10 Ideas: Products or services for sporting clubs to sell to super-fans

This week the challenge is to come up with 10 new products or experiences that professional sporting clubs could be selling to fans. Think of your favourite sporting club and what obsessive fans might buy.

Sporting experiences and events are big business (and growing fast based on Chinese demand — see facts below). But there’s no need to limit just to experiences. With Christmas around the corner what branded products would you love to buy the obsessive sporting fan in your life?


This post is a collection of responses from the weekly 10 ideas email. If you’d like to be more creative every week, you can sign up to receive the email here.


SOME OF MY FAVOURITE RESPONSES THIS WEEK:

  • Front running betting markets — Members only series — create a 3 game short series at the start of the season which are ‘exhibition’ matches and only sell tickets to club members, do not televise the games. This will front run the betting markets for the season so fans will want access to the info on form and drive interest in the main season
  • Wouldn’t the players love this! — Sell the plane seat next to players on the way home / VIP fans pay to throw tomatoes at poor performing players
  • Would probably work — a lower end, Michelle Bridges style online fitness program that all supporters can sign up for. Couple of hundred bucks a year, delivered virtually by players.
  • Real time commentary from fan favourites — Approach famous old players from the team (can still be playing for other teams) and get them to tweet game commentary while a live game is on. Wouldn’t you want to hear what Michael Jordan thinks when the Bulls are tied and in the last 2 min of the game? If you did this properly you could direct the traffic to the team website and create your own channel

THE FULL LIST

Events

  • Hold Free regional matches in unique locations, with food trucks & bars for revenue generation
  • Members only series — create a 3 game short series at the start of the season which are ‘exhibition’ matches and only sell tickets to club members, do not televise the games. This will front run the betting markets for the season so fans will want access to the info on form and drive interest in the main season
  • Corporate events — play to play on the field in your favourite team’s colours. Players are there as coaches and waterboys.
  • Private and exclusive games/matches for companies/groups
  • Music events that tie into the team. So you have a music festival that people pay to come to that also features a bunch of players talking about the season coming up. Like Sean White’s snowboarding and music festival.

Meet and greet / Feedback

  • VIP fans pay to throw tomatoes at poor performing players
  • Sell the plane seat next to players on the way home
  • Bid to meet the players after the game
  • Meet n greet with the coaches — opportunity to have lunch with the coaches of your favourite footy club & provide your opinion on their current strategy
  • Ability for children to interview a player for the clubs annual newsletter
  • Win dinner with a player of your choice from your fave footy club
  • Pay to receive insider updates — an update each week from the coach that’s talking about what they believe happened last week.

Play with the stars

  • Opportunity to play with the tennis stars before/after the Grand Slams.
  • Play with the team — Sell an experience where you train with the team for a month then you actually play for a minute or 2 in an actual major league game
  • Choose favourite player and do VR courses for kids — eg. learn to play like Messi

Tourism

  • Packaged tours to the stadium & training grounds of your favourite footy club
  • Supporters cruise boat — you go on a weeklong cruise with supporters of the club, players and coaches during the offseason. There’s cruises for everything else. Sure this would work in the US.
  • Club lounges for those overseas
  • Pre-season international matches in exotic locations, that are tied into travel packages for superfans

Coaching / experiences

  • One on one — your favorite player will show up at your local ground / court and play with you and your mates for an hour
  • Win coaching with your favourite golf player
  • Insider club — if you believe you have a kid who’s really skilled and you want them to play for a certain club you can pay say $10k a year for them to be trained by insiders — special camps
  • Arrange specialised training school conducted by the players for kids
  • A football player at your birthday party. Kick to kick for the kids.

Uniforms / merchandise

  • Control all the uniforms worn by the team — ie don’t let players have them / sign them / give them away. Usually collect all the uniforms from each game and destroy them. Have a couple of games each season where the actual kit can be bought at auction. Do this for all teams at the same time and create an event for the code — a super auction day. It would be the only way to get the actual kit. Give half the auction proceeds to charity chosen by the successful buyer from a list and keep the other half. This could be like the Brownlow awards with everyone vying to see who pays the most for what
  • Individual merchandise — get your favorite players jersey with their number but your name on it. You can also sell to everyone again when the kit gets updated each year
  • Fans can bid to have their name on the shirts of their favourite player for different games
  • Selling each item of clothing worn by players during the game — socks, underwear, shoes etc.by way of a live auction

Products

  • Why has no footy club signed up with Lynx to release their own line of deodorant?
  • Sneakers designed in your footy clubs colours
  • Club/association tailored vehicles
  • Club credit cards
  • Partner with lifestyle brands — Lots of famous sports people end up advertising lifestyle products so why not change their contracts and let the team get the revenue for promoting a particular kind of watch, car, clothes, real estate, food, holiday. Turn the team into a lifestyle — we travel using Samsonite, wearing a TAG watch and getting picked up in a Mercedes van…
  • Approved tattooists — so you can get only the best club logo tattooed on your butt

Fitness and facilities

  • Fitness training — pay to follow the fitness program / or pre-season program of your favourite sporting club. You pay say $10k to do a full pre-season. Have a lower end, Michelle Bridges style program that all supporters can sign up for. Couple of hundred bucks a year, delivered virtually by players.
  • Fan use of club training and medical staff and facilities
  • Offer gym membership to the fitness facilities at the club, just make it really expensive. You can pay to train alongside your favourite players, you just pay a lot for the privilege. Say it’s included in the top membership package at $10–50k per year. Sell 100 packages is an additional $1–5m year
  • Fans can rent out training facilities for events or their own training
  • Club health and wellness eg diet and training plans
  • Club facilities for fan special occasions eg weddings

Media

  • Use double screening — Approach famous old players from the team (can still be playing for other teams) and get them to tweet game commentary while a live game is on. Wouldn’t you want to hear what Michael Jordan thinks when the Bulls are tied and in the last 2 min of the game? If you did this properly you could direct the traffic to the team website and create your own channel
  • Produce reality TV series — amateurs vs professionals (find a team of amateurs to compete agains the pros)
  • Player call out — A famous player will incorporate your name in a media quote pre / during / post game
  • A video app — like Netflix, but specific content to your team. Has every match ever played, you can watch a specific player’s highlights, every play against a different team. A really deep, tagged video library. Probably has a lot of the same attributes that people who are into sportsbetting would like.
  • Club tv
  • One of the players in the game wears a camera on their cap — and you can pay to watch and experience the game in VR from their perspective
  • TV channel that has only content and replays your team (there’s probably a good business in a studio that makes easily repackagable content for smaller teams)
  • What is the intersection of social media influencers and your favourite team? Maybe sports clubs can act as an interchange where smaller businesses can pay to have the players endorse their business

Charity

  • Annual charity match — mix of sports stars & celebrities raising money for charity
  • Club support of particular NFP initiatives, mobilising members eg Youth Off The Streets

International partnerships

  • International partnership — many sports are global so do a deal with the global leader for branding. Some UK football teams buy Australian based teams to get an early look on players and also make money when they play an invitational. This could work in basketball and other sports

Competitions

  • Create a competition for best team slogan — members vote on it and then if you are the person who created it you get free tickets for a year and invites pre / post game for a year. Once you have a new slogan update all the merchandise and make the fans buy all the new stuff again
  • An annual team raffle. Prizes like life membership, things from sponsors, a house in the suburbs.
  • Fans can bid

This post is a collection of responses from the weekly 10 ideas email. If you’d like to be more creative every week, you can sign up to receive the email here.

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