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Sports and entertainment:
For sports and entertainment organisations, the internet affords new opportunities not only to maximise relationships with fans, but also to unlock hidden value and maximise returns on investments already made.
While the use of the internet as a promotional medium has spread, battles have erupted around the downloading of music and the protection of intellectual property.
Many early entrants to internet-based business content publishing gave, and continue to give, their intellectual property away for free.
Managing identities
The free distribution of intellectual property feeds the perception that the internet is a threat, not an opportunity. VISION believes that the internet holds enormous untapped potential.
Digital media is altering how we view identity and personal value. This intersection of intellectual property rights and network-based promotion is a critical new element in the emerging grassroots nature of the internet.
Sporting organisations, publishing houses and the music industry are now beginning to use the internet in a very sophisticated manner to change the way they engage with their audiences. Strategies are emerging to put supporters and fans in touch with the sports stars, artists and celebrities.
A vital factor in building this form of community is the creation of a network that leverages the promotional power of those who play vital intermediary roles between regular fans and the artists.
Networked communities
A networked community amplifies the experience of the event, game or concert. It lets opinion leaders and other tastemakers tell their story and provide platforms for community leadership. It fosters and helps coordinate localised action for concerns shared across the community.
VISION was involved with some of the early internet pioneers such as TheStreet.com, me.net and Predict It. With these clients we helped develop the new models, which aim to build community through selective access to unique intellectual property. More recently we have brought this experience to clients such as Warner Music Group, sporting organisations such as the Irish Rugby Football Union and past clients like the European Rugby Cup. Our offer to this sector is four-fold:
- promoting and leveraging the artist/fan relationship, centred on publishing and managing digital assets
- protecting intellectual property from new threats, and capitalising on its true value
- providing new ways to break talent in an efficient and cost-effective manner
- creating new revenue streams by building communities and leveraging networks of supporters
Sports: fuelling the passion
Entertainment: maximising digital assets
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Copyright © 2007 VISION Consulting. All Rights Reserved.
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