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 sportspiel.com.au. 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

sports-networker_AFP_728x90

Latest Posts by Lewis Howes

football data

Guest article by Oscar Ugaz. His view that an important part of the future will be in the hands of mathematicians and statisticians. And the reaction it received from more traditionally placed ‘experts’. Connect with Oscar on Linkedin and follow on Twitter. A few weeks ago, I was invited to participate in a round table…

 The Best In #Sportsbiz This Week is a collection of articles curated by Sports Networker’s Online Marketing Intern – Holly Koski Sports Business Eagles’ Michael Vick launches sports clothing line Philadelphia Eagles quarterback Michael Vick is launching a sports clothing line called V7 that will be sold exclusively at East Coast sporting goods chain Modell’s. The…

Sponsored Post by Brian Collin The NFL has decided to release its All-22 film to the general public for the 2012 season. An invaluable tool for football coaches, the All-22 film does exactly what its name implies – allow viewers to see all 22 players on every play. The tape, which has been dubbed as the…

Guest post submitted by Lucas Biebelberg Today, one of the greatest sports agents in history, Leigh Steinberg, was incredibly gracious in allowing me to interview him for Sports Networker. Leigh is the founder and CEO of Steinberg Sports & Entertainment, and has represented athletes such as Steve Young, Troy Aikman, Warren Moon, Bruce Smith, Ben Roethlisberger,…

The Best In #Sportsbiz This Week is a collection of articles curated by Sports Networker’s Online Marketing Intern – Holly Koski Sports Business Nike and O2 launch sports loyalty scheme Nike has formed a first of its kind partnership with O2 to provide the operators’ customers with exclusive content and offers under the “Priority” loyalty banner….

A Guest Post by Steve Hamilton Many people believe that success in sports is driven solely by talent and training, but that’s not always true. There’s another “t” word that often plays an important role: technology. The recent controversy about the role that advanced swimming suit fabrics played in Michael Phelps’ impressive Olympic wins is…

The Best In #Sportsbiz This Week is a collection of articles curated by Sports Networker’s Online Marketing Intern – Holly Koski Sports Business Nike Tumbles Most Since 2008 As Profit Drops Nike Inc. (NKE), the world’s largest sporting-goods company, tumbled the most in four years after fourth-quarter profit unexpectedly declined for the first time since 2009…

Guest Post submitted by Harrison Kratz The 2012 NBA Finals just ended with the Miami Heat capturing the title. HowToMBA.com decided to put their own spin on the NBA Finals to look at the broader picture of business and basketball. While the NBA may not be the most popular major sports league in the country, it is…

The Best In #Sportsbiz This Week is a collection of articles curated by Sports Networker’s Online Marketing Intern – Holly Koski Sports Business Darren Rovell To ESPN: Sports Business Reporter Leaves CNBC, Returns To Bristol The world’s best known sports tweeter is indeed headed back to ESPN. CNBC’s Darren Rovell, who worked at ESPN prior to joining…

The Best In #Sportsbiz This Week is a collection of articles curated by Sports Networker’s Online Marketing Intern – Holly Koski Sports Business EPL scores $4.7b television deal The English Premier League has secured its status as world football’s richest competition with an astonishing $4.7 billion deal for domestic TV rights for three years. The agreements,…

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

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.
    http://www.thetechmagnet.net

  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