Trends 2017

17 FOR 1717 FOR 17SPORTS MARKETING TRENDS
OUR ANNUAL LOOK AT WHAT’S ON THE HORIZON
17 FOR 17

TABLEOF
CONTENTS
TABLEOF
CONTENTS
TABLEOF
CONTENTS
SPORTS FOR THE SHARING GENERATION
ESPORTS
DATA & TECHNOLOGY
NEW MEDIA
DO THE RIGHT THING
06
22
44
62
72

THE POWER
OF
PASSION
THE POWER
OF
PASSION
THE POWER
OF
PASSION
GLOBAL CEO
PEDRO AVERY
HAVAS SPORTS & ENTERTAINMENT
THE POWER
OF
PASSION
Is there a more powerful human driver than passion?
When we are passionate we put greater energy and
determination into something. We stop at nothing to
achieve our goals. It is this compelling, superhuman
force that marketers are eager to tap into, to propel
their latest brand engagement strategies.
As digital marketing enters its teenage years, it’s clear
that consumers enjoy their social fix. They demand
content to share with their mates (according to
Pew Research the average Facebook user has 300+
friends...). It is this content that will fuel the next
generation of brands looking to create meaning-
ful experiences that our digital hungry consumers
demand.
When compelling content is coupled with a passion it
ignites magic. Brands who have embraced this have
raced ahead of their peers. Passion based marketing
is here for good. That’s why we at Havas Sports &
Entertainment believe in the power of passions. It’s
simply the best tool to connect with people, not as
consumers but as fans.
We also believe in the need for innovation – to look
forward, stay a step ahead, and be part of the changes
in our industry. This year we have decided to focus on
the trends coming our way in sports in 2017. From
the not-so-niche eSports, to machine learning, live
streaming, startups, women and integrity, we have
covered a broad spectrum to bring you the key trends
we believe will fuel the debate next year.
Our trends are designed to tickle your appetite, and
hopefully encourage you to take the bold step and
embrace passions as part of your marketing mix.
Enjoy!
©Havas SE USA
6 7

SPORTS FOR
THE SHARING
GENERATION
SPORTS FOR
THE SHARING
GENERATION
SPORTS FOR
THE SHARING
GENERATION8 9

FOREWORDFOREWORDFOREWORD
PRESIDENT
MIKEY HERSOM
HAVAS SPORTS & ENTERTAINMENT USA
@mikeyhersom
It’s never been better to be a sports fan. Thanks to
social media, you can cheer your team on, engage with
athletes, see highlights, check stats, watch the action
live, all while conversing with your friends and other
fans on one single platform. It’s never been easier to
take part in the sports story, and share your POV.
The stats speak for themselves, particularly if we look
at this summer’s biggest sporting event: the Olympics.
Over 187m tweets were sent about #RIO2016 gener-
ating 75bn impressions; over 227m people had over
1.5bn interactions around the Games on Facebook;
and in the first week alone, over 50m people, one in
three daily users, watched Olympics clips on Snapchat
in Live Stories.
In this age of the "sharing generation" where eyeballs
are divided amongst screens, sports properties and
their partners need to understand their younger
audiences and their media behaviour, to ensure their
content and how it is accessed allows fans the oppor-
tunity to discover and make that content their own.
We are proud to have helped Coca-Cola, the oldest
Olympic partner, bring the Olympic #ThatsGold
campaign to teens in Rio through a dedicated space
and event programme just for them – through a series
of concerts with MTV and Facebook Live, shareable
activities like #JustDance competitions and photo
opportunities with the Olympic Torch.
The Olympics remains a source of inspiration for new
generations of sport fans. The International Olympic
Committee (IOC), their partners, broadcasters,
marketers and the rest just need to understand where
and how to engage them!
/ SPORTS FOR THE SHARING GENERATION
1110

GETTING
MILLENNIALS
INTO
THE GAMES
GETTING
MILLENNIALS
INTO
THE GAMES
GETTING
MILLENNIALS
INTO
THE GAMES
MANAGING PARTNER
CATHERINE INKSTER
S E VEN46
@Inkster_sport
The next Summer Olympic cycle will
see a significant shift in the way people
consume Olympic-related content as
the International Olympic Committee
(IOC) and its partners seek to win over
the coveted 12-34 demographic.
Millennials’ declining interest in the
Games sparked headlines in 2016, when
the age of the average US viewer rose to
a record 52.4 as a storm raged over the
IOC’s ban on Olympic-related GIFs,
the format so beloved of the sharing,
co-creating generation.
In truth, GIFs alone are unlikely to
reverse a 20-year trend mirrored in the
audiences of most major sports proper-
ties and rooted in a fragmenting global
culture that simply offers young people
more options.
But the story goes to the heart of the
problemfacingtheOlympicMovement:
exclusive long-term TV rights deals
that account for three quarters of the
IOC’s revenues at a time when young
people everywhere are switching off
from traditional scheduled TV in favour
of an always-on, multi-channel digital
ecosystem – a place where they can
be active participants and not simply
spectators.
This is a generation whose instinct is not
just to consume but to discover, create,
edit, interpret and share. Who don’t
just want to be shown content, but to
be given content to own and play with.
At last, rights holders and their partners
are starting to rethink the way they
package sports content for a millen-
nial audience, navigating the shift away
from one-way storytelling and towards
a more dynamic, bottom-up approach.
This could be seen in the proliferation
of influencer marketing around Rio
2016 and in NBC’s unique Snapchat
and Twitter distribution partnerships.
And the strongest indication came after
the Games with the launch of the IOC’s
own multi-platform content solution,
The Olympic Channel, a major initiative
part-funded by global Olympic brand
partners.
Its mission is to sustain and grow a
millennial audience between Olympic
Games through live (including
hyper-local) sports feeds and original
real-time content pushed out across
social media platforms and in highly
shareable formats.
The Channel also offers third-party
integration. For example, users can
download the Spotify training playlists
of their favourite athletes or track
and share their own training data via a
partner health app.
THE REAL KEY TO ENGAGING
MILLENNIALS IS TO OFFER MORE,
AND MORE INDIVIDUALISED WAYS
TO PARTICIPATE ACTIVELY IN THE
OLYMPIC STORY
1312

The real key to engaging millennials
is to offer more, and more individual-
ised ways to participate actively in the
Olympic story – not just during the two
weeks of the Games, but 24/7/365.
From VR to GIFS, edits, data visual-
isations and community hang-outs and
events, Olympic partners should get
ready to take advantage of a much wider
window for engagement – and a deeper
and more varied terrain for connecting
with young people through the Games.
Given everything we know about
millennials, it’s clear that the values,
authenticity and global, social purpose
of Olympism offer a natural vehicle for
engagement. They just need the tools
to get involved.
THE BIG TAKEOUT
In response to millennials’ declining
interest in the Games, rights holders
and their partners are rethinking how
to package sports content, offering
more and more individualised ways
for this audience to participate
actively in the Olympic story. The
Olympic Channel, with its live sports
feeds and real-time highly shareable
content, is a step in the right
direction.
1514

HOW SOCIAL MEDIA
IS CHANGING
THE GAME
HOW SOCIAL MEDIA
IS CHANGING
THE GAME
HOW SOCIAL MEDIA
IS CHANGING
THE GAME
HEAD OF CONTENT
STACY FULLER
HAVAS SPORTS & ENTE RTAINMENT USA
@stacykfuller
Sports fandom has always been an
enormous passion that unites people
all over the world, and thanks to social
media that connection is stronger than
ever. Platforms are shaping the way
fans interact with each other, how they
engage with their teams, and even how
athletes behave after the buzzer. Here
are a few examples of just how big an
impact that tweet has on your team.
1. Same game, different screen
Fans are still gathering together around
screens to watch their favourite teams.
But now that screen is in the palm of
your hand instead of in your living room,
and the game analysis isn’t just between
your buddies but might include fans on
the other side of the country or even
the world. For example, although the
partnership with Twitter and the NFL to
stream Thursday night games has been
slow to gain ratings, video is anticipated
to account for 82% of all internet traffic
by 2020. As viewing habits continue
to evolve, Twitter is well positioned to
capture both the attention and the real
time conversation of fans.
2. Watch less but know more
Facebook, in contrast, has embraced
the fact that fans want to follow their
favourite teams without having to be
glued to a screen to participate. With
the launch of Facebook Sports Stadium,
fans can follow real time scores, get live
stats, see what their friends are saying,
and even ingest commentary from jour-
nalists, leagues and teams.
3. Play the game < Play the social media
game
Like many celebrities in recent years,
athletes have started to develop their
own brand presence on social media
platforms. But this year we’ve seen
athletes get into the tech game them-
selves, the biggest being LeBron James’
Uninterrupted and Steph Curry’s Slyce.
Both are trying to help athletes create
better content and deeper engagement
with fans.
4. More than a game
Social media has amplified all the
pageantry that happens around sporting
events, making it more accessible for
casual fans and allowing more parti-
cipation. No better example of this is
what happened during this year’s World
Series with the Chicago Cubs. Super
fan and actor Bill Murray was avidly
followed online as he invited fans to sit
with him, then he sang ‘Go Cubs Go’ on
Saturday Night Live, a popular US late-
VIDEO IS ANTICIPATED TO
ACCOUNT FOR 82% OF ALL
INTERNET TRAFFIC BY 2020
1716

night comedy show. There was even
a live stream showing the outside of
Wrigley Field where fans had gathered;
folks just wanted to see the reaction of
the local crowd. Content is expanding
to cover the entire sporting experience,
and this provides brands that have and
haven’t traditionally been involved in
sports massive opportunities to connect
with larger audiences.
5. #mannequinchallenge
Teams, athletes, and leagues have
mastered social media in a more sophis-
ticated way than many other indu-
stries. They are some of the first to
embrace new platforms, and to jump
at the chance to participate in memes
and movements. In many cases, they
catapult new content into mainstream
culture. I’m still in awe of the close to
12,000 people at the Perth Arena in
Australia that pulled off the mannequin
challenge at a Perth Wildcats basketball
game this past November. Not only
should brands learn lessons from the
sports industry, they should leverage
the power of the sporting world to give
their own social movements a winning
edge.
THE BIG TAKEOUT
Social platforms are shaping how fans
engage with their sports passion –
they now feature live sports (NFL
games on Twitter); real time scores,
stats and commentary through the
Facebook Sports Stadium; direct
access to athletes on Uninterrup-
ted and Slyce; and new memes and
movements (#mannequinchallenge).
They have become THE place to
access sports content.
1918

THE NEXT
BIG
YOUTH SPORT
THE NEXT
BIG
YOUTH SPORT
THE NEXT
BIG
YOUTH SPORT
ENTREPRENEUR IN RESIDENCE
/HEAD OF ESPORTS
JONATHAN PAN
BR AVE VENTURES
@notvert
We’re past the point of debating
whether eSports is “here” or not. At
the professional level of eSports, the top
tournaments sell out whole stadiums,
the top players earn millions of dollars,
and there are more non-endemic brands
in eSports than ever before. What’s
less talked about is the nascent youth
eSports market, which has an oppor-
tunity to disrupt the $9bn US youth
sports market.
Youth sports is supposed to be about
providing kids with life-long com-
pounding benefits from physical
activity, teamwork, and leadership.
Instead, youth sports has become
very expensive, financially and emo-
tionally. Only those from families with
a strong financial footing can afford
the training, equipment, and participa-
tion fees required to advance and excel
through the system. According to Travis
Dorsch, a professor at Utah State Uni-
versity specialising in youth sports, up to
10.5 percent of a family’s gross income
could be spent on sports. That means
a family earning the median household
income of $55,755 in the US, could be
spending $5,854 on sports.
Meanwhile, the quality of coaches
is far below what is expected in high
school coaching and beyond. The
typical background required of these
coaches is former participation in high
school sports, but it should also require
experience with child development and
physical education. The subpar coaching
adds to the emotional stress of parents
trying to justify their financial invest-
ment.
Youth eSports can provide what youth
sports was meant to provide at a much
greater scale and at a fraction of the
cost. The fact that every interaction
inside the game and outside (key-
strokes, mouse clicks) is collected
makes it possible to generate insights
and analysis from each and every game.
This type of self-coaching can be done
for millions of people for minimal server
costs. However, there is sometimes a
benefit to getting a real coach. eSports
coaches typically charge $15 - $50 per
hour,astarkdiscounttoprivatecoaching
in sports, which can cost hundreds of
dollars per hour. A standard gaming PC
plus accessories costs around $600
and can be used for education, work,
and a variety of other functions besides
gaming. Both computing platforms and
internet access are cheaper and more
accessible than ever before.
Beyond the greater scale and cost
savings of youth eSports, it also teaches
teamwork, leadership, and strategy.
Like sports, it is often teamwork, not
An expert in all things eSports,
Jonathan is Head of eSports /
Entrepreneur in Residence at
BRaVe Ventures, a strategic
advisory firm that specialises
in the technology, media, and
entertainment (r)evolution.
He started out as a Product
Manager at Riot Games, before
becoming the CEO of Ember, a
North American League of Le-
gends Team. Prior to Riot, he was
a Senior Consultant in Financial
Services at Ernst & Young. Jon
received his MBA from NYU
Stern, specialising in entertain-
ment and finance, and a BA in
Economics and Philosophy from
Baruch College. He is a veteran
of Afghanistan where he served
as a Captain in the US Army.
www.braveventures.com
THERE’S ABSOLUTELY NO
QUESTION TO ME THE LEVEL OF
SKILL, TRAINING AND DEVOTION
IT REQUIRES TO BECOME A
PROFESSIONAL GAMER.
Michael Phelps
2120

individual play, that decides victory.
Like sports, it is the in-game leader
making the clutch calls in the final
moments of a match or motivating a
team to comeback from a bad play.
Like sports, different strategies are
built against different opponents. And
building strategies for “five-dimensional
chess,” as Mark Cuban, the owner of the
Dallas Mavericks, famously described
eSports, requires tremendous mental
horsepower.
Last but not least, naysayers point to
the lack of physical activity in eSports
to prove that eSports aren’t sports and
that eSports athletes aren’t athletes.
According to Michael Phelps, a 23-time
Olympic gold medallist, the naysayers
are wrong. He said that “there’s abso-
lutely no question to me the level of
skill, training and devotion it requires to
become a professional gamer.” Phelps
presented the eSports Player of the
Year during The Game Awards 2016 to
his “fellow athlete” Marcelo “Coldzera”
David, a Brazilian Counter-Strike:
Global Offensive player.
Whilst physical activity isn’t involved in
the act of competitive gaming, physical
fitness has become a staple for pro-
fessional eSports teams. The most
successful teams have physical fitness
regimens for their players because it
takes a tremendous amount of disci-
pline and energy to compete and win
at the highest level. This has trickled
down into youth eSports as well, since
the best players in youth eSports want
to mimic their pro eSports player role
models. One example of this is the “Get
fit with Snoopeh” campaign. Stephen
‘Snoopeh’ Ellis is a former professional
eSports player who did a small workout
based on his performance during his
previous games and his viewers began
to copy him, improving their physical
fitness.
What we can expect in the near future
for youth eSports is the continued pro-
fessionalisation of collegiate eSports.
Riot Games and Blizzard Entertainment
are the two game publishers leading
the charge into collegiate eSports by
hosting leagues and tournaments where
students can win money towards their
college tuition. As the infrastructure
for collegiate eSports matures, we
can expect to see more activity at the
high school level. In the US alone, that
represents as much as 15M high school
students (public schools). It won’t be
long until many parents recognise that
youth eSports can help their kids with
teamwork, leadership, and even physical
activity.
THE BIG TAKEOUT
Move over basketball, football and
tennis – eSports has the potential
to become the next big youth sport,
providing kids with physical activity
whilst teaching about leadership,
teamwork, and strategy at scale and
a fraction of the cost. Collegiate
eSports is leading the way, and high
school level eSports should shortly
follow.
© Ollie Taylor
2322

© Thomas Leuthard
ESPORTSESPORTSESPORTSESPORTS2524

MANAGING DIRECTOR
JIM DOWLING
HAVAS SPORTS & ENTERTAINMENT CAKE UK
@jimdowling
Don’t be fooled by eSports.
Its name – with the prefix of an ‘e’ for ‘electronic’
– implies another technology or innovation that us
mere mortals with human brains in our heads have to
understand. For sure, there are new platforms and
channels for us to grasp. Aligned with some mind
boggling audience and engagement figures, a sense
of urgency exists around eSports that if we don’t
jump on board now, we’re all going to miss the bus.
But don’t stress. As the following writers will
demonstrate – eSports goes beyond gaming and
digital to reveal human trends that we see in other
areas of entertainment. Young people are turning
their backs on the billboard heroes of global sport
and entertainment properties – and instead forming
new relationships with the authentic characters and
personalities of YouTube, Twitch and Fnatic.
Welcome to the new world!
/ ESPORTS
© Thomas Leuthard
2726

AN
EXPLOSIVE
YEAR
AHEAD
AN
EXPLOSIVE
YEAR
AHEAD
AN
EXPLOSIVE
YEAR
AHEAD
HEAD OF ESPORTS
CHRISTOPHE AGNUS
VI VENDI
@cagnus
First off, let’s be clear: with worldwide
revenue at around $700m in 2016
(0.7% of the video game industry),
eSports is not THE big thing. But if
you look at the trends (40% annual
growth), you might consider it as the
“growing thing that should be big soon”.
Looking at demographics, eSports
has many, many young fans, around
150m worldwide, with 75% under
34-years-old (according to Deloitte).
As a brand you should definitely add
eSports to your list of priorities. And
then of course, there’s passion. Go to
an eSports event and you will discover
the extreme passion of eSports lovers…
just like traditional sports fans.
2017 is going to be an explosive year.
There are three reasons for this:
- Structure:InthebeginningofeSports,
competitions were organised by game
publishers at an international level.
In 2017/2018 we will see structured
national and regional championships
paving the way for potentially more
relevant national and regional brands
to have direct access to the eSports
audience, not just the big global guys.
- Professionalisation: Tens of football
clubs, including Manchester United
and Paris Saint Germain (PSG), have
created eSports teams that will compete
with established eSports teams like
Vitality or Fnatic.
- Distribution: Following the popu-
larity of online streaming on Twitch,
YouTube or Dailymotion, commercial
TV will start broadcasting events. Turner
Broadcasting System (TBS) is doing it
in the USA as is Canal Plus in France.
Others will follow. All for the good of
quality production.
All these developments are going to
enhance the global role of eSports, and
make it accessible (and understandable)
for an even wider audience than today.
But it can also turn wild and messy, like
anything growing at a frenzied pace.
The challenge for the publishers will be
to control the quality and a logical order
in the competitions. They will then have
to work closely with the broadcasters
and the events’ organisers to form a
win-win partnership.
For everyone, it’s now time for invest-
ment in events, championships and
teams to build the foundation for this
“next big thing” that should, in a few
years, compete with football and bas-
ketball for media attention. It’s certainly
worth a try.
Christophe is a digital entrepre-
neur who has founded multiple
award-winning media and inter-
net start-ups. He is the former
CEO of Mondadori Digital, the
French digital branch of the
media company and was a Se-
nior Reporter at L’Express News
magazine, where he created the
digital edition. He now heads up
eSports at French multinational
mass media and content group,
Vivendi.
www.vivendi.com
THE BIG TAKEOUT
With annual growth at +40% and a
growing fan base of 150m, eSports
is set to explode globally in 2017,
thanks to structured competitions,
new professional teams, and TV
broadcasting. A good bet for
investors and sponsors.
FOOTBALL CLUBS, LIKE MAN UTD
AND PSG, HAVE CREATED ESPORTS
TEAMS THAT WILL COMPETE WITH
ESTABLISHED ESPORTS TEAMS.
/ ESPORTS
© mickiel
2928

YOU AINIT
SEEN
NOTHING
YET!
YOU AINIT
SEEN
NOTHING
YET!
YOU AINIT
SEEN
NOTHING
YET!
YOU AINIT
SEEN
NOTHING
YET!
,,,
BUSINESS DEVELOPMENT DIRECTOR
DARREN NEWNHAM
F N AT I C LTD
@DarrenNewnham
Following this year’s trend of large US
sports teams entering eSports, 2017
will continue to see outside investment
and in some cases purchases of top and
mid-tier teams.
The NBA’s Philadelphia 76ers’ purchase
of Dignitas (EU) and Apex (NA) as well
as Magic Johnson et al’s investment in
Team Liquid has sparked an apparent
gold rush in this space and until one of
these investments proves negative, it
will only continue.
Broadcast TV will go from having its
toe in the water to a more mainstream
offering. Turner Broadcasting System’s
(TBS) ELEAGUE in the US has bucked
the trend of Friday night shows losing
viewers.
According to Digiday, ELEAGUE
viewers have watched 13.3m hours of
content across Twitch and TBS. Sky
and ITV in Europe have invested in Ginx
eSports TV, offering 24-hour eSports
content. Expect the likes of ESPN to
be reacting to this soon.
Oneoftheareasmostinneedofimprove-
ment and growth in eSports over the
next 12 months is stats and analytics.
Until now, eSports teams and organi-
sations have been very emotive. We
all know that any brand that engages
with eSports fans will be well received
and will get likes on social media if the
campaign is organic and has an eSports
feel to it. But actual conversions and
valuation of CPA etc lacks platforms
and tools behind the scenes to accu-
rately measure ROI. There are several
sportsagenciesnowmovingintoeSports
to offer these services, but investment
in this area for an eSports centric stats
platform would see results.
Finally, the games themselves will have
all eyes on Blizzard, as the publisher
of two of the six games that eSports
fans consider the Premiere League of
viewing.
Overwatch will continue to grow
and overtake League of Legends in
viewership and fanbase, prize pools
will go into the multi-million-dollar
mark (although not reaching the heady
heightsofDOTA2’s$22mTI6finalprize
in Seattle in August 2016) and more
teams will join the tournament roster.
For Heroes of the Storm, Blizzard have
announced a new league and season
structure to the year’s competition,
which should increase viewership and
make scheduled programming easier
around the live events, as well as make
the game stronger against its compe-
tition (DOTA2, LoL).
Overall2017willseeexponentialgrowth
in eSports (from its already huge 150m
fan base), and this is without including
the new upcoming grassroots opportu-
nities, the rise in player vs player com-
petitive gaming (Streetfighter, FIFA,
Mortal Kombat, F1 etc) and much more.
As we say in the industry, GL & HF
(good luck & have fun).
Darren has been in the games
industry for over 20 years,
holding senior positions at Disney
Interactive, SEGA, O2 and Three
where he built and managed high
quality, industry leading teams.
He is now responsible for all
business development and com-
mercial sponsorship opportunities
for one of the world’s largest and
most successful eSports teams,
Fnatic. He works with a diverse
portfolio of partners guiding them
through the high speed, high
drama and changeable landscape
of eSports.
www.fnatic.com
The hottest trends to watch - outside
investment & purchases of teams, a
more mainstream eSports offering
on TV, improvement in stats and
analytics, and the publisher Blizzard
and the evolution around its games.
PRIZE POOLS WILL GO INTO THE
MULTI-MILLION-DOLLAR MARK.
/ ESPORTS
© Ochre Jelly
30 31

HARDER,
BETTER,
FASTER,
STRONGER
HARDER,
BETTER,
FASTER,
STRONGER
HARDER,
BETTER,
FASTER,
STRONGER
60 SECONDS WITH...
CEO & CO-FOUNDER
PETER WARMAN
N E W ZOO
@pjwarman
What are your predictions for the
growth of the market in the next few
years? How do you make your projec-
tions?
Currently, we foresee a global audience
of215meSportsenthusiastsand$1.1bnin
revenues (merchandise, ticketing, media
rights, direct advertising, sponsorships)
in 2019. Currently, $3.5 in revenue is
generated per fan on an annual basis.
This is extremely low compared to more
traditional sports, hence the invest-
ments of sports celebrities, companies
and clubs into this space.
We anticipate this to grow to $6.0 in
2019 on top of the growth in fan base.
You could call this conservative but there
are still many challenges that need to
be overcome before eSports will deliver
the revenues per fan as sports leagues
do (e.g. $60 a year for every NFL fan).
One thing that is holding eSports back
is the traditional nature of media and
sports agencies that service brands.
eSports is never the core of campaigns
that they propose to brands but a nice
icing on the cake with limited budgets.
Media agencies are reluctant to invest
in market intelligence as this field is still
extremely marginal in terms of media
spending. At Newzoo, we have spoken
to them all but hardly any of them are
willing to invest money or serious time
into this space.
Who are eSports enthusiasts? Why are
they valuable targets for brands looking
to get involved in gaming?
For some it is the same target group
as they now try to reach with sports.
Millennials are shifting hours from sports
to eSports. On the other hand, a large
share of eSports fans aren’t fans of tra-
ditional sports and are extremely hard to
reach or engage with. Gaming as a whole
has always been hard for brands to use
as a platform to engage with this target
group, but now with viewing teams and
live events, it fits a lot more with the
media approach they are used to.
Broadcasters around the world are
starting to give airtime to eSports.
Is there a chance that eSports might
bypass traditional sports with young
people? If so, when?
Yes. Amongst millennial males 20-35
years old, it’s already challenging hockey
and baseball in the US. eSports provides
the mix of involvement (playing and
streaming), entertainment (viewing)
and live events (attending) that the new
generation has come to expect.
How do you measure the gaming
market in terms of the audience and
revenues?
Newzoo has been researching, modelling
and reporting on the games market since
2009. In 2013, we earmarked video
streaming and eSports as a key growth
trend for the industry, illustrated in our
report PC Gaming, Power to the People,
A frequent speaker on the
business aspects of the games
industry, Peter is CEO and
co-founder of Newzoo, the
international games market
research specialist that services
clients such as Facebook,
Tencent, YouTube, Blizzard,
Microsoft, EA, and Red Bull.
An expert in all things digital,
he previously managed sales and
development for Europe’s largest
interactive agency (LBi) and led
the commercial development for
a multiplayer online game for
children.
www.newzoo.com
/ ESPORTS
© Viktor Hanacek
3332

published in the fall of that year. It also
marked the start of a 9-month effort
to segment, classify and model the
new space as well as research eSports
engagement amongst consumers in over
25 countries.
The huge consumer research effort has
continued on a bi-annual basis and forms
part of the input for our Global eSports
Audience and Revenue Model that
projects towards 2020 on a country,
regional and global scale. Other data
input includes an array of economic
growth KPIs per country as well as
viewing hours on platforms such as
Twitch, YouTube and its Chinese coun-
terparts such as Douyu and Panda TV.
Then there is prize money and atten-
dance data that we gather or track
ourselves. We also track player behaviour
amongst 20m core PC gamers across
the globe continuously, to spot changes
in eSports franchise popularity.
A key component comes from the main
players in the eSports economy: many
provide insight into their actuals in terms
of revenues and audience and/or validate
the results of our analysis before we
publish anything. Our recent formal
partnerships with top teams such as G2,
Immortals, Fnatic, Navi, The Alliance
and Chinese LGD Gaming are aimed
to cement this and confirms our belief
that the teams will take an increasingly
central role in eSports and its revenues.
Where does the data come from and
how has it evolved since you started?
Forglobalandlocalbrands,ourconsumer
insights are the key component for
brands to decide if and how to invest in
this space as they match the audience
demographic with that of their brands
and products. For players in the eSports
economyitisthecombinationofbigdata
(tracking viewing and playing behaviour)
and consumer insights that makes the
difference.OurGlobaleSportsAudience
and Revenue Model has increased in
complexity and granularity enormously
over the years. We are investing in the
next level of granularity that I cannot say
anything about yet as the big traditional
research and marketing companies all
want to become a player in this space
and we are dedicated to remaining the
world-leading specialist in this field.
THE BIG TAKEOUT
In 2019, Newzoo predicts the
global eSports audience will grow to
215m and $1.1bn in revenues, with
the current $3 in revenue per fan
set to double. eSports enthusiasts
represent a valuable target for brands
as millennials switch from sports to
eSports, which is already challenging
many traditional sports. Despite this
growth, sports marketing and media
agencies still need to catch up.
© camknows
/ ESPORTS
3534

HUMAN
AFTER
ALL
HUMAN
AFTER
ALL
HUMAN
AFTER
ALL
GLOBAL INSIGHTS
& ANALY TICS DIRECTOR
BAPTISTE TOUGERON
HAVA S MEDIA GROUP
@TougBat
© SteelSeries
eSports is definitely starting to become
a data & analytics driven industry…and
it’s just the beginning.
We all know the industry “stats”:
number of players, views during the
World Cups, fans at live events in stadia,
number of downloads, big money prizes,
etc etc.
eSports is clearly well established and is
still enjoying an amazing progression. To
reach this level, you can be sure that a
lot (though not everything) relies on the
evolution of data & analytics practices.
When we start to talk about big money
in a specific sector, you also need to
start talking about data, statistics, per-
formance and ROI.
If we rely on a few best practices in
terms of data & analytics, they should
be:
First, the use of data to personalise the
mobile gaming experience based on the
customer’s behaviour, feeding him/her
with the right options and situations
to increase engagement. The right
experience for the right target with the
right content; every marketer should
dream of this combination for their ads!
Second, the use of analytics to predict
(with a very high level of certainty),
which team could win a multiplayer
game thanks to a complex algorithm
based on the profile of the players,
their past actions, their opponents, and
each decision they take during a game.
Amazing in terms of data sciences!
But let’s step back a little bit. Data
& analytics have always been at the
centre of all highly rated sports, of any
competition really, where every single
movement or combination is tracked,
the impact of weather changes precisely
measured, and even players are trained
based on stats; everything is done to
optimise performance.
So what’s different with eSports?
In fact, data is starting to be as prevalent
as in other sports like football, basket-
ball, cricket or rugby, with a little plus:
access to data is much easier, faster,
bigger since a majority of the action is
online (which obviously reminds us of
the Big Data mantra), with even more
opportunities for brands to be more
meaningful for fans.
In the end, what also makes eSports a
“normal” sport is that any final decision
is taken by a real person, and will always
lead to unpredictable results. Thanks to
this, we can be confident predicting that
the industry should last for a long time.
eSports is dead, long live eSports!
ACCESS TO DATA IS MUCH
EASIER, FASTER, BIGGER SINCE
A MAJORITY OF THE ACTION IS
ONLINE.
THE BIG TAKEOUT
Access to data in eSports is much
easier, faster and bigger as so much
of the action is online. Thanks to data
about player/viewer behaviour, the
gaming experience can become more
personalised whilst analytics can help
predict who will win. Opportunities
abound for brands to create
meaningful experiences for fans.
/ ESPORTS
3736

RETIRED
AT 25
RETIRED
AT 25
RETIRED
AT 25
SENIOR ACCOUNT DIRECTOR
RANDI CONNER
HAVA S SPORTS & ENTERTAINMENT USA
@RandiConner
2016 has been marked by some of the
biggest investments in eSports, from
major media groups such as Turner
Broadcasting and Vivendi; to brands
such as The Coca-Cola Company, Red
Bull, Pizza Hut, and Intel; to professional
sports teams who are launching their
own teams and leagues (ie French Ligue
1 launched eLigue 1 in partnership with
EA’s FIFA17, Europe’s first professional
eSports football league).
This year also marked the first genera-
tion of eSports legendary players to hit
retirement.
Team SoloMid fan favourite Brian
“TheOddone” Wyllie retired at the age of
25 after playing for four years; European
legend Pete “yellowpete” Wüppen
left Evil Geniuses at 25; and Dignitas
legend Michael “imaqtpie” Santana
moved on to a much more lucrative
career in streaming at just 22. These
retired players are now moving behind
the scenes and into the workforce, thus
helping the eSports industry grow.
The explosion of eSports and the fact it is
hitting mainstream audiences will consi-
derably grow the number of players,
both amateurs and professionals. Many
will be willing to give up everything to
pursue their passion and try to make a
living out of it. However, their gaming
career will be very short-lived.
Due to the intensity and mental strength
required of gamers, the pro-gamer
career is surprisingly brief, with many
of them hanging up their controllers
well before their 30th birthday. As a
result, players have to make a decision
about what to do next with the career
they built at such a young age.
Some retired players end up becoming
managers, coaches, or creators of teams,
leagues or games. For example, Stephen
“Snoopeh” Ellis, a former League of
Legends player who retired at age 23,
is now working in business development
for US-based eSports betting platform
Unikrn, which allows fans in the UK
and across Europe to bet on eSports
matches.
Former professional League of Legends
player Alberto ‘Crumbzz’ Rengifo
formed an agency for professional
eSports, APE. The agency will represent
players, providing services to clients such
as contract negotiations, individual spon-
sorship deals and post-career manage-
ment, thus increasing transparency in
the sport.
In the coming years, we’ll see a growing
number of players leave the stage, and
unlike other major sport associations
like the NFL, this discipline does not
IN 2017, WE’LL START TO SEE THE
PLAYERS TAKE A LARGER ROLE
BY TAKING BACK THE GAME THEY
KNOW AND LOVE.
/ ESPORTS
3938

like the NFL, this discipline does not yet
have a developed organisation set up to
truly support the interests of profes-
sional players and their transition from
competition to retirement.
Whatisavailablecurrentlyisinitsinfancy
and supported by industry leaders like
game developers and investors. We
are only beginning to see more player
organisations, such as the Professional
eSports Association (PEA), come on
board in 2017, but time will tell if these
organisations will truly support the needs
of the players.
Whilst gamers started this industry, it
is attracting attention and investment
from media and brands with very little
knowledge of the space. Gaming is all
about legitimacy and as the industry is
developing so rapidly, many claim it may
be losing its credibility. We believe that
in 2017, we’ll start to see the players take
a larger role by taking back the game
they know and love.
We must also not forget the professional
players, and their potential as they
retire. Brands have a big role to play
and can partner with retired players,
either supporting their integration into
the educational system, or by helping
them leverage their experience in their
new careers. There is currently a big
void surrounding professional player
engagement, and a real opportunity for
brands to play a meaningful role to bring
back credibility and legitimacy within
the industry. Successful brands will be
those that seize this opportunity early
and are committed to helping protect
and support these “athletes” in their life
after stardom.
THE BIG TAKEOUT
eSports gaming careers are short,
and players are starting to retire,
mostly in their mid-20s. Support
for retired players is sparse, as
player organisations are only
now developing. Brands have an
opportunity to fill the void and create
meaningful partnerships with retired
legends, and thereby highlight the
true value their involvement brings to
the sport.
© SteelSeries
/ ESPORTS
4140

GO FORTH
& CREATE
GOFORTH
&CREATE
GO FORTH
& CREATE
GLOBAL HEAD OF ESPORTS
@hokum_
LESTER CHEN
Y O U T U B E
60 SECONDS WITH...
As a gamer yourself, what does your
experience from having been on
the “other side” add to your role at
YouTube?
Being a former player has given me
invaluable insight and experience in
a currently crowded space. Having a
deep understanding of the values and
motivations of eSports organisations
and players is paramount to the growth
of eSports. Questions like the following
intrinsically help predict and guide our
team to better business decisions when
making content investments. What
kind of skill gap exists within a game?
Is there a large enough competitive
player base for the eSports title to exist
long term? What rulesets and regu-
lations need to exist? What balance
issues does a game experience? Is the
game spectator friendly? What makes
the game entertaining? How accessible
is the game to casual players? How
genuinely different is one game from
the next?
Being on the other side has allowed
me to gain insight into what makes
a pro player or an eSports enthu-
siast tick. In order to create compel-
ling content, you need to know the
best way to communicate and design
programmes that will touch the core
motivations of your audience. Gamers
are the quickest audience to sniff out
something unauthentic, so being able
to inject an educated opinion on topics
ranging from press releases to sponsor
messaging is crucial.
What made the Clash Royale King’s
Cup (YouTube’s first foray into mobile
eSports) such a pivotal shift for the
brand within eSports?
The King’s Cup was very much a test
tube event. Mobile games dominate
YouTube as far as gaming goes, so we
wanted to put our foot forward in the
mobile space. Last year Twitch as an
entire platform did 4bn watch hours
of live stream content whereas mobile
alone on YouTube did 1 – 1.5bn watch
hours this year. We realised we have
a lot of power here and we should tap
into this market.
The creators are paid talent within the
YouTube space. At an event like this,
how does the agreement differ to a
traditional sponsorship deal?
It’s not very clear-cut - at least that
is how the creators look at it. This is
a great opportunity for them to gain
exposure so whenever there is a big
event they naturally want to compete.
We did pay them to participate but it
wasn’t as simple as us sponsoring them
just to come out. The creators were the
stars of the show. They were flown out
early just so we could shoot interviews.
They were promoting, creating the
content and even singing the theme
song. They were an integral part of the
show from top to bottom. We didn’t
ask these guys to commentate - they
wanted to. It was very free form. We
told them the rules and they did it
within the broadcast. Yes, we paid them
to participate but the value that we got
out of that was immense.
Do you think the event would have
been as successful without the impact
and the influence of the creators?
It would have died. If there is no
gateway through which people can
realise the competitive nature of a
game, they will never gravitate towards
it. Using the creators to bridge the
gap between casual and competitive
was the best way to get eyeballs to
this event. It’s impossible for a game
Lester was a professional gamer
from 2004-2006, back in the
days of major league gaming
when console games were explo-
ding. With a background in live
programming from his time at
Machinima, He now focuses on
making in-roads into live through
eSports at YouTube.
/ ESPORTS
4342

to grow a following if no one knows what
thegamemeansatacompetitivelevel,so
itwascriticalthatinfluencerswerethere.
The creators we used had a combined
total of 10m subscribers. They were our
entire marketing vehicle. We used them
for content creation as well as promo-
tional methods. We got a lot of organic
pick up that we didn’t have to pay for,
as just having them involved was a huge
focal point and kept the voice authentic.
It will be interesting to see what the
viewership is if Supercell goes on to
fund their own organic tournament. I’m
curious to know how an event like that
goes without the big creators involved.
Are you thinking about how or what
youcoulddotostretchtheengagement
(onsite or online) at future eSports
events?
Rightnowbrandsareplayingaroundwith
experimental dollars. Here at YouTube
our business is content distribution. We
are a huge platform dealing with many
differentverticalsandsiphoningeyeballs
in many different ways. Widening the
funnel is our number one priority. We
could just go and buy all the content
or try to invest our way into acquiring
content but that is not going to grow
thepie.Howdoweuse100mlogged-on
gaming users who don’t have any idea
of what eSports even are and who have
stayed away from the Twitch bubble?
We’re conscious of getting the next
million if not billions of gaming users to
watch this content.
Is it more about leveraging the creators
andthecontentthatyouhaveandthen
presenting that back to brands in an
effort to get them involved?
It’s a mix. We think about packages that
we try to sell to brands. We like to have
the live content but we also want to
package a selection of the creators. We
have so many niche pockets of gamers
that we’re able to create big moments
within the gaming space. The diffe-
rence between YouTube and Twitch or
any other platform is that we have these
content creators who have their own
communities and that becomes incre-
dibly valuable if you’re a brand. You not
only get a live event but you can also
work with the actual voices themselves
to push your message even deeper. It’s
a two-layer approach that allows a brand
to tell many stories and go beyond the
one big moment
What is the future of eSports and
gaming for YouTube in the next 12
months to 5 years?
If we’re able to get more and more
eSports content on our platform we
will have a hotbed of gaming content
with an audience that are ready to
consume. Increasing this audience and
reaching more first time viewers of
eSportscontentwillallowustobringnew
amountsofviewershipandfurtherlegiti-
miseeSports.Oursalesteamwillthenbe
able to bring brands in to help keep that
hamster wheel of content, acquisition
andbrandsgettinginandreinvestingthe
content and going after new content.
If and when we get all the content on
YouTube, there will be a better treadmill
todrumupbiggeraudiences.Morebrand
dollars in the space unlocks our ability to
create bigger events and reinvest dollars
to bigger and better programmes where
one hand will feed the other.
THE BIG TAKEOUT
Mobile games dominate
YouTube as far as gaming goes,
with 1-1.5bn hours watched.
Content creators are central
to YouTube’s eSports strategy
(both around live events and
online) as they populate the
platform with gaming content,
add their unique voice, and
grow and engage gaming
communities. They can be a
valuable partner for brands
that want to engage eSports
audiences.
/ ESPORTS
4544

DATA &
TECHNOLOGY
DATA &
TECHNOLOGY
DATA &
TECHNOLOGY46 47

GENERAL MANAGER
FRANCIS COADY
HAVAS SPORTS & ENTERTAINMENT AUSTRALIA
@HSE_AUS
Apart from being ubiquitous buzzwords, what does
data and technology concretely bring to those of
us working in the sports & entertainment industry?
From groundbreaking talent and innovation
springing from sports technology start-ups to AI
that personalises and reveals, we can uncover hidden
moments across the media landscape that may
unlock the next viral narrative or truly customise
each client interaction to the individual.
2017 will see a continued blurring of traditional
disciplines that will aim to highlight what motivates
and what endures in the mind’s eye of the consumer.
Withgreaterbudgetaccountability,themeasurement
of data, utilising complex modeling and algorithms,
will assist agencies and clients respectively to better
channel funds that will ultimately secure greater
returns and value for all parties involved.
With more and more data, there’s more learning
ahead!
/ DATA & TECHNOLOGY
48 49

MARKETS
OF ONE:COGNITIVE INTELLIGENCE ENABLES
MASS PERSONALISATION
MARKETS
OF ONE:
MARKETS
OF ONE:
GLOBAL HEAD OF MARKETING INNOVATION
& GLOBAL BRAND DIRECTOR
JASON JERCINOVIC
H AVA S
@jjercino
We are sitting on a gold mine. For quite
a while now, we (brands and marketers)
have been collecting a treasure trove of
digital information on everything from
changing weather patterns to the spread
of infectious diseases. We have digitised
the history of the world’s literature.
We track and store the movements of
automobiles, trains, planes and mobile
phones. And we are privy to the raw,
real-time sentiments of people through
billions of social media data points.
Individually, each of these digital
resources has been immensely useful,
applied to solving specific problems in
dozens of industries. But collectively,
when integrated, cross-referenced,
and analysed, this body of information
represents the most powerful natural
resource the world has ever known. And
it is growing exponentially.
It is reasonable to expect that within this
untamed corpus of data lay the secrets
to the world’s biggest problems, things
like defeating cancer, reversing climate
change, or managing the complexity of
the global economy. But until recently,
we have not had the means to mine this
resource properly. It was too big, too
messy, and too disparate.
For the first time, the tools we use to
process and analyse data are catching
up to the tools we use to produce
it. Some call it artificial intelligence.
Others call it cognitive computing.
Whatever the name, the potential to
quickly and purposefully analyse the
world’s information and put it to use is
available to us now. Using machines that
learn, reason, and understand, we can
now interact with the vast amounts of
complex, ambiguous information. We
can now have insight or intelligence into
this data, including things that don’t fit
neatly into databases or spreadsheets:
images, video, text and sound.
This capability holds profound impli-
cations for nearly every company in
every industry. But for those of us in
the marketing profession, it brings us
ever closer to reaching a long-sought-
after goal: markets of one.
It’s easy to misunderstand or underesti-
mate the implications of this concept. In
part that’s because we’ve been promised
this capability for years, but all we’ve
gotten is incrementally smaller market
segments or personas. Now we’re finally
in a position to literally tailor millions of
customer relationships to each indivi-
dual, from the way their products and
services are designed and delivered to
the way their customer service requests
are addressed.
The impact of this capability will go far
beyond improvements in marketing
efficiency and customer satisfaction.
In our lifetimes, we could be seeing
the disintegration of mass markets,
the death of one-size-fits-all, and a
redefining of economies of scale. In
fact: it is actually already happening.
HOW DO WE USE COGNITIVE
INSIGHTS AS A WAY TO
PERSONALISE RECOMMENDED
PRODUCTS AND CONTENT TO
CUSTOMERS IN A MORE INDIVIDUAL
AND IMPACTFUL WAY?
/ DATA & TECHNOLOGY
5150

At Havas we employ IBM Watson as
a cognitive intelligence resource in
our client accounts. But the future of
marketing started to come into clearer
focus recently when we started seeing
our clients use these insights to create
custom personal platforms.
What happens when that same
capability is applied to marketing? Or
advertising?
This thinking is not just theory; we are
doing this now with many of the brands
in the Havas portfolio. For example,
Havas recently worked with adidas on
a cognitive product recommender –
termed miWay. The challenge was “how
do we use cognitive insights as a way
to personalise recommended products
and content to customers in a more
individual and impactful way”. Using a
cognitive powered intelligence, we are
analysing customers’ social media to get
a sense of their customers’ personalities.
Based on that profile, we created
a custom “look book of products,”
and a mix of personalised influencer
content which aligns with each user’s
own personality. The result is that each
and every feed is customised to each
individual user. This is a great example
of marketing “to the market of one.”
But this is not just sports and athlei-
sure. What about investing? We are
currently working with TD Ameritrade
to use artificial intelligence to gauge
each investor’s risk tolerance, financial
sophistication, and the clarity of their
goals. It doesn’t do this by asking them
to fill out surveys (which we know are
inaccurate and rife with bias) or have a
conversation with an investment advisor
(which doesn’t scale.) It assesses the
investor by having a natural language
conversation, chatting about real life
stuff. Stuff we care about like sports,
food, fame and of course money. With
these insights we are able to then offer
unique investment advice. Each user
gets a custom response. A market of
one.
The fundamental building blocks of
this future are in place: broadband,
data centres, cloud, analytics, and IoT.
They are the drivers of modern day
insight. And together they will yield
a new understanding of the complex
systems that facilitate life on this planet
and drive the majority of economic
development.
As a marketer, I’m excited about the
prospects of mass customisation. But as
a global citizen, I’m even more excited
about the potential to mine the world’s
greatest natural resource – its data – for
centuries to come.
What can you do with Cognitive Intel-
ligence?
THE BIG TAKEOUT
Armed with a growing library of
digital information and the tools to
analyse it through machine learning
and AI, marketers can now tailor
customer relationships to the indivi-
dual. It’s the end of mass marketing
and the start of the market of one.
/ DATA & TECHNOLOGY
5352

THE GOLD MINE OF PASSIONS
AI
MEETS
SPORTS
AI
MEETS
SPORTS
AI
MEETS
SPORTS
DATA PL ANNER
CIARAN POWER
HAVA S HELIA
@theciaranpower
The on-demand nature of modern
24-hour news coverage means there
is often an incredible focus on events
that can easily be crystallised into
one moment for publication that will
generate the most clicks and views.
These spectacular episodes crash in,
taking centre stage in the moment,
often to the detriment of the more
subtle paradigmatic shifts – those
genuine insights made by people over
longer periods of time with continued
exposure and interpretation of the
subject.
Strong bonds, like the complex rela-
tionships we develop with an athlete
or sports team, are rarely made in
one moment, or even across a series
of discrete, disconnected events, but
over time.
By using AI for social listening,
we are able to cut through the
noise to understand the authentic
considerations of real people, not just
what the headlines tell us they feel, and
how these elements of cultural capital
accumulate.
A great example of this is eagleAI – an
artificially intelligent programme we
created to help inform the UK broad-
caster ITV’s live coverage of the US
election, through a continuous analysis
of the most shared articles on social
media.
As the media focused on the major
scandals and sharp talking points, an
article titled ‘Why I’m Voting for Donald
Trump’ by Kelly Quelette, a pro-life
coffee shop manager from a small North
Carolina town, was quietly garnering a
massive 1.5m shares nationwide. An
estimated 150k of these were in the key
state of Florida, which Trump won by
120k votes – but this story was hidden
from mainstream news coverage.
eagleAI hummed away in the back-
ground, gathering data and insights
from stories like this, analysing the
more nuanced and slowly-developing
feelings of everyday people that were
often overlooked by traditional media
and analysts. As the majority of polls
predicted a Clinton win, eagleAI was
one of the few sources that accurately
predicted a Trump victory, calling 4 of
the 5 swing states in the process.
ITV News Programme Editor Alex
Chandler praised eagleAI for enabling
the network to conduct a “deep dive
on millions of data points, in a way no
programme has been able to do before”.
In sports marketing, artificial intelli-
gence could be used to cut through
the media noise and PR bluster to
understand fans’ authentic passions and
feelings and identify the authentic next
big ‘thing’.
This could mean picking up the gradually
building sentiment towards an emerging
ARTIFICIAL INTELLIGENCE COULD
BE USED TO CUT THROUGH THE
MEDIA NOISE AND PR BLUSTER TO
UNDERSTAND FANS'
AUTHENTIC PASSIONS AND
FEELINGS AND IDENTIFY THE
AUTHENTIC NEXT BIG THING.
/ DATA & TECHNOLOGY
54 55

team, like the controversial football
team RB Leipzig (who are backed
by energy drink Red Bull and rapidly
climbed from 5th division to the Bun-
desliga while “betraying its fans and
German football traditions” due to its
commercial structure), in measuring
the rapidly rising buzz one might expect
from the next rising crossover star,
tracking the rise of a new Neymar, or
keeping abreast of the new key terms
and platforms in a constantly evolving
culture. After this, it could be imple-
mented in programmatically determi-
ning the right people to target for the
resultant campaigns – based on tribal
allegiances, expressed interest, and even
their individual personalities.
We are just on the cusp of the AI revo-
lution, which promises to become a
continuous source of insight into fans,
fan engagement, and fans’ relationship
with sports by making connections we
never could before. Expect sports
marketing to become smarter, more
targeted, and more creative as a result.
THE BIG TAKEOUT
As demonstrated by eagleAI predic-
ting Trump’s win, AI, through social
listening, has the power to reveal
what is often hidden to traditional
media – what everyday people are
really thinking. When AI meets
sports, we’ll be able to better unders-
tand fan sentiment by measuring the
buzz about an emerging team, a rising
crossover star, and new terms and
emerging platforms, to name just a
few.
/ DATA & TECHNOLOGY
5756

ANDSPORTS
INNOVATIONWILL
NEVERSTOP
START
ME UP...
START
ME UP...
START
ME UP...
START
ME UP...
ACCOUNT DIRECTOR
& F5 INNOVATION LEADER
CHARLES BAL
HAVAS SPORTS & ENTERTAINMENT FRANCE
@CharlesBal1
Muhammad Ali, Dick Fosbury, Billie
Jean King, Ayrton Senna, Antonin
Panenka… Sports history is full of
“unreasonable” men and women who
triggered major shifts and memorable
advances in their respective disciplines.
Theseathleteschosetothinkoutsidethe
field to disrupt their sport, inaugurate
new forms of expression and bring their
discipline into a new era.
In 2017, who will be the next game
changers? Athletes? Sponsors?
I bet on… START-UPS!
I bet on those whose raison d’être is
to cleverly, usefully and substantially
challenge the status quo. Start-ups
are already disrupting today’s sports
industry with new products and services
offering new experiences or revenue
streams for athletes (ex: LSee* and its
metabolic tracker analysing fat-loss bio-
markers from a single drop of blood),
organisers (ex: NextVR which has
partnered with the NBA to broadcast
one game per week in virtual reality),
fans (ex: VoGo Sport* allowing in-stadia
spectators to access live multi-camera
angles and replays from their mobile
phone), and brands (ex: Running
Heroes*, allowing runners to redeem
their km for exclusive offers from
brands). This trend will only multiply
in the coming years.
In fact, the explosive attractiveness of
the sports market for tech investors
provides solid proof. According to
TechCrunch, venture funding for
sports tech start-ups has been growing
nearly 30% per year since 2012. VCs,
brands, as well as professional teams
and athletes are all investing big money
(such as Intel which in October 2016
announced a $38m investment into 12
sport tech start-ups…) in the creation
of investments funds, accelerator
programmes, and product development
for and with start-ups.
That’s precisely why we, at Havas Sports
& Entertainment France, decided to
launch a comprehensive and ambitious
innovation plan in 2016, entitled F5
(press this button on your keyboard and
you’ll understand :-), which involves an
exclusive partnership with Le Tremplin,
the leading sports start-up accelerator
in France, and the incubation of several
sports start-ups inside our own walls.
Innovation through collaboration with
start-ups will be a major new driver
of growth and opportunity, for our
development as an agency and for
new offers for our clients. We recently
launched “United Heroes”, a joint offer
with Le Tremplin’s Running Heroes, to
promote sport practice at work. This is
how we have “reasonably” chosen to
innovate, thanks to unreasonable men
and women…!
THE BIG TAKEOUT
Venture funding in sports tech
start-ups is growing 30% per year,
with big investors like Intel jumping
in. Creating new services and
products for athletes, organisers,
fans, and brands, sports start-ups
have immense growth potential.
*Start-ups incubated at Le Tremplin (www.letremplin.paris/)
/ DATA & TECHNOLOGY
58 59

THE BEST NEW METHOD
FOR SPONSORSHIP VALUATION
ECONOMETRICS:ECONOMETRICS:ECONOMETRICS:
HEAD OF ANALY TICS
DR ANNA SEMENS
HAVA S SPORTS & ENTERTAINMENT C AKE UK
@annasemens
Say the word econometrics, and you’ll
probably get a blank stare. At a very
broad level, econometrics is about
using mathematics to describe rela-
tionships between variables and giving
empirical context to those relationships.
There are many different econome-
tric methods, which we won’t go into
of course, but they tend to share the
commonality of using fairly complex
data sets to uncover simple patterns,
that explain what’s happening in the
economy.
Traditionally sponsorship deals have
been valued based on advertising
equivalent value or even just gut feel,
but given the vast amounts of money
involved in these deals, we need to make
sure that both brands and rights holders
are getting fair value for money.
More and more deals are being signed
that are based on brands benefiting
from a positive association with a par-
ticular property as opposed to tangible
rights that were traditionally sought and
therefore the method of valuing those
deals must also evolve. Econometric
methods can help us with that.
Havas SE Cake’s sponsorship database
includes thousands of sponsorship deals,
their realised value as well as contrac-
tual terms and intangible associations.
Using this data, econometrics can help
us to determine which relationships
between variables are significant and
what each combination of variables is
likely to be worth, both in general and
for individual industries or brands. This
gives rights holders the confidence that
they are maximising the value of their
rights, and brands the confidence that
they aren’t overpaying and have the
optimal rights needed to gain a return
on their investment.
We’ve never had access to more data
than we do now, but without being able
to make sense of it, data is of little value.
We’ve long been able to use econome-
trics to determine the ROI of adverti-
sing and other parts of the marketing
mix. By borrowing techniques that are
widely used in finance and the sciences,
we can now also accurately determine
the ROI from sponsorships and other
marketing assets.
So how exactly will econometrics shape
the future? Whilst we don’t think that
econometrics should be used to answer
every marketing question, being able to
isolate relationships between variables
can certainly prove useful in determi-
ning how to optimise campaigns. For
example, we’ve been working with a
WE’VE NEVER HAD ACCESS TO
MORE DATA THAN WE DO NOW,
BUT WITHOUT BEING ABLE TO
MAKE SENSE OF IT, DATA IS OF
LITTLE VALUE.
ECONOMETRICS CAN HELP US TO
DETERMINE WHICH RELATIONSHIPS
BETWEEN VARIABLES ARE
SIGNIFICANT AND WHAT EACH
COMBINATION OF VARIABLES IS
LIKELY TO BE WORTH.
/ DATA & TECHNOLOGY
6160

large telecoms brand to ensure that
they’re getting the best value for money
from their partnerships. We do this by
undertaking a property pricing assess-
ment and calculating the value of the
media coverage generated around the
partnership. This enables their spon-
sorship team to demonstrate the ROI
compared to the initial investment in
rights, which proves the value of spon-
sorship in the marketing mix, a question
many board members and colleagues
ask.
As we get access to more and more
data, we’ll be able to gain insights
into how best to value and get value
from partnership opportunities and
campaigns.
THE BIG TAKEOUT
Econometrics, traditionally used in
finance and science, can help brands
optimise their ROI in rights by
revealing which assets add value and
how.
/ DATA & TECHNOLOGY
62 63

NEW
MEDIA
NEW
MEDIA
NEW
MEDIA
NEW
MEDIA64 65

CEO
ADRIAN PETTETT
HAVAS SPORTS & ENTERTAINMENT CAKE UK
@aepettett
Some of the ideas, trends and analyses in this
document will be wrong. We’d be deluded if
we thought otherwise. The speed of change in
technology, media and marketing are such that
mistakes and bad bets are inevitable.
But there’s one thing we know for sure: sport and
entertainment will play a central role in creating
the market for new technologies, new platforms
and new ideas.
We know this because most media innovations are
normalised for a mass audience by sport, music,
film and television content. OTT and Netflix, live
Twitter streaming and the NFL, football and mobile
video. Without fantastic content, many of Silicon
Valley’s brightest ideas can seem like a solution in
search of a problem.
The other thing we know is that predicting the next
tech explosion is just one part of the skill set required
of a world-class agency. We see athlete-owned
platforms as the next big thing in giving fans direct
access to athletes and athletes control over their
messaging. We also see OTT content as a “slow
but necessary” disrupter of the traditional sports
broadcasting model, which will make the TV viewing
experience all the richer.
So stay tuned!
/ NEW MEDIA
/ NEW MEDIA
66 67

ATHLETES
ARE THE
NEW MEDIA
ATHLETES
ARE THE
NEW MEDIA
ATHLETES
ARE THE
NEW MEDIA
GLOBAL CHIEF STRATEGY OFFICER
FREDDA HURWITZ
HAVA S SPORTS & ENTERTAINMENT
@FreddaHurwitz
I wonder what Joe DiMaggio would
make of today’s athletes, the notion
of role model or the business of sport?
Back in the day with no social
media, lucrative sponsorship deals
or own-brand sneakers, his success
was 100% about what happened on
the field of dreams, and of course,
that time he was married to a certain
Marilyn Monroe. Ditto for Babe Ruth,
Carl Lewis, Muhammad Ali, Billie Jean
King, Jackie Joyner-Kersee…Their
global fan base revolved around how
they performed, how “American” they
were, how they made their teammates
and fans feel, how humble they were
(or weren’t) during the obligatory
post-game interview.
Yes indeed, the times they have a
changed.
LeBron James’ Uninterrupted in
partnership with the Bleacher Report,
Stephen Curry’s The Slyce, Derek
Jeters’ The Players Tribune, Unscriptd
anditsnumerousinvestorsledbyAndre
Agassi, and one of the originals in this
new age of athlete as medium - Big
Papi with Off the Bat from the MLB
FanCave. These aren’t simply outlets
for players to engage directly with fans
on their terms, sharing content that
they deem important or relevant to
their “brand”, one could argue that this
is the 21st century version of a warm
and fuzzy fireside chat.
And it’s working.
According to Unscriptd, “the goal is
to let athletes take control of their
own narrative, the issues or stories that
matter to them and deliver insight into
their sport”, which mirrors Uninter-
rupted’s CEO, Maverick Carter –
James’ business partner and childhood
friend, “Uninterrupted was created as
a platform for talent to access their
fans,” and is now considered to be
the go-to platform for some of the
world’s most recognizable talent. When
asked if this new trend in fan access
to talent could bypass the role of the
journalist, Carter felt that “the two are
complementary and would continue to
co-exist”. But down the line, will they?
Great athletes naturally command a
certain reverence by the media and
their fans. Throw in a loveable and/
or tempestuous personality, enough
good looks, perhaps the superstar
other half, a heart (let’s not forget
the “do the right thing” mantra), and
you’re really onto something whereby
said athlete is often driving the new
agenda and calling the access shots.
Where this leaves the traditional beat
reporter remains to be seen, ditto for
the post-game interview.
THE GOAL IS TO LET ATHLETES
TAKE CONTROL OF THEIR OWN
NARRATIVE, THE ISSUES OR
STORIES THAT MATTER TO THEM
AND DELIVER INSIGHT INTO THEIR
SPORT.
/ DATA & TECHNOLOGY
© Keith Allison
68 69

Few athletes are as vocal as Allen
Iverson in his heyday, so the ability
to get up close and personal with
an athlete you love (or even love to
hate), is by default going to be a super
exciting prospect for millions of fans
everywhere.
Yes, traditional meet and greets and
a guaranteed number of sponsor
“hero” shots are often still the norm
with contracts, but those athletes who
have taken control of their destiny off
the field are paving the way for a whole
new dynamic, dialogue and commercial
destiny.
It remains to be seen: will there ever
be another Howard Cosell/Muhammad
Ali partnership in this age of the athlete
as the media…?
THE BIG TAKEOUT
Uninterruped, The Player’s Tribune,
Unscriptd, and Slyce are examples
of athlete-owned online platforms
where athletes share the stories they
deem important, driving the dialogue
and agenda. A new era for athletes to
call the shots and give greater access
to their fans.
© 400tmax
/ DATA & TECHNOLOGY
7170

LIVE
SPORTS
GO OTT
LIVE
SPORTS
GO OTT
LIVE
SPORTS
GO OTT
SVP STRATEGIC INVESTMENTS
JEFF GAGNE
HAVAS MEDIA NORTH AMERICA
THE BIG TAKEOUT
Live sports content has been slow
to go OTT due to the rigid TV
rights model. This content needs to
be made available across a variety
of distribution systems, or the risk
is the loss of younger generations
of fans. Expect a calculated rollout
for OTT sport content in 2017,
following the NFL’s lead with live
streaming on Twitter.
Well that was fast.
We are suddenly at a place in the
rapidly unfolding history of media
where Over-The-Top (OTT) services
are no longer an emerging threat to
the traditional television model, but
connected television sets now actually
rival the scale of cable. The math is
simple: tech companies need to push
out premium content so that the
format is universally embraced to make
money.
Since its inception, the only true thorn
in OTT’s side has been live sports, as the
television rights model has been iron
clad in protecting the major leagues’
contracts. But each time those major
rights deals are renewed, room for
additional content distribution seeps
into the fold.
Perhaps leading the way, the NFL has
been testing and learning about their
OTT audience potential in live games:
last year through Yahoo! and currently
via Twitter to mirror their new Thursday
night package. This is clearly a signal
to the marketplace that changes are
imminent and that television is no
longer the sacred cow. Rumours are
swirling about the PGA Tour and the
NBA creating their own “network”
exclusively distributed via OTT, which
forces television executives to debate if
that’s a bluff to raise their own pricing
or a true and viable reaction to a mar-
ketplace that’s moving far faster than
any contract can predict. It’s frankly
a tough bet.
Live sports are continuously toeing the
line as an industry as they risk losing
exposure to a whole generation of
video natives: a Generation Z that
will never meet a “cable guy” or have an
intrusive set-top box on their mantle.
The good news is this: making sports
content available across a variety of
distribution systems allows for both
these younger demos to engage with
their favourite sports and the avid fan
bases to deepen their relationships via
exclusive content.
In 2017 and beyond, we can expect a
rapid, yet calculated roll out, much like
the NFL is practicing now, instead of
a rights revolution. Sports continues
to be the most dominant and reliable
performer on traditional television,
but that won’t be the case a decade
from now if today’s young sports fans
were neglected along the way. OTT
embraces the customisation that all
digital content has succeeded on and
places it back on the TV screen, where
sports always plays best. It’s perhaps
the most necessary evil.
OTT EMBRACES THE
CUSTOMISATION THAT
ALL DIGITAL CONTENT HAS
SUCCEEDED ON AND PLACES IT
BACK ON THE TV SCREEN, WHERE
SPORTS ALWAYS PLAYS BEST.
/ DATA & TECHNOLOGY
7372

DO THE
RIGHT THING
DO THE
RIGHT THING
DO THE
RIGHT THING
DO THE
RIGHT THING74 75

GLOBAL CHIEF STRATEGY OFFICER
FREDDA HURWITZ
HAVA S SPORTS & ENTERTAINMENT
@FreddaHurwitz
Spike Lee catapulted the sentiment of “do the right
thing” into the stratosphere when he released his
ground breaking film in 1989, bolstered by Public
Enemy’s war cry - Fight the Power.
Do the right thing meant something on so many
levels to cross generational audiences around the
world; black, white, young, old. It broke through
and got people thinking, talking, laughing, sharing,
acting.
Here we are nearly 30 years later…and I wonder if
the richness and responsibility of these four words
stacks up in our equally challenging world, that
is faced with racism, sexism, homophobia, abuse,
deceit, deception, Trump (sorry, I had to)…and I
haven’t even begun talking about the sports industry
yet.
When you apply this thinking to sports and the com-
plicated ecosystem that shapes and guides it, who
is ultimately responsible for taking on the wrongs
and righting them: the athletes? The brands? The
rights holders? The media? The fans?
Our prolific, outgoing, no holds-barred contributors
have a thing or two to say about the state of the
sports world today, embracing their role in helping
to be part of the solution whilst calling out those
who are still hovering around fist base. Get ready
to take a stand.
/ DO THE RIGHT THING
76 77

WILL IT ALWAYS BE KNOWN AS
“WOMEN
IN
SPORTS”?
“WOMEN
IN
SPORTS”?
60 SECONDS WITH...
“WOMEN
IN
SPORTS”?
MANAGING PARTNER, Y SPORT,
CHAIR OF WOMEN IN SPORT
SALLY HANCOCK
@Sallyhancock1
Where is women’s sport currently?
We have a lot to be proud of and
celebrate. Women’s sport has new
heroes. Not only our hugely suc-
cessful athletes in domestic (UK) and
international competition, but the
extraordinary numbers of women and
girls getting active for the first time, and
sharing their experiences with others.
Sport England’s This Girl Can campaign
has seen 2.7m more women and girls
claiming to take part in exercise and
activity as a result, although, still 1.73m
fewer women than men are active on a
regular basis.
Why does it lag behind men’s sport? Is
it for lack of funding, excitement, or
is it a historical bias problem?
For all the achievements of the last 18
months, the journey towards a level
playing field in sport still has a consi-
derable way to go. With the exception
of the Rio 2016 Games, and a few
dedicated broadcast partners, coverage
of women’s sport in the last 12 months,
whilst having improved, still remains at
the margins.
Women’s sport can find itself trapped
in a vicious circle – a chain of depen-
dencies around a lack of major events,
lack of coverage, leading to a lack of
sponsors, engagement and awareness.
We need forward-thinking brands,
sports and media to disrupt this, and
enable women’s sport to achieve the
recognition and positioning it deserves,
and to inspire more women and girls to
get active and engage.
What role does media coverage play?
Media coverage is key – but this has to
be the right coverage. Too often sports
women find themselves judged against
their male counterparts, their sport
compared to the men’s version, their
looks commented on more than their
sporting achievements. For example,
international media came under fire
at Rio 2016 for undermining female
Olympians’ achievements by linking
reportstotheirmalepartners.Hungarian
swimmer Katinka Hosszu won gold in
the 400m individual medley, beating
the previous world record by nearly
two seconds. Speaking on TV after the
event, an NBC commentator referred
to her husband and coach Shane Tusup
as “the man responsible” for Hosszu’s
record-breaking performance, sparking
criticism on social media. This endless
undermining of women’s achievements
is not helpful or motivating – more
opportunities for women to work in
sport and media would be one step
forward.
The Rio Olympic and Paralympic
Games brought a great deal more
women’s sport to TV this summer.
Looking ahead to 2017, how do you
foresee this momentum being main-
tained?
The 2016 Games were great, with
women winning a record 46% of all
Named one of the Most
Influential Women in Sport
by The Guardian in 2015 and
UK Sponsorship Personality
of the Year in 2013, Sally is an
acclaimed leader in the field of
sponsorship, co-heading the
sports strategy and sponsorship
consultancy Y Sport. Previously
she was responsible for the
Lloyds Banking Group London
2012 Olympic Partnership.
www.y-sport.com
78 79

Team GB medals at Rio 2016, making
up 43% of the team, a success exceeded
by Paralympics GB where female
athletes won almost twice as many gold
medals as men. And with the Women’s
Cricket World Cup, the World Athletics
Championship, and the World Netball
and Hockey Championships all taking
place in the UK in the next three years,
there’s a great opportunity to showcase
the best of women’s sport and also fill
the venues – as the saying goes, you
can’t be it if you can’t see it.
Should we treat women’s sport just
like men’s sport? Or does it mean
something different?
Women’s sport absolutely justifies the
same level of interest from media and
sponsors as men’s sport. Women in
Sport regularly analyse the market and
trends in women’s sport, and produce
a regular insight pack on the state of
play. Their latest report showed that
66% of sports fans (male and female)
think that sponsors should be involved
in women’s sport, and 53% think that
women’s sport is just as exciting to
watch as men’s. Yet the reality belies
the interest – women’s football spon-
sorship for example, accounts for
just 4% of the total football market.
Y Sport forecast that this will equate
to 5-10% of the total over the next
four-year commercial cycle. We need
to start playing by different rules in our
approach to sport for women.
What value can women’s sports provide
brand sponsors? What is the business
case for investment?
I would be approaching the assessment
of a business case for women’s sport
sponsorship in much the same way as
I would any sponsorship – with a clear
statement of ambition, objectives,
strategy and leverage. The primary
difference is the fact that there are,
I believe, greater opportunities in
women’s sport than exist in men’s –
competitive advantage and cut through
are more easily achievable, with the
right strategy and plan in place.
In your lifetime, what are the signifi-
cant changes you think will be made,
or will they?
I wish I could say that there will be
transformational change in the sector
over the next 10 years. As it stands,
progress is slow. Three steps forward
and two back, too often. However,
we’ll start to appreciate more the value
of women’s sport – to women, from
a participation perspective and user
experience point of view, to brands, as
a valuable and profitable route through
which to grow consideration and drive
business, to media (however defined),
as a point of competitive advantage. It’s
great to be a part of the movement!
THE BIG TAKEOUT
66% of sports fans (male and
female) think that sponsors should
be involved in women’s sport, and
53% think that women’s sport is just
as exciting to watch as men’s, but
sponsorship in the sector is peanuts
in comparison with men’s sport.
These undervalued assets represent
a huge opportunity for brands to cut
through.
8180

IT'S SPORT,
IT'S BUSINESS
IT'S SPORT,
IT'S BUSINESS
ANDIT’SGOTTOMAKE
A DIFFERENCE
EXECUTIVE CHAIRMAN
JAIMIE FULLER
S KI N S
@jaimiefuller
A renowned sports ethics
campaigner (“the Bob Geldof
of Sport”) and executive
chairman of the compression
wear company SKINS, Jaimie
is a frequent commentator on
integrity in sport and sports
governance issues. He has
challenged professional sports
bodies from football to cycling,
and is an ambassador for the
Investec Private Banking Restless
Spirits Campaign. He blogs
regularly at
www.watercooler.skins.net
What is sport about in our ‘post-fact’
world?
In recent years, as sport consumers,
we’ve been assailed by news of corrup-
tion, bribery, malfeasance and cheating.
‘It’s all about money,’ we’re told. ‘It’s
just business.’
But hang on, that’s not all sport is about.
It’s one thing to run a business, make
money, employ people, sponsor teams,
athletes or events; it’s quite another to
support sporting bodies or individuals
whose business is conducted inappro-
priately.
It’s also the case that, as a business,
you can’t be responsible for every part
of your supply chain.
For example, one of the most ethical
companies around, Patagonia, found
multiple instances of exploitation
through human trafficking and forced
labour in their second and third tier
supply chain.
The difference between Patagonia and
other brands? First that they found this
out through their own internal audit.
Second, that they didn’t try to hide
it. And third, five years later, they are
still working to do something about it.
Patagonia is working with relevant
NGOs and government authorities to
improve the working lives of people
involved in making their products.
They have increased their invest-
ment in social responsibility; educated
their workforce about how to identify
problems across the industry; developed
a new set of employment standards
for migrant workers; and are educating
their suppliers and brokers about an
acceptable level of recruitment and
employment practices.
But real change doesn’t deliver a quick
‘win’. Patagonia will stay the course
because making a difference is what
their brand is all about.
For me, it’s a great example of a
corporate trying to make a difference
– and it’s where I believe sports brands
should be heading. It’s certainly where
we’re heading with SKINS.
It is why we launched anti-doping and
governance campaigns in relation to
cycling, athletics and cricket. It is why
we campaigned against anti-LGBTI
laws in Russia during Sochi. It’s why we
declared ourselves as the first ‘Official
Non-Sponsor’ of FIFA. It is why we’ve
worked with civil society organisations
in relation to anti-homophobia in sport.
As brands, as sponsors, we should be
calling out bad sport, and leading the
way on making it right.
Sport is too important to society not to
do so. It’s a way of influencing children
and demonstrating great values such as
fair play, integrity, discipline, inclusivity,
hard work, teamwork, commitment and
pure competition.
82 83

Corporate values such as ‘business
integrity’ and ‘human rights’ – which
so many corporates share - are just
words if, for example, the organisa-
tion you sponsor is described by the
US and Swiss Attorneys-General as a
“mafia-style organisation”, or if you’re
not prepared to stand-up when an event
you sponsor is being hosted by a nation
that throws LGBTI people in jail, or
which has no respect for workers’ rights.
Many say we only do this to expose
the SKINS brand. Yes, it does have a
positive impact from a brand perspec-
tive and isn’t that great?
But those who criticise also miss the
point. People who play sport and love
sport want it.
Whilst sponsors who live in a ‘post-fact’
world may want us to focus exclusively
on the thrills and spills of a tournament
or the exhilarating feat of an individual
athlete, people who follow sport are
more knowledgeable, more demanding,
more organised and more vocal than
ever before.
The platform is set for all brands (not
just sportswear ones) to combine a
genuine desire to do something good
with the opportunity to market and
grow their brands. Something tells me
this is beginning to trend.
THE BIG TAKEOUT
Brand sponsors have a duty to call
out bad sport, particularly if they
want to stay true to their corporate
values and those of sport in general.
With sports fans behind them,
sponsors have an opportunity to do
something good while promoting
their brands.
8584

THANK
YOU!
THANK
YOU!
THANK
YOU!
FINDOUT
MORE
FINDOUT
MORE
FINDOUT
MORE
A huge thank you to our host of industry experts
who took the time to share their smarts, insights
and predictions for 2017.
In the spirit of keeping sports at the heart of our
Trends, “well played” to our editorial team: Julia
Feldman, Fredda Hurwitz and Rebecca Anstey from
Havas Sports & Entertainment Global. Another
edition “slam-dunked” and “at the back of the net.”
Finally, “great game” (okay, okay we’ll stop…) to
Anne Awad, our designer who brought this year’s
vibrant, punchy and eye-catching edition to life.
Time for the “final whistle” (sorry couldn’t resist).
Thanks for taking the time to read our 2017 edition
of Trends. We hope that our look towards the future
has inspired you and perhaps made you think
differently about the year to come.
Any thoughts, suggestions or recommendations?
Get in touch with Julia Feldman, Global Marketing
& Communications Manager:
julia.feldman@havas-se.com
www.havas-se.com @Havas_SE
8786

Trends 2017

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (19)

Andere mochten auch

Andere mochten auch (20)

Ähnlich wie Trends 2017

Ähnlich wie Trends 2017 (20)

Mehr von Havas Sports & Entertainment

Mehr von Havas Sports & Entertainment (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Trends 2017