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Cav fans from a past CavFanatic party! Click the image above to learn more about CavFanatic.com
Dear Faithful Readers,
The days when sports were solely consumed from the arena or a handful of TV stations are long gone. The internet is now a prime medium for sports coverage, making any sporting event, available at any time, from any where. This creates endless possibilities for sports organizations to tap into new digital revenue opportunities. Recognizing the avenues presented by new media, the Cleveland Cavaliers are embracing digital demand in a big way. Continue reading to find out how this cutting-edge organization is staying ahead of the game.
Enjoy the feature,
Chantelle Neep
[email protected]
P.S. - Want even more revenue generating ideas? Follow @NatlSportsForum on Twitter to get more helpful insights on #sportsbiz, #sponsorship and more!
PROGRAM TITLE
Digital Team: Cleveland Cavaliers
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OBJECTIVES
In today’s increasingly fast-paced world, it’s crucial for teams to embrace the latest technologies to drive new revenue streams. Fans want relevant, real-time content, and they want it immediately. For teams, this means investing in new technologies to keep up with the changing times. Teams that fail to recognize new digital revenue opportunities may soon find fans opting to stay home in favor of the super-charged, at-home viewing experience. With this in mind, the Cleveland Cavaliers, a team well know for it’s affinity for innovation and it’s forward-thinking ownership under the direction of Dan Gilbert, knew that investing in new media was critical to remaining a progressive, profitable organization. To capitalize on digital demand and it’s huge potential to be a large area of growth in sports, the Cavs looked to create a new team solely dedicated to using technology in order to produce the best content possible for fans and create new revenue opportunities through corporate sponsorship.
PROGRAM DESCRIPTION
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The Cavs new Digital Team has created two technological initiatives geared towards improving all aspects of the Cavaliers fan experience; a stadium-wide Wi-Fi network and a team branded mobile application.
The first initiative the Digital Team outlined was installing a stadium-wide Wi-Fi network and Digital Antenna System (DAS) in Quicken Loans Arena. Although the network won’t be up and running until sometime this season, the Cavaliers recognize the importance of giving fans the opportunity to stay connected at all times. The Wi-Fi network will allow fans free access to the internet and the DAS will boost cell phone service for everyone inside the building. However, the expense for installing such systems is extremely costly leaving some teams to question the justification of the expense. Mike Maleski, Vice President of Digital Sales, Marketing and Operations for the Cleveland Cavaliers states, “Failing to recognize the importance of connectivity would be an injustice to our loyal fans. Fans are going to choose how to stay connected and we need to give them every opportunity in order to improve the fan experience and create sponsorship opportunities. We can’t, NOT justify the expense for a stadium-wide Wi-Fi network.”
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The second initiative was creating a team branded mobile application. The Digital Team for the Cavaliers is constantly trying to be the best content providers and the mobile application creates a space that recognizes the importance of great content. In order to create the application, the Cavs teamed up with Detroit Labs and added features which they believe will differentiate their app from other teams’ applications. The new mobile app, available for iPhone and Droid, allows fans to buy tickets, read all content on their website, see live stats, purchase items from the team store as well as enter numerous contests to win an assortment of prizes, all in one space. However, the real game-changer is the connection of the app with the Cavalier’s social media page CavFanatic. CavFanatic, the Cavalier’s personal social media website, was launched in 2008 and is sponsored by Verizon. For the past four years, fans have been able to connect with one another on this social website. The Cavaliers have used this space for numerous reasons including contests and team updates for loyal fans. Now that CavFanatic has gone mobile and can be accessed through the app, the fans will be more connected than ever to fan-specific content created by the Cavaliers. The initial phase of the app only allows fan to read the content on the CavFanatic page, but in the near future, fans will be able to post and comment on material as well as post pictures just like many other popular social media pages. Maleski was emphatic in stating the importance the Wi-Fi will have towards the success of the team-branded mobile app because fans will be able to easily download in-stadium. "CavFanatics" will soon have every possible outlet to stay connected while attending a Cavalier’s game at Quicken Loans Arena.
Cleveland Cavaliers Mobile Application - Click the image above to learn more about the Cleveland Cavaliers!
MEDIA
Due to the fact that the Wi-Fi and DAS have not been fully installed, the Cavaliers have taken a soft initial approach towards advertising the launch of the mobile application. Through in-stadium signage and exposure on the website, the Cavs have slowly begun to let fans know about the new application. Soon, the Digital Team will unleash a huge promotional blitz which will make fans well aware of the innovative content provided to them by the application.
PARTNER
The CavFanatic website has been sponsored by Verizon since its inception in 2008. The Cavaliers also worked with Detroit Labs in creating the mobile application.
RESULTS
The Digital Team is still very young, but has already seen the infinite possibilities that lie ahead. According to Brandon Jirousek, Senior Manager of Digital Content and Operations for the Cavs, the mobile application has already received over eight thousand downloads since its launch on October 30, 2012. Also, in terms of corporate sponsorship, Maleski believes the team can tap into a large area of revenue opportunity. He states, “With a full selling season and being a mid-size market team, the Digital Team should fully expect to generate two million dollars in digital corporate sponsorship revenues.”
LOOKING AHEAD
The Digital Team will eventually be involved in every aspect of the organization. Maleski believes that the success of the Cavs Digital Team will lead other NBA teams to follow suit and explore this new area of growth in sports. The extent of the mobile application will branch to every department within the Cavaliers franchise and allow the ultimate connected experience. Jirousek went on to say, “Anyway we can engage our fan base further is a path worth going down. We will continue to add the best content available to the application. It should serve as a one stop spot for all Cavalier fans.” The team will continue to improve the interface of the application in order to continually improve the fan experience. The Cavaliers realize that keeping the fans connected and providing great content will lead to numerous sales and sponsorship revenue opportunities in the future and are fully committed to this venture.
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