Anyone who works in sports marketing and sponsorship knows who the best sports marketing experts are. Rights holders, broadcasters, teams, event and venue owners, as well as athletes and fans all have a role to play. Sports marketing have always been an adaptive art, requiring constant adaptation to meet this insatiable need for more interactions and experiences with your favorite teams and athletes.
This year, 2012, it is possible that broadcasting will find
a place in the wall of impenetrability it has enjoyed for fifty years. For the first time, a new technology has appeared in sports broadcasting, of which broadcasters do not have a monopoly or the right of first refusal. The technique is the live broadcast of events. It could be the start of a career for other sports marketers and sports sponsors to see who wins the day and provide fans with a new and unique experience. Using real-time video technology, any event, game or match can be streamed live online to fans without the need for a third party between the event and the fan. For sports enthusiasts only. This technology can eliminate broadcasters in this particular segment of the gaming market. However, is it good or bad?
Part of the extraordinary value of sport
is in the revenue generated by competing broadcasters competing for broadcast rights. Are sponsors who pay broadcasters heavily to promote their brands willing to insulate the company, temporarily or simultaneously, from the symbiotic relationship between sponsors and broadcaster? Consider using devices to interact directly with fans. This allows them to create a live video stream. This means that no audiovisual media should be filtered, analyzed and paid to do what it has been doing for over 50 years. Imagine sports organizations creating their own media companies or at least having their own media department. If you doubt the popularity of video streaming, you’ve never heard of YouTube. Where in the world have you been? Internet videos have the most daily Internet traffic.
YouTube receives more unique traffic every
Day than Facebook. Websites with streaming video get more link juice from Google due to the organic nature of visits, which is confirmed by the extra time spent online watching streaming video. There may be a new gorilla in the broadcast booth as teams realize they can create broadcast experiences that traditional broadcast may not be able to match. Watch for a trend that will continue to grow in 2012 as teams provide their teams with real-time interactive experiences during games. The question is how the broadcast media will react to this changing reality. The relationship between site channels and sports sites has a dynamic history. Time will tell if broadcasters offer a unique way to engage with or even control this new technology for teams.