Engaging the sports consumer

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Gijsbregt Brouwer

My presentation for the Nike European Leadership program on the ful digital day March 31st 2011

Sport Business

Engaging the sports consumer
Sports is social again

Gijsbregt Brouwer

LeadershipOFFENSE Program ‐ Nike EHQ ‐ 31/03/2011

Gijsbregt Brouwer
www.sport28.nl
www.brightguys.nl

Sports 2.0
Improving sports 
thru internet & 
mobile

Deepen:
• Mobile
• Smart stadium
• Digital signage
Broaden:
• CommuniSes
• More content
• Sport date/meet

Lengthen:
Experience 1.0: • CommuniSes
• No mobile • Games
• No web 2.0 • Planning
• Not personal • Blogs
• No context • RegistraSon

Some more theory

Photograph: Cathal McNaughton/PA

Sponsoring 1.0
AssociaSon

Sponsor 
Sponsee
and/or media
Agreement

Means

Sponsoring 2.0 • Engagement
• Value creaSon
• ConSnuous experience

plaWorm
Sponsor
consumer fan Sponsee 
and/or media

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