DIPLOMA PROGRAMME IN SPORTS MANAGEMENT

BLOCK 3 – DIGITAL TRANSFORMATION IN SPORT

EXAM PART 01
TECHNOLOGY AND THE FAN DEVELOPMENT

Shabbir Shamsudheen Pokkakillath

 Instructions
Your NBA team is Los Angeles Lakers
Look at the above team’s website and select three technological solutions that fit with the model of the fan relationship development
(Experience, Participation and Identity).
Report each technological solution provided by the team to its fans and:
A. provide a short description of the solution:
B. justify why the solution is consistent with that specific step of the fan development (psychological mechanism);
C. comment which are the pros and the limits of that solution (fan engagement? revenues? costs? data ownership?..);
D. suggest how limits could be overcome and pros could be strenghten.

Please, use one slide for each technological solution. At the end, upload the file on Moodle.

You can copy-paste a meaningful picture of the solution and a webpage link, for supporting the description.

Tasks will be evaluated according to:

• Correctness os proposed solutions (fit with the fan development step): 30%
• Consistency, Breadth and Depth of supporting arguments: 60%
• Clarity and Cleanliness in the exposure: 10%
Please note: each slide will be scanned with anti-plagiarism software to discover any copying from the internet. If more than 25% of each
slide’s text is copied, the exam will be penalized; more than 50%, the exam will be banned)
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 Step 1
Experience
A. Short description of the selected tech solution
A Secure, Future-Proof, Fan-Friendly Video Archive: Lakers has started its effort to Preserve the Past, Protect the Future by setting up a vast
video library chronicling the team’s rich and storied history is an important facet of this effort. Lakers realized that lot of their historical footage was
with their broadcast partners. This gave them an idea to create a video archive that will protect their history, and with the help of latest technology
they can control how to use the footage going forward.

B. Why the solution is consistent with that step of the fan development (psychological mechanism)?
Lakers along with their digital partner, Iron Mountain, converted the media to a common format and preserved it in its Digital Content Repository (DCR).
This includes over 5,000 hours of highlight reels, full games and related media that can be accessed by the Lakers, its television partners and potentially
even fans or other media outlets, via an easy-to-use, Web-based interface. Even the new videos are saved on this DCR. This enables the fans to revive
their old memories and long history with the team.
C. Which are the pros and the limits of that solution (fan engagement? revenues? costs? data ownership?...)?
Pros: Fans can easily access their historical moments with the team. Lakers can have custody of their game videos, use it for improving their skills and
analyzing their previous games.
Limits: Fans might download the video and create their own content. Competitor teams can also have access to these videos.
This will not generate any direct revenue for Lakers. The cost to maintain and manage digital storage is high.

D. How limits could be overcome and pros could be strenghten?

Lakers can monetize the video streaming by adding on screen ads to their videos (similar to youtube). They can charge a premium amount to view the full
match videos.
https://www.ironmountain.com/resources/case-studies/l/los-angeles-lakers

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 Step 2
Participation
A. Short description of the selected tech solution
360 Degree high-tech replays: Fans can look at the big videoboard above the court and get a different look of the shots/game. It involves 38 5K
video cameras strategically located around arenas bringing 360-degree replays to in-game video boards, TV broadcasts and fans’ devices through
social media.

B. Why the solution is consistent with that step of the fan development (psychological mechanism)?
The six teams have joined NBA partner Intel, which provides the technology for the new video replays. Gamers have been manipulating all-angle replays
for years by mimicing the real games. Its now role-reversal. When fans do replays, they can spin the camera around to watch and follow their favorite
player
C. Which are the pros and the limits of that solution (fan engagement? revenues? costs? data ownership?...)?
This is a better tool for players to evaluate their strengths and weaknesses.
The fans can follow the game from the viewpoint of their favorite player and their own convenient angle.
High cost for setting up the cameras in arena/venue. Digital storage space required to store the videos from all these sourcing cameras.

D. How limits could be overcome and pros could be strenghten?

Lakers can join in hands with more teams to share the cost at multiple venues.
They should monetize the 360 degree view replays for privileged fans who are ready to pay a subscription fee. This will help them maintain the technology
and quality of service.

https://www.nba.com/news/ap-teams-enhancing-fan-experience-high-tech-replays

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 Step 3
Identity

A. Short description of the selected tech solution

Lakers Fan Pick: Lakers will let fans to win prizes by picking correct outcomes for plays on the court during their games. Lakers in partnership with GTG
Network, a sports gamification and content provider, to develop a prediction and fan engagement platform to be hosted on Lakers Official App

B. Why the solution is consistent with that step of the fan development (psychological mechanism)?
This helps to improve fan experience by motivating them to reach out to the games and holding their attention while there. It allows fans to win prizes
(coins) and enter sweepstakes by simply picking the correct outcomes during games. All coins won at the end of the Lakers game can be used to enter
sweepstakes, win prizes like Lakers gears, and purchase tickets to future games. During the game, viewers can check their ranking against other players on a
leaderboard. This let the fans also win and being recognized, motivate them to watch the match, engage until the end of the game and purchase ticket for
next match too.
C. Which are the pros and the limits of that solution (fan engagement? revenues? costs? data ownership?...)?
Pros: This helped in improving the FAN engagement and have a sense of belonging. Increased the revenue by motivating more Fans to attend the match.
Stay connected with the team by making fans download their official app. One time cost for developing the feature in the app.
Limits: It kind of encourage fans to gamble. They might be demotivated if they do not win any prize in a game too, which might lead to lose a fan for ever.
GTG networks will have access to Fan database of Lakers.

D. How limits could be overcome and pros could be strenghten?

Add option in the game/app to make every fan a winner once or give them a token of appreciation (giveaway for free) for participating in the game. This
will retain the fans even if they lose their prediction.
https://www.latimes.com/sports/lakers/story/2019-11-19/lakers-fans-can-now-win-prizes-and-enter-sweepstakes-by-simply-guessing-correctly-during-games
https://www.gtgnetwork.com/products/genius-games/la-lakers-fan-pick-gtg-network
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 DIPLOMA PROGRAMME IN SPORTS MANAGEMENT
BLOCK 3 – DIGITAL TRANSFORMATION IN SPORT

EXAM PART 02
D2F, OTT AND THE FAN ENGAGEMENT CYCLE

Shabbir Shamsudheen Pokkakillath

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 Instructions
Your League (OTT) is American Hockey League

Look at the OTT and other D2F services offered by the League/Association above and select three technological features (=services)
that fit with the model of the fan engagement cycle (engagement pre-during-post).
Report each selected technological feature and:
A. provide a short description of the feature:
B. underline, justify and comment if the feature is working either on content or interaction (or both) and how this could influence the
fan engagement
C. comment which are the pros and the limits of that solution (revenues? costs? right holding?..);

Please, use one slide for each technological feature. At the end, upload the file on Moodle.

You can copy-paste a meaningful picture of the solution and a webpage link, for supporting the description.

Tasks will be evaluated according to:

• Correctness of proposed feature (fit with the fan development step): 30%
• Consistency, Breadth and Depth of supporting arguments: 60%
• Clarity and Cleanliness in the exposure: 10%
Please note: each slide will be scanned with anti-plagiarism software to discover any copying from the internet. If more than 25% of each slide’s text is
copied, the exam will be penalized; more than 50%, the exam will be banned)

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Step 1
Pre
A. Short description of the selected tech feature (=service)
AHL are quite popular on Social Media platforms like Instagram, Twitter, facebook and twitter. These medias are used a tool for fan
engagement.

B. Underline, justify and comment if the feature is working either on content or interaction (or both) and how this could
influence the fan engagement
Social Media can be used to reach out to the fans and engage with them. Team can post video, images, updates, schedule, promos, etc on
these platforms. It can be also used to listen to Fan feedback and reviews. Youtube can be used to showcase game highlights, interviews,
special events, etc. Instagram is more of story telling through images and short video clips. Twitter is mostly used as an official
communication tool. Facebook is more of a casual platform. Both can be used to make announcements, PR activities, videos, photos
conduct polls etc.
C. Which are the pros and the limits of that feature (fan engagement? revenues? costs? right holding?...)?

Pros: Social media can be used to publish the match schedule, updates and match highlights to keep fans on edge of their seats waiting for
the game. Easy tool since its available on the finger tips through mobile phones. No cost to use the platform. Good option to hear the voice
of your fans.
Limits: No control on public opinion and could negatively impact the team performance due to over criticism.

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Step 2
During
A. Short description of the selected tech feature (=service)
AHL has launched its own OTT platform called AHLTV to telecast all its games live to the fans all over the world.
This is accessible on different media like TV, mobile, computer, etc. They also offer variety of subscription
packages to cater all level of consumer needs.

B. Underline, justify and comment if the feature is working either on content or interaction (or both) and how this could
influence the fan engagement
AHL TV is not just used to telecast the games. It has the feature to let fans record their games or highlights, share
it with other users, and communicate with them. It has the subscription option to subscribe for only one team for a
lesser price which be of high interest for a team specific fan. It has augmented reality feature and scoreboard
analysis to give the viewers an unique experience.

C. Which are the pros and the limits of that feature (fan engagement? revenues? costs? right holding?...)?

Pro: AHLTV is a great tool to reach the game to fans all over the world. AHL get more revenue with more viewers
and it also help them build their fan-base.
Limit: This might stop fans from accessing the stadium to watch the match. With one subscription a group can
watch the game whereas at stadium its ticket per viewer.

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Step 3
Post
A. Short description of the selected tech feature (=service)
Both social media and OTT platforms are for post game fan engagement by posting images, highlights and fan experience
videos/images etc.

B. Underline, justify and comment if the feature is working either on content or interaction (or both) and how this could
influence the fan engagement
Fans can go for on demand high quality highlights on OTT (AHLTV). They can share these videos with other users too.
Fans share and treasure their experience on social media. Bring on a sense of belonging, brand association, show their fan-ism
over social media.

C. Which are the pros and the limits of that feature (fan engagement? revenues? costs? right holding?...)?

Pro: AHLTV can generate revenue through Ads over highlights and through on demand highlights.
Youtube is also a option for revenue generation through number of viewers.
Limit: These videos might be duplicated and pirated.
The advertisement might impact the viewers fan experience.

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 DIPLOMA PROGRAMME IN SPORTS MANAGEMENT
BLOCK 3 – DIGITAL TRANSFORMATION IN SPORT

EXAM PART 03
SOCIAL MEDIA

Shabbir Shamsudheen Pokkakillath

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ASSIGNMENT A. ON SOCIAL MEDIA

Your NBA Team is LA Lakers

1. map the current activity of the assigned NBA team on Facebook, Twitter,
Instagram, LinkedIn and YouTube (plus any other where you can find them).
For each Social Media (where they are present) try to reconstruct
1a. the main strategy – that is, the goal assigned to this Social Media
1b. the main target the Social Media mainly refers to
1c. the content focus and structure

2. Propose at least two futher developments you think should be suggested to

the NBA Team Social Media Strategist for improving the actual social media
strategy performance.

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1 NBA TEAM (LA LAKERS)
ACTUAL SOCIAL MEDIA STRATEGY
They claimed nine of the top ten most engaging SM content in 2021 regular season. Example of their top performing post was a tribute to
Kobe Bryant and his daughter Gianna following their death in a helicopter crash generated 1.2 million engagements.
Lakers had a total 185.6 million engagements across various SM platforms like Facebook, Instagram, Twitter and YouTube. Lakers provide
training to their players on how to manage social media.

Relationship Management by data postings: In March 2021, Engaging fans with short and creative contents: Besides teasing
Laker’s Facebook page had around 21.75 million fans. the usual interviews and highlights, the Lakers have linked their
Instagram with their FB and Twitter pages - allowing fans to
visually join them on their playoff journey.

Engaging for fan loyalty: Lakers have around 2.5 million

Twitter Followers. Network Building: Lakers have around 65k followers on
LinkedIn.

Creating Online Experience for Fans: Around 448k Exclusive subscriptions for fan engagement: Lakers
subscribers on LA Lakers YouTube Channel. games are streamed on Youtube TV and can be watched
worldwide with a paid subscription.

https://www.statista.com/statistics/322444/facebook-fans-twitter-followers-of-los-angeles-lakers/

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1a NBA TEAM (LA LAKERS)
AS PER EACH SOCIAL MEDIA, THE MAIN STRATEGY
Connecting fans with creative ways: Instagram as the digital
media platforms has witnessed the maximum engagement of fans
for Lakers through snaps from live matches, photos and video
highlights.
Promote community engagement on a Professional Platform:
Lakers use Linkedin to post videos and images about their
community engagement.
Media providing the great Quality featured content: Lakers use
high quality video content including interviews, highlights, for
their fans and all other audiences. This helps capturing attention of
new fans and maintaining the existing ones.
Study: LA Lakers top NBA social media engagement charts for 2021 regular season - SportsPro Media
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Personalized contact platform for fans (one on one): With each post Lakers make there's a
greater ratio of fans commenting, liking and retweeting.
All their breaking news are announced here on twitter.
Each player has a twitter account.
They run occasional contest to keep followers engaged.
Participated in Social Media night in January where all their players wore their jersey with their
twitter handles instead of name.
Follower Engagement, Motivate conversation,
build trend:
FB posts are used to generate a real conversation
with the fans. Their all time star post is 30 rebounds
with a holder comment “Like and share this pic until
Andrew get's his 30 on facebook too!!” it got 98K
likes.
Providing fans with the live streaming of matches: In
terms of video, the Warriors led the league with 142.7 million
views on Facebook and YouTube during the 2021 regular
season. That figure dwarfed the 85.4 million views achieved
by the second-placed Lakers, while the San Antonio Spurs
were in third with 79.9 million views. This is a revenue
generating media for Lakers.
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1b NBA TEAM (LA LAKERS)
AS PER EACH SOCIAL MEDIA, THE MAIN TARGET

Lakers use this platform to attract the diverse group mostly above
Platform used by Millenials and Gen z. Age group between 14-25,
the age of 18. It can be targeted to the fans, athletes, sponsors,
who are either the fans or the followers media, leagues etc.

It’s a networking platform targeting professional audience (athletes, It’s a social platform to engage the fans from the age of 18 and
sponsors, leagues). Targeting audiences between 25 – 50 years. above. Its one of the biggest platform with users from Older group
category. It also targets organizations and employees.

It’s an active platform targeting wider audience from all age

groups and engaging sports enthusiasts at the same time The main target is viewers around the globe who wants to
maintaining the relationship with the existing ones. Audience: watch live match at the comfort of their couch. Audience: age
Sport enthusiastic of all age group. 13 and above.

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1c NBA TEAM (LA LAKERS)
AS PER EACH SOCIAL MEDIA, THE CONTENT STRATEGY

Different forms of contents posts with various interactions. This platform is more textual and engages discussions.
Messages, interviews, videos. Lakers attracts audiences Posts such as statistics, report reviews, pictures are posted
interested in short videos and photos. here. The content can be featured and discussed amongst
fans many times in a day. Focusses on discussion.

Professional contents of Lakers are shared on this platform. This platform allows Lakers to interact with various Videos,
Fans and other stakeholders can have the business interviews, pictures and visual posts. It allows to reach out to
perspective of the team like the financial reports, investment market the brands to the larger audience.
etc.

Videos, interviews, talks and special posts are featured on

this platform. This is one of the most attractive and engaging
platforms for the fans and helps in creating new fan Live game/match streaming for paid subscription.
relationship for Lakers.

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2 NBA TEAM (LA LAKERS)
AT LEAST, TWO «AREAS» FOR IMPROVEMENT

Currently there is less numbers of followers on linked in. Only 65K has been recorded so far. This is mainly due to its projection
as more community engagement. It could improve a great deal if it shifts to Professional and business Engagement.

Whatsapp Business can be used to engage and activate the fans discussions and their awareness towards the team. It can be
used to actually send the links of the videos, share messages, interviews, pictures and voice notes as well to the fans creating
a much personalized interactive forum.

Tik Tok is another tool that can be used as it’s the most trendy thing these days. The tik tok videos can be posted on all the
social media platforms and it can create more interaction and traffic on the sites as this has now a tremendous attraction by a
diverse larger group

Fan engagement for Lakers is not great for Lakers. They can actually use this platform optimum by consistently posting and
interacting with the groups of fans, organisations, media groups, sponsors. The data and the quality posts will boost the fan
engagement here.

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ASSIGNMENT B. ON SOCIAL MEDIA –
ALTERNATIVE PROPOSAL –
T A
Please note, if you can’t access to actual NBA Team Social Media instead of
reconstructing its usage, try to
E N
N M
G
1. develop a structured proposal for Facebook, Twitter, Instagram, LinkedIn and
I
S
YouTube (plus any other where you suggest to position them) usage by specifying
S
for each Social Media
A
N
1a. the main strategy – that is the goal you would like to assign to this Social
O
Media
E D
K
1b. the main target you believe the Social Media should refer to
R
O
1c. the content focus and structure you suggest to assign to it
W
2. Propose at least two innovations you think the NBA Team Social Media
Strategist should apply for addressing at the best the social media strategy.

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1 NBA TEAM (PLEASE REPORT HERE THE NAME OF THE TEAM)
SUGGESTED SOCIAL MEDIA STRATEGY
A
N T
M E
G N
SI
AS
O N
E D
RK
W O

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1a NBA TEAM (PLEASE REPORT HERE THE NAME OF THE TEAM)
AS PER EACH SOCIAL MEDIA, THE PROPOSED MAIN STRATEGY
A
N T
M E
G N
SI
AS
O N
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RK
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1b NBA TEAM (PLEASE REPORT HERE THE NAME OF THE TEAM)
AS PER EACH SOCIAL MEDIA, THE PROPOSED MAIN TARGET
A
N T
M E
G N
SI
AS
O N
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RK
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1c NBA TEAM (PLEASE REPORT HERE THE NAME OF THE TEAM)
AS PER EACH SOCIAL MEDIA, THE CONTENT STRATEGY
A
N T
M E
G N
SI
AS
O N
E D
RK
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2 NBA TEAM (PLEASE REPORT HERE THE NAME OF THE TEAM)
AT LEAST, TWO «INNOVATIONS»
A
N T
M E
G N
SI
AS
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ASSIGNMENT B. ONLY ONE HAS TO BE DONE!
T A
PLEASE SPECIFY IF YOU ARE ANSWERING TO ASSIGNMENT A OR TO

E N
M
BE EXAHUSTIVE BUT CONCISE; if you need you can add slides for answering to
N
each question.
I G
S S
A
PLEASE REMEMBER TO MOTIVATE YOUR ANSWERS AND WHEN POSSIBLE

O N
TO SUPPORT IT WITH CONCRETE EXAMPLES.

COHERENCE D
K E IS THE MOST RELEVANT DIMENSION.

O R
There is not one right solution but several possible ones.

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DO NOT HESITATE TO CONTACT ME FOR ANY QUESTION YOU MIGHT HAVE!
deborah.raccagni@unibocconi.it

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