player and/or performer unions

 Big clubs – big money transfers
 Agents
 Talent management firms
 Impresarios
 Studios
 Ethics
 Integrity: Sportsmanship vs. gamesmanship
 Conduct
 Private lives
Thank You!!