innovation options in the world of sports: future
TRANSCRIPT
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Thorsten Dum, [email protected]
Innovation Options in the World of Sports: Future Prospects and Challenges2019 EHF Club Management Seminar in Cologne/GER(May, 30th – June, 1st 2019)“Marketing – Fit For Future – Best Practice”
May, 30th 2019
15:30-16:30
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Thorsten DumDipl. SportwissenschaftlerGerman Sportsuniversity Cologne
Event- und SponsoringmanagerPleon Event & Sponsoring GmbH, Bonn
Research AssociateGerman Graduate School of Management and Law (GGS), Heilbronn
Doctoral DegreeEuropean-University Viadrina Frankfurt (Oder)
Senior LecturerCooperative State University of Baden-Wuerttemberg, Mannheim and Heilbronn (DHBW) Hochschule Macromedia, University of Applied Science, CologneUniversity of Applied Sciences Europe (UE), Iserlohn
Programme ManagerGerman Graduate School of Management and Law (GGS), Heilbronn
Welcome…
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Innovations – just a few examples from the “real consumer world”
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The innovation formula
INNOVATION = INVENTION + EXPLOITATION
Invention (Efforts to generate and get new ideas working)
Exploitation(Commercial development, application, transfer)
7.1
4
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Basic requirements for innovations
R & D encompasses all activities that serve to acquire new knowledge and use that knowledge in new products and processes
Technologies are theory-based instructions for technical action.
Research and Development (R&D)
Technologies
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Innovations in the Football World – Governance Structure vs. Football Clubs
“Innovations are changing our everyday life. New ideas are the driving force of the football [soccer] industry for improving comfort, safety and
performance aspects for the players and referees on the pitch.”Source: Fifa
(https://football-technology.fifa.com/en/innovations/)
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Status Quo in Sports
• Market pressure: Growth opportunities for sports clubs and leagues in the digital age
• Investors (market capitalization, globalization, internationalization)
• Insufficient evidence in the academic field - innovation as a dimension of club management?
• Innovation encompasses 4 aspects of a club
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Innovation Option 1 – Product and Service (club‘s perspective)
Developing the Arena
Fostering the Merchandising Business
Introducing Heritage Worlds and Museums
Value added service in digital media
Fan engagement and audience development
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Innovation Option 1 – Product and Service (league‘s perspective)
Electronic Performance & Tracking Systems (EPTS)
Video Assistant Referee (VAR)
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Innovation Option 2 – Business Modell
Revenues streams through Talentdevelopment or Scouting
Strategic alliances / Joint ventures Internationalisation / Globalization of Soccer
Sponsorships vs. Strategic Partnerships / Participatory structures
E-Sports/Gamification
European Super League-> Commercialisation
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Innovation Option 3 – „Expert approach“
Research Labs / Interdisciplinary networks
Start-Ups, Incubator, Accelerator (Spin-Offs)
Digital Ecosystem(Big Data, Data Analytics, Digital Transformation, Technology, etc.)
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Innovation Option 4 – Experience entertainment companies
Transformation-Tendency:
….. goes beyond the focus of the products or the strategy of a sports team to rethink what the business is all about
Clubs or entertainment companies???
Clubs need “touching points” for the “Customer Journey”!
Any examples from the Handball world?
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Innovation Option 4 – Investors as the driving force
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Best practice in football innovation in Germany: TSG 1899 Hoffenheim
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Best practice in football innovation in Germany: TSG 1899 Hoffenheim
Footbonaut
SAP Helix
SAP Interactive Data Space
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Best practice in football innovation in Germany: TSG 1899 Hoffenheim
https://www.youtube.com/watch?v=uhN42VtELcE
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Best practice in football innovation in Germany: TSG 1899 Hoffenheim
Product Objective Primary UserSAP CustomerCheckout
Sales Management Marketing(Sales /Merchandising)
SAP Hybris Omnichannel-Commerce-Plattform(Shops)
Marketing(Sales /Merchandiding)
SAP Event Ticketing Management of Ticketing-sales Ticketing
SAP ERP (EnterpriseResource Planning)
Financial Accounting Management / CEO
SAP Hybris Cloud forCustomer (HybrisC4C)
Cloud-based CRM-Solution forcontrolling fan-related communicationprocesses
MarketingCommunication
SAP Sports One Management of the team: Analyticsand Statistics
Head Coaches
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• Digital Change is in full swing
• Decisions on key performance indicators / parameters („Moneyball-Approach“)
• Football Managers will be transforming into Data Analysts(Competitive advantage?)
• The rat race: Who has the next ground-breaking / pioneeringidea/invention?
• What could Handball-Teams learn from the football market with regard to football-specific innovations (and vice versa)?
Conclusion
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Implications for Handball?
Innovation Option 1(Product and Service)
What is the Handball-specific demand of fans and costumers (Merchandising, Value added servcies, etc.?) (Market Research)
Innovation Option 2(Business Model)
Alliances, E-Sports, ParticipatoryStructures
Innovation Option 3(Expert Approach)
Be data driven, Include scientificknowledge, generate knowledge, develop or use technology
Innovation Option 4(Experience Entertainment Corporations)
Do you really want that? That is a journey…Options 1-3 plus a billionaire
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Thank you for listening.…. and enjoy EHF‘s Final 4!