The SPORTO programme delivers a 360-degree insight into the industry trends. Case studies, discussions and in-depth interviews create the content at the crossroads of relevant industry areas with a focus on sponsorship strategy and activation, branding, digital communication and innovation, Olympic marketing, fan engagement and other topics with one touch point – harnessing the power of sport.
The SPORTO programme delivers a 360-degree insight into the industry trends. Case studies, discussions and in-depth one-on-one interviews create the content at the crossroads of relevant industry areas with a focus on sponsorship strategy and activation, branding and building brand equity, digital communication and innovation, Olympic marketing, fan engagement and other specific topics with one touch point – harnessing the power of sport.
Find out more about the full programme schedule HERE.
Programme schedule:
→ Nov 21 (Thursday) I Programme Day 1: 09:15 – 17:15, 19:30 SPORTO Awards, 21:30 SPORTO Party
→ Nov 22 (Friday) I Programme Day 2: 10:00 – 14:30
This year’s agenda involves following topics:
The SPORTO programme delivers a 360-degree insight into the industry trends. Case studies, discussions and in-depth one-on-one interviews create the content at the crossroads of relevant industry areas with a focus on sponsorship strategy and activation, branding and building brand equity, digital communication and innovation, Olympic marketing, fan engagement and other specific topics with one touch point – harnessing the power of sport.
Programme schedule:
→ Nov 21 (Thursday) I Programme Day 1: 09:15 – 17:15, 19:30 SPORTO Awards, 21:30 SPORTO Party
→ Nov 22 (Friday) I Programme Day 2: 10:00 – 14:30
This year’s agenda involves following topics:
→ ANATOMY OF THE FAN
The question of “How do people become sports fans?” is critical for anyone working in sport. We all have opinions, but it’s a question that is difficult to quantify in an emotive space where the truth is cluttered by myth and cliché. Understanding origin journeys is vital for creating long-lasting, valuable fanbases. Don’t miss the insight shared by Jonathan Potts, Lead Consultant at Two Circles.
→ CONTENT STRATEGY AND FAN ENGEGEMENT
Sharon Fuller is the Associate Vice-President, Content and Social Media for NBA Europe and Middle East. Last season, NBA experienced a record engagement across their social and digital channels, surpassing 1 billion video views in the region for the first time. The European star players play major roles among the most-viewed and followed athletes. Sharon will share some insights about the league’s social media and localised content approach.
→ CREATIVITY IN SPONSORSHIP
Misha Sher, Global Head of Sport, Entertainment and Culture at EssenceMediacom, an award-winning sports and entertainment marketing division of GroupM (WPP Group), says that nowadays, it is incredibly difficult to dominate the conversation as a sponsor brand, and that you have to be obsessed about creating value rather than bombarding people with your message. At SPORTO, Misha will dive deeply into creativity in sponsorship, presenting some of the best practices and sharing what makes them stand out.
→ SPORTS AND REVENUE MODEL
Sports revenue model is under a greater pressure than ever before. Post-Covid economic challenges have caused cost-of-living crises across the world, squeezed investment and had a serious knock-on effect for all of sports main revenue drivers. At the same time we have not returned to the pre-pandemic prices and wage inflation means that the cost bases of the same organisations continue to grow. This is an existential crisis for many. Ben Wells, CEO at PTI Digital, will discuss how sport can look to data and technology to drive greater revenue and operational efficiencies.
→ CLUBS AND FASHION PARTNERSHIPS
Peter Morgan, Marketing and CRM Director at AC Milan, will cover how the iconic Italian football club has elevated its global brand through the infiltration of the mainstream and emerging fashion culture – exploring the recent collaborations that led The Business of Fashion to label the Rossoneri as ”The Football Team That Finally Got Fashion Right”.
* The event is held in English language. The full programme will be announced in October 2024.
Anatomy of the fan
The question of “How do people become sports fans?” is critical for anyone working in sport. We all have opinions, but it’s a question that is difficult to quantify in an emotive space where the truth is cluttered by myth and cliché. Understanding origin journey, supporter and fan habits is vital for creating long-lasting, valuable fanbases. Don’t miss the insights about the origin of fandom, shared by Jonathan Potts, Lead Consultant at the sports marketing agency Two Circles which daily analyzes the behaviour of millions of fans across the globe.
Creativity that deserves attention
Misha Sher, Global Head of Sport, Entertainment and Culture at EssenceMediacom, an award-winning sports and entertainment marketing division of GroupM (WPP Group), says that nowadays, it is incredibly difficult to dominate the conversation as a sponsor brand, and that you have to be obsessed about creating value rather than bombarding people with your message. Misha will look into the creativity in sponsorships and the award-winning innovative brands that are going far beyond logos, which is the only way to truly earn consumers’ time and attention.
Sports revenue model under pressure
Sports revenue model is under a greater pressure than ever before. Post-Covid economic challenges have caused cost-of-living crises across the world, squeezed investment and had a serious knock-on effect for all of sports main revenue drivers. However, the cost bases of organizations continue to grow. This is an existential crisis for many. Ben Wells, CEO at PTI Digital and former commercial director at the leading English clubs, will discuss how sport can look to data and technology to drive greater revenue and operational efficiencies.
The emerging athlete era
Athletes today, across all sports and markets, are growing their independence, influence, income, and impact – and it doesn’t just matter to them, it should matter to you too! Everyone in the sports industry plays a part in shaping how athletes build and sustain more powerful brands. In a fast-moving, distraction-filled world, capturing attention has become the ultimate superpower, and athletes are winning at this game. Join Thomas van Schaik, seasoned brand strategist, former Global Brand Director at Adidas and author of The Athlete Brand Book, as he shares how athletes and their allies can team up to build better brands and thrive in today’s competitive landscape.
“The Football Team That Finally Got Fashion Right”
Peter Morgan, Marketing and CRM Director at AC Milan, will cover how the iconic Italian football club has elevated its global brand through the infiltration of the mainstream and emerging fashion culture – exploring the recent collaborations that led The Business of Fashion to label the Rossoneri as “The Football Team That Finally Got Fashion Right”.
Sponsorship lessons from the big competitions
Sports summer 2024 brought the UEFA EURO 2024 and the Paris Olympic and Paralympic Games. How did some of the brands leverage sponsorship platforms, what were the challenges? We will discuss the experiences and lessons from these events with Tanja Dimitrova (Lidl Slovenija – sponsor of UEFA EURO 2024 and the Slovenian Paralympic Committee), Alenka Anžič Potočnik (Hisense – sponsor of UEFA EURO 2024) and Niko Kušar (Telekom Slovenije – sponsor of the Football Association of Slovenia and the Slovenian Olympic Committee).
NBA’s digital world
Sharon Fuller is the Associate Vice-President, Content and Social Media for NBA Europe and Middle East. Last season, NBA experienced a record engagement across their social and digital channels, surpassing 1 billion video views in the region for the first time. Among the players attracting the most attention on social media are also many European basketball stars, led by Luka Dončić. In her presentation, Sharon will share, among other things, the NBA’s localized content approach.
LALIGA x EA Sports
With the 2023/24 season, LALIGA has kicked off a new era through a naming rights partnership with the number one franchise in the sports video game industry, EA Sports. The partnership entails a major brand evolution for the Spanish top-flight league and includes a unique rebranding of LALIGA inspired by EA Sports graphics, fonts and other visual elements. The partnership comes to life in a variety of ways, from audio-visual technology to entertainment innovation, and from grassroots initiatives to digital communities, all with the intention of offering football and video game fans more value.
Thursday, November 21
| 08:00 | Registration Hotel Slovenia lobby |
| 09:10 | SPORTO Welcome |
| 09:15 – 10:00 | Cannes-Worthy Sponsorships: Creativity That Earns Attention Misha Sher | Essence Mediacom, Global Head of Sport, Entertainment and Culture In this keynote, Misha, industry veteran who has been at the forefront of the sports industry for more than 20 years, will showcase how the most innovative brands are going far beyond logos to truly earn consumer’s time and attention. |
| 10:00 – 10:35 | SPORTO Talk Alex Carera | A&J All Sports, Founder Alex is one of the leading figures in the cycling sports management world, having managed three Grand Tour winners in his career: Chris Froome, Vincenzo Nibali and current UCI’s No. 1 cyclist, 3-time Tour de France winner and world champion Tadej Pogačar. |
| 10:35 – 11:05 | Coffee break & networking |
| 11:05 – 11:40 | Buzzword Bingo vs Reality Richard Ayers | IMG, Advisor & Rematch, Founder Richard looks at the trends of digital technology and sport, sorting the buzzwords from the brilliance. He will look at where we’re realistically going with digital and where he has gone with the Rematch sports time machine since speaking at Sporto 2014. |
| 11:40 – 12:15 | The Emerging Athlete Era Thomas van Schaik | The Athlete Brand, Co-Founder In a fast-moving, distraction-filled world, capturing attention has become the ultimate superpower, and athletes are winning at this game. Join Thomas, seasoned brand strategist, former Global Brand Director at Adidas and author of The Athlete Brand Book, as he shares how athletes and their allies can team up to build better brands and thrive in today’s competitive landscape. |
| 12:15 – 12:45 | 10 Years Later: What Has Changed in Sports Digital, Fan Engagement, and The Athlete’s World Space? Richard Ayers | IMG, Advisor & Rematch, Founder Thomas van Schaik | The Athlete Brand, Co-Founder |
| 12:45 – 14:30 | Lunch break & networking Hotel Slovenia restaurant |
| 14:30 – 15:15 | Sports’ Commercial Model: Time for a Rethink? Ben Wells | PTI Digital, CEO Post-Covid economic challenges have caused cost-of-living crises across the world, squeezed investment and had a serious knock-on effect for all of sports main revenue drivers. However, the cost bases of organizations continue to grow. This is an existential crisis for many. Ben, former commercial director at the leading English clubs, will discuss how sport can look to data and technology to drive greater revenue and operational efficiencies. |
| 15:15 – 15:55 | Sponsorship Takeaways from Major Sports Events Alenka Potočnik Anžič | Hisense Europe, Marketing Director Tanja Dimitrova | Lidl Slovenija, Sponsorship Manager Niko Kušar | Telekom Slovenije, Head of Advertising Maša Puklavec Polutnik | Slovenian Tourist Board, Global Communications Manager Sports summer 2024 brought the UEFA EURO 2024 and the Paris Olympic and Paralympic Games. How did some of the brands leverage national and international sponsorship platforms, what were the challenges and key takeaways? |
| 15:55 – 16:30 | Coffee break |
| 16:30 – 17:10 | Guinness and Sport – a Match Made in Heaven Paddy Carberry | Guinness, Global Sports Marketing Manager Paddy brings to life the immense power of Guinness storytelling through sport, and how the brand channels its ability to unite consumers over their shared passion for football, rugby and beyond. |
| 17:10 – 17:45 | “The Football Team That Finally Got Fashion Right” Peter Morgan | AC Milan, Marketing and CRM Director How has the iconic Italian football club elevated its global brand through the infiltration of the mainstream and emerging fashion culture? Peter will explore the recent collaborations that led The Business of Fashion to label the Rossoneri as “The Football Team That Finally Got Fashion Right”. |
| 18:00 – 19:15 | Dinner and networking Hotel Slovenia restaurant |
| 19:45 – 21:15 | SPORTO 20 Years, Awards & Brands Congress centre Portus |
| 21:45 – 02:30 | SPORTO Party Rock’n’Roll Circus, Portorož |
Friday, November 22
| 09:30 – 10:05 | SPORTO Warm-Up: The Dragon from Koseze Documentary film about Goran Dragić |
| 10:05 – 10:30 | Beyond Sponsorship: Unpacking Impact and Effectiveness Tijana Popadić | SportIT, Executive Director The jury members summarize trends and takeaways from this year’s SPORTO Awards projects in the areas of sponsorships, digital initiatives, and sustainability. Accompanied by the head of SPORTO Brands research, they also discuss measuring impacts and effectiveness. |
| 10:30 – 11:10 | Anatomy of the Fan Jonathan Potts | Two Circles, Lead Consultant The question of “How do people become sports fans?” is critical for anyone working in sport. We all have opinions, but it’s a question that is difficult to quantify in an emotive space where the truth is cluttered by myth and cliché. In this session we will explore how people become sports fans through 5 fan origination foundations. All backed up by data from international audiences. |
| 11:10 – 11:30 | Coffee break |
| 11:30 – 12:05 | LALIGA x EA Sports Pedro Oliveira Cortez de Miranda | LALIGA, Senior Sponsorship Manager With the 2023/24 season, LALIGA has kicked off a new era through a naming rights partnership with the leading franchise in the sports video game industry, EA Sports. The partnership entails a major brand evolution for the Spanish top-flight league and includes a unique rebranding of LALIGA inspired by EA Sports visual elements and comes to life in a variety of ways. |
| 12:05 – 12:35 | NBA’s Digital World Sharon Fuller | NBA EMEA, Associate Vice-President, Content and Social Media How does the NBA engage with its fans across Europe? Sharon is overseeing the production of content and the execution of the NBA’s localized social media strategy across different regions, platforms and channels. |
| 12:35 – 13:00 | The Future of Sports, Media and Entertainment Branko Čakarmiš | PRO PLUS, Strategic Advisor How will the future of sports media and entertainment look? Join Branko, one of the leading strategists in the Adriatic region, to discuss the future of media sports rights, broadcasters, streaming, shifting consumer behaviour, and content distribution in today’s media/content-cluttered world. |
| 13:00 – 14:30 | Lunch / Conference End |
SPORTO Podcast Stage
Thursday, November 21
| 11:30 – 12:30 | SPORTO x Forbes Slovenia
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| 15:00 – 16:00 | SPORTO x Val 202
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Friday, November 22
| 11:00 – 12:00 | SPORTO x Arena Sport
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