Top Menu

Jeeks: Sports Technology Enthusiasts

(This is a guest article by Anthony Alsop)

If you like sports and technology you have been given a name, you are a “Jeek”. According to a specific niche of Adidas’s company wide target market, you are a Jeek, in other words you are a mix between a jock and a geek. To qualify to be a jeek you are typically a sports-loving male, who is computer literate and in the 12-20 year age bracket (though the age range is a little too specific).

Market segmentation is the act of identifying and profiling distinct groups of buyers who might require separate products and/or marketing mixes. It is the process of splitting customers into different groups or segments, within which customers with similar characteristics have similar needs. For too long sports marketing firms were trying to segment us and tried to show that one market couldn’t merge with another.

Jocks and geeks could never merge into the same market, could they? Through market research and more powerful use of demographics, the answer is now a resounding yes, and brands are beginning to learn how to “niche-ify” their target markets accordingly.

In 1999 Adidas signed a 5-year estimated NZ$100m deal with New Zealand Rugby as their apparel sponsor. To help launch the new partnership the marketing team of Adidas partnered with Saatchi and Saatchi Wellington to create an online game and sport community named “Beat Rugby“.

It was the first free downloadable rugby game that connected to the internet with a scoring and point system. For so long sports marketing firms had decided only jocks bought their products, and geeks weren’t in their marketing plans. But as technology changed the sporting landscape through gaming, so the market changed with it and the two segments slowly became one. Kids, and the amazing buying power (via their parents) that comes with them, who were typically outside playing sport, were now taking the game inside to play as their virtual heroes.

Competitive sports gaming has turned into a business, and a bubbling industry of professional gamers has been created. If you like EA Sports’ NBA Live for example, you can win up to $25,000 in cash and prizes by being crowned the champion, gaming has so gone so mainstream that Portland Trail Blazer Brandon Roy was recently there to hand over the winners cheque. If you like soccer, EA Sports recently held the 6th FIFA Interactive World Cup which was won by an American who beat a German in the final, and took home $20,000.

Interactive World Cup Bracket

These “jeeks” have turned their jeek-dom into a profession, and a profitable one at that. Sports gaming is now it’s own industry, and you don’t even have to play the game in real life to play it online. With the PS3 and Xbox all being integrated with the web and now social media, it’s even possible to play with other jeeks on the other side of the world and share your jeeky experiences.


Anthony Alsop is a blogger, consultant and founder of He has worked previously in both the IT and sport sectors, so focusing on the niche of social media and sport was a natural fit. Anthony is from Melbourne, Australia which was recently named the sporting capital of the world and has consulted with sporting organisations both in Australia and in the United States. He is also running Australia’s premier sport and social media event, the Digital Sport Summit. You can find him on Twitter @anthonyalsop or via email


Image by wouter_kersbergen

Image by adifansnet


Latest Posts by Lewis Howes

An essay can be a report made to garner assistance from viewers regarding a specific notion or trigger. Documents that were advocacy may be applied being a call for action or intended to basically elevate consciousness over a cultural situation. They’re frequently employed by businesses to explain their charities are by or not unimportant special…

By R. Churchill –> –> To be able to stadardize the system of making educators in every condition in the country the Academic Teaching Company (ETS) which went the conduct of the specific examination when the consumer has to be ready to accomplish it with a passing grade of (660) in line with the National…

AAA (American Automobile Association) is known for the 24 hour crisis travel aid worldwide. Their gorgeous car care centre positioned MD, in Burnie, includes an attraction that is skilled that is beautiful. The guts offers several automobile care services-including journey, insurance and membership. AAA is online customer friendly. By simply writing in AAA corporate office,…

” most wantonly expensive, This supreme, most memorable Yes your presents not simply the deepest but additionally the best understanding, whatever born out by research and reality and is most firmly confirmed. Nothing available maybe taken, nothing is vital- those aspects of lifetime which Christians and nihilists repudiate that are other are actually on an…

See all 10 pictures Pony Express Pages Color Illustration Pony Kids Pages Pictures This custom color guide, Pony Express Kids Pages with Free Shading Photographs to Print celebrates an interesting interval within the fairly brief history of the United States. One of the most interesting was time’s time where bold teenagers, under eighteen-year old each…

Being a single parent is tense regardless of what your daily life circumstances. The task of boosting a kid all on your own and becomes even more complicated in the event you insufficient quality education. Individual parents can improve the conditions of themselves as well as their youngsters by increasing their schooling levels. understand how…

The type guide of the Modern Language Association is often used in forms compiled by academics and professionals inside liberal arts areas or the humanities. MLA – style now is easier and more to-the-level than different types of quotation; it functions not long in- text details and an alphabetical report on solutions linked in the…

Essay Aid could be the below to offer understanding of the periods to make a good article. Producing an article is really a problem for a lot of people. While occasionally the job could be overwhelming with the support of authorities. Professionals who learn a little of design and having recommendation for the subsequent levels…

Edit Article Howto Be Considered A Salesman that is Wonderful Sales can be an art. Component aggressive, element inactive, if you balance the marketing and charm of a great salesman, you’ll be able to market ketchup popsicles to some girl in bright gloves to the 4th of September (although something marginally more practical is recommended).

Long skirts are advanced wonderful and ideal for preserving you cool through the hot summer temperatures. It’s outdated significant therefore it doesnt appear strict although, to mix them with all the right-top or plain boring. Watch all 9 photos Take a look at which type of top matches which prolonged dress!

, , , , , , , , , , , , , , ,

4 Responses to Jeeks: Sports Technology Enthusiasts

  1. jessywat February 4, 2011 at 7:49 am #

    A nice share indeed and it was great visiting your post. Got some interesting information and you did a good job by sharing it.
    Appreciate your work and keep sharing your information.

  2. day trading February 7, 2014 at 3:57 pm #

    There is certainly a great deal to learn about this issue.
    I like all of the points you made.

  3. web hosting yahoo answers February 10, 2014 at 12:19 pm #

    Thank you for sharing your info. I truly appreciate your efforts and I will be waiting for
    your next write ups thank you once again.

  4. landscape March 21, 2014 at 3:57 am #

    Take into consideration the properties in your area,
    their sizes and the amount of work homeowners usually put into their lawn care.
    I don’t think I can pinpoint any one specific time.

    Even though word-of-mouth referrals are some of the
    best methods of obtaining new clients, it is typically not
    something that can be easily tracked or relied upon to generate a customer list
    long enough to sustain the business.

Leave a Reply