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CHALLENGINGSTEREOTYPESANDATTRACTINGNEWFANS
GREATERFANENGAGEMENT:THESHIFTINGMEDIALANDSCAPE:WHATITMEANSFORF1SPONSORS
» DannyTownsend,GlobalManagingDirector,NielsenSports
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THE TOP 10
IP OWNERS TAKING CONTROL OF
CONTENT AND THE CONVERSATION
1 EMERGENCE OF NEW SPORTING
POWERS, LED BY CHINA
2 NEW AUDIENCES,
NEW HABITS AS THE CATALYST FOR
CHANGE
3 THE GREATER
FUSION OF SPORT AND ENTER- TAINMENT
4 LIVE SPORT
GAINING TRACTION ON OTT
AND SOCIAL MEDIA
5
NEW REVENUESTREAMS EMERGING AS FANS
GET FULLY CONNECTED
6 ESPORTS EMERGING
AS MORE OF A GLOBAL FORCE
7 SOCIAL
RESPONSIBILITY BECOMING MORE
PREVALENT AND IMPACTFUL
8 INCREASED
INVESTMENTS IN DATA AND CRM
CENTRAL TO OPTIMIZE FAN RELATIONSHIPS
9 MORE FOCUS
THAN EVER ON CRACKING THE SPONSORSHIP
ROI CODE
10
COMMERCIAL TRENDS IN MOTORSPORT 2017
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AUDIENCE ATTENTION IS BEING DILUTED
PEOPLE ARE INTENSELY INTERESTED IN FEWER
THINGS
PEOPLE ARE GENERALLY INTERESTED IN MORE
THINGS
NUMBER OF INTERESTS
INTE
NSI
TY O
F IN
TER
ES
T
decline in number of categories people are
VERY interested in 2008-2016
15% increase in number of categories people are SLIGHTLY interested
in 2008-2016
15%
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Source: Nielsen Sports SDNA, 2016 media used for sports information by people interested or very interested in motorsport
FANS HAVE INCREASED ACCESSIBILITY TO CONTENT THROUGH DIFFERENT MEDIA PLATFORMS…
Nov-2016 May-2013
91% 90%
TV
77%
86%
INTERNET
51%
65%
SOCIAL MEDIA
MEDIA USED BY MOTORSPORT FANS
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…WITH SOCIAL MEDIA BEING LED BY FACEBOOK AND YOUTUBE
Use of selected social media platforms for information about related content MOTORSPORT FANS ONLINE
60% 55%
42% 35%
30%
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PRESSURE ON VIEWERSHIP AND ATTENDANCE FOR MANY SPORTS
NEWYORKTIMES,November2016
FORBES,December2016
INDEPENDENT,March2017
GUARDIAN,October2016
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RIGHTS HOLDERS ARE SEEKING WAYS TO REVAMP AND TWEAK SCHEDULING AND FORMATS
From motorsport… From other sports…
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CRICKET’S TWENTY20 FORMAT IS THE BEST EXAMPLE OF A SHORTENED, REPACKAGED VERSION OF A SPORT
• Short game time and season credited as keys to success since 2011 launch.
• High audiences and attendance in Australia. • League inside top 10 of most attended
sports leagues in the world. • Average TV audience of 1.05 million per
game (2015/16 season) • Commercial success: title partner
and other major sponsors secured.
AUSTRALIA’S KFC BIG BASH LEAGUE
CASE STUDY
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F1 AIMS TO ENGAGE MORE EFFECTIVELY WITH FANS
IwillbepuEngalotofenergybehindtransformingandre-imaginingthedigitalaspectsofFormulaOne.
It'sanextraordinaryopportunitytoengagefansinnewways.PuEngourshoulderbehinddigitalisahugepriority.”“ SeanBratches-CNN,January2017
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THE TOP 10
IP OWNERS TAKING CONTROL OF
CONTENT AND THE CONVERSATION
1 EMERGENCE OF NEW SPORTING
POWERS, LED BY CHINA
2 NEW AUDIENCES,
NEW HABITS AS THE CATALYST FOR
CHANGE
3 THE GREATER
FUSION OF SPORT AND ENTER- TAINMENT
4 LIVE SPORT
GAINING TRACTION ON OTT
AND SOCIAL MEDIA
5
NEW REVENUESTREAMS EMERGING AS FANS
GET FULLY CONNECTED
6 ESPORTS EMERGING
AS MORE OF A GLOBAL FORCE
7 SOCIAL
RESPONSIBILITY BECOMING MORE
PREVALENT AND IMPACTFUL
8 INCREASED
INVESTMENTS IN DATA AND CRM
CENTRAL TO OPTIMIZE FAN RELATIONSHIPS
9 MORE FOCUS
THAN EVER ON CRACKING THE SPONSORSHIP
ROI CODE
10
COMMERCIAL TRENDS IN MOTORSPORT 2017
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GREATERFANENGAGEMENT:THESHIFTINGMEDIALANDSCAPE:WHATITMEANSFORF1SPONSORS
GREATERFANENGAGEMENT:THESHIFTINGMEDIALANDSCAPE:WHATITMEANSFORF1SPONSORS
» BenjaminBlanco,HeadofSport&EntertainmentMarkeZng,SamsungUK» PeteBurns,ManagingDirector,StudioSomething» ElliotRichardson,Co-founder&President,Dugout» TheoLuke,SportsPartnershipsDirector,Twi]er
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THELIVESPORTSANDENTERTAINMENTEXPERIENCE:ACTIVATINGANDCREATINGTHERIGHTATMOSPHERETOENGAGENEWFANS
GREATERFANENGAGEMENT:THESHIFTINGMEDIALANDSCAPE:WHATITMEANSFORF1SPONSORS
» NathanHomer,ChiefCommercial&MarkeZngOfficer,EuropeanTour» WillBrass,HeadofSalesandMarkeZng,PremierLeague» ChrisMarking.VicePresident,SponsorshipStrategy,GlobalPartnerships,AEG» KaZeBeaven,GlobalDirectorofHospitalityexperiencesandpackages,FormulaOneManagement
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LEVERAGINGPARTNERSHIPS:MaximisingrightstodeliverpowerfulbrandexperiencesandROI
GREATERFANENGAGEMENT:THESHIFTINGMEDIALANDSCAPE:WHATITMEANSFORF1SPONSORS
» JohnAllert,ChiefMarkeZngOfficer,McLarenTechnologyGroup» PatriciaPage-Champion,SeniorVicePresident&CommercialDirector,Hilton» KeithMoor,ChiefMarkeZngOfficer,SantanderUK » RichardBerry,HeadofCommercial,WilliamsMarZniRacing