Presented at SXSW 2012, R/GA's Richard Ting, SVP, Executive Creative Director of Mobile & Social Platforms and R/GA Executive Producer Kyle Bunch explore examples of how sports fandom has changed and share a vision of where it’s headed in the future thanks to mobile and social innovations.

1. The Sports Fan Experience in 2015
#SXSport2015 | March 10, 2012
Richard Ting, SVP, Executive Creative Director
Kyle Bunch, Executive Producer
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2. Your speakers this morning
Richard Ting Kyle Bunch
@flytip @bunch
Founded R/GA’s Mobile & Social Leads R/GA’s Social offering
Platforms practice
Co-founded Blogs with Balls
Provided creative leadership for
some of R/GA’s earliest Nike work
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3. Agenda
1. The Digital Shift
2. The Sports Fan Experience: Yesterday & Today
3. How Brands are Connecting with Fans - Case Studies
4. Tomorrow
5. A Day in the Life
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4. The Digital Shift
SO MUCH HAS CHANGED…
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5. The Sporting World went digital
And with it:
1.) Always-on, total access to sport creates an explosion in
global media consumption
2.) Social media leads to enhanced transparency and a
dramatic rise in shared experience
3.) Increased personalization and choices as hundreds of
channels evolve into millions of sites and billions of hours of
new content
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6. Athletes embrace digital to better
control their brand images
TOP U.S. NEWSPAPERS DAILY CIRCULATION
USA Today 2,113,725
4,871,510 3,269,716 3,138,170
Wall Street Journal 2,082,189
The New York Times 1,039,031
Los Angeles Times 723,181
The Washington Post 665,383
Daily News 602,857
New York Post 558,140
Chicago Tribune 501,202
Houston Chronicle 425,138
The Arizona Republic 389,701
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7. My experience as a Sports
Fan will be vastly different
from my daughter’s.
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8. The Sports Fan Experience
YESTERDAY AND TODAY
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9. Then
and
Now
How the sports fan experience has evolved since we were kids
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10. We used to hang their picture on our walls.
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11. Today we talk live with our favorite athletes. No
more settling for posters.
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12. Watch the nationally broadcast game.
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13. Today we watch whatever game
we want, wherever we want it.
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14. Get our highlights from SportsCenter.
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15. Today, no more waiting for SportsCenter
to see the highlights.
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16. We used to see international stars play
…every four years.
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17. Today international stars are known well
before they set foot on U.S. soil.
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18. Buy questionable tickets from scalpers.
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19. Today we buy any ticket to any game at
anytime… safely and securely.
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20. Show up early hoping to grab an autograph
from our heroes…
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21. Today the Athletes want to meet us.
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22. We use to wait in line to buy
cheap food anonymously.
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23. Today RFID lets concessions know exactly who
you are and greet you personally.
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24. Team management rarely
ever connected with fans.
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25. Today teams dedicate entire staff to coordinate
social media outreach with fans.
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26. Referees took abuse from the players and fans
and accepted it.
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27. Today referees now have an outlet
to defend calls.
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28. Players fought…. on the court.
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29. Today players still fight, but now….. on Twitter.
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30. Players connected with fans during
sideline interviews.
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31. Today players now use Twitter to connect with
fans directly from the sidelines.
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32. Steve Diekmann
Single Season DIII Scoring Record
Grinnell College
Iowa
37.3 ppg
Who?
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33. 5’10”
Senior
DIII – Illinois College
~ 5million YouTube views
Today we have Jacob Tucker
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34. Today we have Jacob Tucker
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35. Today we have Jacob Tucker
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36. How Brands are connecting with Fans
Case Studies
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37. Brands see this shift and
now have to alter how they
connect with their
consumers
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38. “Check In to the Ballgame”
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39. Proprietary & Confidential. © 2012 R/GA All rights reserved.

40. NIKE BASKETBALL
“Black Mamba”
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42. Tomorrow
WHERE WE’RE HEADED
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43. No Slowing Down for Digital or Sport
2.7 Billion $145.3 Billion
Projected global internet users Projected global sports revenues by
by 2015, 2015,
up from 2 billion in 2010 up from $120 Billion in 2010
(Source: IDC) (Source: PriceWaterhouse Coopers)
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44. The Borders For Fandom
Cease to Exist
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45. Jeremy Lin fans rise early in Taiwan
to watch him play
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46. Man U. fan accosted by Liverpool
fans in Malaysia
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47. Never Be Alone At A Game
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48. Find ALL of your friends at a game.
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49. Augmented Viewing:
“Second Screen Experiences
become Commonplace”
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50. Proprietary & Confidential.
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51. Proprietary & Confidential.
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Micro-gaming inside a game

52. The Fans Control
Their Views
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53. Proprietary & Confidential. © 2012 R/GA All rights reserved. TNT Overtime

54. The Fans Have More Power
Than Ever:
“Crowd-sourced Team
Decisions”
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55. Will the fans be able to impact a coach or
GM’s decision?
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56. Open APIs:
Leads to new innovations in
the Sports Fan experience
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57. The fans will create their own
future experiences
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58. The future of sports subscription
packages will change.
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59. Available data will continue to grow…and
evolve the game viewing experience.
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60. A Day in the Life
Jed Berger
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61. Jed Berger
Mid-30s
Senior Marketing Exec.
Urban Dweller
Sports Nut
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62. June 5th, 2015
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65. “Group ConnectorTM”
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80. Sending request to control
Jed’s iPhone camera…
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81. broadcasting from Jed’s iPhone.
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86. IN THE FUTURE, MORE:
Fan grouping apps
Crowdsourced coaching
In-arena personalization
Frictionless sharing via NFC
Explosion of second screen apps
Biometric-enhanced box scores
Remote fandom via telepresence
Redefinition of fan access
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87. Questions?
Richard Ting Kyle Bunch
@flytip @bunch
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88. THANK YOU.
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