How will brands adapt to rapidly evolving sports content and distribution formats?
| Media Type |
Definition |
Examples |
The Role |
Threats |
Benefits |
PAID
(the old way) |
Traditional advertising |
- Television, radio, print advertising
- Stadium rights
- Display advertising
|
Brand pays to leverage connection with league or franchises |
- Declining response from savvy consumers
- Getting above the noise in an increasingly cluttered media marketplace
|
- Maximizes potential eyeballs
- Total control of content
- Total control of timing
|
OWNED
(for those with the resources) |
Brand controls the content and the channel |
- Red Bull TV
- Regional sports networks owned by teams
- Official Twitter and Facebook accounts
|
Create direct relationship between franchise or league and fans |
- Potential to be perceived as inauthentic
- Low-quality execution
- Slow to scale
|
- Strong control
- Versatility
- Directly targets most passionate fans
|
EARNED
(the Holy Grail) |
Word-of-mouth: when consumers become the channel |
- Viral video
- Social media not through official channels
- Word of mouth
|
Allows fans to share information and reactions that are meaningful to them |
- Little control of message by brand owners
- Can be brand negative
- Scandals live on forever
|
- Most credible and authentic
- Low cost
|
