- il y a 1 semaine
Keeping the Fans Happy
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00:00Bienvenue, Pierre.
00:03Et le stage est ton.
00:05Merci beaucoup.
00:06Et si ça ne fonctionne pas, je vais vous donner mine.
00:08Sorry?
00:09Oui, c'est working, c'est wonderful.
00:10C'est working, c'est working.
00:10C'est à vous Pierre, merci beaucoup.
00:13Bonjour, tout le monde.
00:14Nous avons un grand set-up pour vous aujourd'hui.
00:18Et même si la question est vraiment excitante,
00:20c'est qu'il y a des fans heureux.
00:22C'est quelque chose que tout le monde travaille sur,
00:24dans toutes les dimensions, les divisions et les sports.
00:27Et en order to address this topic,
00:31nous avons organisé un meeting avec plusieurs personnes.
00:34Je vais commencer par le stage avec Patrick Moratoglou,
00:38qui est un excellent tennis player, coach,
00:44inventor de un nouveau sport aussi,
00:46que nous allons découvrir.
00:48Oui, s'il vous plaît.
00:51La prochaine en ligne va être David Kahn.
00:54David, si vous voulez nous rejoindre,
00:58David de Paris Basketball.
01:00Le président de Paris Basketball.
01:02David était un des leaders de l'NBA,
01:04donc il est incroyablement savais
01:06quand il s'agit de basketball et de tous les stakes.
01:11Ils semblent qu'ils se connaissent bien.
01:12C'est un bon début.
01:15Adrien, Adrien Dechevenier,
01:17le chef de la transformation digitale
01:18pour l'Union Cycliste Internationale.
01:21Adrien est un des gens qui connaissent beaucoup
01:25sur le digital,
01:27et le digital sera le nom du jeu aujourd'hui.
01:30Et nous avons aussi Arthur Delay,
01:33de l'Union Sportsmaker.
01:34Please, Arthur,
01:36join us on stage.
01:41L'Union Sportsmaker,
01:43nous avons partagé avec cette édition,
01:46et nous sommes très heureux d'avoir vous en stage.
01:49Donc, les gars,
01:51vous avez un mic en front de vous,
01:53pour pouvoir parler à tous.
01:57Je suis très heureux d'avoir cette question.
01:59J'aimerais les fans s'envoyer
02:00ce qui a été le nom de la game
02:02pour tous les types de sports.
02:04Mais comme nous tous les connaissons,
02:05certains sports sont très vieux,
02:07ont changé depuis les années,
02:09ou ont changé parfois.
02:11C'est l'un des problèmes.
02:13Certains des sports que nous parlons aujourd'hui
02:15sont très difficiles à couvrir,
02:18parce que parfois,
02:19elles lastent tout le temps.
02:20Quand c'est le cyclisme,
02:22il peut être 7 heures d'attention.
02:25Et qui a 7 heures d'attention
02:27dans ce monde aujourd'hui,
02:29avec toutes les réseaux sociaux
02:29et les stimulations que nous avons ?
02:32Donc, certains de vous,
02:33et je vais commencer par vous, Patrick,
02:35ont inventé de nouvelles manières
02:36de s'agir avec les sports,
02:38et de nouvelles sports aussi.
02:39Pouvez-vous nous parler de ce que vous avez fait ?
02:42First of all,
02:43hi everyone.
02:44So, yes,
02:45we have created a new sport
02:47based on tennis,
02:49and there is a reason for that.
02:51We found out
02:52that there were some studies about tennis
02:54that showed that the average age
02:57of the tennis fan is 61 years old
02:59and gets one year older every year,
03:02which means that there is an end
03:04that we can almost see.
03:08The reason for that is that tennis
03:11is a very old sport,
03:12very traditional,
03:13and that the fan base of tennis
03:15has been created a long time ago
03:17in the 70s and the 80s,
03:19and we basically live on that fan base
03:21since the 70s or the 80s.
03:24We're not recruiting new fans
03:26because again,
03:27the format is old,
03:29and when you look at how people consume today,
03:31I'm talking about the,
03:32let's call them the under 40 years old,
03:36it's very easy to understand that
03:38with the social media,
03:39the streaming platforms,
03:41the video games,
03:42the way people consume has radically changed,
03:46and tennis doesn't fit it anymore.
03:48Same as golf.
03:49Golf, the average age is 65.
03:51So they're the two sports with the oldest fan base.
03:56So the formats they're consuming are short,
04:00they're very authentic,
04:04very, with no downtime at all
04:07because when there is downtime,
04:10sorry, you lose them,
04:11and tennis doesn't fit any of the criteria.
04:14So we created a new concept thinking
04:17if we had to create tennis today,
04:20how would we create it?
04:22How would it look like?
04:23And we created UTS.
04:25So it's really tennis for the new generations.
04:28I remember reading a story,
04:29I don't know if the story is true,
04:30but that you had asked to young players,
04:34professional players around the world,
04:35do you guys watch tennis?
04:37And they had told you,
04:38never, never.
04:39It's just way too long.
04:41Is that true or?
04:42100%.
04:43And I asked the top 20 in the world.
04:45Top 20.
04:45Are you watching tennis?
04:47And not one guy told me yes.
04:48They all told me,
04:49never, it's much too long.
04:51We only watch highlights.
04:53So when Patrick has a problem,
04:55he invents a solution.
04:56So we're going to take a look
04:58with a video dedicated to Ultimate Tennis Showdown.
05:01I think we can launch it now.
05:03The video.
05:13One.
05:15One.
05:18Check me out right here, y'all.
05:23Woo!
05:24Do I try to go on?
05:31Well,
05:32I think it's the first time to play,
05:39and this was it?
05:40Is this what Lappa's going down?
05:41Yeah!
05:41Does it look like right?
05:42So we'll remember this pitch music With Milka.
05:45There was a Em Beverly of живот Jams.
05:50C'est parti, c'est parti !
06:20C'est parti, c'est parti !
06:55C'est parti, c'est parti !
07:20C'est parti !
08:05C'est parti !
08:20C'est parti !
08:21C'est parti !
08:24C'est parti !
08:26C'est parti !
08:28C'est parti !
08:39C'est parti !
08:43C'est parti !
08:45C'est parti !
08:47C'est parti !
08:55C'est parti !
08:57C'est parti !
08:59C'est parti !
09:02C'est parti !
09:04C'est parti !
09:34C'est parti !
09:59C'est parti !
10:01C'est parti !
10:16C'est parti !
10:26C'est parti !
10:28C'est parti !
10:30C'est parti !
10:32C'est parti !
10:49C'est parti !
10:55C'est parti !
11:19C'est parti !
11:34C'est parti !
12:04C'est parti !
12:06C'est parti !
12:08C'est parti !
12:21C'est parti !
12:25C'est parti !
12:37C'est parti !
12:49And Apple's... Apple.
12:52I wouldn't bet against them.
12:54But nonetheless, it's important to, I think, underscore.
12:59Apple's trying with a VR headset to replicate the experience of being at the event.
13:07I don't know if you can ever be at the event without being at the event.
13:15In other words, you're all sitting amongst each other and experiencing this collectively.
13:23There's value in that.
13:25You're able to exchange information with each other, nod, share signals.
13:31It would be different right now if you were listening to this panel and you were at home with a
13:35VR headset on,
13:36watching it on your Apple VR.
13:38It just wouldn't feel the same.
13:40And so I think that this is going to be a very exciting, challenging, daunting next several years and years
13:53as this technology begins to impact all of sports.
13:59Yeah, absolutely right.
14:01It's the same, I guess, for cycling.
14:04The races are even longer.
14:06We're the only ones, actually, at Viva Tech.
14:08We decided to do four days of event.
14:11You know, that's pretty long.
14:12But we put a lot of tech and intensity in it.
14:15And also, there is a lot of variety.
14:17And you can also move out, move in.
14:19When it comes to cycling, yes, you know, races can last for 21 days, 7 or 8 hours.
14:26How did you try to bring the intensity that the new generation, as David mentioned, needs?
14:31How do you cope with the capacity of people to go somewhere else, not pay attention?
14:38You're a specialist of digital transformation and also of intensity.
14:42How did you do that?
14:44That's quite, yeah, that's quite true.
14:46Unfortunately, cycling is one of the greatest sports in the world, not because I work in it,
14:50but mostly because it comes at your door front.
14:54You can see a cycling race happen just in your hometown.
14:57You don't have to pay anything.
14:58You don't have to sign up for anything.
15:00You can just show up, watch the race.
15:02Indeed, the race will last for 7 hours.
15:04But the moment you're going to see the peloton, it's going to last 30 seconds.
15:08And same goes for the finish.
15:09Unfortunately, when it's a sprint finish, you know that in 10 seconds, boom, it's done.
15:13So, basically, the way you need to address those moments is to identify them, is to ensure that they're edited
15:20on the go,
15:21that they're made available as soon as possible on potentially all of the platforms and all of the formats that
15:26are needed to fit with the expectation of the youngest audiences.
15:31Because, indeed, cycling, well, I used to work for the Tour de France.
15:34It's the same for the World Championships, UCI World Championships.
15:37It's super long races for road cycling.
15:40It used to be said that it was intended for old people to have a nap during the afternoon because
15:46you're watching France Télévisions, it's hot out there, you're just chilling, and then, in the end, you fall asleep.
15:51So, that's basically what you try to avoid nowadays.
15:55So, for road cycling, indeed, it's making it available as soon as possible, making it TikTok compatible, ensuring, potentially, that
16:01you bring content creators as well,
16:03because you don't have to solely rely on the broadcasting and the live streaming of the event.
16:08You can also just create your BTS, create your own content, and that's also key for you to ensure that
16:14you'll connect with these youngest audiences.
16:16Then, for us, the UCI, we have 10 disciplines in the end.
16:19We have mountain biking.
16:20We have BMX freestyle.
16:22We have BMX racing.
16:23We have five Olympic disciplines.
16:25So, we have many shapes and forms and cycling that we're trying to promote, and, indeed, even for the oldest
16:30ones, because we've mentioned, indeed, the images, the footage, the access to the content, but also, as Patrick did for
16:36the UTS, you're trying to adapt the formats, indeed.
16:39For example, what we did with the UCI Track Champions League is that we've shortened one of the most complex
16:44events you can find in cycling that is track cycling.
16:47You should be sitting in a velodrome for five hours.
16:50You have tens and tens of events that are happening at the same time, or just back-to-back, so
16:55it's super hard to follow.
16:56So, now, what we've done with Warner Bros. and Discovery is to ensure that, within an hour and a half,
17:01you have everything you need to know about track cycling.
17:04You have excitement.
17:05You have a real show in a velodrome with lights and so on.
17:08You have access to data, as well, because you've said it's important to always have your phone with you.
17:13And, especially in cycling, it's sometimes hard to understand how much difficulty the racers and riders face, because when you're
17:21on a track cycling bike, you can go up to X thousands of watts in two seconds, and it's super
17:27intense.
17:28And that's the way you can convey, also, the effort and the amazingness of these kind of events through the
17:34data, through the new formats, and so on.
17:36So, you're just trying to adapt.
17:38Maybe, Arthur Delet, you can have a question on those topics from the young sportsmakers.
17:46Yes, of course.
17:47Thank you so much in order to begin this discussion.
17:52First of all, I want to say that keeping fans happy is a subject that means a lot to me,
18:00because as a great tennis fan and a person with physical disability due to cerebral palsy since birth, for me,
18:11sport means happiness and dreams.
18:14And that's why we have to reflect on how keeping fans happy, whatever our conditions.
18:22So, my first question will be to Patrick.
18:26So, first, I want to say that I'm very moved today to share the stage with you.
18:31As you are the greatest coach on the planet, so thank you so much for being here.
18:39I come from so far, so I'm very happy today.
18:42So, you said that a tennis fan is 61 years old in the average.
18:51So, precisely, we have the same patience for the game.
18:54So, precisely, what do we have to change in our sport to ensure the future of tennis?
19:02Well, it's a very good question, because I don't know if tennis should change, and I'm going to tell you
19:08why.
19:08The problem when you change a sport, even if you do it slowly, and especially in a sport like tennis,
19:15is that your fan base is going to be extremely unhappy.
19:18Because the fan base of tennis is extremely traditional, conservative, and any tiny little change makes them extremely unhappy.
19:30And that's the real question that has to face the ATP, the WTA, the Grand Slams.
19:36Shall we continue to give our fans what they want, with the risk that one day we have no more
19:43fans, because they're not going to be there anymore?
19:45I'm sure you have a lot of time, but one day, or I'm close to you in age, or we
19:55decide to make a change with the risk to have our current fan base be extremely unhappy.
20:01And that's why I think UTS is a great idea, is because we can start the renovation of tennis without
20:11touching tennis.
20:12Tennis can stay the way it is, and continue to satisfy his fan base.
20:17And with UTS, we can start to recruit the next generation of fans.
20:21And the main question is, what are the criterias, and we cannot have a hundred of those, to define what
20:31tennis should be in the new world.
20:34And we identified four main ones, the length, at UTS, a match is 45 minutes.
20:41In tennis, it can be four hours or five hours.
20:45For us, we know when it's the start, we know when it's the end, because like in basketball, there is
20:50the clock is deciding for the start and for the end of the match.
20:53So the length.
20:55The authenticity.
20:57Tennis is not very authentic, because we don't let the players express themselves.
21:02We give lessons of moral, saying this is right, this is wrong.
21:06So the players are stuck in, kind of, except some guys like Kyrgios, but they are really accepting.
21:12Except Brunner.
21:13Except Brunner, but they all try to get into that format of what they are.
21:19I'm being too long.
21:20So, second, authenticity.
21:23Immersivity.
21:24Tennis is very, there is a lot of distance between the fan and the player.
21:30They want to be, they want more immersion, and that's why they did this Netflix show.
21:35It's just the start of it.
21:36We can go much further, but they need to know the players.
21:39They need to be inside and understand who they are, and decide if they are connected or not to them.
21:45And the downtime.
21:48Downtime, and you expressed it very well, everyone has the phone.
21:52When there is a little downtime, what they do?
21:55They take the phone and you lose them.
21:56We don't know if they are going to come back.
21:58Not sure.
21:58That's the, for me, the four main pillars.
22:02So, I want to, it's a really good question, but I wanted to point something out about the similarities, not
22:10only in tennis and basketball, but all sports.
22:13In America, we have a saying, change or die.
22:20But somehow that saying hasn't translated to sports.
22:26When you think about sports, the older people that are running the sports, and we fight this every day at
22:34Paris basketball, because we're trying to disrupt French basketball.
22:39In fact, I've got to put in a plug for Paris basketball, just like a UTS.
22:44Please go to our Instagram, to our TikTok, follow us, we're the disruptors.
22:49But it's so fascinating to me, just listening to what you were saying, think of an ubiquitous brand like Starbucks.
22:58Starbucks, like every other week, has a new drink.
23:03The oleata is the newest one I've noticed.
23:05It changes all the time.
23:09Some things don't change about it.
23:11The stores look much the same.
23:13But the idea that they can't change, that's absurd.
23:19And yet in sports, we sometimes act that things simply can't change.
23:25And it's very, very disturbing.
23:28But I agree with you, David.
23:31But I want to stress something also, which seems to go in the direction of what Arthur mentioned previously.
23:36The role of coaches, the role of, you know, you guys have to train new players.
23:42What will not change is the quality of the players.
23:45I mean, there are a lot of things that will change, but you have to train the right players.
23:49You have to bring them out.
23:50You have to teach them to become heroes also.
23:52And I think this is very fundamental in what you do, for instance, in your academy.
23:57I mean, you bring out a new generation.
23:59They will play the two sports.
24:00Maybe the classic tennis, the new tennis.
24:02They will play different kinds of sports in the future.
24:05But they have to have a good basic training and a good mentality too.
24:09That's what you were saying.
24:10This is what remains.
24:12And technology, as you know, has changed completely the way that people are training.
24:17The amount of sports science that's available due to technology.
24:20I'll let you finish.
24:22No, no, no, no, fine.
24:23Go ahead, go ahead.
24:25NBA basketball, French basketball, anybody who's not following the latest trends in technology
24:33globally and not figuring out ways to incorporate that into their training is going to fall behind.
24:42You're right.
24:42We have a lot of technology, but I have no idea of the time we have left.
24:46Because I was told there was going to be something...
24:49We have.
24:49No, we have 10 minutes, so we have a lot of time.
24:51So, Arthur, you have the floor.
24:53Yes.
24:54Another question to Adrien.
24:58Because I distinguish keeping fans happy in the stadium and out of the stadium through the digital use.
25:12So, we have some similarities between tennis and cycling with long races versus long matches.
25:19So, what are the keys for a good digital strategy toward the Generation Z to keep fans happy in our
25:31sports?
25:32It's a very interesting question, and sometimes it's a bit of a shame that it's three men like you, like
25:38us, that are answering that kind of questions.
25:40So, we are trying to adapt to your generation, and the way we're going to do it is through data,
25:45through facts, through insights, trying to understand,
25:49trying simply to have talks with you and understand what you're expecting, what you are looking for, what would be
25:55of interest for you.
25:55Of course, each and every platform you're using are handled with algorithms.
26:02The content you're seeing on TikTok is shaped on your supposed behavior and so on.
26:07So, we try to adapt to that.
26:09And it goes through data.
26:10So, for example, it goes with trying to have a good fan relationship management program.
26:15So, trying to understand what you do with the sports, how you consume it, how you interact with it.
26:21Potentially, just by rewarding you by a few points, maybe a goodie or a gift or something, but just to
26:27understand what you're expecting so we can adapt.
26:29Because that's really key.
26:30And then, of course, we need to ensure that whatever we put out there is efficient.
26:34So, once again, you go back to analytics and data, and that it's going to be of value to you.
26:39Because, basically, what we're trying to do is to create new properties.
26:41We are trying to create new rights.
26:43We are trying to adapt to platforms that we don't master.
26:46The only thing that we do master, especially at the UCI, is the regulations.
26:49So, we can create whatever type of cycling we want to address.
26:53For example, we've just announced that we're going to have a snow bike world championships next year.
26:58So, it's downhill, but on the snow.
27:01So, that's kind of new.
27:02We're trying also to adapt to that kind of new audiences.
27:06And yet, that won't potentially be enough.
27:09We need to check the value all the way through the chain value.
27:13That is to say, from the event until its delivery and its accessibility to the audience, what's working, what's not
27:19working, and try just to adapt.
27:22Staying with you in cycling, when did you start really investing in IT?
27:28Is it 20 years ago, 30 years, 10 years ago?
27:31Because you seem to be heavily investing in data analysis.
27:35Well, it really depends on who you're talking at, I mean, in the industry of cycling.
27:42Because you can have data coming from the riders.
27:44You can have data coming from the broadcasters.
27:46You can have data coming from any stack, tech stack that you can have or platform that you use.
27:52We're investing more and more.
27:54I think we're one of the only international federations where digital and IT are mixed.
27:59So, basically, there's no fight between the IT department and the digital department.
28:04We're all together.
28:04So, that definitely helps trying to point out where you should invest.
28:08Indeed, you have to ensure that every result is accounted for, every ranking is there in your database.
28:14So, the sports data has to be mastered.
28:16And then, you also have to connect it with the general public data.
28:20So, ensuring, potentially, that people that have a license, that are cycling, I wouldn't say, at a pro level,
28:27but participate in races and so on, you can identify those persons.
28:31People that are on a cycling e-sports platform, like Zwift and so on.
28:35How do you ensure that those practitioners are potentially identified within your sports pool as well
28:41and potentially create a new sports pool with them?
28:43So, it's an ongoing process, but it's a true asset that we're trying to create.
28:49David, you worked with the NBA in very senior positions for many years.
28:53How did you see this?
28:54I mean, there's been a tradition in the NBA of statistics, the number of rebounds, number of throws,
29:00and globally in American sports overall.
29:02But how did you see this increase and change over the years?
29:07It's exploded.
29:08I mean, the amount of data that's available, not just to the teams and the league, but to the average
29:16fan.
29:17And I give the NBA a lot of credit in that.
29:20The NBA decided at a very early stage to make a lot of this information available to the end user,
29:28the fan.
29:29Even the things is somewhat controversial, the last two-minute report.
29:36Last two-minute report, the NBA puts out after every game the mistakes that the referees made in the last
29:45two minutes
29:45after looking at the video, and then they publish it.
29:48So the amount of information that is available is just astonishing.
29:54But again, I think that that's valuable, and it builds interest in the young generation.
30:02But it needs to, at some point, be monetized for the business of the game.
30:08And the NBA, I think, is the best at that, in terms of figuring out how to use those kinds
30:15of technological touchpoints,
30:18find a partner such as SAP to pay a lot of money in a partnership deal, to become a provider
30:25of that.
30:26The NBA also, like all sports, you know, TV ratings right now for all sports are going down
30:34because there's more and more things to watch.
30:36But the NBA's social media is, without a doubt, the best of any sport there is.
30:44At Paris Basketball, we're trying to emulate a lot of that.
30:47If you go to our Instagram, our TikTok, we hope you feel a little bit of that.
30:52But data is so powerful.
30:55It just cannot be understated.
30:59Patrick, I have another question for you because you invented UTS.
31:04and, at the same time, we've seen the appearance of Padel and Pickleball.
31:10It all goes in the same direction, probably.
31:13How do you analyze this?
31:14Yeah, you're totally right.
31:16It's not, by chance, then Padel and Pickleball in the U.S. just came out now.
31:23I mean, it's not now, but in the last years.
31:26It's just also a consequence of this new generation consuming habits.
31:33So, of course, when they have a screen, they consume different type of products.
31:37And our traditional sports haven't changed for decades and decades.
31:43They have not evolved at all.
31:44So, I guess they will die if I listen to you.
31:46But that's the risk.
31:48And the way we also do sport has changed in the same direction.
31:54Because if you think about it, what people watch, it's something that they understand straight away,
31:59talks to them straight away, that they have zero effort to make to get into it.
32:04And it has to be super exciting straight away.
32:08That's how the series are built on Netflix, Amazon, and so on.
32:12You have to be caught straight away, and something new has to happen every 20 seconds.
32:19A change scene or something happening.
32:21Otherwise, we lose them.
32:22And if you think about those new sports, Padel or Pickleball,
32:25it's just simplified versions of tennis.
32:29Tennis, you need a lot of time to build your technique before you start to have fun.
32:34Padel or Pickleball, you take a racket and you have fun straight away.
32:38You have zero effort to make.
32:40Physically, it's much easier.
32:41Technically, it's simple.
32:44So that's the reason why.
32:46And I said now several years ago, if we don't find a way to teach tennis
32:53and those traditional sports in a way that is fun straight away,
32:58we're going to lose a lot of people.
33:00And people are going to go to more simple sports.
33:04So the key for us is how to teach.
33:06because we'll still need the technique to play tennis and have fun.
33:12But to get the technique, you have to do it in a fun way.
33:16Otherwise, we won't have the generation playing our sports.
33:20Well, thank you.
33:21Thank you to all of you guys.
33:22We have one minute left.
33:23One last word to keep the fans happy.
33:26What would you suggest?
33:29Everybody's looking at me.
33:30I don't know why.
33:32You are the smart BI in the room.
33:34You're the most experienced, right?
33:35Yes, the most experienced.
33:37Yeah.
33:39One thing to keep in mind.
33:42Technology is super important as we've been talking.
33:45But there is still what we call in America, the meat and potatoes.
33:51The fundamental underlying things that don't change.
33:56And I will say one more time,
33:59the opportunity to bring people together into an arena or a stadium
34:06is an experience that is really unmatched
34:10except in another one other part of life.
34:14religion.
34:16That is the only other place right now.
34:19It's a church, a mosque, a synagogue,
34:21where a group of people come together
34:24to celebrate something together
34:27that they all feel passionate about together
34:30and to feel emotionally connected,
34:33which is why sports is always going to be a very valuable property.
34:37Yeah.
34:38It's also the only other way with religion to reach eternity.
34:42So thanks to all of you.
34:44Thanks to the fans and keep the sports alive.
34:47Thank you.
34:47Thank you.
34:48Merci.
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