Michael Cole | TrueGold Communications, Co-founder & PGA European Tour
It has become very apparent that a number of sectors are finding the opportunity for sponsorship in sport increasingly more challenging, whilst costs, industry regulation and anti-corruption are placing huge pressure and restrictions on providing effective ROI. On the other hand, the industry is creating burgeoning demand for technology, allow the technology sector to leverage the world stage and exploit the opportunity to get far beyond logo placement to extract the very real and tangible benefits of sponsorship. The session will provide key and unique insight into sponsorship for the Olympics, Formula One, Tennis, Golf and Rugby world championships.
Olympic & Paralympic marketing programmes represent a challenge for the brands. Toyota, with a ground-breaking deal with the IOC and IPC through the 2024 Games, and Coca-Cola, Olympic partner since 1928 (and also a new sponsor of NOC Slovenia), are two of the main global players. Michael Cole will provide insight into British Telecommunications' London 2012 campaign, which helped secure BT's position into the Global 100 brands, and other active Olympic & Paralympic partnerships.
11:10 – 11:30
Coffee break & networking
Jeramie McPeek | JMc Communications & SuperBowl 51 Host Committee, Head of Digital
Sports teams around the world are using social media to share information about their clubs. They tweet statistics. They post photos. They share videos. But what are the goals and objectives that teams are trying to accomplish through their social channels? A 20-year veteran of the sports digital space (Phoenix Suns, Super Bowl Host Committees) and award-winning digital consultant Jeramie McPeek will take a closer look at the strategy behind social media and discuss the 10 ways in which sports teams should be utilizing social to tell their brand story and grow their business.
*Presentation & 1 on 1 talk
Fredda Hurwitz | Gingernut Thinking, Founder & Chief Nut
Fredda Hurwitz, a renowned brand and sponsorship strategist, has worked on a diverse group of brands throughout her career including American Express, Barclays, Coca-Cola, FIFA, IOC, MINI, NBA, VISA, and Yahoo! and has been working on large-scale international sponsorship programmes, brand experiences and integrated marketing programmes from the World Cup, Rolling Stones Bigger Bang Tour and Milan Fashion Week to Wimbledon and Olympics. Fredda will share a few of her favourite case studies from around the world, demonstrating why smart insights lead to great work and, as a result, intelligent trends that brands are positively embracing and fans are benefitting from.
13:15 – 14:45
Lunch break & networking
Jon Burkhart | TBC Global, Founder
Does your content grab your fans within the critical first four seconds? Is it both memorable and meaningful? That is what your most valuable fans require. Content needs to engage their curiosity to capture and retain their attention. It also needs to answer their questions and solve their problems. It needs to address the entire culture of what it means to be a fan and a human being – before, during and after the match. Content strategist Jon Burkhart has created a strategic framework built around the notion of constant curiosity. He will pull in stories from teams and brands across five continents to bring his hypotheses to life.
Maik Matischak | NBA EMEA, Senior Director of Communication
The NBA (National Basketball Association) has long been much more than just an American professional basketball league. It is a culture and lifestyle. The constant high-quality content production and innovation is something that intrigues not only basketball fans but also a much wider audience. How does the NBA approach the European market and what role communications play there? What are the key assets the NBA uses when it comes to PR in Europe?
16:00 – 16:30
Coffee break & networking
Mark Brennan | AIB, Head of Digital and Innovation
Mark Doyle | AIB, Brands Group Director
In merely a few years during the financial crisis, AIB, the most reputable bank in Ireland, found itself in deep trouble. Traditional advertising did nothing to connect the bank to the outraged public, so AIB leveraged its GAA (Gaelic Athletic Association) sponsorships into Gaelic football Club Championship to re-establish brand trust and increase positive sentiment. They succeeded with the multi-awarded #TheToughest campaign.
*ESA Excellence Awards 2016 Best Use of Social Media Award & nominations in 6 categories of ESA Excellence Awards 2017
This year’s special SPORTO guest is breaking traditional rules in sports. Primož Roglič is a former FIS Grand Prix and Continental Cup ski jumper (also Junior World Team Champion) turned professional cyclist, a Tour de France stage winner and UCI Road World Championships 2017 time trial silver medallist. 1 on 1 talk about career, marketing aspects of the cycling world, Giro, Tour de France, brands in cycling and more.
Guilherme Guimarães | Ativa Esporte, Business Director
Director of Sports for Twitter Brazil during 2014 FIFA World Cup and Facebook Consultant for the Rio 2016 Olympic Games, Guilherme Guimarães, will share fan engagement activities of the Brazilian national football team and the Brazilian Olympic team during the biggest sport events in Brazilian history. Presentation will also touch on the digital boom after the record-breaking transfer of Brazilian superstar Neymar.
Malph Minns | Strive Sponsorship, Founder
Esports is starting to break out of its core audience into the mainstream. There are things that ‘traditional sports’ could learn from it. Malph Minns, former Head of Commercial Partnerships at Team Sky and founder of Strive Sponsorship, which specializes in sport, music, esports and film partnerships, will take us into the world of esports. Malph will share his views on esports’ difference from gaming, give an overview of the ecosystem and its growth, explain who the fans are and where the money flows, present why and how traditional sports teams are getting involved and which are opportunities for sponsor brands, and demonstrate recent trends.
Pierre Lienhard | UEFA Events, Event Manager
Laurent Morel | UEFA, Senior Futsal Competitions Manager
Slovenia will in early 2018 host UEFA Futsal EURO 2018 (third championship in the Adriatic region after Croatia 2012 and Serbia 2016). The talk will address different aspects and challenges of staging sport events: from brand positioning, communications, LOC, sponsor integration to legacy. What is the strategy behind developing and growing younger disciplines, for example futsal? How does UEFA approach women’s and U21 championships which are also on the rise?
11:40 – 12:10
Coffee break & networking
Anita Šikić | Croatian Handball Federation, Head of Communications
Edita Gabrič | Gorenje, Head of handball sponsorship project
Nine years after hosting World Handball Championship, Croatia is getting ready for another big competition: EHF Men's EURO 2018. On the other hand, Slovenian home appliance brand Gorenje in 2017 started a wide partnership with EHF, involving a three-season contract for EHF Champions League and two consecutive EHF EURO tournaments. The biggest challenges for the LOC and the insight into potentials of the sponsorship deals in handball will be discussed in this session.
Achim Ittner | SAP, Head of Business Development Sports
Today’s consumer landscapes demand a dynamic model of corporate sponsorship. The technology software company SAP is partnering with sports properties across the globe to showcase the company’s technological expertise and bring fans closer to action. Insights from working with German Football Association, San Jose Sharks, Arsenal FC, McLaren & more.
Paolo Insinga | Interbrand, Creative Director
Football is increasingly becoming a universal language and a global sector, and to play a central role in it, it is crucial to stay ahead of social, economic and sport-related changes. Juventus FC from Turin, Italy, stunned its fans and supporters early this year with the launch of its new modern identity that strongly stands out from the other club brands. ‘Black and White and More’ does not hide its desire to become a lot more than ‘just a football brand’. Insight about strategy, design and solutions to grow a business through branding.
Toby Hester, SPORTO Awards 2017 Head of Jury in discussion with Malph Minns (Strive Sponsorship, Founder) and Jeramie McPeek (JMc Communications & SuperBowl 51 Host Committee), about Brands vs. Properties relationship and future of marketing in sports.
Lunch / End of SPORTO 2017