Asia Pacific Sports Conference 2012 by Informa Middle East

Boosting revenue of sporting events through strategic sponsorship The region’s only event to focus on the sponsorship challenges encountered in the world of sport. Now in its second year, APSC will bring together professionals from rights’ holders organising committees, governing bodies, teams and sponsors.

î Meet your speakers Mike Kerr CEO, The Asian Tour Jim Small MD, Major League Baseball Asia Richard Young MD, NFL China

Programme Highlights 1• Exploring new opportunities in the Asia-Pacific

Scott Levy MD, NBA Asia

2• Using sport as a vehicle to tap into the Asian

Steve Dainton Marketing Director International Table Tennis Federation

sports sponsorship market market

3• Connecting with fans 4• Maintaining long-term relationships with your

Satoshi Saito Marketing Director, AFC

sponsors

5• Creating a fantastic on site experience

Sam Zhao Director of Sports Management, Xtep

6• Measuring and increasing ROI on sponsorship 7• Activating sponsorship to generate more sales

And many more…

What’s new for 2012 ªª Brand new agenda dedicated to sports sponsorship ªª New case studies and interactive discussions and debates to maximise learning ªª Pre Conference networking tool: Set up meetings with your peers and potential clients before the event ªª New formats offering even more networking opportunities and interaction, including Roundtables, Panel Discussions and Forums ªª An exclusive, Brands-only Breakfast Briefing. See page 5 for more information ªª New high level international and regional speakers responsible for managing partnerships at the biggest sports events in the world Official Media Partners

Regional Media Partner

Official Social Media Partner

www.asia-pacificsports.com

Official Jobs and Career Partner

Organised By

Welcome to

Speaker faculty for APSC Jim Small, MD, Major League Baseball Asia Mike Kerr, CEO, The Asian Tour Scott Levy, MD, NBA Asia Peter Hutton, MD, ESPN Sports Star Asia Victor Cui, CEO, The ONE Fighting Championship Steve Dainton, Marketing Director, International Table Tennis Federation

Dear Sports Industry Professionals,

Richard Young, MD, NFL China

I am delighted to welcome you to the 2 Asia-Pacific Sports Conference. Building on the success of last year’s event, APSC returns with its second edition focusing on sponsorship in sport. nd

Despite the global economic downturn the Asian economies are booming and so is the spending power of its citizens. This presents new opportunities for the development of sport in the region and an attractive option for brands looking to grow their market by tapping into Asia. The shift in dynamics presents new challenges for the sport sponsorship business. APSC will provide a unique platform for sports industry professionals to discuss the challenges encountered in the Asian market and explore solutions to overcome them. The programme will address topics including sponsorship activation, building long term relationships with sponsors as well as measuring and increasing ROI on sponsorship amongst others. The conference will also present key opportunities to network and interact with your peers representing international and regional governing bodies, local organising committees, right’s holders and sponsors. APSC is a must attend learning and networking event for sports and sponsorship professionals in the Asia-Pacific region. Make sure that you are here!

Gordon Lott, Head of Olympic Marketing & Group Sponsorship, Lloyd’s Banking Group Satoshi Saito, Marketing Director, AFC (Asian Football Confederation) Priscilla Ho, MD, Prescient Sports and Entertainment Ltd He Wenyi, GM, Faculty of Sports Management, Bejing University Sam Zhao, Director of Sports Management, Xtep Liang Qichun, GM of Marketing, TCL Ma Guoli, Owner, Chinese Basketball League and National Team Michael Cunnah, Chairman, iSport Connect, Former CEO, Wembley Stadium Rupert Pratt, MD, Generate Sponsorship Shane Harmon, Deputy CEO and GM Commercial, AFC Asian Cup 2015 Local Organising Committee Laurent Collette, CMO, FC Barcelona

I look forward to meeting you at the 2nd Asia-Pacific Sports Conference. Kind regards,

Genelee Mazarello Conference Director Informa Sports Group

Why Attend? ªª A new, practical agenda focusing on Asia-Pacific sports sponsorship issues ªª Presenting a 360 degree perspective of sports sponsorship with insights from rights’ holders, governing bodies, local organising committees and sponsors ªª Exclusive Brands Only Breakfast Briefing, bringing together sponsors to discuss their biggest concerns ªª Exciting, interactive formats maximising opportunities for networking

Networking Activities

ªª A rare opportunity to meet your peers and clients from across the region

Pre Conference Networking Tool

A searchable pre conference delegate list you can access via our online networking tool. Schedule appointments with potential customers and clients to ensure you maximise your time at the event.

Meeting Accelerator Session

Bring your business cards! This speed networking session will provide delegates with a chance to meet all participants in an easy, quick and interactive way.

Interactive Panel Discussions and Round Table Sessions

T: +971 4 335 2437

Join the interactive discussions with high profile speakers and ensure you have your say!

www.asia-pacificsports.com

E: apsc@informasportsgroup.com

Who Should Attend? Sponsors/brands Government Ministries Sports Councils Local Organising Committees: President, Vice President, General Secretary, CEO, Chief Marketing Officer, Directors of Sponsorship, Directors of Marketing, Heads Of Sponsorship, Heads of Marketing Sports Federations, Associations, Governing Bodies: President, Vice President, General Secretary, CEO, Director of Sponsorship, Heads of Sponsorship/Marketing Tourism Authorities Bidding Committees: President, Vice President, General Secretary, CEO, Chief Marketing Officer, Directors of Sponsorship, Directors of Marketing, Heads Of Sponsorship, Heads of Marketing Branding, Advertising, Sponsorship and Marketing agencies and Consultancies: Directors and Managers of Business Development Research and Consultancy Firms: Directors and Managers of Business Development TV rights, Digital broadcasting rights, Distribution, Production companies: Sales Manager, Business Development, Rights Acquisition Manager, Communications Director

Previous sports events attendees by job title 6% Marketing

6% Other

6% COO

Past attendees from:

31% MD/ Director/GM

Deputy Director

11% CEO 15% President/VP

17% Business Development/Sales

Sponsorship and Partnership Opportunities The 2nd Asia-Pacific Sports Conference brings together key decision-makers and influencers, and as such, is an ideal place for leading companies, suppliers and service providers to promote their brand, meet potential customers and entertain existing clients. Who Should Partner: Leading companies providing sponsorship and brand services within sport and media, from development to implementation Sponsorship and Marketing Agencies/Consultancies responsible for delivering creative, innovative and accountable services and solutions Advertising agencies responsible for creating, planning and handling advertising and promotion, including overall marketing, branding and sales promotions Corporate communication companies Law firms, Legal, Insurance, Risk management companies To find out more about promoting your product or services at APSC, please contact Richard Arrowsmith, Sales Manager at sponsorship@informasportsgroup.com or + 971 (0) 4 407 2602

Pre Conference Workshop Monday, 24 September 2012 Registration will begin at 09:00 with the workshop commencing at 09:30 and ending at 12:30 with lunch.

Measuring And Evaluating Sponsorship To Provide Concrete Measures Of ROI To Brands The importance of planning in providing concrete measures of ROI on sponsorship How to set and measure objectives of sponsorship for brands Measuring logo visibility: What is the value of tracking logo displays as the primary means of evaluating sponsorship How to measure and evaluate ROI on intangible returns Measuring demographic data to demonstrate sponsorship effectiveness Measuring sponsorships impact on direct sales Workshop leader: Rupert Pratt, MD, Generate Sponsorship

T: +971 4 335 2437

www.asia-pacificsports.com

CONFERENCE DAY ONE

Tuesday, 25th September 2012

09:00 Registration and morning coffee

13:15 Networking Lunch

09:30 Opening remarks from the chairman Michael Cunnah, Chairman, iSport Connect, former CEO of Wembley Stadium

14:15 Increasing Fan Engagement And Interaction Driving a customised, interactive marketing campaign to build fan engagement Optimising fan engagement through advertising and other media channels Effectively using social media to interact with a new generation of fans Maximising fan engagement and interaction at an event Peter Hutton, MD, ESPN Star Sports, Asia

The Fans

15:00 Positioning Your Club Brand How the “més que un club” (more than a club) positioning was created The pillars of our positioning: What has made FC Barcelona one of the leading clubs Where we are now in numbers: Fans, social networks and audience How is this translated into a value proposition for partnerships Future trends in sport, football and clubs Laurent Collette, CMO, FC Barcelona

Case Study

09:45 Opening Panel The Asia Pacific Sponsorship Market: Macro Economic Influence And New Opportunities The Asian Economies are booming: What does this mean for the world of sport in terms of sponsorship revenue? How can rights’ holders and local organising committees boost sponsorship revenue in the flourishing market? How will upcoming large scale international one-off events influence the sponsorship market? How will emerging sports in the Asia Pacific region affect sponsorship? How can brands leverage sponsorship opportunities to tap into emerging markets and increase their reach? Moderator: Priscilla Ho, Managing Director, Prescient Sports and Entertainment Ltd Panellists: Jim Small, Managing Director, Major League Baseball Asia Satoshi Saito, Marketing Director, AFC Scott Levy, Managing Director, NBA Asia

15:30 Afternoon refreshment and networking break 16:00 Overcoming The Challenge Of Budget Cuts Facing Brands Exploring new opportunities to drive brand exposure at lower costs or no added cost How new developments in broadcasting, technology and social media can improve brand awareness while keeping costs in check Exploring non-cash alternatives and barter deals: Adding value to the event at no cost Sam Zhao, Director of Sports Management, Xtep

11:00 Speed Networking: Bring Your Business Cards! An interactive session where you will meet as many people as possible in the shortest time possible!

16:30

Revolving Roundtables This is your chance to get involved and have your say! A moderator will lead the table discussions and you will have a limited time on each to discuss and feedback your thoughts.

Brand Protection In Asia: It’s Current State, Where It Is Heading And Its Impact On Sport Sponsorship Ambush marketing tactics and strategies and how they impact sponsorship Intellectual property rights and local laws: Do they offer enough protection? What is the right’s holders’ role to increase brand protection against ambush marketing

11:30 Refreshment break and networking 12:00 Deconstructing Statistics: What Does The Flourishing Asian Economy And Increasing Citizen Spending Power Mean For Sponsors? Why Asia is the ideal place for growing brands? Identifying areas of high potential for growth and development Sports as a vehicle to break into the market: Pros and cons Partnering with sporting events and rights’ holders to increase brand presence in Asia Steve Dainton, Marketing Director, International Table Tennis Federation

Sponsorship Strategies

Featured Case Study

12:30 London 2012 Activating Sponsorship for the Olympic Games Getting The Most Out Of Your Partnership Developing business opportunities and creating networks. Connecting sponsorship activation with sales to make it more efficient How to find the right tactic that has a relevant correlation to your company’s marketing objectives Analysing the growth of digital activation and new media techniques to achieve better results Exploring the employment engagement campaigns and customer engagement marketing Gordon Lott, Head of Olympic Marketing & Group Sponsorship, Lloyd’s Banking Group

Interactive Session

10:30 Getting To Know Asian Fans: Uncovering The Person Behind The Demographic Understanding fan culture in Asia: How it influences brands and your sponsorship strategy How are fans in Asia different from other regions?: Aspirations, goals, spending power Diversity among Asian fans: How does this affect sponsorship? Victor Cui, CEO, The ONE Fighting Championship

Communication: The Key To Building A Mutually Beneficial Relationship With Your Partners Ensuring That Both Parties’ Objectives And Goals Are Met The role of communication in tracking sponsorship goals and objective Understanding what each party wants to be informed about Maintaining open communication through the course of the campaign

17:15 Closing remarks from the chairman 17:20 End of Conference Day 1

“I am very much looking forward to the Asia-Pacific Sports Conference 2012. The business of sport continues to grow throughout Asia and conferences like this one can certainly serve to accelerate that growth.” Jim Small, MD, Major League Baseball Asia

T: +971 4 335 2437

www.asia-pacificsports.com

E: apsc@informasportsgroup.com

CONFERENCE DAY TWO

Wednesday, 26th September 2012 Breakfast Briefing: Sponsors-Only Closed Door Session

An intimate gathering of some of the world’s leading brands, come together to discuss the biggest challenges faced with sponsoring sporting events in the Asia-Pacific region. Sponsors across sectors discuss their challenges in a closed door environment. If you are a sponsor and would like to join us, please register your interest at www.asia-pacificsports.com/register 08:00 Registration 08:30 Opening remarks from the chair

08:45 Topics being addressed Using sports as a vehicle to crack the Asian market: The benefits and challenges How do you ensure that you get the most value from the property? How do you form a meaningful partnership that goes beyond monetary returns? Keeping the decision making analytics based to avoid overspending Ambush marketing: Making sure you are protected Sponsorship risk management: Preventing and mitigating the risk of event cancellation, failure to meet agreed deliverables and ambush marketing What is the role CSR plays in sponsorship? Who is doing what in the region? How does this affect your bottom line?

Roundtable Discussion

Exclusive-Invitation Only Breakfast Briefing for Sponsors

09:45 Speed Networking 09:00 End of Briefing

09:45 Exclusive networking session with brands

The Brand Perspective

Panel Discussion

10:00 What Do Sponsors Want?: Uncovering What Brands Seek To Achieve By Sponsoring Sporting Events. PLUS What Rights’ Holders Can Do To Ensure That They Are Achieved Increased brand exposure and awareness: What sporting events can do to boost this for sponsors How sponsors can leverage the emotional connection fans have with sport: Optimsing fan interaction and building fan engagement How sporting events can improve direct sales and revenue for their sponsors 10:30 Case Study: The Gain And Loss Experience Of A Chinese Brand In Sports Marketing Liang Qichun, GM of Marketing, TCL 11:00 Getting To Know Fans in China: Uncovering The Person Behind The Demographic Understanding fan culture in China: How it influences brands and your sponsorship strategy How are fans in China different from other regions?: Aspirations, goals, spending power Diversity among Chinese fans: How does this affect sponsorship? Richard Young, MD, NFL China 11:30 Refreshment and networking break

Building a Win-Win Relationship 12:00 Offering Authentic Involvement With Fans Reaching out to their target market: Are they represented in your fan demographic? Providing platforms to create a direct link to the fans and maximise interaction: In the lead up to the event and at the event and contacts on site Leveraging fans’ emotional connection with the sport to build brand loyalty Tips and tactics to increase customer delight Shane Harmon, Deputy CEO and GM Commercial, AFC Asian Cup 2015 Local Organising Committee

12:30 Successfully Attracting And Signing Sponsors To Lower Profile Events And Emerging Sports How to overcome the challenges presented by limited media exposure and a smaller fan base Positioning your small fan base as a USP: Exclusive access to a niche audience Exploring alternative channels of building media exposure including social media and broadcasting Highlighting the benefits of sponsoring smaller events and emerging sports The importance of supporting events that promote grass roots development of the sport Ma Guoli, Owner, Chinese Basketball League and National Team

Case Study

09:30 Morning coffee and networking

13:00 Networking lunch 14:00 Partnering With A Suitable Brand That Reflects The Image And Objectives Of The Sport What are the benefits of partnering with brands that reflect the image and objectives of the sport/event? How does partnering with a suitable brand benefit the image of sport/event? How does this influence the relationship with the sponsor? Mike Kerr, CEO, The Asian Tour 14:30 Using New Technologies To Increase Reach And Exposure Of The Sport And Attract More Sponsorship Exploring new technological developments in broadcasting, telecommunications and social media that will enable you to penetrate densely populated areas and reach new demographics and socio-economic groups How to effectively incorporate them into your marketing strategy and media coverage Higher costs vs. greater reach: Will increased reach offset the higher costs by attracting more sponsorship? Satoshi Saito, Marketing Director, AFC 15:00 Creating A Great Experience For Sponsors At The Event: Showcasing Value For Their Money And Surpassing Their Expectations High quality signage and branding at the event: Does it add value and what are the alternatives? Presenting opportunities for greater fan interaction for sponsors High quality hospitality to present an unforgettable experience for your sponsors at the event He Wenyi, GM, Faculty of Sports Management, Bejing University 15:30 Closing remarks from the chairman 15:45 Afternoon refreshments and networking opportunity 16:00 End of 2nd Asia-Pacific Sports Conference

T: +971 4 335 2437

www.asia-pacificsports.com

E: apsc@informasportsgroup.com 5

24 - 26 September 2012

Grand Copthorne Waterfront Hotel | Singapore

FIVE WAYS TO REGISTER Informa Sports Group P.O Box 21743 Dubai, UAE

+971 4 335 2438

+971 4 335 2437

www.asia-pacificsports.com AX1006

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GROUP DISCOUNTS AVAILABLE CALL: +971 4 335 2483 E-MAIL: andrew.watts1@informa.com Conference fees include documentation, luncheon and refreshments. Delegates who attend all sessions will receive a Certificate of Attendance. All registrations are subject to our terms and conditions which are available at www.iirme.com/terms. Please read them as they include important information. By submitting your registration you agree to be bound by the terms and conditions in full.

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Cancellation If you are unable to attend, a substitute delegate will be welcome in your place. Registrations cancelled more than 7 days before the Event are subject to a $200 administration charge. Registration fees for registrations cancelled 7 days or less before the Event must be paid in full. Substitutions are welcome at any time. All registrations are subject to acceptance by IIR which will be confirmed to you in writing. Due to unforeseen circumstances, the programme may change and IIR reserves the right to alter the venue and/or speakers or topics.

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Event Venue: Grand Copthorne Waterfront Hotel, Singapore Tel: :+6567330880 Accommodation Details We highly recommend you secure your room reservation at the earliest to avoid last minute inconvenience. You can contact the Informa Hospitality Desk for assistance on: Tel: +971 4 407 2693 Fax: +971 4 407 2517 Email: hospitality@informa.com

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