Report

November 1999

The Sports Power Shift

Mark Hardie 		The Web will shift control of the sports experience from broadcast networks to professional leagues. As bandwidth improves, leagues will rely on in-house programming and eCommerce to build profitable, direct relationships with consumers and advertisers.
by Mark Hardie with Chris Charron, Amy Dash

INTERVIEWS
  • Sports on the Web isn't just scores and stats anymore.
  • Teams expect their site revenues to grow tenfold by 2004.
ANALYSIS
  • Sports entertainment power shifts from networks to leagues.
  • Sports-related eCommerce will exceed $4 billion in 2004.
  • The Web will contribute 15% of league revenues by 2004.
ACTION
  • Leagues should unbundle digital and analog rights.
  • Broadcasters must invest in Web technologies.
WHAT IT MEANS
  • Athletes will sell their souls like Monica and Madonna.
  • NBAville becomes NikeTown's new neighbor.
 
Figures & Data
  • Figure 1.  Sports Team Sites Move Beyond Information
  • Figure 2.  Advertising And eCommerce Drive Team Site Revenues
  • Figure 3.  The Past: Broadcasters Stand At The Center Of Fans And Marketers
  • Figure 4.  The Future: Leagues Stand At The Center Of Fans And Marketers
  • Figure 5.  The Web Contributes 15% Of League Revenues By 2004
  • Figure 6.  Leagues Tackle On-air And Online Programming
  • Figure 7.  Sports Fanatics Enjoy A Multifaceted Game Experience
   
RELATED MATERIAL 
  • Companies Interviewed For This Report
  • Related Research
 
GRAPEVINE
  • Take me out to the -- digital -- ballgame.
  • Advertising goes down for the count.
  • Home sweet online home.
  • Affinity portals -- introduce a friend.

Special Features

1 Forecast

Research on future technology trends or innovation

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Ratings and Comments
NOT YET RATED
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