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The latest episode of "A Guy with a Scarf" featured an insightful conversation with Paola Marinone and Bengu Atamer from BuzzMyVideos, revealing significant shifts in YouTube's landscape and its growing importance in the connected TV space.Key Takeaways:Connected TV DominanceStreaming viewership has increased from 34.3% to 37.7% in just 12 monthsCable TV decreased from 30.2% to 27.6% in the same periodYouTube's share grew from 7.9% to 9.3%, surpassing Netflix's growth (7.3% to 7.8%)As Marinone emphasized: "Connected TV and TVs are where everybody wants to be at the end of the day. Although every device is important, the big dollars are actually on TV."Platform EvolutionDespite maintaining its core functionality, YouTube has been rapidly introducing new features. Bengu Atamer noted that recent changes might be influenced by the new CEO's product background. Key developments include:Enhanced AI capabilities for content strategyNew "hype" button for boosting discoverabilityImproved mobile content creation toolsIntroduction of thumbnail A/B testingExtended Shorts duration to three minutesAuto-dubbing capabilitiesDiscord-like community featuresAthletes' Growing Presence2024 has seen a significant increase in athletes joining YouTube. Marinone observed: "I was actually wondering why this was not happening before. While you're doing reels and TikTok videos, why not on YouTube as well?"Notable examples include:Cristiano Ronaldo launching his channelJude Bellingham creating original long-form content seriesAthletes developing their own production capabilitiesOTT and YouTube SynergyThe discussion highlighted the complementary nature of OTT platforms and YouTube, rather than viewing them as competitors. As Marinone explained: "There is a lot of still OTT versus YouTube discussion, which for me is a bit funny because they're not competing. The two things are very complementary. They just serve a different step in the funnel."This is evidenced by Netflix maintaining 50-100 YouTube channels, demonstrating the platform's importance even for major streaming services.Content Production EvolutionThe conversation revealed an interesting divide in production quality expectations:Younger audiences prioritize authenticity over production valueOlder demographics expect higher production quality on connected TVsAthletes and sports organizations are investing in professional production capabilitiesUntapped Potential in ArchivesMarinone highlighted a significant opportunity: "All rights holders have millions of pieces of content they're sitting on, and they're still not thinking strategically about that... that is still like a whole golden pot, completely untouched."BuzzMyVideos DevelopmentsThe company is evolving its offerings to meet market demands:Integration of playlist automation technologyEnhanced analytics capabilitiesStrategic partnerships with tech platformsDevelopment of comprehensive solutions from production to distributionFuture OutlookThe discussion pointed to several emerging trends:Increased investment in connected TV strategiesGrowing importance of multilingual content (as demonstrated by Bellingham's channel)Enhanced focus on community featuresIntegration of AI-driven content strategy toolsContinued evolution of short-form contentAs the platform continues to evolve, Marinone emphasized the importance of adapting strategies: "The sooner you actually catch the audience on the big screen, the better it is. It could even be for brands... they can go on connected TV in a completely different way."The conversation provided valuable insights into YouTube's transformation from a social media platform to a major player in connected TV, highlighting the opportunities this presents for sports organizations, athletes, and content creators. The platform's rapid evolution and growing influence in the streaming space suggest that organizations need to develop comprehensive YouTube strategies that account for both traditional social media engagement and connected TV presence.The episode concluded with a look ahead to upcoming industry events, including Social Football Summit in Rome and Sports Pro Madrid, where these evolving trends will likely be further discussed and analyzed.
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In this episode of "A Guy with a Scarf," Carlo de Marchis interviews Josh Walker from Sports Innovation Lab about the evolving landscape of sports fandom, data-driven decision making in sports, and the future of the industry.Key Takeaways:1️⃣ The Fluid Fan ConceptSports Innovation Lab introduced the concept of the "fluid fan" to describe the changing nature of sports fandom. Walker defines a fluid fan as someone who is "open to change" and "empowered to choose" how they engage with sports content. "The fluid fan is open to change, which means that they are willing to watch a Premier League game, if they live in the US, they're Bundesliga fan and they're watching the NFL. They want to seek out new experiences."2️⃣ Data-Driven Decision MakingSports organizations are increasingly focusing on collecting first-party data to better understand their fans. "Even if viewership is going down or if it's staying flat, what they believe, and they're probably very right about this, is if they get a better picture of who their fans are, they'll have an asset in addition to their rights that is future proofing their business."3️⃣ The Rise of Women's SportsWalker highlights the growing demand for women's sports content and merchandise. "The whole women's sports angle in the US, the data that we put out three years ago said that fans were really eager to watch women's sports. We could see that." This trend is pushing up valuations of women's sports clubs and improving conditions for athletes.4️⃣ Impact of NIL Rules in College SportsThe introduction of name, image, and likeness (NIL) rules has created new opportunities for college athletes and brands. "As an amateur athlete, you can get endorsements, you can be paid for playing your sport much before you're actually a pro. And that has changed the way that brands actually think about this opportunity."5️⃣ Fragmentation of Media RightsMajor sports leagues are diversifying their media rights across multiple platforms. "Most of the fans that are really strong fans for one league or another, they are actually maintaining four to six different OTT streaming platforms. And that's very expensive."6️⃣ The Future of Sports ViewingWalker predicts more personalized viewing experiences. "We are going to have more and more personalized media opportunities. Meaning that you're going to see something very different than I'm going to see if I'm watching the same two teams."7️⃣ Regional Differences in FandomThe concept of fluid fandom may manifest differently across various geographies and cultures. "I think when you get into Europe, where these teams have been around 200 years, they've been playing forever in the local communities... I think that there's a much tighter sort of cultural and local and even societal connection to those teams than we do in the US."8️⃣ The Enduring Appeal of SportsDespite changes in fan behavior and media consumption, Walker remains optimistic about the future of sports. "I think it's ingrained in all of our cultures."9️⃣ The Importance of Social Media for AthletesSocial media has created new opportunities for athletes to build their personal brands. "There's something we see with the younger athletes that when they're savvy on social media, this name, image and likeness thing is really an unlock for them."🔟 The Evolution of Sports Innovation LabWalker explains how their focus has shifted to understanding fan behavior and providing data-driven insights. "We are now taking all of that and putting it in what we call the sports data cloud. And that cloud, it's become sort of like this universal 360 view of what fans actually buy, where they spend their time and their money."The interview also touched on:The potential for younger athletes to gain significant followings through social media.Challenges for sports merchandise producers to keep up with demand, particularly in women's sports.The impact of player transfers on fan loyalty.The overlap between sports betting and streaming subscriptions.The potential for sociological studies on generational fandom differences.Walker's insights provide a comprehensive look at the current state and future trends of the sports industry. As the concept of the fluid fan gains traction, sports organizations, media companies, and brands must adapt their strategies to meet evolving consumer preferences. The future of sports will likely be characterized by more personalized experiences, data-driven decision making, and a blurring of lines between traditional sports consumption and new forms of engagement.The sports industry is at a crossroads, with traditional models of fandom being challenged by technological advancements and shifting consumer preferences. The rise of women's sports, the impact of NIL rules, and media rights fragmentation are all contributing to a complex ecosystem. Understanding and adapting to these changes is crucial for success in the modern sports business landscape.
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📚⚽ Special News: "Let's Kick the Rules: Rebel Soccer" - A Book for Young Sports Lovers! ⚽📚I'm embarrassed to announce the release of my new children's book, "Let's Kick the Rules: Rebel Soccer"!A mix of my own experience as a dad of a 9 years old player and innovation a-la Kingsleague.Available on Amazon in English and Italian links in the comment section.As someone who's spent years in professional sports, I wanted to create a story that captures the true spirit of the game for young players.🌟 What's it about? Written for kids 7 and up, "Let's Kick the Rules" follows a group of young soccer players who reinvent the game with wild and wacky rules. But it's more than just crazy soccer - it's a tale of inclusivity, creativity, and the joy of play.Key Features: 📖 Fun, imaginative story for young readers 🤝 Promotes inclusivity and teamwork 💡 Encourages creative thinking 😊 Reminds us all about the true spirit of sportsWhile written for children, this book is also a great read for: ✅ Parents looking for positive sports stories ✅ Youth coaches seeking fresh perspectives ✅ Educators interested in sports-themed literature ✅ Anyone who believes in the power of play!Let's inspire the next generation of soccer lovers. Get a copy for the young athletes in your life and join the Rebel Soccer revolution!hashtag#RebelSoccer hashtag#ChildrensBooks hashtag#YouthSports hashtag#Inclusivity hashtag#SportsStories
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In this episode of "A Guy with a Scarf," I had the pleasure of speaking with Dave Lipp, who leads Business Development and Strategy for Direct-to-Consumer initiatives at Manchester United. Our conversation explored the club's evolving approach to fan engagement in the digital age, the challenges of global brand management, and the impact of emerging technologies on sports marketing.Dave's journey to Manchester United is a testament to the diverse expertise needed in modern sports management. Starting his career in ticket sales for Maple Leaf Sports and Entertainment in Toronto, he gained valuable experience in fan communication. His path then led him through roles in mobile content development, an MBA in Rotterdam, and positions with major entertainment companies like Sony Pictures and NBCUniversal before joining Manchester United.Key Takeaways:Direct-to-Consumer Strategy:Manchester United is focused on creating a more personalized relationship with fans globally. Dave emphasized, "Creating a better relationship with the fans, where you do offer almost surprising delight moments across all different types of fan groups and fan segments, just so you can really give that outlet of fandom to people that want to experience it in their own ways." This approach recognizes that while 99% of fans may never visit Old Trafford, the club needs to provide meaningful ways for them to express their fandom.E-commerce as a Foundation:A significant initiative has been bringing e-commerce operations in-house. Dave explained, "We've recently announced the launch of Scayle as our e-com partner... It's a multitude of things, but I can really sum it up in controlling the fan journey from really start to finish as much as possible."Data-Driven Decision Making:The club is investing heavily in data infrastructure to better understand and serve its fan base. Dave noted, "We've invested heavily in different elements of a data warehouse, having it nice and structured, having the appropriate martech stack to utilize the different audience segments, create personalized journeys, et cetera."Balancing Digital Engagement and On-Field Performance:While digital engagement is crucial, Dave emphasized that on-field success remains paramount: "I do argue about this quite a bit. I still think a winning football team is the best thing to drive new fan audiences and to keep those fan audiences."Global Market Approach:The US market is a key focus for Manchester United, with strategies tailored to the unique aspects of American sports fandom. Dave mentioned collaborations with cultural icons and music artists to resonate with US audiences, such as partnerships with the Stone Roses and appearances at Glastonbury.AI Integration:Artificial Intelligence is already impacting operations at Manchester United. Dave highlighted its use in content production, research, and even graphic design: "There are AI tools that we're using. I'll point to WSC here as a long-term partner of the league and the club that we're utilizing from a content standpoint." He added, "I was blown away by how our graphic designers were at the forefront of utilizing AI to enhance some of our sales collateral."Fan Retention Challenges:While the club excels at measuring transactional retention, Dave acknowledged the need for better understanding long-term fan engagement: "We don't have that churn answer yet, which is quite a fundamental part of the lifetime value of a fan. So we're working towards that. And I think a lot of clubs are at different stages of that metric."Innovation with Core Values:Dave stressed the importance of balancing innovation with the club's core mission: "I think it's a disservice to this industry that we're not innovating in participation. We have a responsibility to make sure that first and foremost, we field a competitive football club football team, and we make sure that whatever we do, we do it with the best outcomes in mind."
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🧠 As you may know i have recently started a collaboration with Ably for the Realtime Fan Engagement initiative, as I really believe that what they have is very useful to many of in sport and media tech. 🎙️ To share more about what they do I thought of (again) asking for the help of my good AI friends Miles and Faye and recorded a podcast to deep dive, instead of boring you with feature lists.👩💻 They break down Ably, a real-time technology platform (fully API-based) that's powering next-level experiences for everything from live sports to esports tournaments, online auctions, and even live concert experiences!🚀 They cover all the cool features Ably offers, like live chat with real-time reactions, personalized push notifications, and dynamic data broadcasts that keep fans glued to the action.🤖 They even explain how Ably handles those massive traffic spikes without crashing. (Talk about a game-changer! 😉)🎙️ Have a listen here below!Link to their Realtime Fan Engagement API and features in the comments.
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The third instalment of Product Byte Live, held in London, brought together industry leaders to discuss the future of product development in media, sports, and entertainment. I talked to the organizer Tom McDonnell, CEO of Monterosa , and Matthew O'Riordan , CEO of Ably , who shared their insights on real-time fan engagement and the challenges facing the industry in a panel I moderated in the afternoon also with Vishal Parikh from LiveLike.
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🥇 Post-Paris mini-series! Episode 6 with Alex BalfourI have asked few of people in my network with direct experience of the games these 3 questions for A guy with a scarf:1. How was Paris 2024 compared to your expectations? What exceeded, what fell short.2. The most innovative thing you saw (in any of venue, broadcast, digital, social).3. What should be improved in LA?Here is what Alex had to say:🌟 Spectacular Success:Olympics has "got its mojo back"Reminiscent of London 2012's energyParis beautifully showcased, with Eiffel Tower as the star🖥️ Digital Triumph:First truly end-to-end digital GamesFlawless IOC platforms and outstanding appEnhanced storytelling across all digital channels🏙️ Urban Integration:Masterful use of Paris's iconic landscapesSet a new standard for urban Olympic environments🤳 Innovation:New digital initiatives like "victory selfies" added valueSuccessful sponsored digital-physical crossovers🎭 Cultural Presentation:French high culture elements well-deliveredSome room for improvement in popular culture aspects👀 Looking Ahead:LA 2028 expected to raise the commercial barExcitement building for Milan-Cortina 2026hashtag#Olympics hashtag#Paris2024 hashtag#SportsDigital hashtag#OlympicLegacy
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🏅Olympics 🇫🇷 Post-Paris 2024 Mini-Series: Episode 5 with Michael Payne I have asked few of people in my network with direct experience of the games these 3 questions for A guy with a scarf:1. How was Paris 2024 compared to your expectations? What exceeded, what fell short.2. The most innovative thing you saw (in any of venue, broadcast, digital, social).3. What should be improved in LA?Here is what Michael had to say:- Overall🏛️ Stunning historical backdrop turned Paris into a sports venue🗼 Magical elements like the Eiffel Tower rings and innovative cauldron🎟️ Successful implementation of digital ticketing system🌟 Overall, a massive reboot for the Olympic brand- Areas for Improvement:🍽️ Surprisingly disappointing food quality🚗 Ineffective traffic app- Innovations:✨ Bringing back the Olympic magic🏃♀️ Champions parade🎭 Enhanced venue entertainment- Concerns:🤳 Sponsor product placement (e.g., Samsung phones on medal stands)📺 Excessive commercialization during ceremonies- Looking Ahead to LA 2028:🎬 Potential for Hollywood-style innovation🏟️ Opportunities in venue experiences and sport presentationhashtag#Olympics hashtag#Paris2024 hashtag#LA2028 hashtag#SportsInnovation
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🥇 Post-Paris mini-series! Episode 4 with Joe FarrenI have asked few of people in my network with direct experience of the games these 3 questions for A guy with a scarf:1. How was Paris 2024 compared to your expectations? What exceeded, what fell short.2. The most innovative thing you saw (in any of venue, broadcast, digital, social).3. What should be improved in LA?Here is what Joe had to say:🌟 Exceeded Expectations:- Organization level- Look and feel of the Games- Premium design without excessive sponsorship logos- Cultural Olympiad offerings🏠 Innovative Highlights:- Public access to hospitality houses- Alibaba's 360 camera activation💡 Suggestions for LA 2028:- Enhance digital elements- Expand use of 3D technology for replays and fan engagement- Develop interactive experiences for exploring 3D replays- Improve digital collectibles offeringsJoe praised the Games' premium feel, comparing it to Wimbledon. He particularly enjoyed the cultural experiences and the opening of hospitality houses to the public, fostering a true "nations coming together" atmosphere.
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I have asked few of people in my network with direct experience of the games these 3 questions for A guy with a scarf:1. How was Paris 2024 compared to your expectations? What exceeded, what fell short.2. The most innovative thing you saw (in any of venue, broadcast, digital, social).3. What should be improved in LA?Here is what Thierry had to say:🎉 Exceeding Expectations: Despite initial doubts, Paris 2024 was a resounding success, dispelling concerns about high prices and overcrowding.🗼 Iconic Venues: The games uniquely integrated iconic Parisian landmarks, setting a high bar for future hosts.📺 UHD Breakthrough: For the first time, UHD coverage was widespread:100% UHD production (where possible)70% DTT coverage in FranceMajor ISPs offering 2160p60 HDR🔍 Room for Improvement:Graphics support was limited compared to other major broadcastersBroadcast constraints highlighted the potential for OTT services🎬 Innovative Viewing Experiences:Peacock (US) offered extensive coverage, custom alerts, and multiview optionsWarner Bros Discovery provided impressive thumbnails and navigationLooking ahead to LA 2028, Fautier anticipates:🤖 Enhanced AI integration for personalized viewing📊 Improved statistics and graphics📱 Potential for companion mobile apps to complement TV viewinghashtag#Paris2024 hashtag#Olympics hashtag#Sportstech hashtag#Broadcasting hashtag#UHD
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I have asked few of people in my network with direct experience of the games these 3 questions for A guy with a scarf:1. How was Paris 2024 compared to your expectations? What exceeded, what fell short.2. The most innovative thing you saw (in any of venue, broadcast, digital, social).3. What should be improved in LA?Here is what Pete had to say:🗼 Pete spent 17 days in Paris, implementing Play Anywhere's technology with two broadcasters.🚇 He praised Paris's infrastructure, particularly the efficient public transportation and multilingual staff.🚴 The city was less crowded due to Parisians taking their August vacations, making it easier to navigate.🤸 Pete highlighted the diversity of sports, including breakdancing and speed climbing, showcasing the Games' evolution.📱 Olympic Broadcast Services excelled in storytelling across platforms, especially leveraging social media for "snackable" highlights to attract younger audiences.🚏 Innovative signage, including floor stickers in train stations, helped guide visitors effectively.🌴 Looking ahead to LA 2028, Pete anticipates transportation being a major challenge compared to Paris.hashtag#Olympics hashtag#Paris2024 hashtag#SportsInnovation hashtag#LA2028
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🥇 Post-Paris mini-series!I have asked few of people in my network with direct experience of the games these 3 questions for A guy with a scarf:1. How was Paris 2024 compared to your expectations? What exceeded, what fell short.2. The most innovative thing you saw (in any of venue, broadcast, digital, social).3. What should be improved in LA?First is Sébastien Audoux, this is what he had to say:🏅 Exceeded Expectations: The Games far surpassed even optimistic predictions.📺 Visual Spectacle: The TV broadcast was particularly impressive, showcasing Paris beautifully.🎟️ Seamless Experience: Excellent logistics, with easy movement between events and last-minute ticket availability.🎥 Production Value: Extensive camera coverage, though some felt underutilized.📊 Graphics Innovation: Impressive use of graphics in some events (e.g., 100m race), but room for improvement in others.🔮 Future Improvements: Potential for multiple world feeds, enhanced graphics, and more 3D/volumetric video in future Olympics.👏 Overall Success: Despite minor areas for improvement, the Paris Olympics were a resounding success, leaving France proud.Looking forward to seeing how LA 2028 builds on this success with even more technological innovations!
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The Power Shift in Sports MarketingOne of the most striking observations Van Schaik made was the dramatic shift in influence from traditional sports entities to individual athletes. He illustrated this with a compelling comparison:"If you take the FIFA World Cup, the NHL, the NBA, the NFL, the MLB... the five biggest leagues, five biggest sports entities... they have a combined social media following of 460 million. But now we take a look at just Cristiano [Ronaldo], Messi, and Neymar Junior... these three guys have an audience of 1.9 billion."This stark contrast underscores a fundamental change in the sports industry. Athletes, empowered by social media and direct fan engagement, are now capable of reaching and influencing audiences far beyond what traditional sports organizations can achieve.The Athlete as a BrandVan Schaik emphasizes that the future of sports is "brand-led, athlete-centric, and data-driven." He argues that athletes are no longer just participants in sports but are becoming entrepreneurs and brand builders in their own right."Athletes are starting to realize that they can actually be in charge of their own narrative," Van Schaik notes. This realization is leading to a more proactive approach to brand building among athletes, who are using their platforms not just for self-promotion, but also to advocate for causes they care about.Examples of this trend include Colin Kaepernick speaking out against police brutality, Muslim football players addressing the situation in Gaza, Megan Rapinoe advocating for gender equality, and Marcus Rashford campaigning for healthy food in English schools.The 1000 True Fans TheoryA key concept Van Schaik introduces is the "1000 True Fans" theory, originally proposed by Kevin Kelly. This idea suggests that an athlete doesn't need millions of casual fans to be successful; instead, they need to cultivate a smaller, more dedicated fanbase.Van Schaik outlines three challenges for athletes in applying this theory:Identify their ideal audience: "Who are you actually creating content for?"Connect with these fans: "Where are they? Can you create a relationship with these people?"Develop products or services: "What are the products and services that these 1000 people would love to buy from me?"This approach allows athletes in less mainstream sports or those with smaller followings to build sustainable careers and brands.Building a Holistic Athlete BrandVan Schaik advocates for a more comprehensive approach to athlete branding, focusing on five key elements:Performance: The athlete's sporting achievementsPersonality: Their unique character and styleCommunity: The people or causes they care aboutPassion: Interests outside of their sportMonetization: Both through partnerships and direct-to-consumer offeringsBy developing these aspects, athletes can create more robust and lasting brands that extend beyond their active careers.Challenges and OpportunitiesDespite the potential, Van Schaik notes that many athletes are not fully capitalizing on these opportunities. He identifies three main issues:Lack of storytelling: "Athletes tend to live cast their life, and they are not posting often enough."Inconsistent posting: Many athletes don't maintain a regular content schedule.Absence of a plan: "Every athlete agrees that it's important, but very, very few athletes actually have a plan."These challenges often stem from a lack of expertise in brand building, digital marketing, and e-commerce within athletes' support teams.The Role of Technology and AIVan Schaik also touches on the role of emerging technologies in athlete branding. He mentions that his book includes ChatGPT prompts specifically designed for athletes, allowing them to leverage AI for brand building "even without understanding marketing strategy."This integration of AI tools highlights the evolving nature of athlete branding and the potential for technology to democratize brand-building capabilities.
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Listen to the Spotify podcastThe Evolution of Real-time ExperiencesMatt began by explaining the journey of real-time applications, from simple notification systems to complex, interactive platforms. He identified three key stages in this evolution:Live experiences: One-way broadcasting of data, similar to video streams.Shared live experiences: Users engage with each other while consuming live content.Collaborative experiences: Users interact with each other and manipulate the experience itself.This progression mirrors the changing expectations of fans, particularly younger generations who demand more interactive and social viewing experiences. As Matt noted, "The younger generation are demanding more. They want to share it with friends, they want to engage with each other, they want to communicate about it."The Challenge of ScaleOne of the most significant challenges in delivering real-time fan engagement is managing the exponential growth in data volume as more users interact. Matt explained this concept with a striking example:"If you've got 1000 fans communicating with a thousand fans, that's potentially, I don't know, a million events, if each of them communicate to each other once. But, you know, as soon as you go to a million fans, to a million fans, you sort of, you're going into the trillions of events and hundreds of trillions of fans very, very quickly."This explosion of data creates immense technical problems that many organizations are not equipped to handle on their own. Ably positions itself as a solution to this challenge, offering infrastructure and APIs that can manage these massive data flows efficiently.The Importance of ReliabilityOur conversation highlighted the critical nature of reliability in fan engagement platforms. Matt shared an anecdote about a customer who experienced technical issues during an event, resulting in fans abandoning the platform:"We recently had a customer, which again, I can't mention nothing to do with us, but they did have an issue during the event and their fans just left and went to another platform. Now, I don't know if they're going to come back next time, but that's exactly the behavior."This example underscores the importance of robust, scalable solutions in maintaining fan loyalty and engagement. As Matt put it, "You can also give people reasons not to come back, which is didn't work."The Role of Real-time Technology in InnovationDuring our discussion, I reflected on my own experiences with real-time applications, particularly during the 2012 London Olympics. I shared how the availability of robust real-time infrastructure could have been a "savior" for complex data management. This led to a discussion about how reliable real-time technology can foster innovation and creativity in user experience design.Matt agreed with my perspective, stating, "I think if I think today of website apps or experiences that don't have this kind of engaging, real-time engagement part, it seems they're old, to be honest."The Future of Fan EngagementLooking ahead, Matt identified several trends shaping the future of fan engagement:Gamification: Adding game-like elements to keep fans engaged and returning to platforms.Unique content: Providing exclusive material that fans can discuss and share.New data sources: Incorporating diverse data streams, such as telemetry from race cars, to enhance the fan experience.Immersive experiences: Potential for AR/VR applications, though Matt emphasized that the focus should be on providing more data rather than specific technologies.On the topic of emerging technologies, Matt mentioned the potential of AI in fan engagement:"I see a huge opportunity in AI to get their attention, you know, summarize what's happened, because that's how they want to consume information, summarize what they need to know and bring it back, give them reasons, come back to their applications."
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For episode 38 of A guy with a scarf , I sat down with Alex Balfour, a digital pioneer in the world of sports and entertainment. Balfour, who served as the Head of New Media for the London 2012 Olympic Games, shares his insights on the digital evolution of the Olympics and the changing landscape of sports engagement.The Digital Transformation of the OlympicsBalfour's journey with the Olympics began in 2006, a time when the digital landscape was vastly different from today. He recalls, "When I joined the organizing committee in 2006, Facebook existed, I think, barely. Twitter hadn't quite launched, Instagram didn't launch for two or three years later." This context sets the stage for understanding the rapid digital transformation that occurred in the lead-up to the 2012 Games.One of the most significant changes was the rise of mobile technology. Balfour notes, "By the time we got to the games, around 50% of our web traffic, for example, was mobile." This shift required adaptability and foresight in planning digital strategies for the Games.The Unique Challenges of Olympic Digital EngagementThe Olympics present unique challenges in terms of digital engagement due to their sheer scale and diversity. Balfour explains, "It's 26 world championships going on in parallel... covering all that stuff was difficult." This complexity makes it challenging to communicate the full scope of the event through digital channels.Moreover, the Olympics face the challenge of making lesser-known athletes and sports engaging to a global audience. Balfour points out, "Olympic athletes are generally not household names... often the games makes heroes of people who then go back into not being professional athletes afterwards."The Evolution of Storytelling in SportsOne of the key takeaways from the interview is the changing nature of storytelling in sports. Balfour emphasizes the importance of emotional connection, stating, "I think that's almost more important, frankly, than the sport and the results." He recalls a conversation with Seb Coe, who predicted that the 2012 Games would be remembered for their atmosphere rather than specific sporting achievements.This shift in focus has been facilitated by the rise of social media and streaming platforms. Balfour notes the impact of platforms like TikTok, mentioning, "In Tokyo, from memory, the number one profile athlete was Ilona Mayer... the USA rugby player, because she was just really strong on TikTok."The Role of Athletes in Digital EngagementThe interview highlights the changing role of athletes in digital engagement. While in 2012, athletes' personal channels were less prominent, today they play a crucial role in creating and distributing content. Balfour notes, "There are lots of athletes now who either in the run up to the games or because of the games, their individual profile raises. And they have their own channel."This shift has led to changes in IOC regulations, with Balfour explaining, "The IRC has recognized that there's now less constraints around what athletes can do in terms of the footage they can create, the visibility they can have for their sponsors."Looking Ahead to Paris 2024 and BeyondAs the conversation turns to the upcoming Paris 2024 Olympics, Balfour expresses optimism about the future of the Games. He praises the IOC's strategy of selecting strong venues for future Games, saying, "All really, really strong venues, strong areas, countries that know how to get stuff done. And I think it'll only reinvigorate the franchise."Balfour also touches on the evolving business side of digital engagement in sports. He mentions his current focus: "What we do now is around monetizing... I finally started to solve that problem, to define what this stuff is worth in cash terms."
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In this episode of "A Guy with a Scarf", I sit down with Terrence Burns, a veteran of the Olympic movement with over 30 years of experience in sports marketing. Burns shares his insights on the evolution of Olympic sponsorship and marketing, the importance of values in the Olympic brand, and what we can expect from the upcoming games in Paris and Los Angeles.Burns began his Olympic journey with Delta Airlines, managing their sponsorship for the Atlanta Games in 1996. He fell in love with the Olympics, not just for the sports, but for the philosophy and values behind the movement. "It's the last thing, frankly, the best and last thing that we do as a species on a global basis that people love and admire and respect," he says.One of the key takeaways from the interview is the importance of understanding the Olympic brand and its values. Burns emphasizes that sponsors are not just buying a sports sponsorship, but an investment in humanity. "You need to understand how to link your brand to those values that people love," he advises.However, Burns also notes that the world of Olympic sponsorship is changing. With the increasing fragmentation of product categories and the rise of athlete activism, sponsors may need to shift their focus from exclusivity to more meaningful partnerships. "Maybe in the future, sports will gravitate toward programming relationships," he suggests, giving the example of sponsoring the volunteer program at the games.Looking ahead to the upcoming games, Burns sees Paris 2024 as a reset for the Olympic movement after a challenging decade. "Paris is a reset for everything that is beautiful and imaginative and evocative and complex," he says. As for Los Angeles 2028, Burns expects a celebration of the city's diverse culture and a focus on innovation, given the lack of federal funding for the games in the United States.Throughout the interview, Burns emphasizes the power of storytelling in the Olympics. He recalls research showing that people's favorite Olympic moments are often about struggling and perseverance, rather than winning. "The stories that happen are magnificently poignant to us because these are kids out there who may never make another penny from being the best pole vaulter in the world," he says.In conclusion, Burns' insights offer a valuable perspective on the past, present, and future of Olympic sponsorship and marketing. As the games continue to evolve, sponsors and organizers alike will need to adapt to changing consumer expectations while staying true to the values that make the Olympics such a beloved institution. As Burns puts it, "It's the Olympic move, the games themselves and the product on the field of play that truthfully matters."
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As a veteran of the sports media industry with 35 years of experience at Deltatre, I recently delivered a thought-provoking keynote at the ABLY Real-Time Fan Engagement Summit held at the AWS office in New York City. In my presentation, I explored the current state of fan engagement, the challenges faced by organizations, and the potential scenarios for the future of real-time fan engagement in sports and media.The Evolving Ecosystem of Fan Engagement:I emphasized that the fan engagement ecosystem has become increasingly complex and multidimensional. Sports organizations must now navigate a landscape that includes their own platforms, media-owned and operated platforms, sport-specific apps, social media, and big tech companies. This complexity presents both challenges and opportunities for organizations seeking to engage with their fans in real-time.I highlighted the importance of understanding the "fluid fan" concept, where fans are no longer confined to a single team or sport, but instead engage with multiple aspects of their lives. This shift requires organizations to be agile and adaptable in their fan engagement strategies, constantly learning and deploying new approaches to meet the evolving needs and expectations of their fans.Balancing Social Media and Owned Platforms:One of the key dilemmas faced by sports organizations is how to allocate resources and efforts between social media and their own platforms. While social media offers unparalleled reach and the opportunity to learn from the big players, organizations also need to bring fans to their own platforms to collect data and create personalized experiences. I stressed the importance of understanding what to do, where, and when, to create an effective multi-layered fan engagement funnel.I also noted that organizations should embrace new trends and make them their own, rather than simply copying what others are doing. By tailoring these trends to their unique fan base, organizations can create engaging experiences that resonate with their audience.The Evolution of Fan Engagement:I traced the evolution of fan engagement from linear consumption to augmented viewing, reaction, collaboration, and participation. As fans become more accustomed to real-time interactions in their daily lives, sports organizations must adapt to meet these expectations. However, this also presents technical challenges, as the increase in participation and interaction leads to a significant increase in data volume and complexity.I emphasized the need for organizations to find the right balance between innovation and technical feasibility, ensuring that they don't promise experiences they can't deliver at scale. This requires close collaboration between business and technical teams to create fan engagement strategies that are both ambitious and achievable.The Impact of Immersive Experiences and AI:Looking to the future, I explored the potential impact of immersive experiences and artificial intelligence on fan engagement. Technologies like link tracking and virtual players could revolutionize the way fans experience live sports, but they also require the ability to handle vast amounts of data in real-time. AI has the potential to enable personalized experiences and generate novel data points, but it also raises questions about the balance between server-side and client-side personalization.I introduced the concept of "AI-personalized experiences," where AI could understand and adapt the fan experience in real-time based on individual preferences and context. This could lead to a future where fans can customize their viewing experience, from the camera angles they see to the graphics and stats overlaid on the screen.In conclusion, I emphasized that if or when fan engagement grows exponentially, sports organizations must be prepared to handle the scale and complexity of real-time data. They will need sustainable, scalable solutions that can compete with the offerings of big tech companies and social media platforms. As the industry continues to evolve, the ability to provide personalized, immersive, and real-time fan experiences will be crucial to the success of sports and media organizations.My keynote provided a comprehensive overview of the current state and future potential of real-time fan engagement in sports and media. My insights highlighted the need for organizations to be agile, innovative, and technically savvy in order to meet the ever-growing expectations of their fans. As the industry continues to evolve, those who can successfully navigate this complex landscape will be well-positioned to create engaging, memorable experiences for their fans.
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