Is there a Sports Ecosystem Opportunity?

Ecosystem Espresso Edition?#5?:

Buongiorno! Un Espresso per favore!

1| Thank you for 515 Subscribers.

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2| Personal announcement: I am joining "The Marketplace Experts" - #McFadyenDigital

Proud to join an outstanding team playing together in a great culture creating value for customers #Strategy to #Implementation . This Newsletter will continue! For more info on us: check McFadyen.com (thx Tom M McFadyen )

3| Skiing I: #SkiAustria New Visual Identity causing a #shitstorm ?

The second most important minor matter in the world - after football [soccer] - Skiing. For us Austrians the number 1 matter, but on the decline (only 25% ski anymore) as after 3 decades our neighbours (#SwissSki ) are number 1 by quite a margin. While #Veith , #Maier , #Hirscher , #Raich retired, #Odermatt now rules. So what role does a new Visual Identity System play? Dive in, it is also fun...

4| Skiing II: Sport Ecosystem Opportunities for Ski federations - or only smaller fish to fry?

With challenging pressures from all ends (#FIS , #Climate , #Affordability , #skiingpopulation ) there seems to be more negatives happening than positives. Or actually is there a lot of upside, if only they could leverage marketplace, platform and ecosystem play?! Well find out more ...

Skiing I: #SkiAustria New Visual Identity causing a #shitstorm ?

Let's do a virtual battle here...scoring old vs. new...(left | right)

ROUND 1: #VisualIdentitySystem : 0:1

The key building blocks of a contemporary visual identity system include:

1. Logo: The logo is the cornerstone of a visual identity system. It should be memorable, unique, and reflect the brand's values and personality.
2. Color palette: The color palette is a set of colors used consistently across all brand touchpoints. The colors should be chosen carefully to reflect the brand's personality and to create an emotional connection with the audience.
3. Typography: The typography used in a visual identity system should be selected to reflect the brand's personality and to ensure readability across different mediums.
4. Imagery: The imagery used in a visual identity system should be consistent in style and reflect the brand's values and personality. It can include photography, illustrations, or other visual elements.
5. Iconography: Iconography consists of a set of visual symbols or icons that represent the brand and its products or services. They should be unique, simple, and easily recognizable. Especially mobile first and on events.
6. Design system: A design system is a set of rules and guidelines that govern the use of visual elements and ensure consistency across all brand touchpoints ---> see also#BrandArchitecture
7. Brand voice and tone: The brand voice and tone refer to the way the brand communicates with its audience. It should be consistent and reflect the brand's personality and values.

All of these building blocks should be designed with consistency and cohesiveness in mind, to create a strong and recognizable visual identity system for the brand:

Please watch this Twitter video to embrace the full #SkiAustria VIS:

CLICK TO WATCH!

ROUND 2: #Timing 1:1 (1:2)

A new #VIS is there to also initiate the journey to a new destination. From that POV the timing is perfect. It is easier to launch from a position of strength.

Ski Austria had a historic super low season. Not only National Team A, but also Juniors...: only 2 Bronze medals at home World Champs in #stantonamarlberg .

Enjoy the all time table: #Austria is Number 1 - but only historically...

30 consecutive years of winning for Austria the Nationscup are unique. But that is yesterday. I am not going into other historic records that were broken this year on top.

A German saying is: "he who has the damage does not need to provide for the ridicule". So, after a year of very tough critism in media the team has to swallow #Logogate on top. Well, can it go any lower? "And after a valley follows the mountain...".

The polling results below are bad. But are users to judge a logo? Well, that is the challenge Marketing, Architecture and other "soft" disciplines have. Would anybody argue with a doctor about treatment, never. But anybody can argue design. "Pleasing is in the eye of the beholder". NO, as there are principles and considerations average Joe cannot judge.

Strong positive reactions:

• Users feel the new visual identity system reflects the brand's values and personality more accurately, and are more likely to engage with the brand as a result.
• Users appreciate the updated design, which they feel is more modern, visually appealing, and easier to navigate.
• Users see the new visual identity system as a sign of growth and evolution, and are excited to see where the brand is headed.

Strong negative reactions:

• Users feel the new visual identity system is too drastic of a departure from the old design, and no longer reflects the brand they know and love.
• Users find the new design confusing or hard to navigate, and feel that it negatively impacts their experience with the brand.
• Users feel that the new design is too similar to other brands, and no longer stands out in the market.

Nevertheless, many of the comments were funny, therefore take it with a smile...

Check instagram and Facebook link and scroll down (only in German)...

Even the anker moderator of the core news TV show on national television has a fun comment.

In summary: glass half full! A restart needs symbols and signals...

ROUND 3: #You are not alone...0:1 (1:3)

Even the biggest brands get it wrong:

1. Airbnb - In 2014, Airbnb introduced a new logo that many users criticized as confusing, ugly, and hard to read. Some even created parodies of the logo to mock it. Airbnb eventually made some adjustments to the logo design to address the criticism.
2. GAP - In 2010, GAP attempted to introduce a new logo design that was more modern and minimalistic. However, the new design was met with immediate and intense backlash from users, who felt it was a departure from the brand's iconic logo. GAP eventually reverted to their original logo.
3. Uber - In 2018, Uber introduced a new visual identity system that was meant to reflect the company's evolution and growth. However, many users felt that the new design was too generic and lacked the personality and quirkiness of the original branding. Some even started a petition to revert to the old logo.
4. Tropicana - In 2009, Tropicana introduced a new packaging design that was meant to be more modern and minimalistic. However, users were confused by the new design and felt that it was too similar to generic store-brand products. Tropicana eventually reverted to their original packaging design.

Even Sports Icons get it wrong:

1. The Premier League - In 2016, the Premier League introduced a new visual identity system that was met with criticism from fans who felt it was too generic and lacked the personality and history of the old design. Many fans also felt that the new logo resembled a corporate logo rather than a sports league logo.
2. Juventus FC - In 2017, Juventus FC introduced a new logo design that was met with criticism from fans who felt it was too different from the previous logo and lacked the history and tradition of the club. Many fans also felt that the new logo resembled a corporate logo rather than a sports logo.
3. FC Barcelona - In 2019, FC Barcelona introduced a new visual identity system that was heavily criticized by fans who felt it was too similar to other football club logos and lacked the creativity and uniqueness of the previous design. Many fans also felt that the new design didn't reflect the team's identity and spirit.
4. The Netherlands national football team - In 2017, the Netherlands national football team introduced a new logo design that was met with criticism from fans who felt it lacked the creativity and uniqueness of the previous design. Many fans also felt that the new logo didn't reflect the team's identity and spirit. The logo was eventually modified to address the criticism.

Source: Chat GPT - not sure this is a fact. Feel free to correct.

ROUND 4: #Winningmattersmost 1:0 (2:3)

The VIS is important. AND once merchandising and other touch points are activated it will feel fresh, fans will say, "it is really better than the old stuff". The #Brandarchitecture mess from before will be cleaned up and create strength.

The only thing that really matters for the fans is winning. And it is for me, as Austria has fewer things to identify with than Switzerland. Our #German neighbours are not in an easy situation either (see Football #DIEMANNSCHAFT ).

END RESULT: 2:3 for New VIS!

It is not about taste, but strategy and function. Personally, I think it will do well. The only thing I see less are the 16 sub-sports icons. But hey...who am I to judge.

LEARNING BOX: Change needs D x D x D

D_issatisfaction with Status Quo - could not be higher!

D_estination where we are going (Might be ok, I read a lot of good signals!)

D_isplay making it tangible (to be seen, I trust the new leadership to tackle all - give us globes and medals AND a superstar)

Final Note: Hot off the press:

The furor over the ?SV's new logo continues unabated: Now the controversial motif is also said to have been copied (Source: OE24)

Never forget Austria is:

• Ski Jumping Nation Number One Male - Female,
• Snowboarding Nation Number One
• and many more! But what matters is Alpine skiing, sorry!

4| Skiing II: Sport Ecosystem Opportunities for Ski federations - or only smaller fish to fry?

Now why this VIS story...!?

• Going Ecosystem, if you are not having all your ducks in a row is hard.
• Waiting too long is even worse. Never will you be really ready for it. You might as well want to jump - if you partner!
• Ecosystem play is complex - Managing brand architecture is essential.
• So, the new VIS makes you ready to partner differently and consistently!
• The brand belongs to the users not you - you are in charge of managing the energy. Going ecosystem might mean overcoming historic resentments, prejudices and even national identification - see #skinarrisch as key term that wraps it all up for Austrians (at least in the past)...

What it would take to create a skiing sports marketplace or platform ecosystem, would it be a good idea for ski federations to be involved?

Good question. It depends...You have to start with the problems to solve. Looking at the ecosystem map from this weeks Ecosystem Espresso again:

Just checking all the angles it is easy to find problems to solve. Be it Education, Tourism, Health and Lifestyle, Transport, Banking and Insurance...

Even more so, when you think #ExperiencePlatforms around Fans, Spectators, Sports Clubs or Major Events...

It is tempting to go after too many problems. Start with a #MarketplaceGrandStrategy after understanding problems to solve and prioritise those around value x effort. We have a new methodology that helps focus on those value propositions that make more sense than others.

Pure B2C is not an orchestrator job for Ski federations

1. Partner with ski resorts and rental companies: In order to create a successful skiing sports marketplace or platform ecosystem, it would be important to establish partnerships with ski resorts and rental companies or ski instructors. This would allow users to easily book ski passes, rental equipment, and other services all in one place. Especially, circular platforms could be relevant given the high footprint impact of skiing already today and the durability of most products. Verdict: This is more the space of pros, e.g. Vail Resorts are digitally strong and could go there.
2. Leverage data and analytics and offer value-added services: To differentiate from other online booking platforms and create a unique value proposition, a skiing sports marketplace or platform ecosystem could offer value-added services such as personalized digitally aided instructions, and even virtual reality experiences. Collecting and analyzing data on athletes and making it available to users and providing new ways of interactive learning based on tech innovation could help the skiing sports marketplace or platform ecosystem to continuously improve its offerings and provide better service to users. Verdict: There are start ups in the space, but not necessarily networked business models.

Examples of Marketplaces in skiing:

• Snowrecruiter: Snow Recruiter? is the ultimate snowsport instructors-schools connector. Let the world's best ski schools find you and get your dream job!
• Liftopia: A platform that offers discounted lift tickets for over 250 ski resorts across North America and Europe. With US Ski & Snowboard Federation as official partner.
• Snowplaza: A ski holiday marketplace that allows users to search, compare and rate ski packages, accommodations, and ski resorts across Europe.
• PowderBeds: A ski accommodation marketplace that allows users to search and book ski chalets, apartments, and hotels across Europe and North America.
• SkiSouls: A ski trip matchmaking platform that connects solo travelers with like-minded skiers for ski trips across North America and Europe. (Seem to be no longer active)
• SkiBro: A ski instructor marketplace that connects users with qualified instructors across Europe and North America, including ski resorts in the Alps.
• Bergfex: Europe's largest tourism platform for outdoor activities in the Alpine region, ...A ski holiday marketplace that allows users to search and compare ski packages, accommodations, and ski resorts in the Alps.
• Alpsinsight: A webpage that connects users with mountain guides and outdoor activity providers across the Alps (does not seem to be a marketplace) - shows how much vertical niches have potential!
• Skimium: A ski rental marketplace that provides ski equipment rentals at over 300 ski resorts across the Alps.

Most of the above are connecting Users B2C with B2B - they are commercial offerings. Verdict: Ski federations could partner and benefit from the reach, access and generate funding through providing their merchandise, know-how, brand strength, access to active and retired starts and experts.

Athlete and Tech is a space for Ski federations!

The problems to solve are quite broad...

• Education and pro Athlete path - how to do both
• Security and safety - insurance, management
• Training plans - from nutrition to mental coaching
• Racing and trips
• Equipment sponsoring
• Media expertise
• AND many more...

Taking out the average middle men and women

Sports is still very much dominated by volunteers, "soccer mums" and some sharks. Platforms are great in aggregating, taking out middle men, increasing transparency (through curation both in closed architectures and through community ratings) through endorsement and quality checks through ski federations. Getting a take rate (% of revenues GMV) would finance next generation athletes, trainers and clubs.

I know future tennis pros (age 13 - for the last 5 years they have already been working with a 8-10 people team including parents)...it is highly ineffective to do all without marketplaces. Here are some inspirations:

Data on training regimes: could be shared from those trainers that produce the best stars - with true track records. What does AI find out in terms of patterns behind their performance: course setting, sport health, nutrition, treatment of humans, free skiing...

Innovation: wearables tech and evolution could be made available early on.

Trainer education and trading: based on rankings old school experts would lose their jobs quicker before ruining many careers and little souls.

Training Camps usage and booking: #SkiAustria according to Patrick Ortlieb will feature pump tracks, more free skiing. This can be managed efficiently and among more federations with marketplaces sharing income integrating #Doppelmayr #Leitner and Co.

Funding of future stars through fractionalized "ownership", by those core destinations in the Alps whose positioning thrives on stars: e.g. #SkiclubArlberg where stars are made. They might collectively invest into talents.

Sponsor connection for lower reach winter sports that are also part of ski federations. There are great platforms in this space out there in the US.

AND so on...

In summary: NOW not later!

At the moment there are two schools of thought in the International Ski Federation as far as I understood Johan Eliasch (#FIS #President and #HEAD CEO) and the powerful national federations #SkiAustria , #SwissSki , #DSV . I.e. Formula 1 like centralised model vs. a decentralised model or at least transparent centralization. A lot of energy goes into future influence.

It can be done, if guided well. Alignment > Execution. Collaboration would go up again as it is all about the magic of skiing, that kids move more and that we make this sport sustainable (by all means).

So, given the title from before: Sport Ecosystem Opportunities for Ski federations - or only smaller fish to fry?

Urs Lehmann will have more time than Patrick Ortlieb and #RoswithaStadlober ...and if Johan joins this could be really powerful. What was #F1 again?!

I would definitely up for it as I am #skinarrisch .

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