Welcome to Sports Marketing 360 from SportBusiness Group
The 2012 conference is confirmed for September 27th at BT Centre.
Sports Marketing 360 is established as the must-attend event for sports marketing professionals from around the world. This conference is a vibrant, challenging and highly relevant conference designed to deliver significant value to those who work in sports, marketing, media, brands and related areas.
Now in it's fifth year the 2012 event is the ultimate interactive forum for a sector which never stands still.
At Sports Marketing 360, influential, respected and thought-provoking speakers discuss, assess and analyse the major trends and issues influencing the worlds of sports, media and marketing and the way they impact on the relationship between sports and brands.
------- More details soon to be released. Watch this space! ---------
Sports Marketing 360 throughout the years
Topics discussed at Sports Marketing 360, 2011 included:
- Finding the X Factor. Successful sponsorship require more than a great fit between brand and property, what is that elusive X factor?
- Digital Deities - Website, Social Media and Mobile tips and tricks from three industry gurus.
- Athletes Eye on Sports Marketing - a top international athlete gives us their personal insight into the world of sport sponsorship and marketing.
- Less is More? The growth, opportunity and risk of new short sports - Twenty20, Sevens Rugby, Powerplay golf etc.
- Sports Marketing 2012 - Industry leaders discuss the future of our industry
2011 speakers were:
- Charlie Wijeratna, Executive Director, Tottemham Hotspur Football Club
- Rick Burton, Professor at Syracuse University (USA) and former Chief Marketing Officer, United States Olympic Committee
- Luke D'Arcy, Chief Growth Officer, Momentum Worldwide
- Tim Crow, CEO, Synergy
- Stephen Vaughan, Managing Director, Thomas Cook - London 2012 Partnership
- Olivier Bremont, Commercial Director, Volvo Ocean Race
- Jez Jowett, Global Social Media Director, Cake - Havas Sports & Entertainment
- Josh Robinson, Director, Sports Revolution
- Tim Duncalf, Director, Oxygen8
- Andrew Steele, Olympic 400m runner
- Eddie Hearn, Group Managing Director, Matchroom Sport
- Steve Elworthy, Director Marketing and Communications, England & Wales Cricket Board
- James Tyler, Marketing & Partnerships Manager, Premiership Rugby
- John Taylor, Chairman, Sports Impact
- David Piggings, CEO, PowerPlay Golf
In 2010 speakers were:
- Nic Fletcher, Head of Sport Sponsorship, O2
- Fredda Hurwitz Global Strategic Planning Director, Havas Sports & Entertainment
- Jeff Nathenson, Head of Partner Management for YouTube in Northern Europe, Google
- Robbie Paul, Professional Rugby League Player and communications consultant
- Charlie Dundas, Global Sponsorship Director, Mediacom
- Stefano D'Anna, Managing Director Sales, Perform
- Leon Taylor, Olympic Silver medallist and BT Ambassador
- Nick Sykes, Managing Partner and Head of London 2012, McCann London
- Professor Simon Chadwick, Chair in Sport Business Strategy and Marketing, Coventry University
- Trevor Watkins, Partner, Clarke Willmott
- Kevin Roberts, Editorial Director, SportBusiness Group
- Tom Fox, Chief Commerical Officer, Arsenal FC
- Patrick Nally, Chief Executive, West Nally Ltd.
- Mark Foster, 5 times Olympian and the most decorated ever British male swimmer
- Sam Rush, International Chief Operating Officer, Wasserman Media Group
- Mark Osikoya, Head of Sponsorship, Coca Cola GB
- James Tipple, Vice President Marketing, Yahoo! EMEA
- Richard Heaselgrave, Vice-President of Business Development, NBA - EMEA
- Suzi Williams, Director, BT Group Marketing & Brand
- Salah Tahlak, Director, Corporate Communications, Dubai Duty Free & Tournament Director of the Dubai Tennis Championships
Topics discussed at Sports Marketing 360, 2009 included:
- “Fit for purpose?” Sports Marketing in 2009
- Adding and maintaining the value of properties
- Attitudes and techniques of sponsorship measurement
- International sports marketing
- An athletes view of Sports Marketing
- The Digital Dimension
2009 Speakers were:
- Lucien Boyer (President, Havas Sports & Entertainment)
- Stephen Curnow (Senior Vice President Sales and Brand Consulting, Wasserman Media Group)
- Paul Meulendijk (Head of Sponsorship, Mastercard Europe)
- Sean Jefferson (CEO, Mindshare Performance)
- Patrick Wendt (Sponsorship and Marketing Manager, Toyota F1)
- Ian Ayre (Commercial Director, Liverpool FC)
- Karen Earl (Chairman, Synergy and European Sponsorship Association)
- Spencer Gallagher (Founder & Managing Director, Bluhalo)
- Mark Evans (Chief Executive, Harlequins FC)
- Professor Simon Chadwick (Director of Centre for the International Business of Sport Chair in Sport Business Strategy and Marketing, Coventry University)
- Tom Silk (Managing Director, Velocity UK)
- Shaun Whatling (Chief Executive, Redmandarin)
- Kevin Roberts (Editorial Director, SportBusiness Group)
Media coverage in 2009:
SportBusiness Group - http://www.sportbusiness.com/news/170546/sport-can-help-drag-uk-out-of-recession
BBC - http://news.bbc.co.uk/1/hi/business/8282125.stm
Sports Illustrated - http://sportsillustrated.cnn.com/2009/soccer/09/23/liverpool.debt.ap/index.html
PR Week blog - http://community.prweek.com/blogs/mattbourn/archive/2009/09/23/10-nuggets-from-sports-marketing-360.aspx
PR Week feature - http://www.prweek.com/uk/news/940059/Online-Exclusive-Profile-Max-Hamilton-director-marketing-EMEA-National-Basketball-Association/
The Guardian - http://www.guardian.co.uk/sport/2009/sep/23/scandal-bloodgate-sport-compelling-harlequins
USA Today - http://www.usatoday.com/sports/soccer/2009-09-23-3613642338_x.htm
Polish Marketing Magazine (in Polish) - http://issuu.com/b.pacanowski/docs/e-dms_01_2009?mode=embed&layout=http%3A%2F%2Fskin.issuu.com%2Fv%2Fdark%2Flayout.xml&showFlipBtn=true
As well as on numerous blogs, Twitter and Facebook pages.
Key quotes from 2009 delegates - A (paraphrased) selection of the best:
Ian Ayre, Commercial Director, Liverpool FC
“It’s important for rights-holders to identify exactly what a brand is trying to achieve from a marketing perspective and then tailor the sponsorship proposition around it. The days of straight shirt sponsorship are gone. You cannot go out to market with the same package for everyone. You should be aiming for a true partnership, where your sponsor is an active partner in promoting your brand alongside their own. We are very focussed on continuing to measure and demonstrate value for all of our partners.”
“For the past 17 years we have enjoyed a fantastic relationship with Carlsberg, in the eyes of the fans they are a part of the Liverpool family. But over time, the objectives of both rights-holders and brands change and they sometimes doesn’t fit together the same way they did in the past. After working closely to create a bespoke package, we have signed a new deal with Standard Chartered and we are continuing to talk to Carlsberg about the best way of working together in future.”
“We have recently been planning our Asian tour in conjunction with Carlsberg and Adidas. We have sold all 150,000 tickets directly through pubs and retail stores – so fans have to engage with our sponsors – they can show fans value.”
Mark Evans, CEO, Harlequins FC
“Our sponsorships have certainly been tested over the past few months, but the reality is that while all of our sponsors had the opportunity to leave or renegotiate, none of them did, which says a lot about the relationships we have in place and the value they receive through the association with Harlequins.”
Paul Meulendijk, Head of Sponsorship, Mastercard
“Sponsorship is not an add-on activity. It is at the heart of [Mastercard’s] strategy. We are rigorous in leveraging it, in driving value out of our involvement. We do it to capture fan enthusiasm, emotion and passion. It is a mass platform for engagement with our audience. In fact, we look for ‘return on engagement.’”
“Rights-holders must listen to the needs and objectives of brands [as opposed to offering a set rights package]. The relationship has to be win:win. Our ‘priceless’ campaign is at the heart of how we market Mastercard. We need rights-holders to help create priceless moments. For example, we have a programme of player escorts, where 22 kids walk out onto the pitch at games – a unique experience.”
Patrick Wendt, Sponsorship & Marketing Manager, Toyota F1
“There has been a lot of turbulence in F1, but looking forward, we have a very positive future. FOTA (the Formula One Teams Association) has been established and for the first time, all of the teams are working together to develop new ideas to add value for our audience and sponsors. Next year we will have 19 races, with South Korea joining for the first time. We will have 13 teams. It is very positive.”
“There are a number of initiatives looking at how we develop F1 as a brand. For example, F1 Rocks will take place for the first time in Singapore and Abu Dhabi. F1 simulators are being made available. We are developing away from the track.”
“Formula One provides a platform for both B2B and B2C engagement. For us, the power of Toyota itself as a brand is attractive to brands – sponsorship of Toyota F1 provides an entry point to the organisation as a whole.”
Paul Samuels, Executive Director – Sponsorship, AEG
“There is a definite change in how sports sponsorship is being used. For example, Sky has created its own cycling team in order to ‘take ownership’ of cycling.”
“Your sponsors should be helping you market the sport, it’s to their benefit to do that. For example O2 help the RFU market rugby via ‘Scrum in the Park’.”
“My advice to rights-holders is to be careful taking on sponsors. Look at everything they offer, not just the money. How are they going to help you market the sport – what other channels and assets do they have that can help long-term.”
“I always say to my team that it’s not about securing the sponsor, its always about renewal. From the moment we start working together, I always look to how to create value so that it’s easy to renew.”
Karen Earl, Chairman of the European Sponsorship Association
“The ESA view is one of cautious optimism. Sponsorship works. Our research shows that the big sponsorships are working, the middle level ones are struggling and the grassroots ones are expanding as brands seek cheaper options.”
“It is not inevitable that alcohol sponsorship will be banned. Sport is higher up the government agenda than ever before. Withdraw funding and sport as a whole will suffer. If it has to go, we will recommend a period of transition.”
Lucien Boyer, President of Havas Sport & Events
“In a recession, sponsorship is the first to be cut – by people that don’t understand its power to inspire and carry a brand. It is a mistake, and brands have quickly realised this – you can already see them spending again.”
“In France alcohol sponsorship has been banned for a long time. When it came in, the government offered subsidies to sports to give them time to find alternative sponsors.”
Quotes courtesy or Braben Sport (www.braben.co.uk)
Please click here to see the photos from Sports Marketing 360, 2009
