2017体育运动趋势商业报告（英文版）_6页_4mb

Summary of Commercial Trends in Sports (2017)

Core Content

The document outlines key commercial trends in the sports industry as of 2017, emphasizing the transformation of the market due to technological advancements, shifting audience behaviors, and the growing influence of emerging economies. It highlights the integration of sports with entertainment, the rise of eSports, the importance of social responsibility, and the increasing role of data and CRM in optimizing fan relationships.

Main Trends and Key Information

1. Emergence of New Sporting Powers, Led by China

• The next three Olympic Games will be hosted in Asia, with Russia and Qatar hosting the FIFA World Cup.
• China is leading the charge in sports investment, with a government target to create a US$813 billion sports industry by 2025.
• Major investments are being made in events, facilities, teams, leagues, and grassroots programs.
• Alibaba has a long-term partnership with the International Olympic Committee, and Wanda Group has a new partnership with FIFA.
• World Rugby and the UCI (Union Cycliste Internationale) have also partnered with Alibaba and Wanda, respectively.

2. IP Ownership and Content Control

• Rights holders are taking more control over content and the conversation around sports.
• Examples include WME-IMG's acquisition of UFC and Liberty Media's acquisition of Formula One.
• Athletes are becoming their own media owners, using platforms like LeBron James' Uninterrupted and Derek Jeter's The Players' Tribune to engage directly with fans.

3. Chinese Football Interest

• 31% of urban China is interested in football, indicating a strong potential market.

4. Changing Attention Spans

• Fans are intensely interested in fewer things but generally interested in more things.
• There is a 15% decline in the number of categories people are very interested in, and a 15% increase in the number of categories they are slightly interested in.
• Rights holders are rethinking scheduling and format to better engage fans, such as Thursday Night Football (NFL) and Twenty20 cricket.

5. Fusion of Sports and Entertainment

• Sports events are increasingly incorporating entertainment elements like concerts, fan zones, and celebrity appearances.
• Examples include Taylor Swift's pre-race concert at the 2016 US Grand Prix and Andy Murray Live.
• The NFL and Cirque du Soleil have partnered to create a major showcase in Times Square.

6. Integration of Music and Sport

• 25% of the US population have attended a musical event at or connected to a sporting event.
• 16% attended a musical performance connected to a sporting event, with 46% not attending the sporting event itself.

7. Live Sport on OTT and Social Media

• Over-the-top (OTT) live content is becoming more prevalent in sports, with platforms like Amazon, Google, and Apple actively involved.
• Rights holders are developing their own media models, such as PGA Tour Live, Olympic Channel, and Dugout.
• Mobile is the key device for fan engagement, with NBC launching a dedicated app and Buzzfeed for Snapchat content during the Rio 2016 Olympics.

8. New Revenue Streams

• The rise of user-generated content and social media live features is creating new opportunities for revenue.
• Brands and rights holders are exploring membership schemes, OTT subscriptions, and retail as new monetization avenues.
• CRM systems are essential for understanding fan behavior and tailoring content and offers.

9. ESports as a Global Force

• ESports is growing and becoming a serious proposition for established sports.
• Examples include the Philadelphia 76ers acquiring an eSports team and Formula E staging parallel eSports events.
• The economics of the eSports market are beginning to stabilize, with game publishers likely to be key to future revenues.

10. Social Responsibility in Sports

• Brands and rights holders are increasingly incorporating social responsibility (CSR) into their partnerships.
• Examples include Bayern Munich collaborating with Adidas on a recycled ocean waste shirt and Commonwealth Bank investing in women's sport.
• There is pressure to modernize and raise standards in sports, including addressing doping, corruption, and match-fixing.

11. Future Outlook

• The sporting landscape is evolving, creating major opportunities in new markets.
• Women, Millennials, and Centennials are becoming key fan segments, each requiring a distinct approach.
• Data and CRM will be central to optimizing fan relationships and generating new revenue streams.
• The rights model is being reshaped due to the growth of direct distribution options.
• Sponsorship ROI is becoming more quantifiable, with a focus on tracking and analytics.
• The industry will become more sophisticated in data gathering and interpretation, leading to personalized solutions and advanced systems.

Conclusion

The sports industry in 2017 is undergoing significant transformation, driven by technological innovation, shifting audience behaviors, and the rise of emerging markets. As sports become more integrated with entertainment and digital platforms, the role of data, CRM, and social responsibility is becoming increasingly critical. The future promises more personalized experiences, new revenue streams, and a redefined relationship between rights holders, brands, and fans.