Internet Sports

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Internet Sports

• Martin Ostermayer
• Christian Nobs
• Darrell Gualco
• March 10, 1999

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Companies compared
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Revenue Generation

• Advertising (both cash basis and barter)
• Membership (both basic and premium)
• Merchandising
• Example SportsLine.com
• 95 - 52 thousand
• 96 - 2.4 million
• 97 - 10.3 million

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Marketing and Brand StrategiesUse of the Internet

• Both sites are extensions of TV audiences
• Used as tool to extend brand recognition,
  loyalty, and create brand equity
• Sites are mainly used for content and not
  interactivity

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SportsLine.com Alliances

• CBS.SportsLine
• 1997 - exclusive agreement with CBS for 5 years
• Compete with ESPN CNN/SI
• Anchor tenant for AOL Sports page
• _at_Home, MCI, Excite, NFL Players Inc.

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ESPN.com Alliances

• ESPN.com
• Subsidiary of The Walt Disney Company
• Anchor member of the Go Network
• Infoseek, Disney.com, ABC.com

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Management Issues

• Competition
• FoxSports, CNN/SI, Quokka Sports
• Technology
• Bandwidth potential
• Content
• Real-time video over the Internet
• Appearance of Internet networks compared to
  broadcast networks

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Recommendations

• Continue current co-branding and alliances
• Diversify content and access
• Alternative sport
• Potential for live feed, pay-per-view, cheaper
  medium than TV
• Advertising campaign to promote diversity
• Easier navigation, less is more

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Questions