January 25, 2012 | Volume 10, Issue 18

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Dear Faithful Readers,

"Selling It..." frequently takes into consideration how the technological advancements of the past decade have changed the way in which sport fans "consume" sports. From HD TV's to smart phone applications, the sport fan of today is not satisfied with your Grandfather's baseball game. Fans are demanding a higher quality of information (stats, simultaneous games) and will look to other sources if teams do not provide it. Read on to see how the Miami Marlins are integrating corporate sponsorship with fan entertainment to keep multi-tasking fans engaged.

Enjoy the Feature,

Joe Shapero
[email protected]

P.S. - Only 5 days until the most talented sports executives touch down in OKC for the 2012 National Sports Forum! If you're thinking about joining us out in OKC, then register now! Follow us on Twitter and Facebook to stay up to date on the 2012 NSF! #NSF2012

Marlins Use IPTV To Stay Ahead Of The Ballgame

The Miami Marlins use IPTV to create new sponsorship activation opportunities and enhance the fan experience.

CONTACT

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Claude Delorme
Executive VP, Ballpark Development
Miami Marlins
Phone: (305) 626-7401
Email: [email protected]

Will Ellerbruch
Regional Sales Manager
Daktronics
Phone: (440) 623-9087
Email: [email protected]

ORGANIZATION

Miami Marlins

PROGRAM TITLE

"IPTV System at Miami Marlins' new ballpark "

OBJECTIVES

Sports fans are exposed to hundreds of advertising messages each day. Attempting to get a sponsors message to cut through that clutter is no small task, especially now that sports fans are capable of choosing what messages to watch and when to watch them.

Not only do fans have a much larger say in how they are being marketed to, but they are constantly seeking more information. Gone are the days when fans were content to simply sit and watch the game. The sports fans of today want to be informed on everything from in-game stats to out of town scores.

When the Miami Marlins began constructing their new ballpark, they knew they needed to take these factors into consideration and looked to set-up a system that would allow them to integrate sports and sponsorship with some other form of entertainment.

PROGRAM DESCRIPTION

To create a comprehensive system that would allow the Marlins to accomplish multiple objectives, the team partnered with Daktronics, the world's largest supplier of large screen video displays, electronic scoreboards, computer-programmable displays, digital billboards and control systems. When the new Marlins ballpark opens in the spring of 2012 it will feature one of the most sophisticated large screen systems, incorporating 14 light emitting diode (LED) video and ribbon displays in the seating bowl. Additionally, Daktronics will provide the Internet Protocol Television (IPTV) system that will drive high definition video, in-game stats, fantasy stats, out of town scores, and sponsorship messages to 660 Sony flat screens positioned in suites, concourses, clubs, team store and other locations throughout the venue.

IPTV is a system through which television services are delivered through a process that involves sending and receiving information in digital data "packets". This is the same method used by the Internet and provides the benefit of a less congested, more efficient means of delivery, allowing for higher quality and more interactive features. Specifically for the Marlins, it means flexible, controllable signage and more corporate branding. In other words, the ability to send various massages to the video screens throughout the facility with customized information depending on who is sitting in those seats.

The Marlins will use IPTV to create new sponsorship opportunities throughout their venue by segmenting the ballpark by quadrants that can be controlled by the TV's throughout that specific area. There will be four main quadrants that will be sectioned off by color - blue, red, yellow and green. Sponsors can then be placed into quadrants based on the color of their company logo. "The Daktronics system allows us to alter the sponsor message around timing of the game, giving us the flexibility to give our sponsors better branding opportunities. There is no better way to optimize the value for sponsors," said Claude Delorme, Executive Vice President Ballpark Development for the Miami Marlins.

On top of new sponsorship activation opportunities, IPTV also brings new possibilities to enhance the fan experience. "With fans and the new tools they use to access information - phones and tablets - it is important for us to stay on top of this trend and present the information they are searching for," said Delorme. The Marlins will use their new IPTV system to project stats onto a ribbon at the bottom of the TV's. The ribbon will include in-game stats as well as stats for competing teams and teams that fans are particularly interested in. With IPTV, the sky is the limit in terms of flexibility, and the quality of information that will now be available to fans throughout the game is unprecedented.

The "L Bar" Technology - allows for information and advertising opportunities on screen during game action.

MEDIA

The IPTV system at the new Marlins Ballpark has been publicized on the teams website and has been picked up by various media sources.

PARTNERS

The Marlins partnered with Daktronics who provided the IPTV system and video screens at the new Marlins Ballpark. The hub of this control solution is Daktronics' new Show Control System, which will control all the information being displayed on the TV's throughout the ballpark. With the Show Control System, all displays across the network can be turned on or off, their volume adjusted, or channel changed so all displays show the same piece of content (again, greater value for sponsors). With the click of a single button one message can be delivered anytime to all displays everywhere throughout the ballpark.

RESULTS

Marlins Ballpark will open in spring of 2012 and the Marlins are extremely excited to see how their fans react to the new IPTV system.

The interior bowl of the new Miami Marlins Ballpark!
To see what else the Miami Marlins are up to, click here.

LOOKING AHEAD

Television is changing and IPTV is shaking things up in a powerful way. Delorme puts it best, "At this point, sponsors don't fully understand the capabilities of IPTV but as they familiarize themselves with it, they will develop an appreciation. In the future, there will be more opportunities to sell IPTV capabilities at the corporate level."

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