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.
