SportsPro April Edition - 2015

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SPORTS POLITICS AND THE INTERNATIONAL FEDERATIONS www.sportspromedia.com

April 2015

APRIL 2015 | Issue 75

BEATING BLATTER The battle for Fifa’s future Agencies: Soccer: George Pyne’s next move The J League’s new dawn Page 80 Page 90

Digital: Digging up the data Page 96

@SportsPro

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CONTENTS | APRIL 2015 - ISSUE NUMBER 75

Contents Cover Story 46 Men on a mission Publicly unpopular but protected by his power base, Fifa president Sepp Blatter has come to personify the fault lines in global soccer politics. He looks set to VWD\ LQ RIÀFH IRU D FRQWURYHUVLDO ÀIWK term but a concerted European effort has been launched to stop him.

Insights 32 Mini Insights 36 Bidding and hosting: trending topics The dynamics of bidding for and KRVWLQJ PDMRU HYHQWV DQG HQVXULQJ DQ HIIHFWLYH OHJDF\ LV OHIW EHKLQG DIWHUZDUGV are examined in SportsPro’s annual Destinations report. In extracts from the report, SportsPro sought counsel from The Sports Consultancy, which works with a YDULHW\ RI FLWLHV DQG ULJKWV KROGHUV RQ WKH major issues in the sector. 38 Bitcoin bites into sports sponsorship 40 Ready, set, Coe Lord Sebastian Coe and Sergey Bubka KDYH SXW WKHLU QDPHV IRUZDUG WR WDNH one of world sport’s biggest jobs: the presidency of the IAAF. With Bubka making a low-key start to his campaign, Coe has made the running LQ RXWOLQLQJ KLV YLVLRQ IRU DWKOHWLFV before August’s election.

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Special Report: Federations 54 How to build the perfect international sports federation International sports federations are cumbersome entities. Founded in amateurism, their working methods are often blighted by creaking statutes and SROLWLFDO REVWDFOHV *LYHQ D EODQN SLHFH of paper, what would the ideal global JRYHUQLQJ ERG\ ORRN OLNH WRGD\"

62 Is this sport? 'HÀQLWLRQV DQG SHUFHSWLRQV YDU\ EXW IRU all the arguments about what constitutes a sport and what doesn’t there are a JURZLQJ QXPEHU RI DFWLYLWLHV SXUVXLWV HYHQWV DQG FRPSHWLWLYH SDVWLPHV searching for sponsors, broadcasters and a slice of people’s time. SportsPro picks out six and then unpicks their sporting credentials.

72 A timeline to the future Qatar is using sport as a hook on which to hang a grand exercise in nationEXLOGLQJ ,W ZDV KRVWLQJ D WRS OHYHO tennis tournament as early as 1993 but, arguably, it was not until the Asian Games in 2006 that the country began WR EXLOG RXW LWV PDMRU HYHQW FDSDELOLWLHV LQ HDUQHVW 6LQFH WKHQ HYHQWV KDYH grown in scale and frequency.

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CONTENTS | APRIL 2015 - ISSUE NUMBER 75

Contents 106 Management in simulation 6 RFFHU PDQDJHPHQW VLPXODWLRQV KDYH ORQJ SURYLGHG IDQV RI WKH EHDXWLIXO JDPH ZLWK DQ RSSRUWXQLW\ WR SURYH WKH\ NQRZ their stuff. While Football Manager is DQ ROG WLPHU LQ WKLV Ă€HOG WKHUH¡V D QHZ kid on the block. 110 Context is king The battle lines in soccer management KDYH EHHQ GUDZQ WKH WUDGLWLRQDO approach, relying on instinct and experience; and the modern method, fuelled by Moneyball thinking and data HYDQJHOLVP $FFRUGLQJ WR VW &OXE IRXQGHU %ODNH :RRVWHU KRZHYHU WKHUH is a middle way.

Company ProďŹ le 114 Here today, gone tomorrow Swiss-headquartered temporary LQIUDVWUXFWXUH Ă€UP 1XVVOL KDV FDUYHG D niche for itself in the sports industry.

Regulars

90 Features 80 Pyne to invest At Nascar and IMG, George Pyne built a reputation as one of America’s leading sports marketers, striking multi-million dollar deals, leading teams and growing businesses. Now he has struck out on his own to launch Bruin Sports Capital, D YHQWXUH ZKLFK GHVSLWH 86 PLOOLRQ in capital is, he insists, more than a mere LQYHVWPHQW ÀUP 84 Leagues of their own Europe’s domestic basketball leagues PD\ QRW KDYH WKH JOREDO VWDWXV RI WKH National Basketball Association (NBA) LQ WKH 8QLWHG 6WDWHV EXW VHYHUDO RI WKHP are pressing on to make the most of WKHLU JURZLQJ DSSHDO 5HSUHVHQWDWLYHV from across the continent - from Spain WR ,VUDHO YLD 5XVVLD DQG *HUPDQ\ KDYH their say.

90 The next stage With a new marketing deal with Dentsu bearing fruit, the J League is set for VLJQLĂ€FDQW FKDQJH LQ )URP WKH OHDJXH RIĂ€FH WR WKH SURYLQFHV -DSDQHVH soccer is entering a new age.

6 8 10 12 14 15

96 The data day 6 HYHQ /HDJXH LV RQH RI D QHZ EUHHG RI consultancies operating in the sweet spot between sport and data. SportsPro VSHQW D GD\ DW LWV /RQGRQ RIĂ€FH WR watch the humans behind the numbers at work.

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102 Living the fantasy Ken Fuchs has the daunting task RI OHDGLQJ <DKRR¡V VSRUWV Ă€QDQFH DQG SURGXFW SDUWQHUVKLSV GLYLVLRQV SportsPro caught up with the former Sports Illustrated H[HFXWLYH WR Ă€QG RXW just what it takes to remain on top in an HYHU FKDQJLQJ HYHU LQWHUHVWLQJ GLJLWDO media landscape.

122 124 126

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Editor’s Letter Notes and Observations The Martyn Ziegler Column Digest Thought Leader: Donald Sun Thought Leader: Alex Vaidya Thought Leader: Chris Sice Premature Facts Movers and Shakers Gallery SportsPro World Show me the money: Gabriel Medina Index From the US Bureau Jottings

Deals 116 Deals Review 118 Sponsorship Deals

SportsPro (ISSN 1756 5340), (April 2015 edition) is published monthly by SportsPro Media Ltd and distributed in the USA by Mail Right Int., 1637 Stelton Road B4, Piscataway, NJ 08854. 3HULRGLFDOV 3RVWDJH 3DLG DW 3LVFDWDZD\ 1- DQG DGGLWLRQDO PDLOLQJ RIĂ€FHV POSTMASTER: Send address changes to SportsPro, SportsPro Media, C/o 1637 Stelton Road B4, Piscataway NJ 08854

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EDITOR’S LETTER

EDITOR-IN-CHIEF David Cushnan EDITOR James Emmett FEATURES EDITOR Eoin Connolly DIGITAL EDITOR Michael Long US CORRESPONDENT Ian McPherson STAFF WRITER Mike Kennedy ART DIRECTOR Daniel Brown PHOTOGRAPHIC AGENCY Action Images MEDIA PARTNER Press Association MANAGING DIRECTOR Nick Meacham COMMERCIAL CONSULTANT Richard Partridge BUSINESS DEVELOPMENT MANAGERS Jon Abraham, Bobby Hare, Joseph Smith, Sam Renshaw SUBSCRIPTIONS Bhav Sahota BUSINESS OPERATIONS MANAGER YĂŠwandĂŠ ArulĂŠba

Executive search partner:

SportsPro magazine is published by: SportsPro Media Ltd 5 Prescot Street, London E1 8PA, UK Tel: +44 (0) 207 549 3250 Fax: +44 (0) 207 549 3255 Email: info@sportspromedia.com Web: www.sportspromedia.com (SportsPro Media Ltd is part of the Henley Media Group Ltd - www.henleymediagroup.com) NOTICES: April 2015 Issue No 75 SportsPro Magazine ,661 LV SXEOLVKHG PRQWKO\ RQ WKH Ă€UVW 7KXUVGD\ RI the prior month to the cover date. Printed in the EU. 68%6&5,37,216 $YDLODEOH DW D FRVW RI 8.Â… 86 â‚Ź170 and delivered anywhere in the world at no extra charge. Back LVVXHV DUH DYDLODEOH WR VXEVFULEHUV IRU 8.Â… 86 ½ DQG DYDLODEOH WR QRQ VXEVFULEHUV IRU 8.Â… 86 ½ 6XEVFULSWLRQV are available by logging on to www.sportspromedia.com (',725,$/ &23<5,*+7 7KH FRQWHQWV RI WKLV PDJD]LQH ERWK ZRUGV DQG VWDWLVWLFV DUH VWULFWO\ FRS\ULJKW DQG WKH LQWHOOHFWXDO SURSHUW\ RI 6SRUWV3UR 0HGLD &RS\LQJ RU UHSURGXFWLRQ PD\ RQO\ EH FDUULHG RXW ZLWK ZULWWHQ SHUPLVVLRQ RI WKH SXEOLVKHUV ZKLFK ZLOO QRUPDOO\ QRW EH ZLWKKHOG RQ SD\PHQW RI D IHH $UWLFOH UHSULQWV 0RVW articles published in SportsPro Magazine are available as reprints E\ SULRU DUUDQJHPHQW IURP WKH SXEOLVKHUV 1RUPDO PLQLPXP SULQW UXQ IRU UHSULQWV LV FRSLHV DOWKRXJK ODUJHU DQG VPDOOHU UXQV DUH SRVVLEOH 3OHDVH FRQWDFW XV DW LQIR#VSRUWVSURPHGLD FRP

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KH ÀUVW 6SRUW$FFRUG Convention I attended was in Dubai in 2010. The sweltering desert heat and the splendour of the Atlantis resort on the Palm Jumeirah ,VODQG SURYLGHG D ÀWWLQJ EDFNGURS WR WKH frenzied activity of the week. The importance of these annual meetings to the nations bidding to host an Olympic Games quickly became apparent to me when I was invited to a suite on the mid-to-high levels of the hotel. Yang-Ho Cho, the debonair chairman of Korean Air and the man fronting PyeongChang’s bid to host the 2018 winter Games, proceeded to tell me about the future impact a South Korean Games would have, as I gazed down at the glistening Dubai shoreline and registered the air of gravitas that hung over the whole event. This was a place where things got done, and mine, of course, was not the only meeting Cho held in his suite that day. The great and good of the Olympic movement and beyond were there, and Vero, the agency running the PyeongChang communications effort at the time, knew how crucial SportAccord could be. The year before, in Denver, the Rio 2016 WHDP KDG GHOLYHUHG WKH ÀUVW RI D VHULHV of landmark presentations – as well as a delegation of silver-tongued lobbyists – that is widely acknowledged to have swung the momentum of that particularly competitive summer Games bid in their favour. St Petersburg 2013, and a SportAccord Convention crowd that used the neverending northern summer light to good networking effect, was another important staging post for summer Olympic bids approaching decision day. This time, the Tokyo 2020 team’s solid if unspectacular presentation was just the tonic for an audience concerned by economic woes in Europe and recent civil unrest in Turkey. Last year, in Belek, SportAccord provided a platform for the community of summer international federations to air their alarm at what they perceived to be the

All aboard for SportAccord ill-preparedness of the Rio 2016 organisers. The International Olympic Committee (IOC) executive board, the recipients of those concerns, took measures and issued statements that resulted in Brazilian efforts being very much refocused. Dubai 2010 was the last time I remember Fifa president Sepp Blatter attending a SportAccord. His chance meeting with Indian cricketer Rahul Dravid in a corridor of the Atlantis was a peculiar sight to behold, but not quite as peculiar as the sight of a fellow member of the press, keen to get Sepp’s insight on the looming Fifa decision as to who would host the 2018 and 2022 World Cups, sidling up alongside the Swiss in the richly appointed urinals to bend his ear. Blatter was not diverted from the task in hand, I noted from my viewpoint several stops down. He washed his hands and left, never to return (as far as I have noticed) to a SportAccord Convention again. Perhaps he won’t be the only one. The IOC’s recent decision not to hold its now traditional annual meeting over SportAccord week for the upcoming convention in Sochi this year will signal change for the event, which was born out of the commercial foresight of former SportAccord president Hein Verbruggen. He realised the value an attendant event would have around a week of Olympic and international federation meetings. Marius Vizer, his successor, knows the value as well, and he remains committed to his ambitious plans to grow the event by several thousands of delegates. How he goes about it will be an intriguing process to witness.

James Emmett Editor

NOTES AND OBSERVATIONS

Not cricket Eoin Connolly

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t the time of writing, the Cricket World Cup has drawn to the end of its second week in Australia and New Zealand. Allowing for production, printing and distribution, which should WDNH VRPHZKHUH EHWZHHQ Ă€ YH DQG GD\V it ought to be close to the end of the RSHQLQJ URXQG E\ WKH WLPH \RX UHDG WKLV 7KDW VHQWHQFH ZDV LQLWLDOO\ LQWHQGHG as a joke – albeit a weak and tired one ² EXW RQ UHĂ HFWLRQ LW LV PRUH RU OHVV FRPSOHWHO\ DFFXUDWH The format of the Cricket World Cup KDV EHHQ D VRXUFH RI EDIĂ HPHQW IRU D SHULRG HYHQ ORQJHU WKDQ WKDW RI WKH DYHUDJH &ULFNHW :RUOG &XS <HDUV DIWHU LWV footballing counterpart has settled into a EHDXWLIXOO\ EDODQFHG WHDP DIIDLU WKH world’s bat and ball game limps on through arcane contortions and formulations. The QH[W HGLWLRQ ² EHLQJ SOD\HG LQ WKH VRXWKHUQ KHPLVSKHUH ZLQWHU WR DYRLG XQSOD\DEO\ cold and wet conditions in England and Wales – is the most maddening of all. ,W LV SUREDEO\ LQ NHHSLQJ ZLWK WKH sport’s historical attitude to change that the International Cricket Council’s (ICC) inspiration for its next showpiece comes IURP 7KH Ă€ UVW &ULFNHW :RUOG &XS WR EH SOD\HG XQGHU Ă RRGOLJKWV DOVR IHDWXUHG D Ă€ UVW VWDJH URXQG URELQ LQ ZKLFK HYHU\ VLGH SOD\HG HDFK RWKHU RQFH ZLWK WKH WRS IRXU SURJUHVVLQJ WR WKH VHPL Ă€ QDOV 7KH VSRUW¡V OHDGHUV KDYH DSSDUHQWO\ PLVWDNHQ WKH nostalgia for that tournament – born of an infusion of colour, the return of South Africa and the collision of two generations RI JUHDW SOD\HUV ² IRU DQ HQGRUVHPHQW RI the format as the competition’s apotheosis. It will be back in England and Wales in ² QR VKRUWHU WKDQ WKH FXUUHQW VHW XS but four teams lighter. %\ WKHQ \HDUV ZLOO KDYH SDVVHG EHWZHHQ WKH WZR HYHQWV DQG SOHQW\ ZLOO KDYH FKDQJHG $ERYH DOO HOVH WKHUH DUH QRZ PRUH WKDQ WHQ WHDPV SOD\LQJ WR D VWDQGDUG WR PHULW LQFOXVLRQ ² HYHQ LI WKH\ UHWDLQ 8 | www.sportspromedia.com

the somewhat patronising designation of Associate membership. Chief among these are Ireland, who saw off West Indies on WKH RSHQLQJ 0RQGD\ ² EHDWLQJ RQH RI WKH 7HVW SOD\LQJ IXOO PHPEHUV IRU D WKLUG VWUDLJKW WRXUQDPHQW :LWK WKH DQG IRUPDW DV LW VWDQGV WKH ER\V LQ JUHHQ KDYH D WKHRUHWLFDO FKDQFH RI UHDFKLQJ WKH next tournament but the likelihood of DQ\RQH PDWFKLQJ WKHLU UHFHQW H[DPSOH ORRNV YDQLVKLQJO\ VOLP 7KH ,&& ZLOO WDON XS LWV GHYHORSPHQW SDWKZD\V DQG LWV ZRUN LQ JURZLQJ participation and professionalism around the world but, as admirable as those HIIRUWV PD\ EH LW LV XVKHULQJ QHZFRPHUV LQWR D Ă€ UPO\ VKXW GRRU As SportsPro went to press, an online SHWLWLRQ LVVXHG E\ DQ (QJOLVK OLWHUDWXUH student named Nick Sharland and calling RQ WKH ,&& WR UHYHUVH LWV FXWV ² DV LW KDG IRU WKLV WRXUQDPHQW ² ERDVWHG RYHU VLJQDWRULHV DQG ZDV FORVLQJ RQ LWV WDUJHW RI <HW WKH RQO\ VLJQDWXUHV ZKLFK UHDOO\ FRXQW DUH WKRVH RI WKH ,&& OHDGHUVKLS DQG H[HFXWLYHV DW 6WDU ,QGLD 7KHLU SULPDU\ FRQFHUQV DUH QRW the same as those of fans. Before the WRXUQDPHQW ,&& FKLHI H[HFXWLYH 'DYLG Richardson said the mooted format ZRXOG ´PDNH VXUHÂľ WKH WRXUQDPHQW ZLOO EH ´YHU\ FRPSHWLWLYHÂľ )DWH SURGXFHG its signature response to such temptation: JDPHV EHWZHHQ WKH WRS QDWLRQV KDYH EHHQ littered with thrashings, while Associate QDWLRQV OLNH GHEXWDQWV $IJKDQLVWDQ KDYH HQMR\HG PRVW RI WKH WKULOOHUV 7KH UHDOLW\ LV WKDW D WHQ WHDP &ULFNHW :RUOG &XS PDNHV YHU\ OLWWOH VHQVH LQ VSRUWLQJ WHUPV SDUWLFXODUO\ ZKHQ DQ HOLWH HLJKW WHDP WRXUQDPHQW WKH ,&& &KDPSLRQV 7URSK\ DOUHDG\ H[LVWV :KDW WKH FRPSHWLWLRQ JXDUDQWHHV KRZHYHU LV more games between the nations with the richest TV markets. And everyone will SOD\ ,QGLD 7KDW ,QGLD¡V GLVDVWURXV Ă€ UVW URXQG H[LW LQ WKH &ULFNHW :RUOG &XS KDV LQVSLUHG WKHVH IRUPDW LQQRYDWLRQV ² DQG D EL]DUUH DQG XQIDLU WZR WLHU DUUDQJHPHQW DW WKH VKRUW IRUP ,&& :RUOG 7ZHQW\ ² LV QR VHFUHW (FRQRPLFDOO\ LW LV WUXH WKDW FULFNHW

LV ERXQG E\ DQ XQXVXDO LPEDODQFH LQ LWV LQWHUQDWLRQDO VWURQJKROGV <HW WKH SURSHU UHVSRQVH WR WKDW VXUHO\ ZRXOG EH WR VHW targets for a competition which could grow EH\RQG LWV UHOLDQFH RQ D VLQJOH PDUNHW There is a wider point here. The media DQG HYHQW SUHVHQWDWLRQ RI ZRUOG FODVV VSRUWLQJ HYHQWV KDV UHDFKHG XQSUHFHGHQWHG heights, and the current Cricket World Cup is no exception. But sporting drama cannot be willed into being. The best that can be managed is to put the right conditions in place. Too much confusion about REMHFWLYHV HDWV DZD\ DW WKH VSHFWDWRUV¡ HQMR\PHQW WRR PDQ\ ORVDEOH JDPHV GDPSHQ WKH FRPSHWLWLYH DUGRXU RI WKH participants. It is a lesson that Uefa might learn when its European Championship, which has been one of sport’s most FRPSHOOLQJ HYHQWV LQ LWV WHDP JXLVH H[SDQGV WR D FOXQNLHU WHDP PRGHO LQ )UDQFH QH[W \HDU /RQJHU WHUP UHOHYDQFH LV PRUWJDJHG IRU VKRUW WHUP JDLQ &ULFNHW E\ D FUXGH KHDG FRXQW EROVWHUHG E\ LWV VWDWXV RQ WKH subcontinent, is recorded in some quarters as the world’s second most SRSXODU VSRUW EXW LW LV D ORQJ ZD\ IURP being a global one. A Cricket World Cup WKDW LVQ¡W UHDOO\ IRU WKH ZKROH ZRUOG LV D SUHWW\ JRRG ZD\ RI XQGHUPLQLQJ DQ\ ORQJ WHUP DPELWLRQV WR FKDQJH WKDW From Russia with love The assassination of the Russian RSSRVLWLRQ OHDGHU %RULV 1HPWVRY FDPH too late for a measured response in WKLV FROXPQ 6XIĂ€ FH WR VD\ LW ZDV D condemnable act of political cowardice. 7KH TXHVWLRQ QRZ IRU WKRVH LQYROYHG in international sport, is what courage can be mustered in dealing with the next KRVW RI WKH )LID :RUOG &XS ,W LV VWLOO XQFOHDU LI WKH HVWDEOLVKPHQW ZDV LQYROYHG LQ WKH YLROHQW GHDWK RI \HW DQRWKHU RI LWV FULWLFV EXW WKH FRXQWU\¡V DFWLYLWLHV LQ QHLJKERXULQJ 8NUDLQH KDYH DOUHDG\ UHDSHG international disdain. Sport’s future in Russia should not mean buttressing a damaged and damaging regime. @eoinfconnolly

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THE MARTYN ZIEGLER COLUMN

On the beat with Martyn Ziegler Press Association’s chief sports reporter measures the tremors from a seismic month for the football media rights landscape.

I

n ten years’ time, the football industry may look back at February 2015 as a landmark in television rights. From the gasp-inducing announcement of the UK£5.136 billion UK domestic deals for Premier League rights to Fifa’s blatant backside-covering move to hand over the 2026 World Cup TV rights in the USA to Fox without a tender process, the reverberations from this month will last long into the next decade. But what now for the Premier League, which continues serenely on its seemingly unstoppable progress to global domination? Can back-to-back 70 per cent increases in the domestic rights be replicated once again in three years’ time? Will the overseas deals for 2016-19 mirror the rise of the UK rights? The peculiar nature of the British market has played into the Premier League’s hands, in that Sky’s whole business model is based on holding the rights. It simply cannot afford to lose them – indeed, it is prepared for football to be a loss-leader. There is little sign of that changing in three years’ time, especially with BT Sport’s deep pockets and Discovery and Al-Jazeera VQLIÀ QJ DURXQG EXW DQRWKHU SHU cent? All that can be said is that it is easy to underestimate what companies are prepared to pay for the UK rights. When it comes to the overseas rights, it is even less predictable, but any Premier League club chairman who is sitting back, smoking a fat cigar and anticipating a similar 70 per cent increase may be in for a disappointment. The Premier League will start to negotiate the 2016-19 overseas rights in April, but this will cover around 80 contracts across 175 countries and each territory has its own unique set of conditions which will affect the value of the deal. Some have room for growth, some will have hit a plateau, while the

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rights for one major territory aren’t even there to sell. The Premier League has made little secret of its interest in forging links with Asia – it sees that continent as the battleground for winning fans – but even in the football-mad territories of southeast Asia there are peculiarities. In Singapore, for example, a payTV broadcaster has been ordered by the country’s media regulator to allow customers of a rival broadcaster access to Premier League matches at the same price it charges its own customers. In English terms, that would mean Sky being forced to allow BT Sport to screen its matches and vice versa, which would obviously drive down the price each would be willing to pay. Across the South China Sea in Hong Kong, there is an expectation that the value of the rights will plateau because there is not the competition or much room for growth among the seven million population. But what about China? Surely the 1.375 billion people there are ripe for the picking? Not this time around – uniquely, in 2012, the Premier League sold the Chinese rights for six years rather than three in an attempt to crack the notoriously hard nut that is the People’s Republic. Supersport Media Group has those rights until 2019 and sublicenses them to national and regional channels and, as importantly, websites in China. After an earlier dalliance with pay-TV in China in the noughties, which proved a failure, the Premier League’s view now is that it is more important to gain exposure and generate a culture of following the (QJOLVK WRS à LJKW UDWKHU WKDQ FDVK LQ IRU a quick yuan. There are certainly territories where there is room for further growth but perhaps not to the same level as for 2013-16, when Thailand, Vietnam and Indonesia saw rights values increase by between 100 per cent and 400 per cent.

India remains an interesting case. It is thought to have paid less than UKÂŁ100million for its three-year package, and there is certainly room for growth there. Meanwhile in the USA the competition LV LQFUHDVLQJ ZKLFK VKRXOG EH UHĂ HFWHG in a bumper new deal. Fox has taken the unusual step of going public in stating it is interested in regaining the rights it lost to NBC, who paid UKÂŁ157million for the 2013-16 deal, almost four times the amount paid by Fox for 2010-13. NBC has been heartened by the growing number of viewers its coverage has received while the huge attention last year’s World Cup received in the United States, especially among young people, shows that soccer is increasingly viewed as the sexy sport. ESPN is also likely to be interested – especially after being infuriated with Fifa’s announcement that Fox will have the 2026 World Cup rights without having to even bid for them. Fifa general secretary JĂŠrĂ´me Valcke said the world governing body had “done what we had to doâ€? to prevent the threat of legal action from Fox over moving the 2022 World Cup in Qatar to the winter instead of the summer to avoid the heat. Fox will be laughing all the way to the bank. The 2026 World Cup looks very likely to be hosted by the USA: no Asian country can bid, Europe will have had Russia in 2018, while South America is planning a 2030 bid. The value of Fox owning the host country TV rights to a World Cup would be simply enormous – but it is a value that Fifa has had to hand over. Quite how we will all be watching the Premier League and World Cup in 2026 is another matter entirely. But perhaps as we catch the action in 5D in our self-driving cars, we will look back to February 2015 as a seminal moment in football on TV. 3UHVV $VVRFLDWLRQ LV DQ RIĂ€ FLDO SportsPro media partner.

World-class venues for sport and culture, and an incredible sporting history.

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DIGEST | APRIL 2015

Harlequins RFC

Next month in SportsPro: The Live Edition Relive SportsPro Live with the May edition of SportsPro magazine. An all-star line-up including IMG | WME chief executive Ari Emanuel, the father and son promotional force of Barry and Eddie Hearn, Discovery Networks International president JB Perrette and England Rugby 2015 chief executive Debbie Jevans give their inside line on how to build the ultimate sports event. We bring you the views, news and discussion points from the day, adding layers of context and analysis. Elsewhere in the issue, as the 2015 season spins into action, we run the rule over the business of professional cycling – the sponsors, the organisers, and the ÀJXUHV VKDSLQJ WKH VSRUW IRU WKH IXWXUH

Olympic links of SportAccord members

92 MEMBER FEDERATIONS OF SPORTACCORD

With the majority of away games played within a two-hour drive of their leafy Twickenham home, luxury coach travel is the way to go for English rugby union side Harlequins RFC. A double-decker Van Hool Astromega is the vehicle of choice. While the 26 travelling players call ÂśVKRWJXQ¡ IRU WKH WRS Ă RRU VHDWV HDFK RI ZKLFK LV Ă€WWHG ZLWK D WUD\ WDEOH DQG longer-than-normal legroom, the 14 or so coaches and support staff stick to the TXLHWHU FRQĂ€QHV RI WKH GRZQVWDLUV GHFN Much like a Meccano set the bus interior can be shaped and set out to serve its needs, such that a handful of special URRPLHU VHDWV DUH Ă€WWHG WR HQDEOH D SOD\HU sustaining injury to receive treatment on the return leg. Ahead of European away days the players gather at their home ground, The Stoop, for a team run-through and a suitably sizeable breakfast. They then board their luxury liner and make for the nearest airport. Local transport services are arranged to carry the players to the hotel in the destination town or city. When the team are treated to the RFFDVLRQDO FKDUWHU Ă LJKW WR WKH OLNHV RI Castres, the perks of a private cabin allow for lively quizzes to ensure no loss of the usual team banter on the journey. And while the players are up in the sky, the team van – a Volkswagen Crafter – trundles ahead to set up for their arrival at the hotel, laden with match kit, tackle pads, medical supplies, and enough Powerade to fuel a squad of 23 for a full 80 minutes of rugby.

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7 MEMBERS AIOWF

28 MEMBERS ASOIF

On the tarmac:

Van Hool Astromega

Volkswagen Crafter

Life after sport - George Foreman

LETTERS / DIGITAL POSTBAG

Then: Two-time world heavyweight champion, Olympic gold medallist Now: Ordained minister, author, philanthropist, and entrepreneur Did you have any regrets at all about not sticking with boxing? You might have won more titles. I went on to become a minister and I IRXQG P\VHOI $ ORW RI DWKOHWHV VKRXOG À QG WKHPVHOYHV À UVW EHFDXVH RQFH \RX JHW RXW there and you get wealthy and famous, and you’re not really grounded, you can really be in bad shape. So I had a chance to regroup myself and it made for a better athlete.

Follow SportsPro on Twitter @SportsPro www.sportspromedia.com

SOCIAL MEDIA REMARKS M. Wright on Formula One’s Australian broadcast deal with Fox Sports and Network Ten How is that good in any way? There is absolutely no comparison between Sky and Fox in terms of content, performance and price. They may as well broadcast in black and white! Aussies have recently been able to watch all practices and races on CH10 for free. On top of that we also got the UK BBC commentary. The only downside were the incessant adverts targeted at balding vain men for hair restoration treatments! So I guess we know where the money that the sat TV bosses will be making shall go. Unofficial Partner Category of the day “@SportsPro: .@JRMotorsports secures syrup sponsorship: http://buff.ly/1Fyg3bG #motorsports #sponsorâ€? Sukhmani Singh Catching up on #sportsbiz news from around the world.. good read by @SportsPro on O2’s 20th year as a Rugby sponsor - http://bit.ly/1vYu0iP Sebastian Kath .@SportsPro names #WRX as a motorsports property to watch out in 2015. Well spotted! http://goo.gl/ V'= K Ă DWRXW

CONTACT US: Letters should be addressed to James Emmett, SportsPro Media, 5 Prescot Street, London E1 8PA, UK or via email to editor@sportspromedia.com

What happened that caused you to retire three years after your famous ‘Rumble in the Jungle’ bout with Muhammad Ali in 1974? I had an experience. I was in the dressing room and I had a near-death experience where I died. There I was in the dressing room, screaming because I saw blood on my hands: “Jesus Christ is coming alive in me!â€? I saw blood coming out of my forehead. Of course, they thought I was crazy. %XW , QHYHU ER[HG , GLGQ¡W PDNH D Ă€ VW for ten years. I went home and became a minister at the Church of the Lord Jesus Christ. I dedicated my life to working with children, getting them out of the VWUHHWV VWD\LQJ RXW RI Ă€ JKWV $QG RI course being a minister. That’s what I did. That was my profession‌ until I ran out of money. You came back because you ran out of money? I did. It’s strange because everybody can earn money for a little bit but then you think you’ve got the pot of gold and you stop earning. That can never exist; you must earn until you fall out of the saddle. I became literally broke and boxing was my only profession. In those days I wished I was a golfer, but I wasn’t. There I was at 45 years old in the ring with a man young enough to be my son. And he was putting it on me. I was putting it on him but I felt the same question: ‘Is that all you got George?’ I remember turning around and saying, ‘No, I’ve got the George Foreman Lean, Mean Fat-reducing Grilling Machine!’ $QG , ZRQ WKH Ă€ JKW $QG , EHFDPH ² at 45, almost 46 years old – the oldest heavyweight to become champion.

Then you did eventually retire, GHĂ€ QLWLYHO\ <RX¡YH JRW WKH JULOO EXW what else are you involved in? You’ve got to make certain that you share. Probably the greatest thing in the world – and I always say – the greatest thing you can do is make certain that you share. It doesn’t matter how much you have. You read all the time how so and so died and he left a fortune. That’s not the way you want to do it. You want to make certain that you are known to have shared a fortune with your fellow man. Everyone needs a hand up. In those years after the Rumble in the Jungle and then becoming a preacher and rebuilding your life, have you kept in touch with Muhammad Ali? As a matter of fact, in the ten years that I was out of boxing we became very close; good friends. As a matter of fact, he’s the brother that I always wanted. You would take him anywhere because he used to talk VR PXFK ² , ZRXOGQ¡W WDNH KLP Ă€ VKLQJ but he was a real fun guy: comical; probably the most fun guy I’ve ever met. When was the last time you saw him? We try to get together occasionally but he doesn’t get around that much. We were together on his 70th birthday and he was doing great, having fun, looking at me, making faces. Is it true that you’re still asking him for a rematch, even now? The last time I spoke with him on the telephone, I asked him: ‘Man, I want a rematch!’ He quietly said, ‘You crazy!’ Foreman was speaking at November’s Doha Goals Forum. SportsPro Magazine | 13

THOUGHT LEADER | VOLLEYBALL

Flex on the beach Donald Sun

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ighteen months may seem like a long stretch of time in many aspects of life but in the business of sports, time often seems to pass quickly. That’s why in the Southern California RIĂ€ FHV RI WKH $93 3UR %HDFK 9ROOH\EDOO Tour, we’re heavily focused on the next year and a half, intensely determined to make the most of the run-up to the 2016 Rio Olympics and the Games themselves. $V WKH SUHPLHU SURIHVVLRQDO EHDFK volleyball tour in the United States, and a sports property with more than 30 years’ history behind us, we have come to understand just how unique a position we’re in and the extent to which we can capitalise on the excitement surrounding the beach volleyball competition in Rio. Ever since it debuted on the Olympic VWDJH DW WKH $WODQWD *DPHV EHDFK volleyball has been one of the most popular and well-attended events every four summers, with television viewership QXPEHUV WKURXJK WKH URRI $PHULFDQ VWDUV KDYH ODUJHO\ GRPLQDWHG 3OD\HUV OLNH WKH OHJHQGDU\ .DUFK .LUDO\ DQG 'DLQ %ODQWRQ have passed the torch to Todd Rogers DQG 3KLO 'DOKDXVVHU DQG RI FRXUVH .HUUL Walsh Jennings and Misty May-Treanor – who thanks to their three consecutive gold medals are undoubtedly the most recognisable faces and names in our sport, transcending beyond the beach to popular culture and are viewed as heroes to young girls everywhere. There is no reason to doubt that interest in beach volleyball will again peak during the Rio Games, and what’s good for the sport at the Olympic level DQG RQ WKH ,QWHUQDWLRQDO 9ROOH\EDOO )HGHUDWLRQ ),9% 7RXU FDQ RQO\ EH JRRG IRU WKH $93 ,W¡V D V\PELRWLF UHODWLRQVKLS however – and we feel strongly that the H[LVWHQFH RI WKH $93 7RXU PDNHV WKH

14 | www.sportspromedia.com

),9% VWURQJHU DQG LPSURYHV WKH TXDOLW\ of play every four years in the Olympics. 7KH $VVRFLDWLRQ RI 9ROOH\EDOO 3URIHVVLRQDOV $93 SURYLGHV D VWURQJ GRPHVWLF WRXU IRU $PHULFDQ SOD\HUV to compete on during the spring and summer months every year – not just every four years. With some of the ZRUOG¡V EHVW SOD\HUV Ă€ OOLQJ XS RXU EUDFNHWV in tournaments across the country, the level of competition is extremely high, which makes those top three or four teams from each gender that play internationally on a regular basis that much better prepared. Since 1996, the US has won six of the ten gold medals awarded in beach volleyball. Every one of those players who made it to the podium played UHJXODUO\ RQ WKH $93 7RXU WKULOOLQJ fans from Florida to California and everywhere in between. Simply put, the $93 7RXU KDV DOZD\V EHHQ DQG ZLOO continue to be, the foundation for the RYHUZKHOPLQJ VXFFHVV RI WKH $PHULFDQ teams in the Olympic Games. 7KH $93 XQGHU RXU RZQHUVKLS LV in a unique and enviable situation. We purchased the tour in 2012, two years after it had ceased operations during the depths RI WKH ZRUOGZLGH Ă€ QDQFLDO FULVLV DQG weren’t immediately in a position to take advantage of the spike in volleyball interest VXUURXQGLQJ WKH /RQGRQ 2O\PSLFV %XW it turned out to be fortunate timing for us, because it allowed us to build the $93¡V IRXQGDWLRQ FRQVHUYDWLYHO\ LQ and 2014 without feeling the pressure of having to take advantage of the Olympic cycle right away. Now that we’re entering WKH WLPH SHULRG RI 2O\PSLF TXDOLĂ€ FDWLRQ and an Olympic year, we’re in position to put in play some strategic business initiatives aimed at capitalising on the natural increase in eyeballs on our sport.

Over the last two years, we have strived to create a positive working relationship ZLWK WKH ),9% DQG LW FRQWLQXHV WR JHW stronger as we work together to grow the sport. Our common goal is for beach volleyball to be a healthy, sustainable sport not just in Olympic years, but every year. We want to expand opportunities for players within the US and internationally, and we work together year-round to achieve those goals. Nowhere is that more evident than in the relationship between WKH $93 DQG WKH ),9% LQ RUJDQLVLQJ an international Olympic qualifying tournament in Florida this summer. Looking ahead, we envision many ZD\V WKDW WKH $93 FDQ H[SDQG LWV UHDFK DQG FRQWLQXH WR SDUWQHU ZLWK WKH ),9% 3HUKDSV RQH GD\ GRZQ WKH URDG WKH $93 Tour will feature players from all over the world, and fans in New York or Chicago FDQ VHH %UD]LOLDQ VWDUV RU 2O\PSLF medallists from other countries playing in their own backyards. It’s also not a stretch to look ahead to the 2024 Olympics, with the US bid UHFHQWO\ KDYLQJ EHHQ DZDUGHG WR %RVWRQ If the Games are awarded to the US, it would mark the return of the Olympics WR WKH 6WDWHV IRU WKH À UVW WLPH VLQFH LQ $WODQWD ZKHQ EHDFK YROOH\EDOO PDGH LWV GHEXW $V WKH SUHPLHU SURIHVVLRQDO beach volleyball organisation in the host FRXQWU\ WKH $93 FRXOG ORRN DJDLQ WR H[WHQG RXU EUDQG DQG LQà XHQFH That is years down the road, though. For now, we’re laser-focused on the short ZLQGRZ EHWZHHQ QRZ DQG QH[W $XJXVW working tirelessly to grow our great sport DQG WKH $93 7RXU Donald Sun is the managing partner of the Association of Volleyball Professionals (AVP), the premier professional beach volleyball tour in the United States.

THOUGHT LEADER | MARKETING

Home advantage is the secret to real-time marketing Alex Vaidya

S

port is the perfect real-time storytelling medium. So it’s no surprise that the sports sector is leading the way, with sponsors shifting activation budgets toward social media, the perfect live engagement platform. Every week sees a tranche of new sport sponsorship activations with a strong social element. Some of the work being done is highly creative, entertaining and fun. But how effective is it? Some interesting answers can be found in a recent piece of Forrester research. This contained several nuggets that could help rights holders and sponsors increase ROI by thinking slightly differently about the interplay between social media channels and ‘owned’ brand channels. The report’s author, Nate Elliot, argues that brands need to rethink the role of social media in customer relationships. The paper, ‘Social Relationship Strategies that Work’, combines analysis of the organic reach brands have on platforms like Facebook and compares to the sources FXVWRPHUV DFWXDOO\ XVH WR Ă€ QG LQIRUPDWLRQ about brands and their products. The paper is quite thought-provoking and asks some big questions about the nature of brand marketing, particularly around the use of owned channels. Aspects of the research are very close to what we believe StoryStream offers as a solution, so detailed below are our thoughts on the research and what it means for brands. The changing nature of social networks 2YHU WKH SDVW Ă€ YH \HDUV RU VR EUDQGV KDYH invested heavily in social media channels, believing that they offer a way to get their message out to a large audience. The research from Forrester highlights that in reality this is no longer the case. Of the top brands on Facebook – those who post regularly – only two per cent are seen

by their followers and an even smaller SHU FHQW LQWHUDFW 7KHVH DUH Ă€ JXUHV comparable with display banner advertising. The reason for this is logical as the role of the social networks is changing. Far from being a ‘free’ medium for mass broadcast, marketers must now pay a premium that in return gives a highly targeted way to reach the right audience. This is not surprising and is of course a very fair development from the social network’s point of view: they have to make money at the end of the day. However, it does pose a challenge to those brands who have invested heavily on community development and regular content production but don’t necessarily have the associated advertising budgets. Making owned channels more social What is particularly interesting from WKH UHVHDUFK LV WKH Ă€ QGLQJV DERXW ZKHUH customers actually go when researching and buying. Customers do not go to a social network to learn about or buy from a brand, they go directly to the brand website or physical store. In other words, they go to destinations completely in EUDQG FRQWURO DQG LQĂ XHQFH This is not to say being active in social conversations, particularly around customer VHUYLFH GRHV QRW KDYH VLJQLĂ€ FDQW YDOXH ,W does. The reality is the role social networks play in the customer journey is different to what marketers generally expect. Overall this presents a huge opportunity for brands, and one that Nate Elliot summarises as follows: ‘US online adults who want to stay in touch with your company are almost three times more likely to visit your website than to engage you on Facebook. So smart marketing leaders are using their own brand sites as the centre of their social-relationship strategies. Branded

communities, blogs and social hubs all give fans a chance to engage.’ People-powered marketing What we have learned from social networks is how people consume, share and engage with content. Heavily produced marketing content, while it has its place, gets lost in the noise. Content that is live, visual, relevant and has context resonates in a completely different way. It is particularly powerful if produced by a brand’s customers. According to a 2014 Ipsos study on Millennials, ‘user-generated content is 20 per cent more effective on purchase consideration than any other form of media’. What brands need to be doing is taking the learnings from a social network environment and offering similar social experiences on their owned channels, providing customers, fans and prospects with content that helps to build advocacy and ultimately sell. A great example of this is GoPro, now a media company in its own right which produces hundreds of videos a week. GoPro leads with user-generated and brand-created video content all produced using its products and featuring heavily across its website. Having recently bought a GoPro, I now regularly visit the website for LQVSLUDWLRQ DQG LGHDV RI ZKDW WR Ă€ OP QH[W The regular mix of fresh content keeps me engaged with the brand and in all likelihood I will buy more from them in the future. This is certainly going to be a trend that is not going to go away. The best brand websites are moving from being static destinations to dynamic streams of fan, customer and brand content that ultimately make the experience far more social. Alex Vaidya is chief executive of digital content company StoryStream. SportsPro Magazine | 15

THOUGHT LEADER | MARKETING

The key to the door marked ‘ROI’ Chris Sice

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ontent is King.â€? Bill Gates may have coined that phrase in 1996 but today that line is just as likely to be voiced by sports sponsorship executives. Content marketing has become one of the most popular ways for innovative brands to bring their sponsorship rights to life. Whilst brand visibility and VIP hospitality might have been top of the agenda in the past, consumer engagement has risen to become a must-have objective that brands now demand from their sponsorship activation. And creating content that emotionally connects with consumers is one of the best ways of achieving that aim. The rise of social media with audiences’ desire to share content, coupled with the increase in TV channels and websites needing sports content, offers brands a range of media outlets to tell their stories. Brands can amplify their association with their sponsored team or event whilst FUHDWLQJ VWRULHV WKDW UHĂ HFW WKHLU YDOXHV and brand messaging. Rather than view these as an irritating interruption – as adverts are so often perceived – audiences welcome content that is entertaining, that offers them a new insight or captures their passion for the sport. Over the past few years we’ve seen more and more forward-thinking brands like Coca-Cola, Adidas and Johnnie Walker successfully create TV shows and videos that are shared on social media and aired on broadcasters around the world. But, right now, there are more losers than winners in this new game of content marketing. You just need to take a look at a range of sponsor YouTube channels to Ă€ QG HPEDUUDVVLQJO\ ORZ YLGHR YLHZ WRWDOV to spot those who have lost in the viral video lottery. The key to success lies in distribution; in crafting a strategy that is ‘demanddriven’; considering what audiences want; weighing up what broadcasters or digital platforms need that you – and only you - can provide; in planning how to create utterly irresistible stories, in the right

18 | www.sportspromedia.com

format, at the right time that will be of the greatest appeal. Once you have answered those questions, you can then start on the FUHDWLYH FRQĂ€ GHQW LQ WKH NQRZOHGJH WKDW you know how to reach your audience with your distribution plan, and deliver that sought-after return on investment. For some, the answer is to create full TV shows. We’re currently working on a project with our partner Precious and producer Mach 2 Media on a pre-season documentary for the Sauber F1 team. Its story of pre-season planning with driver Marcus Ericsson has been crafted into a topical 30-minute TV IRUPDW LGHDO IRU EURDGFDVWHUV WR Ă€ W their schedule at the start of the season. Which, in the process, delivers visibility and value for the Sauber F1 team’s range of sponsor brands. For others, short videos are the best format. Last year we worked with Barclays who wanted to reach international audiences to amplify its sponsorship of the Premier League. Again, working tightly with client, agency and producer Atomized, Barclays’ story was crafted into a format that could be valuable to sports broadcasters. This three-minute brand-funded feature focused on Everton player Steven Pienaar’s emotional message of thanks WR KLV PHQWRU &DYLQ -RKQVRQ ZKR Ă€ UVW spotted him in the townships of Cape Town and inspired his journey to make it as professional footballer. This highproduction value feature was warmly received by broadcasters, airing in prematch shows in over 100 markets around the world before the Manchester United v Everton match, delivering millions of viewers for a story that integrated Barclays’ values and messaging. The success of both of these examples has been built on distribution. Creating stories in formats that broadcasters need. Which may be why Bill Gates’ famous line is now often paraphrased to: “Content is king, but distribution is queen.â€? To me, she holds the key to the door marked ROI that sponsors crave.

Ten Steps to Content Marketing Success

1.

HÀ QH \RXU DXGLHQFH :KDW LV \RXU ' brand’s role in their lives? What do they most want from the sponsorship property you are associated with?

2.

What are your brand aims? Brand shift? Engagement? Exposure?

3.

What rights and access do you have to your ‘talent’, and how can you creatively maximise these?

4.

Who do you want to reach? TV? Social media? Online sports sites? What is your distribution strategy?

5.

What stories can we tell that our audience will care about, whilst telling stories true to the brand?

6.

Select the appropriate partner/s to produce and distribute the content.

7.

Stop. Check again. Is your proposed story genuinely entertaining? Or is it PR puff ? Seriously. If it is the latter, best to start again.

8.

Create.

9.

Distribute.

10. Evaluate the results. Chris Sice is managing director of branded content specialists Blended Republic who work with sports sponsors such as SAP, Barclays, and EMC, creating and distributing videos and TV shows for global broadcasters and digital and social platforms.

PREMATURE FACTS

The hole truth

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Man visits grandstand

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errari’s urbane new team principal 0DXUL]LR $UULYDEHQH EULQJV VLJQLÀ FDQW marketing experience with him and has wasted no time in calling for a revolution LQ KRZ )RUPXOD 2QH LV SURPRWHG /RQJ time observers have heard it all before, of course, but it was striking that Arrivabene DQG D VFDUOHW FODG HQWRXUDJH RI WHDP VWDIIHUV – plus a slightly bemused reserve driver, Esteban Gutierrez – made a beeline for the grandstands during testing in Barcelona to get a taste of how Juan Pablo Normal consumes Formula One. Let’s hope he passed along what he learned to his new pals, many of whom rarely stray beyond the electronically controlled paddock gates.

massive tunnel discovered near the Rexall Centre in Canada, host of the Rogers Cup tennis tournament and a venue for the Toronto Pan American Games this summer, prompted authorities to ask a public and pertinent question this February: ‘Why has someone dug a massive tunnel near the Rexall Centre?’ Understandably, the cavity caused a degree of alarm. Subterfuge? Terrorism? Apparently not, say the investigators. But the possibility of broadcast innovation has yet to be ruled RXW :RUP FDP DQ\RQH"

Three stripes and you’re out

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Your mother

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razilian soccer side Sport Club do Recife and PR agency Ogilvy asked themselves the question, ‘Where do we look to solve the next generation of sports security issues?’ 7KH DQVZHU ZDV VLPSOH Âś:LWK WKH SUHYLRXV JHQHUDWLRQ ¡ 6SHFLĂ€ FDOO\ ZLWK D VWURQJ WUDLQHG troop of mothers patrolling the pitch perimeter in high visibility jackets for Recife’s more IHEULOH Ă€ [WXUHV 7KHLU VRQV VFDWWHUHG DURXQG WKH FURZG ZHUH IDU WRR HPEDUUDVVHG WR Ă€ JKW

t a time when every sport is fending off all sorts of other forms of entertainment in the quest for eyeballs and revenue, the European Judo Union’s (EJU) decision to cancel its European &KDPSLRQVKLSV VHHPV VKRUW VLJKWHG to say the least. The event was due to be staged this year in Glasgow but has been moved, partly because it was to be sponsored by the Ultimate Fighting Championship (UFC). Despite the UFC’s decision to withdraw its sponsorship – which was designed to promote both judo and martial arts – the EJU relocated the tournament to Baku, where it will be lost amongst the rest of the European Games, claiming %ULWLVK -XGR KDG QRW PHW LWV À QDQFLDO commitments. But as the UFC faces up to the mainstream scrutiny about its GUXJV SROLF\ DQG MXGR À JKWV WR DYRLG total obscurity, surely the last thing these WZR VSRUWV QHHG LV D À JKW

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Samba

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razilians love soccer. Everybody knows LW 7KH\ ORYH VRFFHU VR PXFK WKDW SD\ TV broadcaster ESPN recently felt moved WR SD\ IRU ULJKWV QRW RQO\ WR WKH XQGHU Brazilian club championship, but the XQGHU YHUVLRQ DV ZHOO ,W ZDV D VXUSULVH then, to see broadcasters Globo and Rede %DQG VKXQ KRXUV RI VHQLRU VWDWH VRFFHU championship games they were entitled to show on the climactic weekend of carnival week in February. By all accounts, the stations were fed up with the pitiful DXGLHQFH Ă€ JXUHV UHFRUGHG IRU WKDW ZHHNHQG LQ SUHYLRXV \HDUV ,I WKHUH¡V RQH WKLQJ %UD]LO likes more than soccer, it’s a party.

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SportsPro Magazine | 19

MOVERS AND SHAKERS

Movers and Shakers: February 2015 Mike Helton

Tony Crispino

Mike Helton, Nascar’s president since 2000, has been named vice chairman of the stock-car racing body. Helton, who has been with the organisation since 1994, will work with Nascar chairman and chief executive Brian France on long-term strategic planning and represent Nascar in a wide range of roles.

Bruin Sports Capital, the new venture put together by former ,0* H[HFXWLYH *HRUJH 3\QH KDV PDGH LWV À UVW H[HFXWLYH KLUH Tony Crispino, himself a former IMG executive, has been QDPHG DV FKLHI RSHUDWLQJ RIÀ FHU RI WKH À UP ZKLFK SODQV to invest in companies across the sports industry. Pyne has spent the past few months raising US$250 million in an equity round, securing seven or eight investors including advertising giant WPP. Crispino left IMG in December, having originally been hired by Pyne in 2005.

Andreas Heyden Andreas Heyden has been appointed as the new managing director of DFL Digital Sports, the digital media arm of the German Football League (DFL). Heyden, 41, will have overall management responsibility for the DFL subsidiary, which specialises in the production and provision of national and international media content for the soccer league. A former Microsoft and RTL Group executive, Heyden has held various management roles at German broadcaster ProSiebenSat.1 Media AG since 2011.

Colin Glaum Sports marketing agency Octagon has installed Colin Glaum as its new executive creative director. Glaum will oversee Octagon Marketing’s US-based creative, design and digital marketing team, which works alongside the company’s corporate consulting and events groups. Glaum joins Octagon from Stashbox, where he was responsible for market strategy, brand positioning and business development. Prior to that, he held positions at a number of agencies including AFG, OgilvyAction, WPP Shopper and Y&R.

Chad Seigler Nascar has promoted Chad Seigler to the role of vice president, business development. Seigler will report directly WR 1DVFDU VHQLRU YLFH SUHVLGHQW DQG FKLHI VDOHV RIÀ FHU -LP O’Connell in the new role, and will be tasked with adding impetus to the efforts to secure a new title sponsor for the motorsport series’ premier championship to replace the outgoing Sprint. Seigler steps up from the role of vice president, team marketing services. Prior to joining Nascar in 2007, he was manager of industry relations at Sprint Nextel.

Charlie Wijeratna Premier League club Aston Villa have named Baku 2015 executive Charlie :LMHUDWQD DV WKHLU À UVW HYHU FKLHI FRPPHUFLDO RIÀ FHU :LMHUDWQD WKH IRUPHU Tottenham Hostpur commercial chief, will have responsibility for all areas of revenue generation and will also oversee Villa’s marketing and media operations.

Malph Minns Repucom UK has added Malph Minns to its London-based team. Minns joins the sports research giant from cycling’s Team Sky, where he has overseen and coordinated the partner management SURJUDPPH IRU WKH SDVW Ă€ YH \HDUV 0LQQV¡ role will be to advise Repucom’s clients on the ‘practical implementation of insights to help understand and connect with their audiences through media, sponsorship, communication and experiential platforms’, although his SUHFLVH MRE WLWOH ZDV QRW FRQĂ€ UPHG

Sebastian Starczewski Polish soccer club Lech Poznan have hired Sebastian Starczewski as their new marketing director. Starczewski is new to soccer, but has worked across a number of major brands and marketing projects in Poland. 20 | www.sportspromedia.com

Peter Lukko Peter Luukko has been hired as executive chairman of Sunrise Sports and Entertainment, the parent company of National Hockey League (NHL) team the Florida Panthers. The 55-year-old will work closely with Panthers president and chief executive Rory Babich and general manager Dale Tallon in the new role.

Kevin Warren The Minnesota Vikings of the National Football League (NFL) have promoted Kevin Warren to the position of chief RSHUDWLQJ RIÀ FHU :DUUHQ ZLOO ZRUN ZLWK IUDQFKLVH RZQHUV Mark and Zygi Wilf to build the future strategy and vision for the team’s business operations. He has worked in a range of roles at the Vikings, most recently serving as executive vice SUHVLGHQW RI OHJDO DIIDLUV DQG FKLHI DGPLQLVWUDWLYH RIÀ FHU

Executive search partner:

Marc Hope The Sports Consultancy has hired Marc Hope to lead its expansion into the rights marketing business. Hope assumes the newly created position of director of rights marketing, and will be tasked with building a new team around him to complement the London-based agency’s existing services. Hope, who has spent the last four years at Sports Marketing and Management and was embedded in the Glasgow 2014 organising team, will work closely with The Sports Consultancy co-founders and managing directors Robert Datnow and Angus Buchanan.

Tom Glick City Football Group has moved Tom Glick, most recently Manchester City’s FKLHI EXVLQHVV RIÀ FHU WR 1HZ <RUN ZKHUH he will be president of its new Major League Soccer (MLS) franchise. Glick, an American, will join New York City FC DKHDG RI WKHLU À UVW 0/6 JDPH LQ 0DUFK

John Postlethwaite and Fraser Houlder - RKQ 3RVOHWKZDLWH OHIW DQG )UDVHU +RXOGHU (right) have launched a new agency called Female Sports Group, with a stated mission WR KHOS JHQHUDWH VLJQLÀ FDQW LQFUHDVHV LQ corporate investment into the female sports VHFWRU 7KH DJHQF\ ZLOO EH WKH À UVW IXOO service consultancy dedicated exclusively to mixed gender and female sports.

Fred Pollastri and Diogo Kotscho MLS expansion franchise Orlando City 6& KDYH DQQRXQFHG WZR VHQLRU RII Ă€ HOG appointments. Fred Pollastri (right) has joined the club as senior vice president, while Diogo Kotscho (left) has been announced as the director of business development. The pair will lead the ‘New Business Initiative’, focused on growing the club’s brand around the world.

Marcelo Passos Corinthians have hired Marcelo Passos as their new marketing director. The 42-year old joins the São Paulo-based Brasileirão soccer club from the DM9 advertising agency, where he was a YLFH SUHVLGHQW +H UHSODFHG ,]DHO 6LPRQ -XQLRU DW &RULQWKLDQV and was tasked initially with securing the renewal of the club’s major sponsorship deal with the Caixa bank. This is an edited selection of appointments made in the weeks before publication. For daily updates on the movers and shakers in the sports industry, visit www.sportspromedia.com Please email industry appointments to: info@sportspromedia.com

Mover of the month Marc Hope, director of rights marketing, The Sports Consultancy What is the single biggest responsibility in your new role? It’s to take The Sports Consultancy further into rights marketing. It’s very much part of the DNA. Clearly, the name has been built through doing this really smart, in-depth city bidding, working for governing bodies and cities. What they haven’t really offered to the rights holders so far is the service of rights marketing. What do you expect to find most challenging about it? The Sports Consultancy were very keen to get things in the right order: hire someone, scope out what the service could look like and build a team that can offer it, before signing any contracts. The biggest challenge is shaping that offer, prioritising who we will work for initially and obviously trying to get some relatively early wins in terms RI EULQJLQJ LQ VRPH VLJQLÀ FDQW VSRQVRUVKLS SDUWQHUV WR those properties. How will you look to stamp your own footprint on this role? Is there a Marc Hope brand of leadership? I’ll bring a real sense of enthusiasm about what sport can bring for brands. I worked for four years on the Commonwealth Games and before that a decade at Fast Track. I’ll be looking to build a small team, over time, of likeminded people who have that passion for sport, for what it can do for brands. It’s very much a consultative approach. How will you measure success? I think clearly we need to have some scores on the doors in terms of actually matching brands to properties and it is an incredibly competitive marketplace. We have privately set VRPH JRDOV IRU WKH À UVW PRQWKV LQ WHUPV RI UHYHQXHV What was your dream job growing up? I was really into athletics and drama. I then got very involved in university radio – I still do a monthly sports magazine show on hospital radio. And then there’s politics: I was a councillor for eight \HDUV DQG , DP DFWXDOO\ À JKWLQJ D SDUOLDPHQWDU\ VHDW WKLV May in Scotland, where I grew up. Where do you see yourself in five years? What we clearly want to do is to take The Sports Consultancy on to another level. I think they’re a bit of a hidden secret: they do some fantastic work, but what I’m KRSLQJ WR GR LV DGG WKLV H[WUD GLPHQVLRQ DQG WKDW LQ À YH years it is absolutely at the top of its tree in the world of sports marketing, but across the piece.

SportsPro Magazine | 21

Delegates gather in a pristine auditorium for another main stage session

Former BVB defender Christoph Metzelder

Volkswagen executive Stephan Grühsem

Tennis player turned promoter Michael Stich

Adidas marketing executive Birgit Schönlein

NBA EMEA SVP and MD Benjamin Morel

Hans-Joachim Watzke of Borussia Dortmund

SportsPro Gallery

SpoBiS 2015 Europe’s biggest sports industry conference returned to the CCD Congress Center Düsseldorf on 9th and 10th February. Over 1,700 delegates from Germany and beyond were in town for the Sponsors Business Summit - SpoBiS 2015.

22 | www.sportspromedia.com

Zeljko Karajica, managing director of ProSiebenSat.1 TV Deutschland

FC Bayern Munich strategist Jรถrg Wacker

McLaren Group chief information officer Stuart Birrell

Bild magazine editor-in-chief Kai Diekmann

German Football Association (DFB) president Wolfgang Niersbach

Denni Strich and the DFB marketing team

UFC brand communications and event management director David Allen

SportsPro Magazine | 23

Kyrie Irving and James Harden point and chuckle

Ariana Grande and some industrial smoke machines perform during the half-time show

Zach LaVine with the slam dunk contest trophy

The mascots of the National Basketball Association spread out in a line

Musicians Nicki Minaj (left) and Meek Mill (right) enjoy proceedings

Floyd Mayweather Jr with a fan

Barbadian singer Rihanna Fenty

Rap royalty Queen Latifah

SportsPro Gallery paimages.co.uk PAImages

24 | www.sportspromedia.com

Sopranos actor Steve Schirripa

NBA All-Star Weekend The cream of the National Basketball Association, and some of the most familiar ďŹ gures in American life, were in New York for NBA All-Star Weekend from 13th to 15th February. On the court, the best of the Western Conference edged out their eastern counterparts 163-158.

NBA commissioner Adam Silver welcomes the world

‘Beautiful’ musician Christina Aguilera watches courtside

A brace of moguls: Sean Combs and Shawn Carter

Russell Westbrook leaps for the basket and, in all likelihood, another slam dunk

NBA legends Kareem Abdul-Jabbar, ‘Magic’ Johnson and Julius Erving

Dikembe Mutombo and Bill Clinton share courtside seats and a laugh

SportsPro Magazine | 25

Actor and speed fan Vince Vaughan with mic

Musician and speed fan Kid Rock with model

Nascar Sprint Cup drivers illuminated by arch

Three cars across the line before the flag has even come down for racing at the start of the 500

Team Penske’s Joey Logano wins the Daytona 500 before posing with car

Team owner Joe Gibbs of Joe Gibbs Racing

SportsPro Gallery

Miserable Danica Patrick (right) with reflective team owner Tony Stewart

Nascar EVP Steve O’Donnell lays down the law

Joie Chitwood III, president of the speedway

Daytona 500 The 2015 Nascar Sprint Cup season roared to life with the traditional season-opening epic, the Daytona 500, on 22nd February. 24-year-old Joey Logano got off to a winning start at Florida’s Daytona International Speedway, catapulting himself to national prominence in the process.

26 | www.sportspromedia.com

The right(s) mix for federations: even beyond rights By Carlo De Marchis, Chief Product Officer, deltatre

All sport properties, from International Sport Federations to National Leagues, have diverse strategies for generating revenues, including sport media rights sales, sponsorship deals and direct-to-fans business models. A recurring question that resonates in the industry is: “What is the right mix?” The global value of sport media rights is growing and is predicted to continue to grow in the near future. The latest period has seen big rights deals with a double-digit increase from previous cycles.

Let’s have a look at the current landscape and at a segmentation of the industry even if context (type of sport, audience base, geographies, seasonal vs. onetime) has always to be considered and there is no right solution that works for everybody. Top-tier: Strong revenues coming from media right deals with global reach; solid sponsorship deals, mostly global; increase exploitation of direct-to-fans models but limited from media rights deals. They should focus on: Increase the service and products to right-licensees, both for broadcast and broadband; create new content designed for digital consumption; leverage social media for content distribution; create new content and engagement models for sponsor brands; use direct-to-fans properties also as a platform for the media right licensees.

This scenario, though, is extremely polarized, with most of the value going to premium properties. Live sport is becoming more and more the most appealing content. Other genres such as entertainment and movies are EHLQJ FRPPRGLWL]HG E\ WKH OLNHV RI 1HWÁL[ DQG DUH EHFRPLQJ less of a differentiator. You cannot do that with live sport. Expansion of digital, mobile and social channels are multiplying the way media can reach fans. Many sport properties are also becoming more global, from national interest to international.

Mid-tier: Some revenues coming from media rights deals, covering production costs; a mix of global and event-based sponsor; good direct-to-fans opportunity They should focus on: Offer a more appealing package to right-licensees, easier to activate and execute; cover all unsold territories with a sustainable direct-to-fans digital offering to reach a global audience. Low-tier: Minimal media rights deals not covering production costs, limited reach through broadcast channels; sponsorship limited by minimal reach; great opportunity for direct-to-fans as no constraints from media rights. They should focus on: Increasing global reach with direct-to-fans channels; generate revenue from direct-to-fans models; create demand for acquiring rights and VSRQVRUVKLS WKURXJK LQFUHDVHG UHDFK ÀQG alternatives remote production solution for the coverage of their events.

deltatre is maximising the value of sport

What do they all need? A solid broadcast and digital platform that provides new ways of creating content, services and fan experiences both for rights-licensees (B2B) and direct-to-fans (B2C). This platform should include: • A production solution that enables integration of enhanced data and creation of new content assets • Innovative remote productions solutions for sustainable event coverage • A platform that allows the distribution of content to all rights-licensees • A solid digital video solution that allows multiplatform consumption of live and VOD content, available to all rightslicensees • A digital, mobile, social platform for their own direct-to-fans property

www.deltatre.com info@deltatre.com

SPORTSPRO WORLD | HOSTINGS AND HAPPENINGS

SportsPro World

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Conferences 1

Los Angeles, USA The 14th edition of the IMG World Congress of Sports will be held at the JW Marriot Los Angeles L.A. Live on 8th and 9th April. Major League Baseball commissioner Rob Manfred and WME | IMG co-chief executive Patrick Whitesell head the list of attendees.

3

Lausanne, Switzerland The Swiss city of Lausanne will host the Work in Sport Exhibition (WISE) on 6th and 7th May. The Expo Beaulieu will be the venue for the 2015 edition of the International Convention for Careers in Sports.

4

Dead Sea, Jordan Produced in partnership with the Asian Football Development Project, the Soccerex Asian Forum will return for its second year in 2015. The conference held on 3rd and 4th May, again taking place at the King Hussein Bin Talal Convention Centre on the banks of the Dead Sea.

2

London, UK Sports Law and Business will be held on 21st April at the Cavendish Hotel, London, with conversations centring on matters such as the operation of major events, exploiting commercial rights, dispute resolution and contract negotiation. Rugby Football Union head of legal Angus Bujalski and Sky Sports senior legal advisor Allana Smith are among the key speakers. 28 | www.sportspromedia.com

5

Sochi, Russia The 2015 SportAccord Convention will bring representatives of the world’s leading sporting bodies and businesses to the Russian Olympic city of Sochi from 19th to 24th April. Invitees from over 100 member organisations and the wider sports industry will gather for the annual exhibition, and a series of meetings and discussions.

Silverstone will host the MotoGP British Grand Prix after Donington Park withdrew from its partnership with the still unfinished Circuit of Wales

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San Diego, USA $V SDUW RI D ÀYH \HDU SDUWQHUVKLS ZLWK San Diego’s Surf Soccer Club, Premier League champions Manchester City FC will launch the Manchester City FC Americas Cup presented by Surf Cup Sports. The competition, aimed at ten to \HDU ROGV ZLOO WDNH SODFH IRU WKH ÀUVW time this May. B

Charlotte, USA Quail Hollow Club has become the ÀIWK JROI FRXUVH LQ WKH 8QLWHG 6WDWHV selected to host the Presidents Cup. The Charlotte, North Carolinabased venue will stage the biennial competition, which pits a team of players from the US against one comprised of all other countries except Europe, in 2021.

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Silverstone, UK British motor racing circuit Silverstone will host the next two British MotoGP events after Donington Park withdrew from its partnership with the Circuit of Wales. Donington had been set to stand in for the UK£280 million Ebbw Vale FLUFXLW ZKLFK VLJQHG D ÀYH \HDU GHDO ZLWK MotoGP promoter Dorna from this year but will not be completed until 2017. The 2015 British MotoGP race is scheduled for 28th to 30th August. D

Durban, South Africa The South African city of Durban has submitted its bid book to host the 2022 Commonwealth Games. Durban will be the only candidate city after the Canadian city of Edmonton pulled out LWV ELG GXH WR ÀQDQFLDO WURXEOHV

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Japan The Professional Darts Corporation (PDC) will hold televised events in -DSDQ DQG %HOJLXP IRU WKH ÀUVW WLPH in 2015 as part of an expanded World Series of Darts calendar. The Japan Darts Masters is scheduled to take place on 27th and 28th June, with the venue VWLOO WR EH FRQÀUPHG F

Brisbane, Australia Graham Quirk, the lord mayor of Brisbane, has outlined a proposal for the Australian city to host the 2028 Olympic Games. Should it progress to the bidding phase this will be Quirk’s second attempt at landing Brisbane the Games, following his work on an unsuccessful bid to host the 1992 Olympics. SportsPro Magazine | 29

SHOW ME THE MONEY | MARKETING

Gabriel Medina B

orn in São Sebastião in the state of São Paulo, 21-yearROG ZRUOG VXUÀ QJ FKDPSLRQ *DEULHO 0HGLQD LV DFFRUGLQJ WR KLV DJHQW &HVDU 9LOODUHV VHFRQG RQO\ WR VRFFHU VWDU 1H\PDU LQ FRPPHUFLDO DSSHDO in his native Brazil. ´+H·V ELJ µ VD\V 9LOODUHV ZKR VLJQHG Medina in 2013 while at IMX and FRQWLQXHV WR UHSUHVHQW KLP GHVSLWH OHDYLQJ WKH DJHQF\ WR JR LW DORQH ODVW 1RYHPEHU ´2I FRXUVH 1H\PDU LV WKH VXSHUVWDU IRU %DUFHORQD EXW LQ WHUPV RI DWKOHWHV WKDW SHRSOH ORYH LW·V *DEULHO EHFDXVH KH·V WKH QXPEHU RQH $QG %UD]LOLDQV ORYH WKH QXPEHU RQH µ 0HGLQD·V PDLQ VSRQVRU LV 5LS &XUO WKH $XVWUDOLDQ VXUI EUDQG WKDW VLJQHG %UD]LO·V À UVW HYHU ZRUOG VXUÀ QJ FKDPSLRQ DW MXVW \HDUV ROG 8QGHU WKH WHUPV RI WKDW GHDO ² 0HGLQD·V PRVW OXFUDWLYH ² 5LS &XUO VXSSOLHV WKH VXUIHU ZLWK FORWKLQJ IRRWZHDU DQG DFFHVVRULHV LQ UHWXUQ IRU SURPLQHQW EUDQGLQJ RQ KLV ERDUG DQG WKH ULJKW WR XVH KLP LQ JOREDO DGYHUWLVLQJ FDPSDLJQV $W WKH WLPH RI ZULWLQJ 0HGLQD KDV QR IHZHU WKDQ HQGRUVHPHQW GHDOV *XDUDQi $QWDUFWLFD WKH JXDUDQi Á DYRXUHG VRIW GULQN SRSXODU WKURXJKRXW %UD]LO FXUUHQWO\ XVHV KLP LQ DGYHUWLVLQJ DQG SURPRWLRQDO HYHQWV DIWHU VLJQLQJ KLP WR D WZR \HDU GHDO LQ )HEUXDU\ 7KDW VDPH PRQWK OHDGLQJ H\HZHDU EUDQG 2DNOH\ DGGHG 0HGLQD WR LWV EURDG URVWHU RI DFWLRQ VSRUWV HQGRUVHUV ODXQFKLQJ D VLJQDWXUH OLQH RI VXQJODVVHV ODWHU WKDW \HDU 7KH :RUOG 6XUI /HDJXH ² WKH &DOLIRUQLD EDVHG ERG\ ZKLFK RUJDQLVHV VXUÀ QJ·V HOLWH FLUFXLW WKH 6DPVXQJ *DOD[\ &KDPSLRQVKLS 7RXU DQG NQRZQ XQWLO WKLV \HDU DV WKH $VVRFLDWLRQ RI 6XUÀ QJ 3URIHVVLRQDOV $63 ² GRHV QRW OLPLW WKH QXPEHU RI VSRQVRU SDWFKHV D VXUIHU FDQ FDUU\ HLWKHU RQ KLV FORWKLQJ RU KLV ERDUG GXULQJ HYHQWV :LWK 0HGLQD KHDGLQJ LQWR 30 | www.sportspromedia.com

2015 as world QXPEHU one, and thus WKH PDQ to beat, 9LOODUHV LV QDWXUDOO\ FRQÀ GHQW RI À QGLQJ PRUH SDUWQHUV ´5LJKW QRZ ZH KDYH VRPH FDWHJRULHV RSHQ µ KH FRQÀ UPV ´:H DUH ORRNLQJ WR VLJQ ZLWK D EDQN DQ DLUOLQH FRPSDQ\ DQG ZLWK D IRRG FRPSDQ\ ² WKHVH DUH WKH WKUHH FDWHJRULHV ZH DUH FORVH WR JHWWLQJ D GHDO GRQH µ 9LOODUHV FDQQRW GLVFORVH ZKHQ HDFK RI 0HGLQD·V GHDOV H[SLUH GXH WR FRQÀ GHQWLDOLW\ DJUHHPHQWV EXW KH GRHV UHYHDO WKDW ´VRPHµ ZLOO EH UHQHZHG DW WKH end of this year. ´:H DUH DOZD\V ORRNLQJ IRU JOREDO FRPSDQLHV DQG ORQJ WHUP SDUWQHUVKLSV µ KH DGGV ´:H KDYH YHU\ JRRG SDUWQHUV FRPSDQLHV ZKR UHDOO\ EHOLHYH LQ *DEULHO :H ZDQW WR VWD\ ZLWK WKHVH FRPSDQLHV IRU KLV ZKROH FDUHHU VR ZH DUH WU\LQJ WR EH SURIHVVLRQDO WR GR D UHDOO\ JRRG MRE VR WKH\ DUH KDSS\ ´2I FRXUVH ZH KDYH WKH LQWHUHVW RI D ORW RI FRPSDQLHV QRZ EXW ZH DUH WU\LQJ WR EH UHDOO\ UHVWULFWLYH DQG FDUHIXO RI KLV LPDJH :H ZDQW WKH EHVW FRPSDQLHV WKH EHVW FDWHJRULHV DQG ORQJ WHUP SDUWQHUV µ :KLOH PDQ\ RI 0HGLQD·V VSRQVRUV RSHUDWH LQWHUQDWLRQDOO\ DOPRVW DOO KDYH XS XQWLO QRZ IRFXVHG WKHLU SURPRWLRQDO DFWLYLWLHV RQ WKH /DWLQ $PHULFDQ PDUNHW 2QH YLGHR FDPSDLJQ UHOHDVHG DW WKH WXUQ RI WKH \HDU E\ 6DPVXQJ ZKLFK SRVLWLRQV 0HGLQD DORQJVLGH %UD]LOLDQ ERUQ VNDWHERDUGLQJ YHWHUDQ %RE %XUQTXLVW KDV DPDVVHG ZHOO RYHU VHYHQ PLOOLRQ views on YouTube.

Medina FXUUHQWO\ KDV WKH ODUJHVW VRFLDO PHGLD SURÀ OH RI DQ\ VXUIHU ZLWK DOPRVW WKUHH PLOOLRQ IROORZHUV RQ 7ZLWWHU )DFHERRN DQG ,QVWDJUDP FRPELQHG ,Q UHFHQW PRQWKV KH KDV EHHQ IHDWXUHG LQ PDMRU LQWHUQDWLRQDO SXEOLFDWLRQV ZLWKLQ DQG RXWVLGH WKH VXUÀ QJ PHGLD ZKLOH SLFNLQJ XS QXPHURXV QDWLRQDO DZDUGV DQG HQMR\LQJ XQULYDOOHG PDLQVWUHDP WHOHYLVLRQ FRYHUDJH LQ %UD]LO 7ZR UHDOLW\ VKRZV À OPHG E\ KLV SHUVRQDO À OPPDNHU 0RQGH 0HGLQD DQG 0HGLQD DLUHG UHJXODUO\ RQ *ORERVDW·V &DQDO 2)) DQG 79 *ORER UHVSHFWLYHO\ WKURXJKRXW ´7KLV LV MXVW WRR ELJ µ VXJJHVWV 9LOODUHV “There is no other athlete that has this H[SRVXUH 7KDW·V ZK\ HYHU\RQH LV DOUHDG\ into Gabriel. For the last two weeks of the year, everybody in Brazil – everybody – ZDV ZDWFKLQJ WKH FKDPSLRQVKLS µ 0HGLQD·V FORVH IULHQGVKLS ZLWK 1H\PDU ZLWK ZKRP KH KDV DSSHDUHG SXEOLFO\ RQ VHYHUDO RFFDVLRQV LQ UHFHQW PRQWKV KDV RQO\ DGGHG WR KLV DSSHDO LQ WKH H\HV RI ERWK WKH %UD]LOLDQ SXEOLF DQG WKH FRUSRUDWH FRPPXQLW\ ´7KH\ DUH JRLQJ WR EH RQ FRPPHUFLDOV WRJHWKHU VRRQ µ VD\V 9LOODUHV ´&RPSDQLHV ZDQW WR SXW *DEULHO DQG 1H\PDU WRJHWKHU LQ WKHLU QH[W FRPPHUFLDOV µ /RRNLQJ DKHDG LV VHW WR EH D GHÀ QLQJ \HDU IRU 0HGLQD·V SHUVRQDO EUDQG GHYHORSPHQW %H\RQG DWWHPSWLQJ WR defend his world title, he is also due to UHOHDVH D ERRN GRFXPHQWLQJ KLV ULVH ZKLOH 9LOODUHV LV DOVR SUHSDULQJ WR HVWDEOLVK D OLFHQVLQJ SURJUDPPH IRU KLV VWDU FOLHQW ´:H·YH JRW D ORW RI WKLQJV KDSSHQLQJ µ VD\V 9LOODUHV

Rip Curl

Samsung

Surf brand: signed in 2009, renewed for multi-year period in September 2011

Electronics: signed in November 2014 for 1 year

Oi

Oakley

Telecoms brand: signed in October 2014, term undisclosed

Sunglasses: signed in February 2013 to multi-year deal

Guaranรก Antarctica Soft drinks: signed in February 2013 until 2015

Endorsements:

Estimated 2014 earnings

Gabriel Medina

Rip Curl, Oi, Guaranรก Antarctica, Oakley, Mitsubishi Motors, Gillette, Vult, Coppertone, FCS, Samsung, Cabianca Surfboards

Prize money: US$431,500

Nationality: Brazilian Born: 22nd December 1993 (21) Turned pro 2009 Career highlight 2014 world champion

Endorsements: US$1.5 million

Agent: Cesar Villares

Total: US$1.9 million

SportsPro Magazine | 31

MINI INSIGHTS | SOCCER

Chris Radburn/PA Wire/Press Association Images

Sky goes big to keep Premier League

Premier League chief executive Richard Scudamore and his team extracted a 70 per cent rise in TV rights fees from incumbents Sky Sports and BT Sport

Sky Sports has insisted that it will “work hard to minimise the impactâ€? on customers after committing UKÂŁ4.18 billion in February to secure the maximum number of live Premier League games it was allowed to acquire between 2016/17 and 2018/19. In total, the Premier League secured a rights fee of UKÂŁ5.136 billion, far in excess of even the most optimistic predictions, with BT Sport agreeing to pay UKÂŁ960 million over three seasons for 42 games. The RYHUDOO Ă€ JXUH LV D SHU FHQW XSOLIW RQ WKH current deals, worth UKÂŁ3.018 billion. Sky, which has broadcast the Premier League since its inception in ZRQ Ă€ YH RI WKH VHYHQ PDWFK packages made available by the league. It will continue to broadcast its ‘Super Sunday’ double-headers, as well as Saturday lunchtime, Monday evening DQG EDQN KROLGD\ Ă€ [WXUHV 32 | www.sportspromedia.com

BT Sport, meanwhile, took the remaining two packages, entitling it to 42 live games per season. These included the Saturday evening slot and additional Saturday lunchtime and midweek features. It will pay UK£960 million over three seasons from 2016/17. The Premier League’s current rights deal, which covers 2013/14 to 2015/16, was made up of 154 games per season. Sky paid a total of UK£760 million per VHDVRQ IRU À YH RI WKH VHYHQ SDFNDJHV RQ that occasion, including Saturday evening games, two packages of live Sunday PDWFKHV DQG 0RQGD\ HYHQLQJ À [WXUHV while BT committed UK£246 million per season to take the other two, equating to 38 matches per season. For the new three-year cycle, the Premier League offered 168 live games split across seven packages. One package, won by Sky, includes a new

set of Friday night games. No single broadcaster was allowed to secure more than 126 live matches. Over the course of the three-year agreement, a period including 504 live matches, the total sum of UKÂŁ5.136 billion averages out at UKÂŁ10.19 million per game. Sky’s group chief executive Jeremy Darroch called it a “good resultâ€? for the broadcaster, despite an 83 per cent increase in rights fees over its existing contract. While Sky has committed to paying UKÂŁ11 million per game over the course of the contract, BT will pay UKÂŁ7.6 million for each match. A Sky statement added that the majority of funding will come ‘through substantial additional savings to be GHOLYHUHG E\ HIĂ€ FLHQF\ SODQV¡ Premier League chief executive Richard Scudamore, who admitted he was “surprisedâ€? by the escalation in

ULJKWV IHHV GLG QRW FRQĂ€UP ZKHWKHU there were other bidders for the highly prized packages, after speculation that Eurosport, backed by the ambition and Ă€QDQFLDO PXVFOH RI QHZ SDUHQW FRPSDQ\ Discovery Networks International, would enter the fray. Qatari broadcaster BeIN Sports was, as ever, also rumoured to be in contention. Scudamore would only go as far as praising the “very, very dynamic presentationsâ€? during a rights sales auction which is believed to have gone into a second round. “We know from this process there are many interested parties who would like to get hold of Premier League rights,â€? Scudamore added. “We are grateful to Sky since 1992 for the investment they’ve made. They are great partners of ours but they more than anybody know that once every three years – and this happened in the last week – we break that relationship in order to run a very open process where anybody can come along, on a standalone basis and buy these rights. That’s the way it’s been for some time and the way it will continue to be.â€? BT and BSkyB have been engaged in

D Ă€HUFH EDWWOH IRU VSRUWV ULJKWV VLQFH WKH former’s dramatic foray into the sector – its Premier League rights formed the basis for the launch of its BT Sport channels – in June 2012. The stakes were raised in November 2013 when BT Sport won exclusive rights to the Uefa Champions League for three seasons for US$1.425 billion in a major blow to Sky. That deal starts later this year. Sky has responded with its own rights acquisitions and a series of renewals, most recently taking exclusive live rights to The Open golf championship from 2017, but the company remained acutely DZDUH WKDW UHWDLQLQJ D VLJQLĂ€FDQW FKXQN of Premier League rights was paramount. ,WV PRVW UHFHQW Ă€QDQFLDO UHVXOWV SRVWHG last week, stated that it added a further 204,000 customers in the UK over the Ă€QDO WKUHH PRQWKV RI ZLWK UHYHQXHV XS Ă€YH SHU FHQW WR 8.Â… ELOOLRQ IRU WKH six months to the end of December. %7 PHDQZKLOH Ă€QDOLVHG D 8.Â… billion deal to acquire EE, the UK’s largest mobile provider, in the days before the Premier League rights were awarded, part of its efforts to offer a ‘quad-play’ product

– telephone, broadband, TV and mobile. The staggering hike in rights fees is likely to lead to an increased clamour for reduced ticket prices at Premier League games, given the windfall clubs will receive. Scudamore, meanwhile, refuted suggestions that the fees committed by Sky in particular may translate into higher subscriptions. “If you look at what happened last time, we delivered a 70 per cent increase and in no way has that been passed along in anything like the direct proportions to the consumer,â€? he said. “The market that we are now in is a very, very bundled market. The way that people are competing for everybody’s digital home is very competitive.â€? Scudamore continued: “These are huge companies doing huge things and the market now has gone way beyond football, it’s into a much wider market SOD\ :H DUH EHQHĂ€FLDULHV RI WKDW ZH DUH part of it but only a small part of it.â€? The Premier League has yet to begin its international rights sales process for the 2016/17 to 2018/19 period. In the last cycle, global sales outside the UK generated over UKÂŁ2 billion.

Fifa locks up US TV rights until 2026

ESPN aired last year’s Fifa World Cup but Fox has been awarded an unchallenged renewal to its deal

World soccer’s governing body Fifa has tied up its US media rights until 2026, after announcing extensions with Fox and Telemundo. Unusually, Fifa did not hold an open tender process for the rights – which

include the 2026 men’s World Cup – drawing the ire of ESPN and Spanishlanguage broadcaster Univision. Fox and Telemundo, the Spanish language US rights holder, will broadcast WKHLU Ă€UVW PHQ¡V :RUOG &XS LQ DIWHU

taking the Fifa rights from ESPN and Univision in a deal which will begin with this year’s Women’s World Cup in Canada. That deal was believed to be worth over US$1 billion in total, with Univision committing US$600 million for the Spanish rights. 1R Ă€QDQFLDO GHWDLOV RI WKH VXUSULVLQJ four-year extension were immediately available. In a statement, Fox Sports said it was ‘truly honoured’ to extend its agreement. The broadcasters had already agreed deals up to and including the controversial 2022 World Cup, to be staged in Qatar. Fox, in particular, has previously indicated its opposition to the now-likely switch of dates, which will see Qatar 2022 played in November and December rather than the usual northern hemisphere summer slot. In a statement, ESPN said it was ‘surprising and disappointing to learn of this when the press release was issued’, while Univision called it ‘curious’ that there was no competitive bidding process. SportsPro Magazine | 33

MINI INSIGHTS | AGENCIES/HOSTING

Infront sold to China’s Dalian Wanda The senior management team at Infront Sports & Media, led by chairman and chief executive Philippe Blatter, will remain in place after China’s Dalian Wanda Group closed a deal to acquire the agency in February. Wanda has paid â‚Ź1.05 billion for Infront, which has partnerships with around 160 rights holders in 25 sports DQG RSHUDWHV IURP RIĂ€FHV DFURVV countries, taking it off the hands of SULYDWH HTXLW\ Ă€UP %ULGJHSRLQW IROORZLQJ a protracted period of negotiations. Bridgepoint acquired the agency for â‚Ź550 million in 2011 but announced its decision to sell in September last year, sparking a battle for one of the world’s most successful sports marketing companies. By December, Dalian Wanda Group – which was founded in 1988 and has interests in commercial property, entertainment and tourism, ecommerce DQG Ă€QDQFLDO VHUYLFHV ² KDG HPHUJHG DV the leading bidder from a shortlist also said to include US private equity group Providence and other Chinese groups. Blatter will remain in place and a VWUDWHJLF SODQ FRYHULQJ WKH QH[W Ă€YH \HDUV has been drawn up. “Based on our existing strategy and the combined experience of Wanda and Infront, we will continue to grow our business across the board, both internationally as well as in China,â€?

The â‚Ź1.05 billion Dalian Wanda Group takeover of Infront is confirmed at a signing ceremony

Blatter said. “We are looking forward to jointly tackle a variety of major expansion projects with the aim to strengthen our leading position in the global sports market.â€? He added: “Wanda is fully committed to actively contribute to Infront’s ambitious growth plans and shares our long-term vision as well as our corporate values. Overall, we are convinced that the new and strengthened ownership structure will help to further enhance RXU VHUYLFH RIIHULQJ WR EHQHĂ€W RXU YDOXHG partners and clients.â€? Wanda’s Infront takeover follows its acquisition of a 20 per cent stake in La Liga champions AtlĂŠtico Madrid in January and comes in the wake of China’s State Council public target for sport to contribute one per cent of the country’s

gross domestic product by 2025. Infront, which delivered 4,000 event days and revenues of over â‚Ź800 million globally in 2014, has a well-established Chinese business, largely focused on domestic basketball. “This acquisition of Infront will VLJQLĂ€FDQWO\ LQFUHDVH WKH IXWXUH LPSDFW of the Wanda Group in the culture and entertainment industry and will also drive the development of the Chinese sports industry and its interest around the globe,â€? said Wang Jianlin, Wanda Group’s chairman and, according to Forbes, China’s fourth richest man. Wang added: “By acquiring Infront, Wanda will also be in a position to LQFUHDVH LWV LQĂ XHQFH LQ WKH JOREDO VSRUWV industry and help raising the level of competition in Chinese sports.â€?

Sporting events hit by falling oil prices The Mexican city of Guadalajara withdrew as the host of the 2017 FINA World Championships in late February, citing budget cuts caused by the falling price of oil. It was the second major event affected by the drop in oil prices in little over a week, following Edmonton’s decision to withdraw its bid to stage the 2022 Commonwealth Games. 2IÀFLDOV LQ *XDGDODMDUD VDLG WKH budget for the event, estimated at US$100 million, was no longer available, with organisers of the showpiece swimming, diving and water polo championships electing to pay FINA 34 | www.sportspromedia.com

D 86 PLOOLRQ Ă€QH UDWKHU WKDQ SXVK ahead with hosting. FINA said “variousâ€? cities had expressed interest in stepping in as hosts, with the Hungarian capital %XGDSHVW DOUHDG\ FRQĂ€UPHG DV WKH host of the 2021 world championships, considered one likely option. In Canada, meanwhile, the Alberta government has seen its economic budgets hammered by the drop in global oil prices, with a swing from a CAN$500 PLOOLRQ VXUSOXV WR D &$1 ELOOLRQ GHĂ€FLW “We believe that at this time it would not be right to move forward with our bid when cuts are being made in our

communities to programmes like in education and health,â€? said Reg Milley, the bid’s chairman, who has not ruled out a bid for the 2026 edition. Commonwealth Games Federation chief executive David Grevemberg said: “We are obviously disappointed.â€? He added: “We will work closely with them as they focus all efforts on bringing the Commonwealth Games back to Canada in 2026.â€? Durban, in South Africa, is now the only remaining bidder for the 2022 Commonwealth Games, with the event set WR EH VWDJHG LQ $IULFD IRU WKH Ă€UVW WLPH

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INSIGHT | HOSTING

Bidding and hosting: trending topics The dynamics of bidding for and hosting major events, and ensuring an effective legacy is left behind afterwards, are examined in SportsPro’s annual Destinations report. In extracts from the report, SportsPro sought counsel from The Sports Consultancy, which works with a variety of cities and rights holders, on the major issues in the sector. Datnow, The Sports Consultancy’s comanaging director. “I think for smaller events and the single-sport events, demonstrating returns on investment based on evidence and precedent is key to VHFXULQJ PRWLYDWHG KRVWV Âľ New hosting models or properly scaled events?

Baku in Azerbaijan is using events like this year’s European Games to define itself as a European city

The bidding process for the 2022 winter Olympic Games has been dominated by the fallout from the US$51 billion price tag attached to the Sochi Games of 2014. The International Olympic Committee (IOC) found itself unable to communicate effectively the fact that this number was the combined sum of direct organising costs and wider infrastructural costs. Potential bidders from across Europe were spooked, leaving Almaty in Kazakhstan and Beijing, which hosted the summer Games as recently as 2008, as the last cities standing in a process which will end this summer. “We are now in a situation where as a result of Sochi and a result of the expenditure around the [Fifa] World Cup in Brazil and other mega-events, there is a great deal more public attention on the sorts of investment required to host DQG WKH UHVXOWLQJ EHQHĂ€W Âľ VD\V $QJXV Buchanan, managing director of The Sports Consultancy. “And a perception, at least, that the costs RXWZHLJK DQ\ IRUP RI VHQVLEOH EHQHĂ€WV from hosting mega-events. There is a great 36 | www.sportspromedia.com

deal more public attention on the sort of investment required to host and the UHVXOWLQJ EHQHĂ€W Âľ That is leading, The Sports Consultancy VD\V WR FORVHU FRVW EHQHĂ€W DQDO\VLV E\ event owners, particularly in Europe. “The Olympic Games is probably in a FDWHJRU\ RI LWV RZQ Âľ VXJJHVWV 5REHUW

John Walton/PA Wire/Press Association Images

Public spending and scrutiny

Faced with the modern day challenges and costs associated with major events, rights holders have, to varying degrees, looked at changes to hosting models. The most dramatic example is Uefa’s bold but enforced decision to spread its Euro 2020 tournament across no fewer WKDQ FLWLHV LQ Ă€YH \HDUV¡ WLPH $W WKH same time, the IOC, through its Agenda 2020 recommendations, has opened the door to future joint city or country bids for the Olympic Games. The Sports Consultancy’s Datnow argues, however, WKDW HQVXULQJ WKH VFDOH RI DQ HYHQW LV Ă€W for purpose for the host as well as the rights holder remains fundamental. “If the pattern for behaviour of an event – not just the Olympic Games – is

Uefa’s multi-city model for its 2020 European Championship could be an example for others to follow

In brief: event notes Measuring success in Brazil Brazil is in the midst of its sporting decade and after the Fifa World Cup ODVW \HDU DOO H\HV DUH IRFXVHG RQ 5LR GH -DQHLUR¡V Ă€QDO SUHSDUDWLRQV IRU QH[W year’s summer Olympic Games. Much like the build-up to world soccer’s showpiece, it has been a fraught process to date. In Brazil, says The Sports Consultancy’s co-managing director Angus Buchanan, “a binary approach to DVVHVVPHQWÂľ LV UHTXLUHG “The preparation phase is not SDUWLFXODUO\ NLQG WR %UD]LO Âľ KH VXJJHVWV “Was it a successful World Cup? Yes, it was. I’m sure the same will be true of the Olympic Games: it will be perceived internationally as having been a success, but there are two very distinct phases – the event delivery and the event itself. The event, I’m sure, will be seen as having been uniquely Brazilian and very VXFFHVVIXO Âľ The opening up of China According to The Sports Consultancy, &KLQD UHPDLQV WKH $VLDQ 3DFLĂ€F that there are fewer bidders and fewer cities capable of hosting the event at the prescribed scale, this sends out a strong message to the federations about the ability and appetite of hosts to be DEOH WR EX\ ZKDW LV EHLQJ VROG Âľ KH VD\V “The prospect of joint city bids or joint country bids is really a symptom of that problem: it’s not a cure to the underlying fundamental problem, which to my mind LV WKH VFDOH RI HYHQWV Âľ Adds Datnow: “If you had on the one KDQG DQ HYHQW WKDW ZDV Ă€W IRU SXUSRVH RQH that was constructed through a partnership model that worked for a city and drove all of the commercial, legacy, spectator and VWLPXODWLRQ EHQHĂ€WV LQWR WKDW FLW\ RQH WKDW worked better for spectators and was more cost-effective. And on the other hand you had an option for preserving the scale of an event which could only be hosted across numerous borders or cities, and you compared the two models and asked which might be better and more sustainable for

market most worth watching. The FRQĂ XHQFH RI WKH 6WDWH &RXQFLO¡V QHZ target for sport – the stated aim is for it to contribute one per cent of gross domestic product by 2025 – and the evolving media market makes for a SRWHQWLDOO\ SRWHQW EUHZ 5LJKWV KROGHUV PD\ ZHOO EH WKH EHQHĂ€FLDULHV “[President] Xi Jinping and his government have very clearly prioritised, SULQFLSDOO\ EDOO VSRUWV Âľ %XFKDQDQ VD\V “and are really trying to see how they can use sport and the way in which western countries have used sport to encourage participation, increase public health and enfranchisement. Coupled with the deregulation of the broadcast market, WKDW LV D PRYH RI JUHDW VLJQLĂ€FDQFH Âľ

Oceania. According to Datnow, many of the most effective agencies in the sector VKDUH D VLJQLĂ€FDQW DWWULEXWH “It’s noticeable that each of these organisations is the city or regional events organisation, rather than simply WKH VSRUWV DJHQF\ Âľ KH VD\V ´0DQ\ RI the principles that apply to sport equally apply across other major events and vice versa. I think the events model that coordinates and shares knowledge across multiple stakeholders, government, private sector and facilities, across sport and other major events, is a model for FHUWDLQ VL]HG FLWLHV WR UHSOLFDWH Âľ SportsPro’s Destinations annual report 2015 is out now and available to purchase at www.sportspromedia.com/shop

Event agencies, not sports event agencies Sophisticated, well-established event agencies are dotted around the world, in Europe, the US and – with the likes of Victoria Major Events, Auckland Tourism, Events and Economic Development (ATEED) and Events Corp in Perth leading the way – across the future and derive more appetite and interest, I think logic favours the adaptive, HYROXWLRQDU\ DSSURDFK ¾ The awakening of central Asia %DNX LV LQ WKH ÀQDO VWDJHV RI SUHSDUDWLRQV for the inaugural European Games, but Azerbaijan is one of several oil-rich former Soviet states looking to sport as a means of building international SURÀOH DQG VRIW SRZHU DQG RI GHYHORSLQJ a domestic health and social agenda. Olympic-scale facilities are sprouting in Ashgabat, the capital of Turkmenistan. 0HDQZKLOH LQ .D]DNKVWDQ $OPDW\ ÀQGV LWVHOI DV D ÀUVW WLPH ÀQDOLVW LQ DQ 2O\PSLF bidding race, and in the capital, Astana, many of the country’s leading sports teams have been rebranded and revitalised under the Astana Presidential Club badge. Baku, though, is furthest along that development curve. Aside from June’s European Games, part of its deliberate

effort to align itself with Europe rather than central Asia, it has secured a Formula One Grand Prix – the Grand Prix of Europe, no less – from 2016. It will also stage a package of games, including a TXDUWHU Ă€QDO GXULQJ WKH SDQ FRQWLQHQWDO Euro 2020. ´7KH\ KDYH EHHQ VWUDWHJLF Âľ 'DWQRZ says, pointing to the lessons learned from two toe-in-the-water Olympic bids in 2009 and 2013. “They are a fairly young economy compared with some of the more established sports event hosts. They were told by the IOC what they needed to improve. They have listened and are SURDFWLYHO\ DGGUHVVLQJ WKRVH ROG FRQFHUQV Âľ One piece of advice from the IOC was to gain experience in hosting a major multiVSRUW HYHQW WKH (XURSHDQ *DPHV ZKLFK will feature 20 sports, is the result. Given that the European Olympic Committee is VWDJLQJ WKH HYHQW IRU WKH Ă€UVW WLPH %DNX DV WKH Ă€UVW KRVW FLW\ KDV SOD\HG D JUHDWHU UROH than is usual in shaping the Games. SportsPro Magazine | 37

INSIGHT | SPONSORSHIP

Bitcoin bites into sports sponsorship

F

franchise. The team are owned and run by technology mogul Vivek Ranadive and ZHUH WKH Ă€UVW SURIHVVLRQDO VSRUWV WHDP LQ the US to accept bitcoin, giving fans the chance to use it to purchase merchandise and tickets. It is all part of the Californian RXWĂ€W¡V Âś1%$ ¡ SKLORVRSK\ %LW3D\ followed up its association with the Kings shortly afterwards when it agreed a partnership with Major League Soccer’s (MLS) San Jose Earthquakes. “The main verticals for us, because it is still really early days, are technology companies and the e-commerce companies,â€? explains Gallippi, whose Ă€UP KDV RYHU PHUFKDQWV XVLQJ LWV service – more than all the other bitcoin providers combined. “But sports is also really interesting because you also have a predominantly male demographic, you’ve got the age that overlaps with people interested in bitcoin. “I like these types of partnerships because I think it can help expand the bitcoin user base. You’re not preaching to the choir by getting yet another computer company to take bitcoin, you’re actually trying to help people get exposed to the WHFKQRORJ\ IRU WKH Ă€UVW WLPH Âľ BitPay’s standout sports partnership last year was with the St Petersburg Bowl

Kyle Busch Motorsports

or many, the world of cryptocurrency bitcoin is at best murky and at worst dumbfounding. The digital tender – with its ‘bitcoin wallets’ and ‘mining software’ – is more likely to make headlines for its sinister misuse and the volatility of its value rather than its positive applications. Indeed, ask the average consumer about bitcoin and you are likely to hear tales about its use for purchasing drugs or laundering money. It is a wildly misunderstood sector. But there are lawful companies out there which have been built around it. BitPay, for instance, a merchant acquirer for bitcoin, has arguably done more to legitimise the currency in popular culture than any other company. And it has done so through sport sponsorship. “We help businesses accept bitcoin as a form of payment,� says Tony Gallippi, the co-founder and executive chairman of BitPay. “We make it very easy for them. They don’t have any of the risks of handling or working with bitcoin but they can take all the advantages of accepting this low cost and low risk form of payment.� One such “merchant� to have enlisted BitPay’s services is the Sacramento Kings National Basketball Association (NBA)

BitPay branding appears on Justin Boston’s number 54 in the Nascar Camping World Truck Series

38 | www.sportspromedia.com

college football game in Florida, which took place in late December. Gallippi says the deal made sense for a number of UHDVRQV ´&ROOHJH DWKOHWLFV DUH D JRRG Ă€W IRU us,â€? he says. “This was one that happened to be available. With most of these games WKHLU VSRQVRUVKLS FRQWUDFWV DUH WKUHH WR Ă€YH years and there aren’t that many that are available each year. It’s one of the newer games and it was on the lower range of prices so it was one we could afford!â€? $OWKRXJK WKH H[DFW Ă€QDQFLDO GHWDLOV DUH not available, the St Petersburg Bowl deal LV OLNHO\ WR EH ZRUWK D ORZ VL[ Ă€JXUH VXP That number may be relatively small in the grand scheme of bowl title sponsorship deals but, on the other hand, it is a considerable sum for a sponsorship which didn’t even carry the company’s name. “We worked with ESPN to call it the Bitcoin Bowl and not the BitPay Bowl so

Eric Gay/AP/Press Association Images

Bitcoin has been seeping into professional sport as a way of buying tickets and merchandise and now the likes of BitPay are making sponsorship inroads

we were able to get other bitcoin start-up companies involved in it - and that actually offset some of the cost,� Gallippi reveals. Gallippi and his team rolled out a host of activation initiatives around the bowl game to create a “bitcoin ecosystem� in a small pocket of Florida. “St Petersburg,� he says, “is an area with quite a bit of technology so one of the things that we wanted to do is to bring a third element to the game: each game knows it’s going to bring the fans from the two teams but we also wanted to create something interesting for bitcoin. “We sent some of our client ops and marketing team down and we got over ORFDO EXVLQHVVHV LQ WKH DUHD WR DFFHSW bitcoin. That was interesting, to create a little bitcoin ecosystem so that anybody coming into town for the game – and there were a lot of people coming to this

game that didn’t really care about the two teams, they just cared about bitcoin – that they had something for them. It brought a third mix of fans to town for the game. “That was something that none of the other sponsorships of these college bowl games can do. AT&T may sponsor a college bowl game but they’re not going to be doing a whole lot of local stuff around town to promote AT&T.â€? A partnership with Kyle Busch Motorsport kicked off BitPay’s sports SURJUDPPH WKLV \HDU ZLWK WKH Ă€UP VHUYLQJ as the primary sponsor of Justin Boston’s entry in the Nascar Camping World Truck 6HULHV RSHQHU DW 'D\WRQD LQ )HEUXDU\ The move saw BitPay become the second crypto-currency provider to enter Nascar after Dogecoin pioneered a communityfunded sponsorship of driver Josh Wise in WKH 6SULQW &XS LQ

While it has enjoyed some success in sport to date, Gallippi admits that it is still early days for BitPay. As such, its sponsorship strategy could well undergo VRPH 1DVFDU VW\OH Ă€QH WXQLQJ LQ WKH coming years. “When we look at the sponsorships we did last year, some of the ones that really did great for us were in the gaming space so we certainly want to try to do more of those,â€? he explains. “Sports is important; I think it’s a good ‘next pond’ in terms RI Ă€QGLQJ DGRSWHUV IRU ELWFRLQ %XW ZH still might be a little early for the average sports watcher or team. “I think there is a little bit of scepticism that we need to overcome. And if some organisations are really hung up on that then we say, ‘Look, maybe bitcoin isn’t quite ready for your team. We’ll come back to you in a year.’â€? SportsPro Magazine | 39

INSIGHT | ATHLETICS

Ready, set, Coe Lord Sebastian Coe and Sergey Bubka have put their names forward to take one of world sport’s biggest jobs: the presidency of the IAAF. With Bubka making a low-key start to his campaign, Coe has made the running in outlining his vision for athletics before August’s election. By David Cushnan

T

here are those that believe the race for the presidency of the International Association of Athletics Federations (IAAF), ZKLFK KDV GLVWLOOHG LQWR D VWUDLJKW À JKW between Britain’s Lord Sebastian Coe and Ukrainian Sergey Bubka, is little more than a beauty parade: a battle between two distinguished Olympians united in their desire to implement sorely needed change at the world’s largest Olympic sport federation and revitalise the sport of athletics. Others, including some close to the campaigns, see it somewhat differently, pointing to the diametrically opposed ways Coe and Bubka have embarked on campaigns which will conclude with the presidential election immediately prior to August’s World Athletics Championships in Beijing. Coe, in athletics parlance, has gone early. He publicly declared his intention to run in November and launched his manifesto a month later, but even before that had begun a tour of national federations – as February ended his estimate was he had covered 200,000 kilometres on the campaign trail. He has been here, there and everywhere: a typical week at the end of February began by taking in a track meet in Jamaica, returning to continental Europe for more meetings, before a trip to Addis Ababa for the African Congress. Longer trips to Oceania and South America, meanwhile, have already offered the chance to listen to and lobby a wide UDQJH RI WUDFN DQG À HOG VWDNHKROGHUV Bubka – pole vault world record holder until last year despite retiring from competition as long ago as 2001 – has, by comparison, kept his powder dry. A EULHI DQQRXQFHPHQW FRQÀ UPLQJ WKH RSHQ secret that he would run came in January, but as March began there was no sign of a manifesto. 40 | www.sportspromedia.com

Lord Sebastian Coe and Sergey Bubka flank the man both want to succeed at the IAAF, Lamine Diack

Coe is certainly seen as the favourite in the UK, where memories of his leading role in delivering the London 2012 Olympics remain fresh. He has found himself setting the pace and tone of the campaign, outlining his own vision for athletics’ future and offering a glimpse into his thinking should he be elected by the IAAF’s 213 member federations – the election is one vote per member – to replace 81-year-old Lamine Diack, the IAAF president for 16 years. “The importance of launching the manifesto when I did was it allows the kind of dialogue I’m having with many of the federations,” says Coe. “If I didn’t understand the challenges and the variation that there is in our sport, which

I’ve always instinctively understood, I really do now have a particularly good feel for it.” In late February, speaking to a small group of trade media at the headquarters of the British Olympic Association (BOA) in central London, a session laid on by communications specialists Vero, Coe expanded on the 20-page manifesto document and decades of experience as athlete and administrator which form the basis for his campaign. Coe on the role of national federations Given he is seeking the support of national athletics federations, it is little surprise to hear Coe suggest he would like to see them better resourced. His

Coe believes athletics needs to do more to recognise the varying geographical popularity of its disciplines through events such as the World Relays

“When you have a sport as global and with as many challenges you cannot go on delivering the way we currently deliver it.�

having have all been around enabling and giving member federations the opportunity WR GHOLYHU WKH VSRUW WKDW à RZHUV LQ WKH ZD\ WKH\ NQRZ LW FDQ à RZHU ZLWKRXW LW EHLQJ too tightly prescriptive, and giving them the tools to do it properly.� Coe on doping

travels, however, have revealed, perhaps inevitably, different priorities in different regions. “The one thing I recognise now is that our sport, for all its glory and diversity, now demands a very, very different delivery,â€? he says. “The days of being able to deliver from the centre are just a fast-dating model. “The federations are really looking for as much support as they can get and the ability to deliver on the ground. They look for partnership with an international federation and we have to be really alert WR WKH IDFW WKDW D RQH VL]H Ă€WV DOO DSSURDFK is not going to take our sport on for the next 50 years. “You go to Europe and that’s a relatively mature market but 50 per cent RI WKH WUDFN DQG Ă€HOG HYHQWV , FRPSHWHG in 30 years ago have now disappeared from the programme,â€? he continues. “The bulk of the revenue and certainly the TV rights comes through that continent. If I go to the US, I’m looking at a SRZHUKRXVH RI WUDFN DQG Ă€HOG EXW DWKOHWHV that are still not that well recognised in their own countries. If I go to Africa, you have the most extraordinary talent but there is a need for central support to those federations, particularly around competition structures. It’s very easy to say: ‘Put the World Athletics Championships in Africa.’ Absolutely, that

has to be a priority but there are other things you have to put in place before you do that. It’s establishing income streams, competition structures, establishing stronger links with universities. “Trying to keep talent in Africa is as big a challenge as it is in sciences, the arts and in business. This is about creating relationships and understanding that if you’re talking about Asia, you’re talking about the variation of Qatar to the Philippines, Sri Lanka to northern China. Having one strategy for 50-plus nations [on a continent] is not going to work.â€? Coe cites a prime example of that as the success of the inaugural World Relays, a rare example of recent IAAF innovation, held in the Bahamas. “If young people in the Caribbean are born with a baton in their hands, why would you not allow the sport to develop in that way?â€? he asks. “If the marathon in Japan is a quasi-religious experience, WKDW¡V Ă€QH ,I SHRSOH FRPH RXW to watch a World Cup in race walking in Cheboksary [the Russian city which VWDJHG WKH FRPSHWLWLRQ@ WKDW¡V Ă€QH “When you have a sport as global and with as many challenges because of its global reach, and a sport which isn’t one sport but 40-odd different disciplines, you cannot go on delivering the way we currently deliver it. The conversations I’m

In the hours before Coe sits down to unpack his vision, the outgoing IAAF president gave BBC sports editor Dan Roan a rare English-language interview in which the Senegalese octogenarian described recent allegations made in a German television documentary about ZLGHVSUHDG 5XVVLDQ GRSLQJ DV D ´GLIĂ€FXOW crisisâ€? for the organisation and the sport. The IAAF ethics commission was continuing to investigate the accusations, ZKLFK DOVR LPSOLFDWH RIĂ€FLDOV IURP WKH governing body including Diack’s son, at the end of February. Coe is necessarily guarded as that investigation continues, but his position is clear. “The allegations are serious,â€? he says. “It is the role of a current and an incoming president to act on what you can act on with certainty and we do need to have the ethics committee, WADA [the World AntiDoping Authority], the independent review, draw its conclusions. If those conclusions support those allegations, then you have to deal with them seriously. “This is not a widespread crisis in the VSRUW Âľ KH DGGV Ă€UPO\ ´:H KDYH EHHQ thrown some serious accusations, we need to draw those reports to a conclusion and then act on them. This is not about tapdancing on the graves of federations, it’s about helping those federations and if SportsPro Magazine | 41

INSIGHT | ATHLETICS

you look at the Russian case, Russia has to be front and centre of the development of DQ\ VSRUW DQG SDUWLFXODUO\ WUDFN DQG Ă€HOG ,W is really important that in the next ten, 15, 20 years that Russia – given its history in the sport, the indelible moments it has created – is sitting there absolutely as a formidable partner in the delivery of our sport.â€? Coe continues: “I’ve got three or four paragraphs in my manifesto about the need for an independent testing system. These would have been academic conversations had we closed the gap between positive test and sanction, had we got an independent system in SODFH 7KH Ă€UVW LWHUDWLRQ LV DQ HWKLFV committee. There is also a suggestion in the manifesto – and I feel quite strongly about this – of having an independent ethics department within the IAAF. All these things are important measures. “We should not be driving ourselves into a corner here. Our sport tests more than any other sport; if you don’t test you don’t catch. We are not the only sport in the world that has these challenges and, yes, an independent testing system, as Lamine said, would cost more money. Well, I’m prepared to buy that. “The sport is in large part clean, that I am convinced about, but we have some FOHDU SRFNHWV RI GLIĂ€FXOW\ DQG WKH\ KDYH WR be confronted. Look at what the Turkish federation did, which was to re-engineer their federation around that – we’ve got change, we’ve got movement on this.â€? Coe on athletics’ status as an Olympic sport The International Olympic Committee’s (IOC) Agenda 2020 reforms, rubberstamped in a single December day after a year of discussion, included a VXEWOH EXW VLJQLĂ€FDQW FKDQJH )URP QRZ on, the Olympic sports programme will be shaped by events rather than sports – a distinction which, it was subsequently suggested, could see the number of events in sports such as athletics and swimming cut to make way for others. Athletics has always been the sport most associated with the Olympics: around 2,000 of the current 10,500 athletes at a summer Games compete in WUDFN DQG Ă€HOG GLVFLSOLQHV &RH LV Ă€UP LQ his belief that the sport should retain that kind of status, despite the 2013 decision 42 | www.sportspromedia.com

“We should not be coy or shy about pointing out that we are the number one Olympic sport.â€? of the Association of Summer Olympic International Federations (ASOIF) to create a group of three sports – track DQG Ă€HOG VZLPPLQJ DQG J\PQDVWLFV ² LQ the top Olympic funding bracket where previously the IAAF stood alone. “We should not be coy or shy about pointing out that we are the number one Olympic sport,â€? Coe says. “If 2,000 athletes are in the stadium with events that are in large part what the public want to see, that PD\ LQ LWVHOI EH D VXIĂ€FLHQW DQVZHU $JHQGD 2020 has only been across the line for a couple of months and any deliberations or recommendations that come from the IOC of course come back to the sport. “The one underpinning philosophy here – and it is non-negotiable – is that for your sport, it has to be for an international federation to decide what is ultimately in the best interest of that sport. Our sport started looking at the product and the range of events and where those events are staged way in advance of Agenda 2020. “With a sport as varied as ours, you try going to Oceania where you’ve got Valerie Adams, who has won four world championships, two Olympic titles and say, ‘Well, shot put is not something they’re particularly interested in.’ You would not say that about race walking in Russia, China, large parts of central America or south-east Asia; cross-country in Kenya; or javelin in Scandinavia. I think the IOC does UHFRJQLVH WUDFN DQG Ă€HOG DV WKH QXPEHU RQH sport. There are challenges and we know we have to re-engineer and renovate and that’s what this process is about.â€? Coe on promotion and marketing Coe’s manifesto includes sections on calendar reform, sports presentation changes and city centre competitions – in recognition of the widespread belief that athletics needs to be revitalised, especially RXWVLGH LWV Ă DJVKLS DQG FKLHI UHYHQXH generating events, the Olympic Games and biennial world championships. Bound up in that is a greater need for

wider activation from the IAAF’s major corporate partners, which are secured by Japanese sports marketing giant Dentsu. In September last year, the agency extended a relationship which began in 2001 until at least 2029, giving it the rights to sell global sponsorship packages and broadcast rights outside Europe and Africa. “They are a very, very smart business, so to have the vote RI FRQĂ€GHQFH DV ZH KDG UHFHQWO\ LV YHU\ important,â€? Coe says, swatting away the suggestion that the duration of the contract might prove a hindrance to a new president trying to make his mark and better promote the sport. “What we would need to do is to work closely with Dentsu to develop. I want to see those global partners that we have working throughout the four-year period and activating more than simply just the world championships. We have to be alive to the fact there are category issues and individual federations have their own relationships, but I do think we can sweat the assets a bit more.â€? Coe would like to work with Dentsu to create what he calls “economic driversâ€? in multiple locations on each continent, working alongside a “specialist and bespoke commercial teamâ€? within the IAAF to help grow the sport. “If we are talking about delivering the sport in a different way,â€? he suggests, “particularly over varied continents, then that will DOPRVW FHUWDLQO\ PHDQ RSHQLQJ RIĂ€FHV DQG structures that allow us to create driving forces in different parts of that continent. “To think you’re going to have one central base in Asia that taps into the growing middle class in India, the growing strength of the Gulf in wanting to stage these events, the Mekong Delta, Beijing to Shanghai – you can’t do it that way. We’ve got to start working more closely with our marketing partners and that will mean a bespoke and expert team that help push those commercial programmes through.â€? Combined with a less prescriptive approach to events, particularly oneday meetings like those in the Diamond

Khalfan Said/AP/Press Association Images

League and World Athletic Challenge – allowing, for example, the javelin to be the centrepiece of an event in Oslo or a long-distance race take centre stage in Brussels – Coe would be in favour of directing additional marketing resources to national federations that unearth stars. With Usain Bolt, perhaps athletics’ only truly global marketing asset today, setting out a timescale for retirement, the process of providing marketing nourishment for new talent is becoming an ever greater priority. “We’re not short of outrageous talent,â€? Coe says, pointing out the likes of Ukrainian high jumper Bohdan Bondarenko, hurdlers David Oliver and Sally Pearson and his own favourite David Rudisha. “But we need to redouble our efforts to make sure we have marketing strategies around all those competitors through working more closely with federations. “A number of those athletes are coming out of federations where the federation is not in a position to help craft some of the things that you would need. I think we need to put resources in to make sure that when a federation unearths a Usain Bolt, there is a lot of activation around that, there’s youth engagement, there’s commercial value. For me, it’s very important federations are helped in terms of using those extraordinary talents to really capture the imagination of young people.â€? At the other end of the scale, Coe insists much more can be done to connect the leisure and health side of athletics, particularly running, with the IAAF’s calendar of elite-level events – essentially by creating a customised, global CRM solution. “I watched 33,000 people start the Dubai marathon the other day and thought, you’re all on a website somewhere, we know who you are and where you are,â€? Coe says. “For a few delusional moments I walk on to a golf course and think I might be Tiger Woods. How many of them for a few delusional moments think they are Haile Gebrselassie? I’m not sure enough do. “Do all the millions of people who run, around the world, think they are part RI WKH WUDFN DQG Ă€ HOG IDPLO\" ,¡P QRW sure they do. We have ways of getting to them. We know often their motivations. We should be tapping into them. When you have a big participation run, the next overture should be about being able to

Athletics should be doing more globally to “capture the imagination of young people�, says Coe

Ă DJ XS WR WKHP ZKHUH WKH QH[W WUDFN DQG Ă€ HOG PHHWLQJ LV :KDW DERXW D VSRQVRU that created a uniform set of information technology across all our member federations, so we’re sharing all of the information at the same time. “I think there are federations that have possibly understood a little bit more about the landscape young people are living in. We are not just stadium-based, we are race walks, cross-country, we are now trying to foster and we should do much, much more to capture the imagination of young people – take sport to them.â€? Coe on Lamine Diack and his own leadership style With swirling accusations about doping and a sense that the sport has stagnated, Diack is preparing to leave the stage in inauspicious circumstances. Coe has served as an IAAF vice president under the former long-jumper for three terms and offers a revealing portrayal of the man and the president, describing him as “absolutely passionate about the sportâ€?. He adds: “You don’t sit there for very long in any format with him before he reveals an encyclopaedic knowledge of the sport. For somebody like me, that is crucial – I never feel particularly comfortable around people that don’t get what we do. If you look at the way sport has globalised in the last ten years he has been absolutely passionate and driving of that. “People often forget that Lamine is a politician – he has been a mayor, a minister, he has been through the most extraordinary period in the development of world sport.

He is a very, very deft politician.â€? Coe points to Diack’s ability to recognise that it is often not sports ministers who are responsible for enshrining the sport of athletics in wider health or education policies. “Wherever he goes anywhere, he’s often with a head of state, senior movers and drivers in those communities to make WKRVH FKDQJHV Âľ &RH UHĂ HFWV ´:KHQ ZH¡YH KDG FKDOOHQJHV LQ RXU VSRUW KLV Ă€ UVW SRUW RI call has always been to keep the federation alive, but also to pick up the phone to a prime minister – that’s important and that’s what you look for in a federation president.â€? A Coe presidency, however, would mean an immediate change to the rules JRYHUQLQJ WHUPV LQ RIĂ€ FH +H LQWHQGV WR limit a president’s term to two four-year stints, with an option for a third, meaning nobody would serve for more than 12 years. And a president Coe will be. “I am not a chief executive and nor do I ever want to be,â€? he says. “That’s a very different set of skills. If I have an ability it’s to bring people together. Any of my teams in London would tell you that I don’t micro-manage, but I do insist I’m surrounded by the best people in class to do what they’re being asked to do. “Above all, the 213 federations have got to know that it’s ten years since the evaluation commission came through London and when I go for something I go for it. I’m not an absent landlord, this will be working. I’ve committed myself to this potentially for 12 years and probably eight and I want to get up and running. It means fundamentally working alongside the federations.â€? SportsPro Magazine | 43

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COVER STORY | SOCCER

Publicly unpopular but protected by his power base, Fifa president Sepp Blatter has come to personify the fault lines in global soccer politics. He looks set to stay in office for a controversial fifth term but a concerted European effort has been launched to stop him. By Eoin Connolly

I

n public life, there is a stage at which the personal and the corporate image intertwine. The failures and successes and strengths and shortcomings of the individual are projected on to the organisation, and vice YHUVD $IWHU \HDUV LQ RIÀFH DQG ZLWK over 20 years as an executive before that, Fifa president Sepp Blatter has long since passed that point of perception. For his supporters, that means he is D ÀJXUH LQGLYLVLEOH IURP WKH ULVH RI WKH world’s most popular sport in some of its poorer countries. For his opponents, he is the face of an organisation whose credibility has entirely disintegrated. It has come to the point where European soccer’s governing body, Uefa, has broken ranks to call openly for his replacement. Fifa has been here before, and so have the Europeans. Back in 2011 England’s Football Association, still smarting from the treatment dished out to its technically strong World Cup bid the previous December, made a stunted effort to prevent Blatter proceeding through the election unopposed. The move failed on a scale which showed not only the lack of credible options after the expulsion of the disgraced Qatari candidate Mohammed bin Hammam, but also the grip in which the incumbent has the most powerful role in the game. 46 | www.sportspromedia.com

Nevertheless, it was set to be a last term LQ RIĂ€FH IRU WKH WKHQ \HDU ROG Four years on and Blatter has gone back on that particular pledge, Ă€QDOO\ FRQĂ€UPLQJ LQ D SUH UHFRUGHG interview for last year’s Soccerex Global Convention that he would accede to the wishes of dozens of national associations and put himself forward as a candidate IRU D Ă€IWK WLPH ´$ PLVVLRQ LV QHYHU Ă€QLVKHG Âľ KH VDLG JQRPLFDOO\ DW WKH WLPH He has since expanded on that statement in a January interview with CNN. ´, KDYH WR VD\ , KDYH QRW Ă€QLVKHG P\ mission because it’s a mission to be in IRRWEDOO Âľ KH VDLG ´:H KDYH VWDUWHG LQ 2011 with the reform process. The reform process is not over. I would like to have WKHVH IRXU \HDUV WR Ă€QLVK LW DQG WR VKRZ WKDW IRRWEDOO LV PRUH WKDQ D JDPH Âľ So Sepp Blatter will be running in another election for the Fifa presidency and the likelihood is that he will win, with support already pledged from VHQLRU Ă€JXUHV LQ VHYHUDO FRQIHGHUDWLRQV most notably Africa’s CAF. What has changed, however, is that opposition to his leadership has manifested itself at ever higher levels of the game. A full term of scandal and discord has given rise to ever louder calls for his removal – from the public, the media, and pressure groups like New Fifa Now. A procession of independent investigators and consultants

has been brought in to lift Fifa out of its administrative malaise. Transparency International walked before their work was over, damning an uncooperative partner, while the likes of Dr Mark Pieth and 0LFKDHO *DUFLD KDYH EHHQ OHIW GLVVDWLVĂ€HG with the use of their time. Uefa, in particular, has marshalled opposition to Blatter in the past 12 months. But Europe’s confederation has QRW EHHQ DEOH WR Ă€QG D Ă€JXUH DPRQJ WKH Swiss’ peers to take him on and its own president, Michel Platini, has decided a ORQJ PRRWHG UXQ ZRXOG EH WRR PXFK RI D risk to his own career. That a challenge to the Fifa hierarchy carries the potential of personal damage is a widely held contention, as Sports Illustrated soccer writer Grant Wahl discovered when he tried to stand as a satirical candidate four years ago. ´, ZHQW WR WKH 8HID &RQJUHVV LQ and I had a meeting with, I think I can say it now, a member of the Italian FA >),*&@ Âľ KH WROG VRFFHU ZHEVLWH 7KH 6HW 3LHFHV LQ -DQXDU\ ´7KH JX\ WROG PH that the problem was that it was a public nomination. There would be blowback for whoever nominated me. The election is a secret ballot and he told me I’d get Clockwise from top left: Fifa presidential candidates Prince Ali bin Al-Hussein of Jordan, the KNVB’s Michael van Praag, Portugal’s Luis Figo and Swiss incumbent Sepp Blatter

SportsPro Magazine | 47

COVER STORY | SOCCER

“There was a view that Fifa was a vindictive place. Bad things would come back to anyone who nominated me.â€? votes if I got there, but that no one would take the risk of nominating me. ´,W LQFUHDVHG P\ GHVLUH WR JHW D nomination and get into the election because it would be hilarious. But literally no one was going to nominate me. There was no incentive to do so and there was a view that Fifa was a vindictive place. Bad things would come back to anyone who QRPLQDWHG PH Âľ Instead of a Uefa heavyweight, then, there stands assembled a trio of candidates who for all their strengths are essentially expendable at Fifa level. 7KH Ă€UVW RI WKHVH LV WKH SUHVLGHQW of the Jordan Football Association, \HDU ROG 3ULQFH $OL %LQ $O +XVVHLQ He declared his candidacy at the start of the year and drew nominations from the US, England, Jordan, Belarus, Malta and *HRUJLD ² Ă€YH EHLQJ UHTXLUHG IRU HQWU\ ,Q D IRXU \HDU VWLQW DV D )LID YLFH SUHVLGHQW he has developed a reputation as a reformist. He can also point to practical achievements, leading a campaign to allow female players to wear the hijab in a bid to boost participation and acceptance in the Gulf region and beyond. Yet his seat on the Fifa executive committee will go in the coming months DV SDUW RI D UHVKXIĂ H DW WKH $VLDQ Football Confederation (AFC), and he has already decided not to seek another one. 7KH VHFRQG Ă€QDOLVW WR GHFODUH ZDV Michael van Praag, the chairman of the Netherlands’ Royal Dutch Football Association (KNVB). He received letters of nomination from Belgium, Sweden, Scotland, Romania, the Faroe Islands and the Netherlands. Again, he is well respected and his credentials are impressive: he is a former chairman of storied Dutch club Ajax, and a member of the Uefa executive committee. But, again, he is a man with few concerns about losing IULHQGV DW )LID¡V =XULFK KHDGTXDUWHUV The third candidate to successfully enter the race is a wild card and one of the great footballers of this young century. Portugal’s Luis Figo won medals and admirers around the world through stellar spells at Barcelona, 48 | www.sportspromedia.com

Real Madrid and Inter Milan. Now he has earned the support of Denmark, Luxembourg, Macedonia, Montenegro, Poland and, naturally, Portugal to pursue his Ă€UVW VHQLRU UROH LQ IRRWEDOO DGPLQLVWUDWLRQ Experience may be an issue, but stardust will not be in short supply. ´)RRWEDOO KDV JLYHQ PH VR PXFK LQ P\ life, and I now want to give something back WR WKH JDPH WKDW KDV VKDSHG PH VR GHHSO\ Âľ VDLG )LJR ODXQFKLQJ KLV VHOI IXQGHG candidacy at Wembley Stadium in February. ´6HFRQG LQ UHFHQW PRQWKV DQG HYHQ \HDUV I like most of you in this room have seen the image of football getting deteriorated. I speak to many people in football – players, managers and associations presidents. They have told me something has to be changed and I agree with that. This is why I chose to become Fifa president. I’m not the kind of man that sits beside and refuses to act. I want a new style of leadership of Fifa that can restore transparency, cooperation DQG VROLGDULW\ Âľ Two candidates have fallen by the wayside. One of them, like Figo, was a WZLQNOH WRHG ZLQJHU IURP D UHFHQW HUD EXW David Ginola’s candidacy – a vehicle for the mischief of bookmaker Paddy Power DQG ODUJHO\ QRWDEOH IRU D LOO FRQVLGHUHG SODQ to combine the men’s and women’s World Cups – looked doomed from the outset. The other candidate was also the Ă€UVW WR GHFODUH -pU{PH &KDPSDJQH LV D former diplomat and Fifa executive who announced plans to stand in September 2014. He withdrew after only securing three nominators – none of whom he will name – before the 29th January deadline. The Frenchman believes he was making progress in his attempts to put together a viable application before the arrival of Figo, van Praag and Prince Ali. ´, GLGQ¡W JHW WKH Ă€YH OHWWHUV EHFDXVH LW was clear that there was one side who didn’t want me in the campaign and another side who didn’t want to weaken WKH JOREDO UHDFWLRQ DJDLQVW WKH Ă€UVW FDPS Âľ he suggests, speaking to SportsPro in the days after his campaign foundered. ´7RGD\ LW¡V FOHDUO\ D Ă€JKW IRU ZKR ZLOO

control the world governance. Of course, in the rest of the world but also in parts of eastern Europe, they don’t want Uefa WR FRQWURO )LID 7KDW¡V FOHDU Âľ Champagne sees himself as the ´LQGHSHQGHQW FDQGLGDWH EHWZHHQ WZR institutions with all the means on both VLGHVÂľ ZKR IRXQG KLPVHOI ´FUXVKHG EHWZHHQ WKH WZRÂľ +H LV LQ QR GRXEW WKDW the campaigns of the three challengers in the race have been orchestrated by Uefa. ´)RU H[DPSOH LI \RX ORRN DW WKH OLVW RI the FAs which signed letters for the three Uefa candidates, I know one of them which went as far – in front of witnesses – to tell the Uefa administration that they ZRXOG YRWH IRU PH Âľ KH VD\V ´$QG WKH\ FKDQJHG LQ PLG -DQXDU\ ,¡OO WHOO \RX ZK\ EHFDXVH LQ PLG -DQXDU\ WKHUH ZDV D PHHWLQJ in Lisbon where there was a celebration organised by the Portuguese FA [FPF] – and you understand also why Figo is in the race – and some of the European federations were called by the Uefa administration for a meeting saying, ‘OK, you are not going to sign a letter saying you DUH IRU -pU{PH &KDPSDJQH ¡ $QG , NQRZ Ă€UVW KDQG E\ VRPH SUHVLGHQWV RI WKH )$V Âľ Certainly, there are some details which seem to support Champagne’s assertion – and it is not one he is alone in making. For one thing, both Prince Ali and Figo can count on the support of sports campaign specialist Vero Communications, whose other clients include Uefa. The statements of the nominating associations, in many cases, also indicate that having a challenger in the race at all was more important than his or her identity. ´7KH ERDUG GLVFXVVHG WKH XSFRPLQJ Fifa presidency election and the welcome proliferation of candidates in the UDFH Âľ VDLG *UHJ '\NH FKDLUPDQ RI (QJODQG¡V )RRWEDOO $VVRFLDWLRQ ´:H agreed to formally nominate Prince Ali of the Jordanian FA but also noted the encouraging reform message being RIIHUHG E\ 0LFKDHO 9DQ 3UDDJ Âľ Jesper Moller, president of Denmark’s '%8 VDLG ´7KH DLP LV WR JHW DV ZLGH D Ă€HOG ZLWK VR PDQ\ GLIIHUHQW SURĂ€OHV DV SRVVLEOH My desire has always been to ensure that we get an actual election campaign and thus an open debate on Fifa’s development and the tasks that the international football is ahead LQ WKH FRPLQJ \HDUV Âľ Champagne senses that the campaign has been reduced to the single goal of

Bullit Marquez/AP/Press Association Images

removing the Fifa president above all else, WKDW ´LW ZLOO EH 0DQLFKHDQ DQWL %ODWWHULVP and that’s demagoguery of simplicism because it’s about accusing one person RI DOO WKH PLVWDNHVÂľ DQG LJQRULQJ WKH complicity of the confederations in Fifa’s reputational tailspin. ´1RQH RI WKH WKUHH KDV UHDOO\ SXW IRUZDUG D GHWDLOHG SURJUDPPH Âľ KH DGGV ´7KH\¡YH MXVW OLPLWHG WKHPVHOYHV WR pandering slogans. No details. So I think it’s the wrong start and the reality is that it’s absolutely likely, according to all that has been told and all the media, that Mr Blatter LV DEVROXWHO\ OLNHO\ WR ZLQ D Ă€ IWK PDQGDWH Âľ For Champagne, the race will largely be another rerun of a battle between European soccer and Blatter dating back to 1998, when he defeated the then Uefa president Lennart Johannson WR ZLQ D Ă€ UVW WHUP LQ RIĂ€ FH +H DUJXHV that the new challengers are issuing the VDPH ´SURJUDPPH RI 8HID WR WUDQVIRUP Fifa from a federation of FAs into a vague holding of the six continental FRQIHGHUDWLRQVÂľ 7KH LPSOLFDWLRQ LV WKDW Blatter won then, and will probably win now, by presenting himself as the global candidate in the face of what Champagne FDOOV ´D SDWURQLVLQJ (XURFHQWULF DWWLWXGHÂľ American political pundits often talk about the perceptual advantage the incumbent enjoys in the TV debates during presidential election campaigns. One of the more onerous tasks for the challenger is to ‘look presidential’; the SUHVLGHQW XVXDOO\ KDV QR VXFK GLIĂ€ FXOW\ given that he or she has already been doing the job for three and a half years. Despite an invitation from Sky and the BBC in the UK, and the consent of the other candidates, Blatter has shown little intention of engaging in a global televised debate. In truth, as entertaining and illuminating as it might prove, its use may be limited when only 209 votes are at stake. It is understood that the Blatter campaign will be run independently of Fifa, though he has not yet issued a manifesto. Nonetheless, in recent weeks he has had ample chance not just to look presidential but to dole out the kind of political favours that demand reciprocation. At the end of -DQXDU\ KH ZDV LQ $XVWUDOLD IRU WKH Ă€ QDO of the AFC Asian Cup, where he endured some pantomime booing from local fans and may have crossed paths with Prince Ali, but was nevertheless able to spend time

Blatter on a visit to a Fifa development project in a Manila township in the Philippines in November

with AFC president Shaikh Salman bin Ebrahim Al Khalifa and butter up his hosts ZLWK WKH SURFODPDWLRQ WKDW $XVWUDOLD ´FRXOG DQG VKRXOGÂľ KRVW D IXWXUH :RUOG &XS $ IHZ ZHHNV ODWHU KH ZDV LQ (TXDWRULDO *XLQHD IRU WKH Ă€ QDO RI WKH $IULFD &XS RI Nations. Luis Figo also made the trip but was not nearly as prominent as Blatter, who spent his time in the company of the country’s dictatorial leader President Obiang and Issa Hayatou, president of CAF. Hayatou himself has a past as a 8HID EDFNHG )LID SUHVLGHQWLDO FDQGLGDWH his defeat to Blatter in 2002 forms the dramatic apex of last year’s moribund )LID IXQGHG FLQHPDWLF KLVWRU\ 8QLWHG Passions, though his identity is barely made to seem relevant. Nowhere has the nature of Blatter’s LQĂ XHQFH EHHQ PRUH DSSDUHQW WKDQ LQ WKH SROLWLFDO TXLFNVDQG RI 4DWDU ZKHUH Fifa has been forcing through a publicly unpopular World Cup amidst a swirl of reports of corruption, workers’ rights abuses and a socially restrictive regime. %H\RQG DOO RI WKDW KDV EHHQ WKH TXHVWLRQ of the date of the 2022 tournament, with the northern hemisphere summer creating desert temperatures far in excess of suitable conditions. For all the protestations of the local organising committee, and the talk of URERW FORXGV DQG VRODU SRZHUHG FRROLQJ systems, a winter World Cup has been the likeliest outcome since the vote in December 2010 but Blatter has found a range of ways to turn the situation to his DGYDQWDJH ² KHOSHG DORQJ E\ WKH ZHOO

supported belief that he did not vote for 4DWDU¡V ELG LQ WKH Ă€ UVW SODFH Changes to the calendar will be expensive – not that Fifa will be footing WKH ELOO ² EXW %ODWWHU DQG KLV Ă€ [HU )LID JHQHUDO VHFUHWDU\ -pU{PH 9DOFNH KDYH kept some aces off the table ahead of the crucial hands. Chief among these was a deal to neutralise the opposition of TV paymasters in the US, perturbed by the prospect of a World Cup during the National Football League season. Current broadcast partners Fox and Telemundo were granted an extension to their deals without tender – much to the chagrin of rival networks – taking them past 2022 and on to a 2026 tournament which may well be held in their home territory. Even as SportsPro was setting its pages IRU WKH SULQWHUV %ODWWHU ZDV Ă€ QGLQJ ways of nudging the political frame and WUDQVIRUPLQJ WKH SLFWXUH 7KH Ă€ QDO RI D November/December competition, he insisted, could take place no later than 18th December 2022. The result is that he has saved Christmas for the festive schedule of the Premier League and its chief executive, Richard Scudamore, who made plain his irritation at travelling to Qatar for a discussion to be presented with a fait accompli. This is the kind of strategic dexterity which is at odds with Blatter’s bumbling public image. Beyond it is a political hinterland which has left him with an enviable power base. ´)LUVW ZH KDYH WR FRPH EDFN WR ¡ where the Brazilian [JoĂŁo] Havelange SportsPro Magazine | 49

COVER STORY | SOCCER

GHIHDWHG (QJODQG¡V 6WDQOH\ 5RXV Âľ H[SODLQV &KDPSDJQH ´$V \RX NQRZ 6WDQOH\ 5RXV as president of Fifa, was conniving with the apartheid regime of South Africa, he had not realised that the world had changed; that suddenly the African federations had become members of Fifa; WKDW WKH %UD]LOLDQ WHDP RI PL[HG ZLWK all the colours of the Brazilian population – there was a change. And if you look at what happened, what did Mr Havelange promise? He promised development programmes and expanding Fifa competitions, creating youth competitions. ´:KHQ 0U +DYHODQJH DUULYHG )LID had eight employees, no money, and one competition. And of course, at that time, it was not possible to develop that vision. And the person who did it was Mr Blatter, ZKR DUULYHG LQ ¡ +H¡V WKH RQH ZKR VLJQHG WKH Ă€UVW FRPPHUFLDO FRQWUDFWV ² Adidas and Coke – which enabled Fifa for WKH Ă€UVW WLPH WR KDYH PRQH\ DQG WR VWDUW development programmes. The youth FRPSHWLWLRQ ZDV LQ WKH Ă€UVW RQH WRRN LQ SODFH ZLWK XQGHU V LQ 7XQLVLD ´$QG VRPH SHRSOH DV , VDLG ZKR OLYH LQ countries where the grass where their kids play football is green, cannot understand what it represents, not only for England or Switzerland but for Moldova, for Lesotho, for Bolivia, for Guatemala. And that is Mr Blatter’s achievement. He did that. Today, Fifa has money. Today, Fifa invests 25 per cent of its budget in GHYHORSPHQW SURJUDPPHV Âľ Champagne was also at Fifa in the late 1990s and early 2000s, a period where soccer’s expansion made possible LWV Ă€UVW :RUOG &XSV LQ $VLD DQG $IULFD ´:KR IRXJKW IRU WKDW"Âľ DVNV &KDPSDJQH ´0U %ODWWHU YHUVXV WKH HJRLVP RI WKH (XURSHDQV Âľ Champagne’s point is that Blatter responded to the outcome of the race for the 2006 tournament, which ended for victory for Germany ahead of South $IULFD E\ EULHĂ \ LQVWLWXWLQJ FRQWLQHQWDO rotation to ensure an African win. ´<RX WKLQN SHRSOH FDQ IRUJHW ZKDW KH GLG"Âľ KH DVNV 2I FRXUVH WKLV LV D VLPSOLĂ€HG YLHZ RI Blatter’s rise – eliding the contributions of others beyond the governing body as well as the many failures of Fifa in that time – but as a political folk story it is powerful stuff. The upshot is that while the three contenders are presenting themselves in 50 | www.sportspromedia.com

JĂŠrĂ´me Champagne believes he was squeezed out of the race by opposing forces at Uefa and Fifa

WKH PHGLD DV DQWL %ODWWHU WKH\ DUH RIIHULQJ national associations the assurance that theirs will remain a caring, sharing Fifa when it comes to development funds. Prince Ali, whose work in founding the Asian Football Development Programme underlines his credentials in this department, has trailed SODQV WR ÂśVLJQLĂ€FDQWO\ LQFUHDVH Ă€QDQFLDO support for National Associations from the Global Solidarity programme’. Figo has gone further, pledging US$2.5 billion, or around 50 per cent of Fifa’s revenues, to member associations in solidarity funding over the next four years. 86 ELOOLRQ RI WKLV ² 86 PLOOLRQ SHU member per year – would be earmarked for spending directly at the grassroots level, with a further US$300 million targeted at those ‘in the highest need’. Effectively, this would mean an extra US$2 million per year each for 150 Fifa members. The Portuguese would like to see schools programmes established by every association. Much of this would be funded by a radical rethink of Fifa’s savings policy, with US$1 billion emptied out of its cash reserves and only US$500 million – rather WKDQ WKH FXUUHQW Ă€JXUH RI DURXQG 86 billion – held back in case of an emergency such as the cancellation of a Fifa World &XS ´7KLV PRQH\ LV QRW )LID PRQH\ Âľ VDLG )LJR DW KLV PDQLIHVWR ODXQFK ´,W LV WKH money of Fifa member associations and it VKRXOG EH VSHQW RQ IRRWEDOO Âľ The other carrot proffered by the candidates has been a restructuring of the World Cup to give greater opportunities for more members to take part. Prince Ali – whose home country, Jordan, lost

DQ LQWHUFRQWLQHQWDO SOD\ RII ZLWK 8UXJXD\ LQ TXDOLĂ€FDWLRQ IRU WKH :RUOG &XS ² has called for ‘a proper review of the Fifa World Cup format and the places available to the respective Confederations’. Figo’s approach is different. He has outlined three proposals for the future of the competition to be presented to the Fifa Congress. One would be the retention of the current format. The second – also supported by van Praag – ZRXOG EH D WHDP WRXUQDPHQW SOD\HG in one country with teams divided into HLJKW JURXSV RI Ă€YH LQ WKH Ă€UVW URXQG 7KH Ă€QDO SLWFK LV D GUDPDWLF UHYDPS D WHDP FRPSHWLWLRQ ZLWK WZR WHDP Ă€UVW URXQG SKDVHV SOD\HG RQ WZR GLIIHUHQW FRQWLQHQWV IROORZHG E\ D NQRFN RXW SKDVH LQ RQH RWKHU FRXQWU\ ´%RWK WKHVH options are feasible with an extra three to IRXU GD\V RI WRXUQDPHQW SOD\ Âľ VDLG )LJR ´7KDW¡V WUXO\ PDG Âľ VD\V &KDPSDJQH RI attempts to reconceptualise the world’s ELJJHVW VLQJOH VSRUW HYHQW ´)LUVW WKH World Cup is already very complicated and expensive to organise. Two, the format with 32 teams is absolutely, in sports terms, perfect. Last but not least, we have to think about the clubs and the players who already have a saturated FDOHQGDU ² DQG , DP D FOXE Ă€UVW SHUVRQ ´%XW ZKDW LV FOHDU LV WKDW WRGD\ ZH KDYH two footballs – we have club football and we have national team football. And when people are getting more and more frustrated by the elitism of club IRRWEDOO WKH\ ZRXOG OLNH WR TXHVWLRQ WKDW but people think, oh, we cannot change anything about club football.

COVER STORY | SOCCER

Much of Blatter’s popularity with some associations stems from his work under João Havelange

“What do we do, as a consequence, to appease the Fifa majority in congress? We tinker with the format of the national team competitions. And basically, what is the subliminal message of that proposal? Or expanding the Euro to 24 teams, to the extent that now nearly no country can organise it on its own? ‘Look, guys, you have to accept that club football is dominated by Uefa’s tiny, wealthy minority elite of clubs. But we cannot touch it.’” For Champagne, the biggest issue in the election is the one that is not being discussed by any party. While he believes that the globalisation of soccer “has been extremely good for the game”, he is deeply concerned by the growing wealth gap in the sport. “The 20 wealthiest clubs have a cumulative turnover of €6.6 billion, while around the world we have more than 100 federations surviving – I mean surviving, considering the number of tickets, the development programmes and all of those things – with less than €2 million per year,” he says. “We cannot continue like that. OK, there is development in African football and South American football from 20 years ago but the gap with Europe has increased, depleting these leagues.” Champagne is sure that inequality – as an issue which has animated the economist Thomas Piketty, Pope Francis, the OECD and many in between – will be something that the soccer community will soon have to confront. Nonetheless, it looks likely to be a lesser matter in the upcoming campaign. Of greater immediate interest are ethics and transparency. None of the candidates would have suggested anything other than reform to Fifa’s governance after 52 | www.sportspromedia.com

a nightmarish few years but each has a slightly different approach. Prince Ali has often come out in favour of greater openness at Fifa, publicly calling for the full publication of Michael Garcia’s report into the bidding race for the 2018 and 2022 World Cups. Among his suggestions are a greater number of national association and confederation heads, as well as more players, referees and coaches, in key decision-making bodies. He has also proposed a more constructive relationship with the media and external NGOs. Figo, in his manifesto, has laid out plans to merge Fifa’s ethics and disciplinary committees. He has also proposed a 12-year limit for Fifa presidencies. Term limits are a matter on which all three challengers are agreed, with van Praag insisting he will only serve for a single four-year term if elected to carry out his plans to “normalise” the world body. At his February campaign launch at a London hotel, Prince Ali dropped the most telling sound bite of the campaign so far when he spoke of the “culture of intimidation” at the top of soccer administration. However, even without the united support of his own confederation ² VHQLRU ÀJXUHV DW WKH $)& DUH EHOLHYHG WR IDYRXU %ODWWHU ² KH LV FRQÀGHQW WKDW WKHUH are national association votes to be won everywhere. His view is supported by the well-travelled Indian soccer journalist and editor Novy Kapadia. “It looks increasingly likely that the AFC vote will split,” Kapadia told ESPN at the end of February. “Not all the members are convinced by Blatter and Prince Ali is well connected in the region. The Confederation of African Football is

also behind Blatter, but the Prince will be optimistic of getting votes here, particularly north Africa where he is very popular.” Concacaf, the North and Central American confederation, might also be set to fall behind Prince Ali. He could at least be backed by its president, Jeffrey Webb, who joined the Fifa ExCo in the same modernising wave in 2011. South America’s Conmebol and its 13 votes could also be up for grabs, though the Oceania Football Confederation is in Blatter’s corner. Every confederation will have met for congress between the start of the campaign and the Fifa vote. Figo and, in particular, van Praag have natural enclaves of support among Europe’s 54 national associations. A popular theory is that by the time of May’s vote two of the candidates will have dropped out at Uefa’s behest, leaving the most popular to absorb their votes. The three men are set to meet along the campaign trail but, for now, the party line stresses independence. “Well, I don’t really know if it could EHQHÀW WKH WKUHH RWKHU FDQGLGDWHV LI LW·V going to be just one, whether that would be more strong or not,” said Figo when asked of possible collusion further down the line. “My idea right now is to run to the end, to see as many people as possible among the presidents of the associations and to try to convince them with my ideas and my manifesto, and what is good for the governance and the democracy of Fifa. But I don’t know what’s going to happen in the next months; what is the idea of the other candidates. But I can assure you that my idea is to run until the HQG DQG ÀJKW IRU WKH JRRG RI IRRWEDOO µ 105 votes will be needed for any one of the four candidates to assume the Fifa presidency on 29th May. The winner will be heading up the biggest organisation for any one sport in the world at a time of potential turmoil, with internal outrages to amend and a considerable geopolitical threat at hand in the host nation of the next World Cup, Russia. There is plenty at stake but, for one observer at least, too much has already been lost. “This campaign will not be about football or the economic or sporting balance of football and the game,” says Champagne. “It will be pure politicking. And it’s sad.”

SPECIAL REPORT | FEDERATIONS

How to build the perfect international sports federation International sports federations are cumbersome entities. Founded in amateurism, their working methods are often blighted by creaking statutes and political obstacles. Given a blank piece of paper, what would the ideal global governing body look like today?

I

f you were building an international federation from scratch around an established and popular sport, how would you go about it? What would the governance structure look like? Where would you be based and how would you staff it? How would you develop the performance, participation and revenues, while maintaining a crisp code of ethics and integrity? These were the hypothetical questions we posed to seven leading ÀJXUHV IURP DURXQG WKH ZRUOG RI VSRUW The president, the board and power structures Cummins: Whatever structure is in place, there needs to be absolute clarity around lines of responsibility and SRZHUV RI GHFLVLRQ PDNLQJ 6WUXFWXUHV that are too bureaucratic prevent growth DQG SUHYHQW à H[LELOLW\ DQG WKH DELOLW\ to move quickly on opportunities WKDW SUHVHQW WKHPVHOYHV , ZRXOG unquestionably have an independent QRQ H[HFXWLYH ERDUG DQG , ZRXOG KDYH a subset of that board which would be PRUH UHSUHVHQWDWLYH RI PHPEHUV 6R \RX KDYH D FOHDU QRQ H[HFXWLYH ERDUG which is responsible for the business, the P&L, and the commercial performance RI WKH IHGHUDWLRQ 7KH\ ZRXOG EH SHRSOH ZLWK VWURQJ EXVLQHVV ÀQDQFLDO DQG FRPPHUFLDO DFXPHQ 7KH\ ZRXOG QRW EH involved in the day-to-day, operational or WDFWLFDO DFWLYLWLHV ZLWKLQ WKH IHGHUDWLRQ 2Q that board would sit the general secretary RU FKLHI H[HFXWLYH $QG WKH FKDLUPDQ of that board would be responsible for the board development, training and SHUIRUPDQFH $QG WKH PRVW LPSRUWDQW job would be the appointment and 54 | www.sportspromedia.com

GHYHORSPHQW RI WKH FKLHI H[HFXWLYH ,W¡V HVVHQWLDO IRU WKH QRQ H[HFXWLYH board to be lean and mean, focused and DFWLYH 1RW SDVVLYH 7KH LGHDO VL]H IRU that sort of board should be around KDOI D GR]HQ 7KHQ RQ WKH UHSUHVHQWDWLYH board, you should have the presidential, DPEDVVDGRULDO Ă€JXUHV 7KDW ZRXOG DOVR be the place for members nominated and elected from the grassroots of the sport in order to make sure that the athletes’ best interests are being represented by the IHGHUDWLRQ 7KH SUHVLGHQW RI WKDW ERDUG ZRXOG VLW RQ WKH PDLQ ERDUG McQuaid: The UCI is in a good position in that the current statutes of the UCI were drawn up in 1993, unlike many other federations whose statutes go back nearly to WKH DJH RI WKH IHGHUDWLRQ LWVHOI 7KH VWDWXWH which created the UCI when the amateur and professional body came together in LV WKH RQH WKDW LV WKHUH QRZ Those statutes state that you’ve got DQ H[HFXWLYH SUHVLGHQW , WKLQN WKDW¡V D JRRG LGHD <RX VKRXOG KDYH DQ H[HFXWLYH SUHVLGHQW $QG D ERDUG 7KH ERDUG LV political and is made up of people who FRPH IURP QDWLRQDO IHGHUDWLRQV Nally: The amounts of money coming in from broadcasters and corporate sponsorship and governments, to showcase events, mean the obligations and responsibilities of federations are so PXFK JUHDWHU WKDQ WKH\ ZHUH \HDUV DJR These organisations, if they are going to EH Ă€W IRU SXUSRVH QHHG WR KDYH SHRSOH WKDW DUH H[SHULHQFHG LQ RWKHU VHFWRUV DV SDUW RI WKHLU VWUXFWXUHV ,I QRW WKH\¡UH DOO JRLQJ WR IDFH VLJQLĂ€FDQW GLIĂ€FXOWLHV DV WLPH JRHV RQ

Schenk: <RX FDQ QHYHU MXVW WDON DERXW WKH VWUXFWXUH DQG GLVUHJDUG WKH SHRSOH <RX QHHG WKH ULJKW VWDWXWHV UHJDUGLQJ WKH decision-making process, regarding the HOHFWLRQ SURFHVV <RX QHHG UHJXODWLRQ RQ FRQĂ LFW RI LQWHUHVWV RQ XQGXH DGYDQWDJHV 6WUXFWXUDOO\ )LID LV QRW VR EDG 7KDW¡V SDUW RI WKH SUREOHP ,I \RX ZRXOGQ¡W KDYH >6HSS@ %ODWWHU DQ\ PRUH DV KHDG RI )LID but somebody else who is trustworthy, then LW ZRXOG EH D WRWDOO\ GLIIHUHQW VLWXDWLRQ Benz: I’d be concerned with trying to put in place a structure that melds the tradition of the sport with the principles of due GLOLJHQFH <RX¡YH JRW WR PDNH VXUH WKDW WKH right people and the appropriate voices are EHLQJ KHDUG LQ WKH JRYHUQDQFH VWUXFWXUH McQuaid: I would have a completely separate body running the commercial VLGH RI WKH VSRUW 7KH\ ZRXOG QDWXUDOO\ EH under the authority of the president but they would be completely independent and make whatever decisions, do whatever deals that would be necessary to progress WKH FRPPHUFLDO VLGH RI WKH VSRUW $W WKH UCI at the moment, all of those decisions are made by a group of stakeholders and every stakeholder, particularly on the commercial and professional side, has a YHVWHG LQWHUHVW 7KH\ RQO\ ORRN DIWHU WKHLU own interests; they can’t see the bigger SLFWXUH DQG WKDW PDNHV LW YHU\ YHU\ GLIĂ€FXOW WR PDNH DQ\ SURJUHVV The role of the president McQuaid: The ideal scenario is that the H[HFXWLYH SUHVLGHQW PDNHV DERXW SHU cent of the day-to-day decisions involved LQ WKH VSRUW 7KH RWKHU SHU FHQW ZRXOG

The panel

Andreas Krannich Managing director of strategy and integrity at sports security and data specialist Sportradar

Jeffrey Benz Door tenant at commercial barristers 4 New Square; general counsel at the United States Olympic Committee (USOC) from 2001 to 2006

Pat McQuaid President of the International Cycling Union (UCI) from 2006 to 2013

be bigger political decisions he could make ZLWK KLV H[HFXWLYH ERDUG LI KH QHHGV WR JLYH D TXLFN GHFLVLRQ RQ VRPHWKLQJ 7KH H[HFXWLYH ERDUG ZRXOG EH WKUHH RU IRXU YLFH SUHVLGHQWV 7KHQ WKH QRUPDO UHJXODU strategic decisions for the sport are made by the full board when they meet a couple RI WLPHV D \HDU 7KDW ZRUNV ZHOO Coe: $ KLQWHUODQG IRU D VSRUW LV FUXFLDO and to further the desires and demands RI D VSRUW 7KDW¡V QRW VLPSO\ GRQH WKURXJK VSRUW ,W LV GRQH WKURXJK IRUPLQJ partnerships, it’s understanding the nature RI VWDNHKROGHU UHODWLRQVKLSV ,W¡V WKH DELOLW\ DV ZDV WKH FDVH >ZLWK PH UHFHQWO\@ LQ 1HZ =HDODQG WR VLW GRZQ ZLWK WKH 1HZ =HDODQG SULPH PLQLVWHU WR WDON DERXW WKH QDWLRQ EXLOGLQJ QDWXUH RI VSRUW 0\ VW\OH LV YHU\ VLPSOH ,¡P QRW D FKLHI H[HFXWLYH DQG QRU GR , HYHU ZDQW WR EH WKDW¡V D YHU\ GLIIHUHQW VHW RI VNLOOV ,I , KDYH DQ DELOLW\ LW¡V WR EULQJ SHRSOH WRJHWKHU 0\ role as a chair or a president is to make sure the best people are able to do the best work of their lives and the role of a chair or a president is to unblock any inhibitors that stop them from doing that, and to develop cast-iron relationships, both commercially, SROLWLFDOO\ DQG ZLWKLQ WKH VSRUWV Term limits McQuaid: , WKLQN WKH IRXU \HDU 2O\PSLF F\FOH LV D JRRG RQH , GRQ¡W WKLQN there should a limit on the number of

Patrick Nally Entrepreneur and sports marketing pioneer; founder of West Nally

Sebastian Coe International Association of Athletics Federations (IAAF) vice president and current presidential candidate

Simon Cummins Partner and head of global sports practice at recruitment firm Odgers Berndtson

Sylvia Schenk Senior advisor on sport at corruption monitoring NGO Transparency International

WHUPV WKDW DQ H[HFXWLYH SUHVLGHQW FDQ GR EHFDXVH , WKLQN H[SHULHQFH LV YHU\ important in the role of a president of DQ LQWHUQDWLRQDO IHGHUDWLRQ 7KHUH¡V RQO\ RI WKHP LQ WKH 2O\PSLF movement and they operate at a higher OHYHO WR QDWLRQDO IHGHUDWLRQV ,I \RX UHVWULFW them to one or two terms, you lose out on DOO WKH H[SHULHQFH DQG DOO WKH FRQWDFWV DQG DOO WKH QHWZRUNLQJ WKDW KDV EHHQ GRQH

that the presidency should be two fouryear terms, with an option of a third WHUP EXW LW VKRXOG QRW H[FHHG \HDUV ,W VKRXOG EH OLPLWHG , WKLQN LI \RX FDQ¡W PDNH D PDUN SUREDEO\ LQ WKH Ă€UVW IRXU \HDUV DQG FHUWDLQO\ LQ WKH Ă€UVW HLJKW \HDUV \RX SUREDEO\ VKRXOGQ¡W EH WKHUH

Cummins: , WKLQN IRU WKH QRQ H[HFXWLYH and representative members of the board, WKHUH VKRXOG EH D VWUXFWXUH <RX¡UH DSSRLQWHG IRU D PLQLPXP RI IRXU \HDUV 6KRXOG \RX EH GHHPHG DEOH DQG ZLOOLQJ happy to carry on, then you do a further IRXU \HDUV 7KHUH¡V D SRWHQWLDO IXUWKHU two years if there’s such change going on inside the organisation that a bit of VWDELOLW\ DW ERDUG OHYHO ZRXOG EH QHFHVVDU\ %XW DV IDU DV WKH FKLHI H[HFXWLYH LV concerned, I believe they should be openended contracts that show a commitment to WKH ORQJ WHUP WHQXUH RI WKH FKLHI H[HFXWLYH

McQuaid: $Q LQWHUQDWLRQDO VSRUWLQJ federation by its very nature is a combination of all of the national IHGHUDWLRQV ,W¡V D ZRUOGZLGH ERG\ ZLWK WR RU PRUH QDWLRQDO IHGHUDWLRQV That in itself is a very political entity, and there’s a completely political chain up to WKH LQWHUQDWLRQDO IHGHUDWLRQ I think that you would still have to keep WKDW <RX KDYH WR ZRUN RQ D JOREDO EDVLV ZLWK QDWLRQDO IHGHUDWLRQV 7KHUHIRUH \RX would have various levels of elections, at QDWLRQDO FRQWLQHQWDO DQG LQWHUQDWLRQDO OHYHO

Schenk: 7HUP OLPLWV KHOS D ORW <RX have them with presidents in the United 6WDWHV ,W¡V D FRPPRQ LQVWUXPHQW DQG it’s very important to prevent a corrupt network from growing, and to make people dependent on other people and WKH SRVLWLRQV WKH\ WDNH Coe: It would be my intention, if successful LQ $XJXVW WR KDYH D FRQVWLWXWLRQDO FKDQJH

The voting and decision-making process

Coe: The real value of an election is not that one of three or four people emerge DV D SUHVLGHQW 7KLV LV DQ RSSRUWXQLW\ IRU the sport to have a really serious, grown-up GLVFXVVLRQ DERXW ZKDW WKH IXWXUH ORRNV OLNH Schenk: 7KH )LID FRQJUHVV LV FRXQWULHV ,I , MXVW WDON DERXW WKH FRUUXSWLRQ LVVXH ZH FDQ VD\ PD\EH DUH 2. 7KHQ DUH QRW 2. %XW ZKR will be a delegate of these countries, of SportsPro Magazine | 55

SPECIAL REPORT | FEDERATIONS

WKHVH PHPEHU IHGHUDWLRQV" 7KH SUHVLGHQW $QG ZKR EHFRPHV WKH SUHVLGHQW LQ D YHU\ corrupt country? 6R DQ LQWHUQDWLRQDO IHGHUDWLRQ ZLOO DOZD\V KDYH D GLIĂ€FXOW MRE ZLWK VSHFLĂ€FV OLNH WKDW EH LW )LID RU DQRWKHU RQH ,W¡V VRPHWKLQJ \RX KDYH WR GHDO ZLWK McQuaid: I wouldn’t change the election system that they have at the UCI at the PRPHQW WKDW LV WKH Ă€YH FRQWLQHQWV DUH represented at the congress, and it is the delegates of the continents who GR WKH YRWLQJ 7KH QXPEHU RI YRWHV those continents have are weighed by the strength of the sport within their FRQWLQHQW 6R LW¡V QRW YRWHV LW¡V D VPDOOHU QXPEHU ,W¡V D PRUH GLUHFW V\VWHP 7KH FRQWLQHQWDO IHGHUDWLRQ VHOHFWV WKHLU YRWLQJ GHOHJDWHV The continental confederation, by virtue of EHLQJ WKH OLQN EHWZHHQ WKH H[HFXWLYH ERDUG and the national federations, is in a better position to know the personalities and strengths and weaknesses of the different SHRSOH WKH\¡UH YRWLQJ IRU Cummins: It’s impossible to have RQH VL]H Ă€WV DOO DSSURDFK :KDWHYHU happens, the democracy needs to be fully representative of its members – that’s FULWLFDO 2WKHUZLVH VRPHERG\¡V JRLQJ WR IHHO OLNH WKH\¡UH VHFRQG VWULQJ ,W QHHGV WR be fully representative, and diverse – that’s WKH NH\ ,W¡V JRW WR EH D WUXH GHPRFUDF\ Integrity Cummins: I can’t think of anyone who would say anything different to what I’m DERXW WR VD\ , ZRXOG DEVROXWHO\ KDYH D very distinguished international lawyer on P\ ERDUG RI QRQ H[HFXWLYHV ZKR ZRXOG be responsible for overseeing the code RI HWKLFV ZLWKLQ WKH IHGHUDWLRQ , ZRXOG suggest that should be absolutely central WR DQ\ IHGHUDWLRQ DQG FXOWXUH DQG YDOXHV Nally: $ IHGHUDWLRQ QRZ KDV ELJJHU responsibilities, with the drug elements, PDWFK Ă€[LQJ LQWHJULW\ LVVXHV )HGHUDWLRQV KDYH WR EHFRPH EURDGHU :KHWKHU WKDW¡V something that can be provided to all federations in some sort of collective form, maybe through a Unesco, or whether federations need those elements RQ WKHLU RZQ ERDUGV ² QRQ H[HFXWLYH directors brought in from sponsors and 56 | www.sportspromedia.com

broadcasters, from governments so they KDYH WKH H[SHULHQFH RI SHRSOH IURP RWKHU VHFWRUV ² LV GHEDWDEOH Krannich: I have found that federations that either bring on board a director or head or even something like a committee which is focusing on integrity issues tend to have the most rounded, proactive and determined stance, and of course also the ULJKW VWUDWHJ\ WRZDUGV WKH SUREOHP Coe: >,Q WHUPV RI LQWHJULW\@ WKH UROH RI a president is not to fracture a sport, the role of a president is to resolve these issues and make sure you’ve got corporate governances and structures WKDW GHDO ZLWK LW Schenk: <RX QHHG WR KDYH FKHFNV DQG balances for all the main decisions; to bring independent people into the ethics FRPPLVVLRQ ZKLFK LV VRPHWKLQJ )LID KDV done; to bring in independent directors LQ WKH H[HFXWLYH FRPPLWWHH %XW DJDLQ it’s always a question of which type of people you have and which issues that KDYH WR EH GHDOW ZLWK Location, location, location McQuaid: The large majority of IHGHUDWLRQV DUH LQ 6ZLW]HUODQG DQG WKH reason why they’re there is because the ,2& LV WKHUH DQG WKH UHDVRQ WKDW¡V KHUH LV EHFDXVH RI WKH IDYRXUDEOH WD[ DOORZDQFHV People might get the wrong impression and think that people who work in LQWHUQDWLRQDO IHGHUDWLRQV GRQ¡W SD\ WD[ 7KDW¡V QRW WKH FDVH 7KH SURĂ€WV RI WKH international federation are allowed to be kept by the federation as long as it uses that money to continue to develop the VSRUW , WKLQN WKDW¡V D JRRG SROLF\ Benz: If you’re coming into the 2O\PSLF IDPLO\ ZLWK DQ HQWLW\ EDVHG LQ WKH 6H\FKHOOHV RU 0RVFRZ RU HYHQ WKH 8QLWHG 6WDWHV LW¡V DQ XSKLOO EDWWOH , WKLQN it makes sense if you’re starting out to attempt to put yourself in a position where you look a lot like those other HVWDEOLVKHG IHGHUDWLRQV 6R , ZRXOG WDNH D KDUG ORRN DW KRZ WR set myself up in Lausanne, from both an operations standpoint and an entity standpoint: what do I need to do to meet WKH UHTXLUHPHQWV RI 6ZLVV ODZ" 2Q WKH

other hand, Lausanne is the place where everybody is but does that mean you have to go there? Do all the lemmings have WR MXPS RII WKH FOLII WRJHWKHU" 1R QRW QHFHVVDULO\ /DXVDQQH LV DOVR RQH RI WKH PRVW H[SHQVLYH FLWLHV LQ (XURSH Cummins: I think you should only ever have one headquarters and there should absolutely be a central, functional hub, but I do think that if you are trying to GHYHORS DQG H[SDQG \RXU IHGHUDWLRQ around the world, then having people on the ground in different geographies is YHU\ EHQHĂ€FLDO I think ease of communications and travel is very important because if you want to be in touch with your target market you’ve got to be able to get to and from WKHP YHU\ HDVLO\ 1HDU DQ LQWHUQDWLRQDO DLUSRUW KXE ZRXOG EH YHU\ VHQVLEOH Coe: The days of being able to deliver from the centre are just a fast-dating PRGHO 7KH IHGHUDWLRQV DUH UHDOO\ ORRNLQJ for as much support as they can get and WKH DELOLW\ WR GHOLYHU RQ WKH JURXQG 7KH\ look for partnership with an international federation and we have to be really alert WR WKH IDFW WKDW D RQH VL]H Ă€WV DOO DSSURDFK is not going to take our sport on for the QH[W \HDUV Staffing and departmental structure Nally: The most important elements that I see for an international sports federation can get lost if it all becomes about the EUDQG DQG WKH SURPRWLRQ RI WKH EUDQG 7KDW PD\ PHDQ OLNH LQ WKH $PHULFDQ SUR leagues, you have a separation between \RXU OHDJXH RIĂ€FH DQG DOO WKH VSRUWLQJ HOHPHQWV ,W¡V YHU\ LPSRUWDQW IRU VSRUW not to forget that its primary purpose is to develop and maintain and manage the sporting element, rather than being about MXVW Ă RJJLQJ WKH LPDJH McQuaid: The sports department is the most important when you’re dealing with DQ LQWHUQDWLRQDO VSRUW 7KDW ZLOO ORRN after the regulations and the events and WKH LQWHUQDWLRQDO FDOHQGDU $IWHU WKDW D PDUNHWLQJ GHSDUWPHQW <RX FDQ RXWVRXUFH DVVLVWDQFH WR DQ H[SHUW FRPSDQ\ WKHUH 7KHQ \RX ZRXOG QHHG D Ă€QDQFH department; you’d need a department to deal with the health and medical aspects,

Switzerland Tourism

Lausanne, home of the IOC, has much to recommend it as the site for a federation headquarters but it is also one of the world’s most expensive cities

ZKLFK LQFOXGHV DQWL GRSLQJ $ OHJDO GHSDUWPHQW LV QHFHVVDU\ XQIRUWXQDWHO\ There needs to be a department which works with national federations and looks DIWHU WKH JOREDO GHYHORSPHQW RI WKH VSRUW Cummins: I think it’s absolutely critical to have the combination right between WKH KLJK SHUIRUPDQFH DQG WKH EXVLQHVV (YHU\ LQWHUQDWLRQDO IHGHUDWLRQ KDV on the one hand the responsibility to PDNH VXUH LW¡V Ă€QDQFLDOO\ YLDEOH EXW on the other hand that it has all of its grassroots and all its high performance IXQQHOV LQ DV JRRG D VKDSH DV SRVVLEOH $QG WKDW LQFOXGHV HYHU\WKLQJ IURP PDVV participation right through to the peak RI WKH LQWHUQDWLRQDO WHDP 6R \RX ZRXOG KDYH D JHQHUDO VHFUHWDU\ RU FKLHI H[HFXWLYH DW WKH WRS RI WKH WUHH 7KHQ \RX ZRXOG KDYH D VHQLRU management team on which would sit a FKLHI Ă€QDQFLDO RIĂ€FHU D FKLHI FRPPHUFLDO RIĂ€FHU WKHQ , ZRXOG KDYH D KHDG RI KLJK performance, and I would have a head of mass participation – so you cover both VLGHV RI WKH SHUIRUPDQFH IXQQHO 7KHQ I would have three other people on the main board: an HR director, a chief legal RIĂ€FHU RU LQ KRXVH FRXQVHO DQG D FKLHI FRPPXQLFDWLRQV RIĂ€FHU Krannich: <RXU KHDG RI LQWHJULW\ QHHGV WR KDYH PDQ\ IXQFWLRQV )LUVW RI DOO LQWHUQDO FRPPXQLFDWLRQ 7KHQ GHSHQGLQJ RQ WKH VSHFLĂ€F UROH H[WHUQDO communication with law enforcement, police, the stakeholders who really take care of things if manipulation is taking

SODFH 7KHQ GHĂ€QLWHO\ WR ODXQFK DQG GHYHORS HGXFDWLRQ SURJUDPPHV $QG of course, last but not least to hire a UHDVRQDEOH IUDXG GHWHFWLRQ SURYLGHU Benz: <RXU OHJDO GHSDUWPHQW LV NH\ <RX¡YH JRW WR EXLOG LQ GLVSXWH UHVROXWLRQ PHFKDQLVPV :KHQ GLVSXWHV ZLWKLQ \RXU sport spread outside, they affect your revenue model, they affect the perception of you in the international sporting arena, they affect decision-makers’ views RI \RX ,I \RX¡UH QRW DEOH WR UHVROYH them yourself, you need to build in a mechanism to have them resolved by an H[SHUW WKLUG SDUW\ The last thing you want is to have disputes leak out into the media or into local courts where you are not going to be able to get predictability of results or judges who understand how sports, let DORQH \RXU VSHFLĂ€F VSRUW RSHUDWH Revenue model and distribution system Benz: In international sports they do charge dues usually for the member federations but they are generally what you would consider nominal in terms RI WKH RYHUDOO UHYHQXH ,Q WKHRU\ \RX¡UH going to have television revenues, you’ll have licensing revenue, sponsorships and OLFHQVHG DSSDUHO Then don’t count out running SURĂ€WDEOH HYHQWV ² DQG GHSHQGLQJ upon the sport, your ability to run SURĂ€WDEOH HYHQWV FRXOG EH OLPLWHG E\ D QXPEHU RI IDFWRUV

McQuaid: 2EYLRXVO\ WKH LQWHUQDWLRQDO federation would have to keep a certain amount for its work, its operations, paying its staff, and the overall GHYHORSPHQW RI WKH VSRUW %XW WKHQ ZKDW remains could be given to the continental confederations and ultimately the national IHGHUDWLRQV 7KH EHVW H[DPSOH RI D federation that has the means to do this LV )LID 7KH\ HDUQ VR PXFK PRQH\ WKDW they deliver quite a lot of it down to QDWLRQDO IHGHUDWLRQ OHYHO 4XLWH D ODUJH federation such as the UCI wouldn’t have enough revenues to distribute among all LWV QDWLRQDO IHGHUDWLRQV HYHU\ \HDU %XW LGHDOO\ \RX ZRXOG Krannich: Most federations now see bookmakers as the latest and possibly the last way to increase their common VRXUFH RI LQFRPH 7KH EHWWLQJ LQGXVWU\ is already a source of income for sports DQG IHGHUDWLRQV EXW \RX FDQ GHÀQLWHO\ LPSURYH WKLV There is a lot of fear about betting, especially from those federations which currently have no direct contact in the PDUNHW <RX DOZD\V KDYH WR GR SURSHU GXH GLOLJHQFH ,V WKLV D FRPSDQ\ ZLWK secure income that has a sustainable business model? 7KHUH LV GHÀQLWHO\ WKH RSSRUWXQLW\ to make money from selling this live video feed to the bookmaking industry; in most cases this is already happening via agencies, or even via companies OLNH XV ,I \RX GR LW OHJLWLPDWHO\ WKHQ it minimises the risk of some pirates outside the market illegally taking the SportsPro Magazine | 57

SPECIAL REPORT | FEDERATIONS

“The most important elements that I see for an international sports federation can get lost if it all becomes about the brand.â€? IHHG DQG VHOOLQJ LW WR WKH LQGXVWU\ <RX have to structure this like it’s done in the 79 PDUNHW Media, broadcast and communications Nally: Unfortunately, it’s now about tendering as hard as one can, because it’s EHFRPH D Ă€HUFHO\ FRPPHUFLDO DSSURDFK WR PD[LPLVH WKH PRQH\ WKDW FDQ EH VHFXUHG IRU ULJKWV +RZHYHU ZLWKRXW the participation of broadcasters and sponsors none of these leagues or IHGHUDWLRQV ZRXOG EH ZKHUH WKH\ DUH QRZ It’s getting to a point where, if you look DW DOO WKH VLJQLĂ€FDQW GHYHORSPHQWV LQ VSRUW many have come from the participation of broadcasters that have been involved LQ WKH UHVWUXFWXUH UHVKDSLQJ UHSDFNDJLQJ 6SRUWV HQWLWLHV DUH QRZ QHJRWLDWLQJ ZLWK less and less involvement from sponsors and broadcasters and there will be a GHWHULRUDWLRQ 7KH SHUIHFW VROXWLRQ LV WKHUH needs to be representation within those bodies and sports from broadcasters and sponsors or agencies, or a combination RI ERWK $W WKH PRPHQW , WKLQN WKDW collaboration is going away and it’s EHFDXVH >WKH DWWLWXGH LV@ PRQH\ PRQH\ PRQH\ 7KDW¡V QRW WKH SHUIHFW DSSURDFK IRU WKH IXWXUH ² LW¡V QRW DOO DERXW PRQH\ McQuaid: I think if you have the control of your rights then you would have a department within your organisation that would be dealing purely on rights selling DQG GHOLYHU\ 7KDW¡V REYLRXVO\ D PRUH FRVW HIĂ€FLHQW ZD\ RI GRLQJ LW $Q LQWHUQDWLRQDO IHGHUDWLRQ LV E\ LWV very nature a government and moves like D JRYHUQPHQW ,W GRHVQ¡W RSHUDWH HQRXJK in the modern society in terms of social PHGLD 0RVW LQWHUQDWLRQDO IHGHUDWLRQV would only have a small marketing and communications department because 15 RU \HDUV DJR WKDW ZDV VXIĂ€FLHQW 1RZ it’s not because of all the new avenues WKDW KDYH FRPH IURP WKH LQWHUQHW <RX QHHG H[SHUWV 7RGD\¡V LGHDO ZRUOG 58 | www.sportspromedia.com

LV RQH RI FRPPXQLFDWLRQ $V SUHVLGHQW of the international federation, you’re representing all of the stakeholders in that IHGHUDWLRQ <RX¡UH WKH OLQN EHWZHHQ WKHP and the outside world, and from that point of view I think you have to make \RXUVHOI DFFHVVLEOH Cummins: The whole traditional PR, media piece, but also the new social media communications should now all be under one communications funnel, because there’s no such thing as new media, it’s just media and we all know ZKDW WKDW ORRNV OLNH <RX PXVW EH DEOH to communicate across all channels, all geographies and constantly put out SRVLWLYH UHLQIRUFLQJ PHVVDJLQJ Event structure Coe: The world championships and 2O\PSLF *DPHV DUH RXU ELJ GULYHUV RI income, in terms of television revenues and sponsorships, but the one-day meets both at Diamond League and World $WKOHWLFV &KDOOHQJH DUH UHDOO\ LPSRUWDQW for us and we have to make sure that product is as good as it possible can be and that we’re able to tell the story over WZR RU WKUHH KRXUV Race promoting, meet directing, is DV PXFK RI DQ DUW DV LW LV D VFLHQFH The really good ones, the great meet promoters, have always understood that LW¡V D PHOG ² D PL[ <RX DUH GHOLYHULQJ D customised package to nourish a local DSSHWLWH DV PXFK DV D JOREDO DSSHWLWH <RX KDYH WR UHFRJQLVH WKDW LQ 2VOR WKH centrepiece of your event may well be WKH MDYHOLQ LQ H[DFWO\ WKH VDPH ZD\ WKDW LQ =XULFK RU %UXVVHOV LW PD\ ZHOO EH WKH PHWUHV <RX KDYH WR DOORZ IRU WKDW McQuaid: It always has been one of the weaknesses of the UCI that the rights KDYH KLVWRULFDOO\ EHHQ ZLWK WKH RUJDQLVHUV 7KDW KDV UHGXFHG WKH 8&,¡V Ă€QDQFHV DQG WKHUHIRUH LWV DELOLW\ WR GHYHORS WKH VSRUW $Q LQWHUQDWLRQDO IHGHUDWLRQ LV WKHUH QRW WR make money, but any money it makes has

WR JR LQWR WKH GHYHORSPHQW RI WKH VSRUW If you were starting from scratch, the federation would own all the rights WR WKH PDMRU HYHQWV LQ WKH VSRUW 7KHQ LW¡V JRW WR EH D PRQWK FDOHQGDU EXW based on certain months of the year in different continents following the different FOLPDFWLF FRQGLWLRQV ,WV JOREDO FDOHQGDU of top events should be no more than a ten-month calendar in order that the top competitors have a two to three month RII VHDVRQ I think the world championships is best done on an annual basis because it’s the one time in the year when the complete IDPLO\ RI WKDW VSRUW FRPHV WRJHWKHU Grassroots/participation work Coe: Development sits at the absolute centre of the delivery and well-being of the sport, but I think we can do that in D PRUH FUHDWLYH ZD\ :H QHHG WR FUHDWH a new way of doing business for the national federations – that’s where their heads are, giving them the ability to GHYHORS VSRUW What do we know about federations? The federations deliver the sport, you FDQ¡W GHOLYHU LW IURP WKH FHQWUH 7KH\ identify the talent through, often, their club structures; they create the world class SURJUDPPHV 7KH\ DSSRLQW WKH FRDFKHV they are in large part responsible for the FRPSHWLWLRQ SURJUDPPH 7KH\ DUH UHDOO\ WKH FHQWUH RI WKH GHOLYHU\ PHFKDQLVP 2I FRXUVH LW¡V YHU\ REYLRXV WR VD\ ZH need to do everything that we can and that might on occasion mean redirecting IXQGV 'HYHORSPHQW LV DEVROXWHO\ FUXFLDO but we need to be really clear what the impact of development programmes are – we need to make sure this is not about limiting ambition it’s about improving the WDUJHWLQJ DURXQG WKRVH SURJUDPPHV McQuaid: I don’t think an international IHGHUDWLRQ RI RU HPSOR\HHV VLWWLQJ LQ DQ RIĂ€FH LQ 6ZLW]HUODQG .XDOD /XPSXU or London have the knowledge and the H[SHUWLVH WR JR LQWR FRXQWULHV DOO RYHU WKH ZRUOG WR GHYHORS JUDVVURRWV SDUWLFLSDWLRQ That has to be left to the national IHGHUDWLRQV 7KH LQWHUQDWLRQDO IHGHUDWLRQ VKRXOG REYLRXVO\ KDYH DQ LQĂ XHQFH RQ LW and promote it by showing best practice and encouraging the national federations WR JR LQ FHUWDLQ GLUHFWLRQV

THE PERFECT FEDERATION’S INTEGRITY MIX Integrity specialists Sportradar have worked with sports federations for ten years and today work closely with partners from nine different sports across the world. Andreas Krannich, who heads up the Security Services, reflects on his experiences with “perfect federations� over the last decade.

In the ten years that we have pioneered betting related fraud detection and awareness raising programs, I have seen some outstanding examples of federation dedication and commitment. UEFA’s decision to employ our Fraud Detection System across 150 European football competitions remains a staggering undertaking, while even this year’s co-ordinated multistakeholder integrity strategy vis-a-vis the AFC Asian Cup pushed the envelope and developed what I hope is a new trend for collaboration. So what are the ingredients that showcase a clear understanding of match manipulation and a committed stance against it? Integrity Starts At Home 0DQ\ SURIHVVLRQDOV \RXWK SOD\HUV RIĂ€ FLDOV and executives will take their lead from the philosophy and practices of their top administrators. Rugby‘s Six Nations and basketball’s FIBA have a vision and values that are aspirational, but their leaders organise their sports in ways that set an example for all stakeholders all the way down to the grassroots. Create Expertise and Accountability Dr Laila Mintas at CONCACAF and Nigel Mawer at WPBSA are examples of experienced individuals that sit at their federation’s top tables and focus on protecting their sport’s integrity. When federations set aside staff, time and other resources to integrity issues, they send out a powerful message: we don’t hope for honest competition, we act to ensure it. Rules, Codes and Processes Respecting due process is important for any federation that wants to be seen to be acting with integrity and vital when talking about

PDWFK À [LQJ RU EHWWLQJ )URP WKH 6WDWXWHV DQG Code of Conduct of the IIHF to the Rules and Disciplinary Code of the Hong Kong FA, I have seen some clear and full regulations that chime with the German Sport University of Cologne developed template AntiManipulation Code - which we supported - and which allow participants to understand what they can and can’t do, and what will follow if they fall foul of those regulations! Information Exchange With the involvement of organised crime in match manipulation, this issue is extending beyond federation expertise, resources and jurisdiction. Australian federations, such as Cricket Australia, lead the way here by engaging with and collaborating with relevant law enforcement agencies and police forces, and we have had the chance to initiate or join these joint investigations in the past – notably with the Southern Stars case. The EPAS Convention wants as many countries as possible to set up the systems and processes that will enable communication and information-sharing. Those sports federations that have developed those channels already have a head start. Sanctions that Deter All federations need clear and robust Rules, Codes and Processes in this area (see above), but those have to affect behavioural change. )HGHUDWLRQV PXVW IRFXV LQ WKH À UVW LQVWDQFH on their own sanctions, but all punishments (sporting or criminal) must hit those involved hard and make others think twice. My concern is that some sports are handing out weak sanctions, which are undoubtedly making PDWFK À [LQJ PRUH WHPSWLQJ IRU SDUWLFLSDQWV and more attractive for organised crime syndicates worldwide.

Monitoring and Detection In this area, we are unashamedly biased! Our Fraud Detection System is used across nine sports and over 250 competitions, from German handball to New Zealand rugby. It is important that integrity initiatives involve the engagement of a credible and independent system that covers a truly global range of betting operators and that ensures all alerts are rigorously evaluated before they are delivered to federations. These are just some of the minimum requirements. A system like ours is a NH\ À UH DODUP WKDW OHWV IHGHUDWLRQV VSRW GDQJHUV and reinforces their investigations. Awareness and Prevention Training Prevention is better than cure and vulnerabilities arise when all participants LQFOXGLQJ RIÀ FLDOV FRDFKHV PDQDJHUV PHGLFDO staff and executives) lack the understanding RI KRZ À [HUV RSHUDWH ZKR WKH\ WDUJHW DQG what awaits those who get involved. Modern education tours are now evolving: workshops and pamphlets are really useful, but we have found that federations such as Italy’s Serie B and the Welsh FA wanted our Fraud Prevention Service Tours to be mandatory and to ensure understanding through personalised e-learning modules, regular assessments and refreshers. We were happy to oblige. ,W LV GLIÀ FXOW WR SXW WRJHWKHU DQ H[KDXVWLYH OLVW but when a federation has awareness, resources and commitment, I have seen all of the above in various combinations. There are even a few that have all of the above (see my opening SDUDJUDSK 0DWFK À [LQJ LV QRW JRLQJ DQ\ZKHUH any time soon. I hope that I will see more of the above in place at more federations and that sport can start piecing together a more robust and XQLÀ HG VWDQFH DJDLQVW WKRVH ZKR ZRXOG DWWDFN LWV integrity. We of course are ready to help!

CONSEIL INTERNATIONAL DU SPORT MILITAIRE

Founded on the 18th of February 1948, the International Military Sports Council (CISM) is one of the largest multidisciplinary organisations in the world. We organise various sporting events for the armed forces of our 134 member countries. Soldiers, who may previously have met on the battle field, now meet in friendship on the sports playing field. This is in accordance with the philosophy and the ideals which were set in CISM’s mission statement in 1998, signed by all the member countries. Our ultimate goal is to contribute to world peace by uniting armed forces through sports. The motto under which we operate is « Friendship through Sport ».

SPORT AND SOLIDARITY Numerous worldwide, continental and regional activities take place throughout 300 days of the year. The two pillars of CISM which function as the basis for these events are sport and solidarity. CISM has become a stakeholder which can no longer be ignored by the international sports community. It plays an important role in training elite athletes. A true pioneer in international sports solidarity, CISM has implemented projects organized in conjunction with the IOC (International Olympic Committee) and organisations such as United Nations and the European Community. We have developed a close working relationship with national and international federations and with all international sports authorities.

Aosta Valley Region, where 43 different countries and more than 800 athletes have competed at the highest level in winter sports. The 2nd CISM World Winter Games were held in 2013 in Annecy, France with 40 nations in attendance and roughly 1000 athletes in the Alps. Aware of the outreach of our Games, CISM decided to open a new category of its Games addressed top the young elite military students, the Cadets. Turkey hosted the first games in Ankara in 2010 with 26 nations and 600 cadets and last year, Ecuador welcomed 28 nations and 800 athletes in the cities of Quito and Salinas. On this occasion, CISM, in partnership with WADA hosted a conference on the dangers of doping in sport.

SOLIDARITY “Solidarity programme to CISM is a means to promote sustainable development to strengthen less privileged CISM member countries, in order to create equal opportunities to all CISM nations for their participation in CISM events.”

THE 6TH CISM WORLD GAMES 2015 IN MUNGYEONG, KOREA

CHAMPIONS The CISM President is Colonel Abdulhakeem Alshino from Bahrain, elected in 2014, also Board Member of the Bahrain Olympic Committee. Our Secretary General is Colonel Dorah Mamby Koita, from Guinea, in charge of the CISM General Secretariat located in Brussels, Belgium.

SPORTS CISM annually organises over twenty Military World Championships for different sports in which all member nations can take part. We also organize continental and regional competitions and every four years the Military World Games and most recently Winter Games and Cadet Games (for elite military students) are held. These are multisport events organized by CISM in conjunction with CISM member nations.

THE CISM WORLD GAMES The 1st Military World Games were held in 1995 in Rome. 93 nations competed in 17 different sporting events to celebrate the 50th anniversary of the end of the 2nd World War. Then we hosted our Summer Games successively in Zagreb 1999, Catania 2003, Hyderabad 2007, Rio de Janeiro 2011 and we’ll host our Games this October in Mungyeong, Republic of Korea (see article below). The 1st edition of the CISM Winter World Games was held in 2010 in Italy, in

The International Military Sports can no longer keep track of the countless military champions who are also renowned for their exploits within civilian competitions. Simon & Martin Fourcade, Florent Manaudou, Vitalyi Klitschko, Paul Tergat, Aleksey Nemov, Valentina Vezzali, Mark Huizinga, Pavel Kolobkov, Renata Mauer, Pyrros Dimas and Fabrizio Mori are but a few of the military athletes who regularly top international sporting events. There is no surprise to note that approximately 15 % of all medals won at the Summer Olympics and 20 % t the winter Olympics end up hanging around a military athlete, a CISM athlete….

SPORT FOR PEACE Since 2005, in Mantova, Italy, CISM has organised few seminars focusing on “Sport and peace” which was held in. Representatives from more than 22 countries, International Organizations, IOC, UN, UNICEF, Sports Associations, CISM Member Nations and organizations directly dealing with peace, health, sport and education attended the Seminar. All participants agreed that sport had become a significant tool to help the rebuilding of societies in post conflict situations. CISM launched a Call-toAction on Sport for Peace” summarizing the common wishes and asking all institutions to formally establish a bilateral and mutual agreement in order to undertake concrete programs aimed at sharing good practices and effectively implementing Sport for Peace programs.

Next October 2015, CISM will host its 6th successive edition of the world “summer” Games in Mungyeong, Republic of Korea. With 24 disciplines and an expected participation of 8.500 athletes, the CISM Games entered in a new era. Stadiums and venues are meeting the International Federation standards and some events (Atheltics, a.o.) will be qualificative for the Rio Olympic Games 2016…so we expect the highest possible quality for our competitions. The Games will be broadcasted all over the world. The Korea Broadcasting System company KBS will produce all images of our Games in High Definition to showcase in the highest possible means, the quality and uniqueness of our Games. CISM decided to open its Games to the world with a state-of-the-art broadcasting plan and there are still opportunities for sponsors to join CISM for this event as well as for its enduring programme of activities. CISM is unique as it addresses its activities to a strong and sustainable network of stakeholders in its 134 member nations, the Armed Forces. We, CISM are a vector of penetration of this Market. The next edition of our winter Games will be in Sochi, in Russia in February 2017 and China will host the 7th edition of the CISM Summer Games in the city of Wuhan in October 2019. With these 2 nations, CISM positions itself as a strong and sustainable partner for the world of sport… We are CISM and we are proud ! For all details on CISM and the CISM World Games, please address all your emails to Olivier.verhelle@cism-milsport.com

www.cismmilsport.org

SPECIAL REPORT | FEDERATIONS

Definitions and perceptions vary but for all the arguments about what constitutes a sport and what doesn’t there are a growing number of activities, pursuits, events and competitive pastimes searching for sponsors, broadcasters and a slice of people’s time. SportsPro picks out six and then unpicks their sporting credentials. By David Cushnan

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Top-level competitive eating has grown out of food-sponsored events like Nathan’s Famous’ 4th July hotdog eating contest in Coney Island, Brooklyn

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SPECIAL REPORT | FEDERATIONS

Through eSports competitive video gaming has moved from the sofa and the server to the arena

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With 60 million Americans holding a fishing licence, elite competitions are attractive to sponsors

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FLW fishing events now feature live arena-based weigh-ins as part of an enhanced production effort

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Though scripted, World Wrestling Entertainment has used its sport-like trappings to attract major partners and build huge events like WrestleMania

66 | www.sportspromedia.com

Photo: WCF/Michael Burns

The World Curling Federation stages its 2015 World Senior Curling Championships and World Mixed Doubles Curling Championship in Sochi from April 18th – 25th 37 senior men and women’s teams (over the age of 50) will take to the ice in the Ice Palace practise rink to vie for the 2015 Senior Championship titles and 30 Mixed Doubles teams will compete at the Ice Cube Curling Centre which was purpose-built for the Sochi 2014 Olympic Winter Games. In all, over 200 curlers will be competing and experiencing first-hand the Sochi Olympic Park sites. For the World Curling Federation, taking these world championships to Sochi is part of a key strategy. “It is very important for the WCF to help build on the interest created in our sport in the wake of an Olympic Winter Games this applies equally to the host nation and elsewhere in the world. By bringing international championships back to Sochi, we hope to keep fuelling the growth in Russia, and create a lasting legacy for curling” said World Curling Federation President Kate Caithness. Curling has enjoyed a surge of interest in Russia since the Sochi games last year. The Russian Curling Federation has been boosted by the fact that the Ice Cube Curling Centre has remained a dedicated curling facility and is now regularly used for national championships, promotional events and development camps for Russia’s growing high performance squad. “Since Sochi 2014, several new curling facilities have opened their doors in Russia or are about to - in Moscow, Chelyabinsk, Omsk, Novosibirsk, Krasnoyarsk, and Irkutsk. We have seen a considerable rise in the numbers

of new curlers and have welcomed 18 new regional curling associations. We have a lot of work to do! Getting children and youngsters to learn the sport is a priority,” said Russian Curling Federation President Dmitry Svischev The World Mixed Doubles event in Sochi takes place as this particular curling discipline is being considered by the IOC for inclusion in the Olympic programme of the 2018 PyeongChang games. Mixed Doubles has been played at world championship level since 2008. Over 30 WCF Member Associations now play the game which is for teams of two players, one male and one female. They play a condensed version of the traditional game which has less stones in play and is therefore more hands on. Players say it is faster and more physically demanding as they deliver and sweep their own stones. With fewer athletes required to make a team, the discipline appeals to a wider range of curling nations. The traditional powerhouses of curling, Canada, Scotland, Sweden and Switzerland, are being challenged for places on the podium by smaller curling nations and newcomers to the sport. Austria, Czech Republic, Hungary, New Zealand and Spain are amongst the nations that have won medals at recent World Mixed Doubles Championship events. The event in Sochi is likely to be no exception when it comes to tough competition for those taking to the ice.

Photo: WCF/Richard Gray

www.worldcurling.org

info@worldcurling.org

SPECIAL REPORT | FEDERATIONS

Cena’s Facebook numbers dwarf those of NBA star LeBron James – 36.7 million versus 22.5 million in late February. Although the US has always been the focus of WWE’s owner and ringmaster Vince McMahon, who has become as big a star as any of his wrestlers and remains a frequent on-screen presence, the organisation has grown internationally. For global broadcasters such as Sky Sports in the UK, the sheer range of programming Ă€OOV PDQ\ D JDS LQ WKH VFKHGXOHV 7KHUH LV D ::( RIĂ€FH RI LQ London, a smaller operation in Germany and local headquarters in Dubai and Singapore. The WWE visits Europe twice a year; a tour this March and April was due to take in a number of UK cities, including two shows at London’s O2 Arena, before stops in France, Spain and Poland amongst others. On the corporate front, global toy company Mattel has licensing rights to SURGXFH ::( DFWLRQ Ă€JXUHV XQWLO after signing a multi-year extension last February, while the 2K brand has the licence to create the popular range of WWE video games. WWE executives, however, believe there is more they can do to forge and manage corporate partnerships. Spelling bees 7KH Ă€UVW 6FULSSV 1DWLRQDO 6SHOOLQJ %HH WRRN SODFH LQ DQG IHDWXUHG MXVW QLQH VFKRROFKLOGUHQ ,Q WKHUH ZHUH Ă€QDOLVWV ZLWK WKH FRQWHVW HQGLQJ LQ D GUDPDWLF WLH WKH Ă€UVW WLPH FR FKDPSLRQV KDG EHHQ FURZQHG VLQFH 7KH competition is organised by The E. W. Scripps Company, the educational arm of WKH 86$¡V Ă€IWK ODUJHVW EURDGFDVWLQJ JURXS RQ D QRW IRU SURĂ€W EDVLV 86 EDVHG WKH Bee also includes competitors from seven other countries. Even if spelling competitions don’t immediately spring to mind when one is asked to name a sport, the Scripps contest has found a home on the daddy RI WKH KRXU VSRUWV QHWZRUNV (631 ZLOO EURDGFDVW LWV VW FRQVHFXWLYH %HH this May – the tournament is traditionally staged in Washington DC – and gives the competition the full sports broadcast treatment each year, including montages, SURĂ€OHV RI WKH FRPSHWLWRUV DQG SXQGLWU\ from former contestants. 68 | www.sportspromedia.com

ESPN coverage has transformed the school spelling bee into a “sports event�, according to organisers

´7KH\ GR VXFK D JUHDW MRE RI EXLOGLQJ excitement for the competition, recognising the kids that are in the competition, building the connection between the audience and the kids,â€? says &RUULH /RHIĂ HU WKH %HH¡V SURJUDPPH manager. “We see it as a great way to help IXOĂ€O RXU SXUSRVH DV DQ RUJDQLVDWLRQ DQG thread our message of what we’re trying to do to a larger audience.â€? ,W ZDV WKH (631 GHDO ZKLFK /RHIĂ HU suggests, transformed the contest into a “sports eventâ€?, although organisers tend to position it more as the “drama of competitionâ€?. She adds: “They are the best at what they do in the world, really. We see it almost like a reality show, in that we have so much inherent drama MXVW ZLWK WKH NLGV EHLQJ XS WKHUH ² DOO RI the pressure, all of the lights on them, all of the audience both live and in the broadcast. You see everything that goes on in their minds in their faces. We think it’s really an exciting thing for people to watch – they get caught up in all of it.â€? The national competition is the culmination of a series of regional and local spelling bees, designed to draw together communities, and to promote education in general and a better use RI (QJOLVK VSHFLĂ€FDOO\ 7KLV SHULRG DKHDG RI WKH Ă€QDO HDFK 0D\ LV NQRZQ E\ organisers as “building the buzz of the

Beeâ€?. By the time the national contest KDSSHQV WKH Ă€QDOLVWV DUH /RHIĂ HU VD\V “mature and very poisedâ€?, ready to face a television-studio style set and the pressure of competition. “They’ve learnt a lot through the competition, to control their nerves, to speak in front of a large audience and to really focus and thrive under pressure,â€? she adds. While the organisers refer to sponsors as the organisers of the ground-level spelling contests in communities across the United 6WDWHV IRU WKH Ă€QDOV LW ZRUNV FORVHO\ ZLWK (631 VSRQVRUV /RHIĂ HU FRQĂ€UPV PRUH often than not want a media advertising buy to be part of their package. “We’re very happy with the state of RXU SURJUDPPH ULJKW QRZ Âľ /RHIĂ HU concludes, revealing that international expansion is not out of the question. ´7KHUH¡V GHĂ€QLWHO\ LQWHUHVW RXW WKHUH Âľ she says, “especially with the spread of English globally.â€? She adds: “A spelling bee doesn’t really work in a language other than English, because English takes words from all the other languages in the world and changes them and incorporates them. English also doesn’t like to follow rules, which is why ZH VHH LW EHLQJ D VSHFLĂ€FDOO\ DQ (QJOLVK sport. [Expansion] is certainly something that’s still on our radar, but we don’t see a perfect way forward right now.â€?

In April 2014, SportsPro published an article on Auckland’s drive to secure major events, from Rugby World Cup in 2011 right through to the current busy 2015 season. Now, one year on, the planning for 2015 has well and truly been completed; all that remains is the delivery of the Volvo Ocean Race Auckland Stopover, ICC Cricket World Cup and the FIFA U-20 World Cup, alongside Auckland’s regular annual portfolio of major events. Auckland is now internationally recognised as a major events destination – but with the events world constantly changing, cities also need to keep evolving. So where to next? It’s a question asked by many established events cities, particularly as more urban centres recognise the benefits of events, and as the cost of hosting continues to rise. One of the greatest challenges event cities face is identifying which events to pursue. There are plenty of events that could be held in a city like Auckland, assisted by a public that’s enthusiastic for events, quality venues and a city on many “must do” travel lists,. But how do you select the best opportunities? For Auckland, event selection has in part meant an increasing focus on growing its annual events portfolio – those which offer a benefit to Auckland year after year. In many cases this involves homegrown events – namely, events led by and created with the local community, with the ambition for them to be drivers of domestic and international visitation as they become more established. This is not to say that one-off events are no longer important. What has become increasingly evident, however, is a need to secure one-off events which deliver more than a short-term ‘sugar hit’ for the economy, but have long term benefits. What Auckland achieves by seeking out events with long term benefits and great brand alignment is a value add for rights

Photosport©

AUCKLAND: WHERE TO NEXT?

holders: where they have the support of a city genuinely invested in making an event a success at multiple levels. A recent example is the Dick Smith NRL Auckland Nines rugby league event. The event itself is an ideal mix of sport and entertainment – achieving those immediate economic outcomes over one fantastic weekend for both Auckland and the NRL, including the league’s season launch. But beyond this, Auckland has created a programme of additional activity around the NRL Nines and a rugby league festival, with direct connections with participating teams and players, business and media functions, a central-city fan zone to reach new audiences and achieving sport development and community engagement outcomes. Collectively this additional activity builds equity in the event that is only available for the NRL in Auckland.

There are other areas of shared alignment that can work to benefit both the city and rights holders. Auckland’s location at the centre of the Asia-Pacific rim may help rights holders grow into new markets, while at the same time cementing the city’s relationships with international partners. The business community or a specific industry may be driven to connect with participants and sponsors, adding to the event experience and the incentive to attend. In the meantime, as this honed approach to event selection continues to develop, Auckland has another big year on the boil in 2017. Now several years into planning for hosting the World Masters Games 2017 in Auckland, the world’s largest multi-sport event is in capable hands. In addition, the British & Irish Lions, along with their legendary supporters, will tour rugby-mad New Zealand in 2017. And - as a great example of alignment with public, business and destination branding - there’s the tantalising prospect of significant sailing regattas potentially being held in Auckland in early 2017. Auckland. Welcoming the world – year after year. Susan Sawbridge ATEED (Auckland Tourism, Events & Economic Development) T: +64 (0)9 354 7032 E: susan.sawbridge@aucklandnz.com

aucklandnz.com | businessaucklandnz.com

Volvo Ocean Race, Auckland Stopover

CONTACT

Welcoming the world. Year after year. IRB Rugby World Cup (2011) FIA World Rally Championship (2012) Volvo Ocean Race, Auckland Stopover (2012, 2015, 2018) INF World Series Fast5 Netball (2012, 2013, 2014) ISF World Softball Championships (2013) UCI BMX World Championships (2013) Ironman 70.3 Auckland - Asia-Pacific Championship (2013, 2014, 2015) FINA Oceania Swimming Championship (2014) IRB Junior Rugby World Cup (2014) FIFA U-20 World Cup (2015) ICC Cricket World Cup (2015) FIH Women’s World League Final (2017) RLIF Rugby League World Cup (NZ & Australia, 2017) IMGA World Masters Games (2017) British and Irish Lions Tour (2017) NZ Festival of Tennis - WTA ASB Classic & ATP Heineken Open (Annual) ITU World Triathlon Series (Annual) ITM 500 Auckland V8 Supercars (Annual) Dick Smith NRL Auckland Nines (Annual) ASB Auckland Marathon (Annual) NZ Badminton Open (Annual)

Susan Sawbridge Auckland Tourism, Events and Economic Development E majorevents@ aucklandnz.com M +64 21 227 7032 aucklandnz.com

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FEATURE | QATAR

A timeline to the future The Middle Eastern state of Qatar is using sport as a hook on which to hang a grand exercise in nationbuilding. It was hosting a top-level tennis tournament as early as 1993 but, arguably, it was not until the Asian Games in 2006 that the country began to build out its major event capabilities in earnest. Since that point, there has been no cap on its ambition as events have grown in scale and frequency. z HOST

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DECEMBER 2006 15th Asian Games The 2006 Asian Games was the breakout international event for Qatar. Determined to make the 39-sport Games the biggest in the quadrennial event’s history, the local organisers were particularly focused on the look and feel of the event, spending years in detailed preparation with their communications and marketing partners. The Look Company, which has gone on to work across many Qatari events since, created distinct and custom branding across over 120 event and non-event locations around Doha.

SEPTEMBER 2007 Launch bid to host 2016 Olympic Games

DECEMBER 2007 First Qatar National Day

JANUARY 2008

New national holiday founded, in part, to imbue Qatar’s increasing sports events with a sense of societal impact.

Tenth anniversary of Qatar Masters golf tournament One of three European Tour golf events in the Middle East, what is now the Commercial Bank Qatar Masters has been held in Doha since 1998.

FEBRUARY 2008 Asian Indoor Athletics Championships

MARCH 2008 First MotoGP night race

APRIL 2008

Qatar’s Losail International circuit has held an annual MotoGP race since 2004, but in 2008 this became the first to be run under lights after nightfall.

First FEI Global Champions Tour event

JUNE 2008 JULY 2008 Wrestling Youth Asian Championships

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Fail to make the candidate phase in bid for 2016 Olympic Games

AUGUST 2008 NOVEMBER 2008

Declare intention to bid to host 2020 Olympic Games

First of three WTA Tour Championships

MARCH 2009 NOVEMBER 2009

Launch bid to host the 2018 or 2022 Fifa World Cup

FIVB Men’s Club World Volleyball Championship

DECEMBER 2009 MARCH 2010 IAAF World Indoor Championships First time a track and field world championships was held in the Middle East and only the second time the indoor version had been held anywhere outside Europe or North America

ISF Gymnasiade – quadrennial world schools gymnastics event

MAY 2010 First IAAF Diamond League event The Qatar Athletic Super Grand Prix had been on the IAAF toplevel circuit since 1997 and was upgraded to Diamond League status when the new series launched in 2010.

NOVEMBER 2010 DECEMBER 2010

Third of three WTA Tour Championships

Fifa ExCo elects Qatar as the host of the 2022 Fifa World Cup

The women’s tennis tour’s season-ending finale moved to Istanbul on a new three-year contract the following year.

11 of the 12 proposed host stadiums were to be built from scratch, including the Al Wakrah Stadium, Al Bayt Stadium and the Qatar Foundation Stadium (see below).

DECEMBER 2010 Qatar Sports Investments sponsors FC Barcelona for US$220 million over five years, with Qatar Foundation branding initially featuring on the team’s playing shirts

Al Wakrah Stadium

Khalifa International Stadium

Tournament capacity: 45,000 Designed by: Aecom/Zaha Hadid Architects

Tournament capacity: 40,000 Designed by: Dar Al Handasah

Overview: Located 15 kilometres south of Doha, the Al Wakrah Stadium and the surrounding precinct pay homage to the local region’s seafaring identity with a design inspired by the dhow, a traditional Qatari vessel used by generations of fishermen and pearl divers. It is due to be completed in 2018.

Overview: Situated in the Aspire Zone on the outskirts of Doha, the Khalifa International Stadium – named after Qatar’s former Emir, Sheikh Khalifa Bin Hamad Al Thani – is being expanded and renovated for the 2022 tournament. Originally built as a 20,000-seat stadium in 1976, it will host matches until the quarter-final stage.

Al Bayt Stadium

Qatar Foundation Stadium

Tournament capacity: 60,000 Designed by: Dar Al Handasah

Tournament capacity: 40,000 Designed by: RFA Fenwick Iribarren Architects

Overview: Delivered by the Aspire Zone Foundation – a stakeholder of the Qatar Supreme Committee for Delivery & Legacy – the Al Bayt Stadium on the country’s east coast is named after the Bayt Al Sha’ar, a tent traditionally used by nomadic peoples in the region. It will be suitable for hosting matches up to and including the semi-finals.

Overview: The most recent World Cup venue to be unveiled, the Qatar Foundation Stadium in Doha’s Education City will be able to host matches until the quarter-finals. The venue’s defining characteristic is an outer façade comprising complex geometrical patterns that appear to change colour as the sun arcs across the sky.

SportsPro Magazine | 73

FEATURE | QATAR

JANUARY 2011 AFC Asian Cup Second time Qatar had hosted soccer’s Asian Cup. But, with the first time being in 1988, this was an entirely different experience.

FEBRUARY 2011 Tenth anniversary of the WTA Tour women’s tennis tournament

NOVEMBER 2011 Beaten by London in bid for 2017 IAAF World Athletics Championships

DECEMBER 2011 Pan Arab Games

JANUARY 2012 Asian Shooting Championships

FEBRUARY 2012 Tenth anniversary of the Tour of Qatar The week-long cycling race, organised by Eddy Merckx’s promotion Paumer and Tour de France owner ASO, has been joined in the region by races in Dubai and Oman.

MARCH 2012 Qatar Sports Investments becomes sole shareholder of Paris Saint-Germain Headed by Al Jazeera Sports chief Nasser Al Khelaifi, government-owned QSI spends around US$100 million buying Ligue 1 soccer club PSG outright.

MAY 2012 Fail to make candidate phase, for second successive time, in bid for 2020 Olympic Games, led by chief executive Noora Al-Mannai (left)

OCTOBER 2012 Debut round in the FINA Swimming World Cup

JANUARY 2013 MARCH 2013 Qatar Airways confirmed as first commercial shirt sponsor of FC Barcelona

JULY 2013 Asian Table Tennis Championship

74 | www.sportspromedia.com

20th anniversary of the ATP World Tour men’s tennis tournament The Qatar ExxonMobil Open was first won by Boris Becker in 1993.

NOVEMBER 2014 Chosen to host 2019 IAAF World Athletics Championships

DECEMBER 2014 FINA Short Course World Swimming Championships Doha stepped in to host the world championships after the Italian Swimming Federation (FIN) withdrew its support of original host city Catania.

DECEMBER 2014 Debut Grand Prix on the new FIE Fencing World Cup series

JANUARY 2015

The Qatar Fencing Federation has organised an annual fencing championship for men and women in épée since 2005, and it was one of the first events on the new calendar when the FIE underwent a revamp ahead of the 2014/15 season.

IHF World Men’s Handball Championships Qatar’s bid to host the most prestigious tournament on the handball calendar was chosen ahead of others from Norway, Poland and France. Remarkably, the Qatari team finished the tournament as runners-up.

FEBRUARY 2015 Fifa taskforce officially recommends November/ December dates for 2022 World Cup

OCTOBER 2015 IPC Athletics World Championships The first IPC Athletics World Championships to be hosted in the Middle East, and only the second outside of Europe. The International Paralympic Committee selected Qatar to host the event in 2013 but decided in 2014 to run the marathon event during the London Marathon on 26th April.

JANUARY 2016 Potential applicant city file sent to IOC for bid to host 2024 Olympic Games

OCTOBER 2015 AIBA World Boxing Championships

OCTOBER 2016 UCI Road Cycling World Championships

DECEMBER 2016 World Bowling Single Championships

OCTOBER 2018 FIG Artistic Gymnastic World Championships

NOVEMBER/DECEMBER 2022

SEPTEMBER 2017 Election of the 2024 Olympic host city at IOC session in Peru

SEPTEMBER 2019 IAAF Athletics World Championships

Fifa World Cup

SportsPro Magazine | 75

FEATURE | QATAR

Case study: the Al Wakrah Stadium

Aecom’s cooling system is designed to ensure temperatures stay within Fifa’s guideline range

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76 | www.sportspromedia.com

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Cold air will cascade down through the stands

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Custom designed Giant LED Screens Mobile foldable LED Screens Outdoor LED media façade Perimeters & Ribbon Boards Compliant with UEFA regulations

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ALL-IN-ONE SOLUTION FOR FOOTBALL VENUES Full Integration of all Media in your Venue The first Single Media Platform – controls all media feeds within the stadium Primary screen control (LED screens, media façades, perimeters & ribbon boards) Secondary screen control - IPTV in VIP lounges & mobile apps with highlights, instant replay, real-time statistics, food ordering – for the ultimate fan experience Independent control of all LED screens and easy synchronization for moments of exclusivity

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Game presentation | Sports&Statistics | Security

The Science of LookBranding

The 15th Asian Games Doha - Qatar

Commercial Bank Qatar Masters

FINA ARENA Swimming World Cup

“Knowledge attained through practice” – that is the definition of science, and at The Look Company (TLC), lots of practice through the delivery of hundreds of Branding Projects has indeed perfected the Science of Branding. In fact, The Look Company continually finds ways to refine their suite of branding solutions and redefine the services the business provides. The once simple “Banner and Sign” business has now evolved into an “Environmental Branding” expert through the sophistication and perfected “QLook methodology – the Science of Branding”. At its best, Qlook is the coordinated creation and expression of a brand personality at a destination. It’s not just about banners, flags and fence scrims. It’s about identifying and capitalizing on the best opportunities to express a brand in the most effective and compelling way possible. The Look Company, is known to be the pioneers of the “Look of the Games”, showcasing the company’s expertise in transforming interior and exterior architecture in bringing the events and their brands alive using best in class products and services. In 2000, when Qatar won the right to host the 15th Asian Games, the first and largest major sporting event within the GCC, The Look Company set its course towards the region. A bold move that brought forth a wide range of opportunities for both TLC and Qatar. The combination of TLC bringing it’s many years of Sport Branding experience

from NFL Superbowls in the U.S. to World Championships such as Cycling from North America and Europe has turned out to be a valuable resource to a country such as Qatar who has turned to Sport as one way of fulfilling the countries 2030 Vision. The challenges that came with hosting the Asian Games in Doha and the solutions TLC implemented has set the gold standard for the rest of the local and international events in Qatar and assured all Branding of Sporting Events since the Asian Games has been delivered to an Olympic Standard. Now with a matured Sporting market in Qatar, the Branding methodology developed by TLC for the Asian Games has evolved into the science of Qlook, which is the core competencies TLC implements in-house with its staff of +150 people and 14 print production machines. The core competencies of Qlook have been used successfully for all Major Sporting Events since the Asian Games including The 24th Men’s Handball World Championship, Fina Swimming World Cup, ATP ExxonMobil Open, The WTA Qatar Total Open, The PGA Commercial Bank Qatar Masters, Longines Global Champions Tour, The Arab Games, The Asian Football Cup, the Qatar 2022 World Cup Bid and many other events. What sets The Look Company apart, is their expertise and the proven track record of turning sporting venues into brand destinations. With the start of any Look Branding project, TLC integrates its proven

expertise into their client overall Project Requirements. A typical Look program implementation includes: • Client and Project Service Management • Scope determination of Budget establishment • Concept creation, design guidelines and design adaptation • Protocol management • City media management • Project management and planning • Surveying , scanning and scoping • Detailed CAD drawings, overlay mapping • Certified Installation and Construction/ Fabrication • Print production of various substrates • Hardware preparation • Installation and Implementation • Maintenance • Decommission • Legacy and Environmental Footprint Management • Studies and reports TLC’s delivery range is truly an A to Z full suite of products and services. TLC’s in house and in Qatar core competencies is supported by their state of the art production facility which typically produces and finishes upwards of 400,000 sqm of printed materials per year. The Look Company’s creativity, commitment and credibility has positioned the company well as a leader in providing branding solutions within Qatar and throughout both the region and worldwide.

The Look Company 285 Al Waab Street, Doha, Qatar International contacts: Amy Johnson Email: ajohnson@thelookcompany.com Jacob Burke Email: jburke@thelookcompany.com

www.thelookcompany.com

Q&A With Jacob Burke, General Manager of The Look Company in Qatar

1. What would you consider to be TLC’s competitive advantage? What is the main differentiation factor that sets you apart from others in the industry? TLC’s competitive advantage is based upon three main factors; The first is TLC has invested in developing a fully integrated Branding operation within Qatar, which may be one of the most integrated Branding businesses under one roof in the world. The second is the high level of reliance we place on the Scanning and CAD drawing of each Branding element within the project scope and the third competitive advantage is our culture and people at The Look Company who are all trained experts in their field of expertise.

24th Men’s Handball World Championship

The 2011 AFC Asian Cup

2. What would you consider to be your biggest challenge in the Qatari Sports market? Our continual challenge is to balance quality with short deadlines. Qatar can be an expensive market to operate in since quality can not be sacrificed because the type of Sporting Events hosted in Qatar are internationally recognized and viewed around the world. Assuring quality and getting it perfect the first time with the quick turnaround timelines that we often face is what makes TLC unique in the marketplace. We could only achieve this by doing the Scoping, CAD drawings, Design, Production and Installation in-house. Our staff in Qatar is large enough that we work 24 hours a day with multiple shifts in both production and installation to satisfy our delivery requirements. We like to consider that our reputation is built on our ability to deliver without sacrificing branding quality. 3. What are some of the creative and challenging solutions your company has implemented for the major events that you have under taken in Qatar? A few comes to mind like the recent 24th Men’s Handball World Championship. Given the short deadline, we had to wrap 187 buses in two weeks on top of branding 3 main handball stadiums. Another was during the Asian Games, where we had to complete a building wrap on the Zig Zag Towers. By using rope access staff and techniques in rock climbing, we found a way to brand the points along the sides of the Towers. Last but not the least, during the World Cup Bid, we solved a challenge in the production of the 22 Jumbo 3m diameter Footballs placed around Doha. Using techniques common in Boat building, we were able to brand and create a perfectly round shape football that would last for years.

4. What is MOGwear? Can you explain to our readers a little bit about MOGwear? MOGwear stands for the “Memories of the Games” and is a Joint Venture project between the Qatar Olympic Committee and The Look Company to reduce a Sporting Event’s Carbon Footprint by re-use the Branding from Sporting Events in a way that the fabric is repurposed into useable products. Such second life products we have produced from old Event Branding includes; School bags, Backpacks, Computer Cases, Clothing, Industrial Bags and many other usable product. 5. Why is branding so important for the Reputation of Qatar? The level of Sport that is hosted in Qatar is typically reported and watched around the World. The reputation of Qatar and the first impression of people around the World about Qatar is typically viewed through one of the many Sporting events. This is why The Look Company will always deliver to an Olympic quality standard for every event we undertake in Qatar.

Qatar 2022 FIFA World Cup Bid

FEATURE | AGENCY

At Nascar and IMG, George Pyne built a reputation as one of America’s leading sports marketers, striking deals, leading teams and growing businesses. Now he has struck out on his own to launch Bruin Sports Capital, a venture which despite US$250 million in capital is, he insists, more than a mere investment firm. By David Cushnan and James Emmett

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George Pyne hopes to exploit overlooked opportunities in world sport with Bruin Sports Capital

80 | www.sportspromedia.com

f you are one of the many who haven’t heard from George Pyne recently, don’t fret, because, slowly but surely, he’s getting round to you. That late nights spent unclogging his inbox have recently become part of Pyne’s routine is only to be expected. It’s the sort of thing that happens when you have US$250 million in capital ready to spend in sport. The expressions of interest, Pyne says, have been “overwhelming” since he went public in January with his latest venture: a start-up called Bruin Sports Capital. At 49, Pyne is one of America’s foremost sports executives. He made his name at Nascar, where he spent a decade between 1995 and 2005 building its marketing, sponsorship and media departments, a stint which culminated in his leading role in closing an enormous title sponsorship deal for its top-tier series with Nextel, now Sprint. From Nascar, where he was only the second non-France family member to sit on the board, Pyne moved to New York. Hired by Ted Forstmann as IMG’s president of sport and entertainment, he would go on to oversee seven businesses – including the company’s hugely successful college sports arm, which he created – and around 2,000 staff. Now, he is effectively going it alone – albeit with the help of some rather wellresourced friends. Over a six-month period from last summer, during which time he formally cut ties with IMG after nine years, Pyne has raised US$250 million in an equity

“We’ll be looking at businesses that, at some point, will be able to stand alone and do their own thing with great leadership.�

Picture by: Seth Wenig/AP/Press Association Images

round, creating a syndicate of investors led by Sir Martin Sorrell’s advertising giant WPP, which is believed to have invested between 35 per cent and 40 per cent of the total. Speaking early in February, Pyne is not at liberty to reveal any other investors – they will remain behind the scenes as he plays frontman – but there are “seven or eightâ€? in total and 70 per cent are from outside the United States. They were won over, during a round of meetings that Pyne describes as “very intenseâ€?, by a vision of investing in and helping to build a variety of businesses across sport. “It’s something, frankly, I’ve wanted to do for a long time,â€? Pyne explains. “The idea is to try and identify underdeveloped businesses that have growth potential – in segments that I’ve worked in over the past 25 years, which is essentially sport, entertainment, media and branded lifestyle – and to try and grow them.â€? Pyne intends Bruin Sports Capital to play an active role as an investor: as he puts it, “we’re not betting on a horse in the race, we’re riding a horse in the raceâ€?. He is also, he insists, in it for the long WHUP 0HUH LQYHVWPHQW Ă€UP WKLV LV QRW “When I was evaluating what to do with the rest of my life, it was important to me that the opportunity was long-term in nature, something that you could really build out,â€? he says. “The families that are investing, along with WPP, are long-term builders of businesses, which I think is unique and also provides a tremendous DPRXQW RI Ă H[LELOLW\ ZLWK UHJDUG WR the deployment of the capital.â€? Pyne is believed to have the option of borrowing a further US$250 million against the existing US$250 million, giving him up to half a billion dollars of capital to invest. The public involvement of WPP – a giant of a company which has 162,000 employees across 110 countries, in excess of US$100 billion in billings DQG FRQVLGHUDEOH JOREDO LQĂ XHQFH ² adds credibility to a venture which, understandably given the success of the equity round and Pyne’s contact book and reputation, generated immediate interest from a range of companies in and around the sports industry. The inevitable question is where 3\QH ZLOO FKRRVH WR LQYHVW Ă€UVW ´,W¡V a fair question,â€? he says, “but it’s not something I really want to answer.â€?

The late Ted Forstmann (left) brought Pyne to IMG as president of sport and entertainment

Pressed, he expands on his thinking: “When I went to IMG, it wasn’t in college sports. I looked at 100 things and we landed on college sports as a real growth segment. We aggregated businesses and built them. I think college sports is an example of a business that has been around for 100 years – and IMG has been in business for 50 years – but there was a

Media giant WPP, led by Sir Martin Sorrell, is already a major Bruin Sports Capital investor

tremendous growth opportunity. World Speedway was another acquisition we made at IMG that we thought we could build and grow and we did. It’s really trying to identify things. ´,¡P YHU\ Ă H[LEOH Âľ KH FRQWLQXHV ´LQ that I’m not married to a particular sport or a particular region. What I am married to is ensuring that the opportunity has real upside potential. We’ve been overwhelmed with enquiries in the last 30 days and there are lots of opportunities out there. It will take us time to evaluate which ones we feel have the most potential.â€? Pyne is ruling nothing out, although he has no intention of muscling in on territory already held by his former employer. He announced his own departure from IMG in August, following the agency’s takeover by Williams Morris Endeavor (WME). Accounts vary as to the state of Pyne’s relationship with newly installed co-chief executives Ari Emanuel and Patrick Whitesell but, publicly at least, he has nothing but kind words for the company. “I love IMG and I have the utmost respect for Ari and Patrick,â€? he says. “I was there for almost nine years, served on the board, ran seven businesses – many of which were global – and had a great experience. I’m a better person for having done that. I would never have had the opportunities I have today without working at IMG. It was a great run. “You have to look at the results, which speak for themselves – what the earnings were and value of the company was in 2006 and what the earnings were and value of the company was in 2013 were quite different. I’m happy with the role I played in that and I come away enthusiastic and grateful for the experience.â€? Asked later what he has made of the changes Emanuel and Whitesell have made since taking charge at the company, Pyne bats away the question. “I’m not really focused on IMG,â€? he says. “I’m rooting for them, I’m sure they’ll be very successful, but my focus is on what I’m SportsPro Magazine | 81

FEATURE | AGENCY

Marathon for a Sprint: selling Nascar’s biggest deal

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or all George Pyne’s sterling work at IMG, most notably the launch and rapid growth of its college arm, the title sponsorship deal he struck for Nascar in 2004 is still his most eye-catching piece of business. Pyne headed the team that closed a decade-long deal with Nextel, WKH WHOHFRPV Ă€UP ZKLFK ODWHU EHFDPH Sprint, for a fee reported at the time to be worth US$750 million but that was actually closer to US$950 million once an annual six per cent escalator fee was built in. “I don’t know if there’s any one thing I’m most proud of,â€? Pyne says

now, “but I’m certainly proud of that. “We covered a lot of ground in a short amount of time,â€? he adds, “and obviously WKH VL]H RI WKH GHDO ZDV QRW LQVLJQLĂ€FDQW Âľ Coincidentally, as Pyne starts his new venture, Nascar executives, including some of those he left behind, are beginning the search for Sprint’s replacement after it decided not to renew its deal beyond the end of 2016. Pyne has some sage words for his successors as they look to secure what will be one of the biggest sponsorship agreements in the world. “I was going to say, ‘Early to

bed, early to rise, work like hell and advertise,’â€? he begins. “But I think it’s one where you have to be quite thoughtful because of the size of the sponsorship. Going at it and putting together the package in the most thoughtful way, so that they can demonstrate the kind of value they’re asking for, will be an important element of the process. That’s not easy to do. ´$V , UHĂ HFW EDFN ZH PHW ZLWK D ORW of companies the last time and it took a fair amount of time to pull together. It’s a very complex sponsorship and therefore it needs to be sold that way.â€?

At Nascar, George Pyne secured a nine-figure title sponsorship deal with Nextel, which the telecoms company retained after rebranding to Sprint

doing and with the opportunity I have to create value.â€? Drawing together his experience in building a media, communications, licensing and sponsorship business from the ground up, as he did during a period of explosive growth at Nascar, combined with his experience at IMG – “coming in and going at it from the top downâ€? – SOXV Ă€YH \HDUV HDUOLHU LQ KLV FDUHHU DW WKH Portman Companies, working on strategy and planning, Pyne believes he has a skill set that will be attractive for many a company. “All of those experiences over 25 years have framed up who I am,â€? he says. “I think at IMG I was a pretty cautious guy and it’s not that I won’t be cautious any more, but I think I’ll be more reliant on my instincts going forward than maybe I was in the past.â€? 82 | www.sportspromedia.com

Pyne estimates he took around 100 meetings during the equity round, in all corners of the world. It is a process he looks back on with no little fondness. “As a person I grew a lot,� he recalls. “I met with a lot of interesting people. You’re out there on your own, sharing your vision for what you’d like to do and also sharing some of the things you’ve done in the past, meeting with people who are very successful and disciplined in their own right. It was stimulating because it was something I hadn’t done before.� By his side throughout the process was Allen & Company, an investment bank hired in June as Pyne was hatching his plan for Bruin Sports Capital – Bruin, incidentally, is the nickname of the athletics teams at Brown, the college Pyne attended. Bruin Sports Capital will be expanding

HYHQ EHIRUH WKH Ă€UVW LQYHVWPHQW LV PDGH as February turned to March, Pyne was assembling a lean team of around ten, made up of those with experience of conducting due diligence and acquiring companies, and “a couple of subject matter expertsâ€? who FDQ ZHLJK XS LQYHVWPHQW GHFLVLRQV +LV Ă€UVW hire, late in February, was Tony Crispino, a former IMG executive who will be chief RSHUDWLQJ RIĂ€FHU $QRWKHU IRUPHU FROOHDJXH David Abrutyn, joined as executive vice president and a principal in early March. “We’ll try and come up with a blend of people,â€? Pyne says, likening himself to a general manager of a sports team tasked with selecting the head coach and players, and then adequately resourcing them. As far as the investments themselves are concerned, Pyne is open-minded as to how they might stack up. “They might

KEY DEAL Bruin Sports Capital – first-round financing

Supported by a team of four from investment bank Allen & Company, George Pyne raised US$250 million during an initial equity round between June and December 2014 as a result of up to 100 meetings in the USA, Europe and the Middle East, before launching Bruin Sports Capital in January 2015.

Pyne “looked at 100 things� during his time at IMG before landing on college sports as “a real growth segment� and launching the IMG College arm

be businesses that have not been able to unlock value because they’ve not been able to invest the capital they need to build the business,� he suggests. “You might also put together two businesses in a segment and all of a sudden one plus one is four. And then, there is the Wayne Gretzky saying: ‘You always want to go where the puck is going to be, not where the puck is.’ “To me, it’s understanding the demographics of a particular category – you might have a mature market that has not had capital to put into it so you might be able to deploy capital and further grow it. There might also be businesses that are parts of big organisations that are not being fully monetised or capitalised, or fully taken advantage of, and those might be interesting opportunities as well. “I’m going to be very disciplined and

WKRXJKWIXO LQ ZKDW , GR , QHHG WR Ă€QG WKH places where people have not maximised the value, and maximise the value for customers. I have really learned the importance of great culture and surrounding yourself with people who share your values, desire, and approach things with a like mind. It’s how I want to spend the next ten years.â€? Personally, Pyne is enjoying returning to the frontline after years spent in a lofty, but perhaps slightly distant, managerial role in an agency the size of IMG. “In a big organisation you’re dependent on so many different people,â€? he says. “When you’re in the situation I Ă€QG P\VHOI LQ ,¡P RQ WKH IURQW IURQWOLQH and for better or worse we’re able to KDQGOH WKLQJV KRZ , PLJKW VSHFLĂ€FDOO\ want them to be handled. With a more narrow focus, I can have a better impact

on what it is I’m trying to do. I like that.� That said, Pyne’s longer-term vision, once Bruin Sports Capital’s investments begin in earnest, is to step back again. “Every situation is different – when I was helping various businesses at IMG or even Nascar I would be pretty involved but eventually what you hope for is you help a business, however that help might be needed, help build it and grow it, and then let the talented people that are running it run it,� he explains. “My job will be to help people unlock value and create value and to recruit people who want to be part of this. At the end of the day, we’ll be looking at businesses that, at some point, will be able to stand alone and do their own thing with great leadership. “We’ll be here to help them and provide them support when needed.� SportsPro Magazine | 83

FEATURE | BASKETBALL

Name recognition and financial power makes Real Madrid and Barcelona the top teams in European basketball’s biggest league

Europe’s domestic basketball leagues may not have the global status of the National Basketball Association in the US but several of them are pressing on to make the most of their growing appeal. By Michael Long

E

urope’s domestic basketball leagues have long operated away from the global limelight courted by their noisy cousin across the Atlantic. Yet in arenas across the length and breadth of the continent – from Spain to Russia, from Iceland to Israel – many thousands of passionate fans turn out each week in support of clubs that are among the best on the planet. As domestic seasons heat up across the continent, basketball executives from Spain, Germany, Russia and Israel examine some of the current trends and issues shaping the European game. 84 | www.sportspromedia.com

Spain leads the pack It is little wonder that the majority of Europe’s domestic basketball leagues look on in envy at Spain’s Liga Endesa. Flush with many of the continent’s best players, strong corporate partners, an impressive international broadcast reach, and globally known team brands, the Iberian league leads the way in just about every measure of comparison. “The market for basketball itself in Spain has been strong for many, many years,â€? says Francisco Roca, the chief executive of the AsociaciĂłn de Clubs de Baloncesto (ACB), the

league’s organising body. “Here, we like basketball; we love the NBA; the ACB, the Spanish league, has been very well followed for many, many years. I think that’s one of the strengths that we have, that the market is interested in sports in general and basketball in particular.â€? Such strong public support on home VRLO H[HPSOLĂ€ HG E\ WKH ZHOO DWWHQGHG Fiba Basketball World Cup held in 6SDLQ ODVW DXWXPQ LV UHĂ HFWHG LQ WKH commercial revenues the ACB has been able to command. According to Roca, the league’s overall income stands at around â‚Ź16 million, with roughly â‚Ź11 million of that sum derived from sponsorship alone.

At the head of the ACB’s commercial portfolio sits Endesa, the Spanish utility FRPSDQ\ WKDW EHFDPH WKH OHDJXH¡V Ă€ UVW ever title sponsor in June 2011. That deal, perhaps the most lucrative agreement of its kind in Europe and thought to be worth between â‚Ź4.5 million and â‚Ź5.5 million a year to the ACB, runs until 2017, with Endesa having taken up the option of H[WHQGLQJ EH\RQG LWV LQLWLDO IRXU \HDU WHUP According to Roca – who took the reins at the ACB after eight years masterminding the commercial growth of La Liga, Spain’s top soccer division – the agreement with Endesa is “extremely helpfulâ€? for the league, “not only from the point of the revenue that we get from them but also the help in promoting the league and just JHWWLQJ XV D PXFK PXFK KLJKHU SURĂ€ OH than other leagues who do not have these kinds of sponsorship agreementsâ€?. Aside from unrivalled sponsorship income, Liga Endesa tops Europe’s other leagues in many other areas. Match attendances average out at a little over 6,000 per game, with arenas full to about 80 per cent of capacity. But it is the league’s broadcast reach that sets it apart. Television coverage of Liga Endesa, which is distributed globally by the MP & Silva agency, currently reaches 110 countries worldwide, with leading QHWZRUNV LQ WHUULWRULHV DV IDU DĂ€ HOG DV Brazil, Taiwan and the Philippines having signed up to showcase games. No other European league enjoys such exposure. That viewership ensures that around a third of the ACB’s income comes, as Roca says, from “media in all different shapes and formsâ€?. There is, however, plenty of room for revenue growth in that regard, particularly in Spain itself ZKHUH SD\ 79 KDV EHHQ RYHUORRNHG LQ IDYRXU RI IUHH WR DLU FRYHUDJH IURP TelevisiĂłn EspaĂąola and a plethora of regional channels. “One of the things that I have to H[SORUH LV WKH SRVVLELOLW\ WR EH RQ SD\ 79 in Spain, which is something that we are not on right now,â€? says Roca. “We need to take another look at how we organise our television business in Spain in terms of the broadcasting of the games, but also in terms of getting much more VSHFLĂ€ F GLJLWDO FRQWHQW RXW WKHUH :H¡UH doing it but we need to really make a bigger effort on producing more content, not only the games on television but also

“I think we have to have a positive attitude and accept that soccer is the big player and takes away most of the money.â€? a lot of additional content that we need to keep distributing.â€? Much of Spanish basketball’s success can be put down to the strength of its individual team brands. Two clubs in particular – Barcelona and Real Madrid – play a leading role in raising the league’s SURĂ€ OH DW KRPH DQG DEURDG WKDQNV WR their universally known soccer teams, with both regularly competing for major domestic and European honours. “They are essential to our strategy,â€? says Roca. “They carry their name with us and their logos, so for us it’s just a huge advantage for our ability to do nice international deals, to have sponsors, and to have obviously a very strong basketball competition. Needless to say, they have the two biggest budgets in our competition and because of that they can also attract big names for Spanish basketball.â€? Vying for second best “I think we have to have a positive attitude and accept that soccer is the big player and takes away most of the money and the attendance,â€? says Jan Pommer, the chief executive of Germany’s Beko Bundesliga (BBL). “But still, there’s a big enough niche for sports like handball, ice hockey and basketball to grow.â€? Pommer’s league is not alone in having to operate in soccer’s shadow. In any market in Europe, the beautiful game rules supreme. Unlike leagues in other countries, though, the Beko Bundesliga has the added challenge of competing for second spot alongside two similarly developed competitions in handball’s '.% +DQGEDOO %XQGHVOLJD DQG WKH German Ice Hockey League (DEL). “We are probably younger than handball is; we are less rich than ice hockey because they have a lot of rich people investing money there, so we are basically very much alike,â€? says Pommer. “On good days we could say in some respects we are number two; on bad days

we are probably number four. It depends on what you compare.â€? Pommer estimates that of Germany’s population of 80 million, around 60 million are “somehow interested in basketballâ€?. “That’s not too bad,â€? he says. Yet converting casual fans – those who buy into the sport’s lifestyle or fashion or merely follow the exploits of homegrown star Dirk Nowitzki over in the NBA – into avid supporters of the Beko Bundesliga is an entirely different ball game. “There are only three and a half million people really heavily interested in our league,â€? suggests Pommer. “This is where we have a great opportunity, to put it positively, to make more basketball fans; real close supporters and close followers of our league.â€? Almost every sports league around the world, not just the Beko Bundesliga, is attempting to attract more fans through community initiatives designed to introduce more people to the game. 7KRXJK LW LV JHQHUDOO\ D VORZ JRLQJ ERWWRP XS DSSURDFK 3RPPHU LV DGDPDQW such initiatives, largely dependent on WKH Ă€ QDQFLDO KHOS RI FRUSRUDWH SDUWQHUV are the only way to grow the sport of basketball at the national level. “We are spending a couple of million every year – the league and the clubs, too – to make more people play basketball or at least come in contact with basketball,â€? he says. “This is why we go to schools and develop youth programmes together with Kinder, the chocolate, and with Allianz, the insurance company. We try to bring more people to the game – literally speaking, to the game, but also to play it.â€? Whether it’s Beko in Germany RU (QGHVD LQ 6SDLQ LW LV GLIĂ€ FXOW WR understate the value of a title sponsor when it comes to promoting basketball on a national level. Beko’s agreement – “their key communication tool in the German marketâ€?, according to Pommer – is certainly crucial to the league’s growth efforts. “This is a deal that is SportsPro Magazine | 85

FEATURE | BASKETBALL

ZRUWK D ORZ VHYHQ GLJLW QXPEHU Âľ VD\V Pommer, “so it’s very important for us as a company to make things possible, like youth programmes and to be active in social media.â€? Regardless of the challenges associated with the German market, Pommer says the Beko Bundesliga’s ambitious “visionâ€? is to be the best European basketball league by 2020. “There are a lot of things to do because the Spanish league, the ACB, they are much better – much more VSHFWDWRUV PXFK PRUH LQFRPH IURP 79 much more average budget in the clubs,â€? he says. “This league is much better in nearly every respect, but we are very close to leagues like Italy and France and Turkey. As I said about handball and ice hockey, on good days we are number two in certain respects and on bad days we are probably number four. But we are developing as quickly as the others.â€? Euroleague calls the shots A key point of contention for many of Europe’s basketball leagues is the (XUROHDJXH¡V WKUHH WLHUHG OLFHQVLQJ V\VWHP which is based on a club ranking system and allocates places in the continent’s WRS WZR FOXE FRPSHWLWLRQV ² WKH WRS WLHU Euroleague and the secondary Eurocup – depending on a club’s ability to meet certain Ă€QDQFLDO DQG SHUIRUPDQFH JXLGHOLQHV $W SUHVHQW $ OLFHQFHV WKH KLJKHVW category of licence for teams competing in the Euroleague, are held by 12 Ă€QDQFLDOO\ VWDEOH FOXEV ZKRVH KRPH DUHQD has the capacity to accommodate at least 10,000 spectators and who can meet a host of other economic, infrastructural DQG PDUNHWLQJ REOLJDWLRQV $ OLFHQFHV DUH DZDUGHG RQ D ORQJ WHUP EDVLV JUDQWLQJ holders a place in the Euroleague regardless of their league position at the end of the domestic league season. Such a system is designed to ensure the best standards for Europe’s elite club competition, yet it has only served to preserve the status quo while establishing additional hurdles for challenger clubs hoping to compete alongside the continent’s best and DFFUXH PXFK QHHGHG UHYHQXHV In Spain, for instance, competition rules dictate that a maximum of four teams can qualify for the Euroleague, yet 86 | www.sportspromedia.com

Euroleague champions Maccabi Tel-Aviv are among those protected by its controversial A-licences

(XUROHDJXH %DVNHWEDOO WKH %DUFHORQD based body which runs the competition, KDV JUDQWHG $ OLFHQFHV WR /LJD (QGHVD¡V four most dominant teams: Barcelona, Real Madrid, Unicaja MĂĄlaga and Laboral Kutxa. All other teams do not get a look LQ ZLWK 9DOHQFLD RQO\ DEOH WR FRPSHWH in the Euroleague this year by virtue of winning last season’s Eurocup. “This has been one of the big problems of the Spanish basketball league over the last few years,â€? says Roca. “It’s extremely GLIĂ€FXOW IRU DQ\ RWKHU WHDP WR EH XS WKHUH 9DOHQFLD IRU LQVWDQFH WZR \HDUV DJR Ă€QLVKHG VHFRQG EXW WKH\ FRXOGQ¡W go to the Euroleague: the four positions ZHUH DOUHDG\ Ă€OOHG E\ WKH $ OLFHQFH teams. For us, this has been a very troublesome situation for years because obviously the league is close in terms of getting up to the Euroleague.â€? As well as potentially detracting from the integrity of domestic competition, Roca believes the Euroleague’s licensing system is also confusing for fans. “They don’t understand it,â€? he says. “For them, LW¡V YHU\ GLIĂ€FXOW WR VHH WKH ORJLF RQ WKLV that a club could be eighth or seventh team in the competition but still they go to the Euroleague because they have DQ $ OLFHQFH Âľ Edli Marcus, the general manager of Israel’s Basketball Super League (BSL), believes Euroleague Basketball should employ a system similar to that which is utilised by Uefa, European soccer’s governing body, for its competitions. “I think the system should be like football,â€? he says. “I’m not against the system, but I WKLQN WKDW HDFK OHDJXH WKDW KDV DQ $ OLFHQFH must have also a licence for the champion

to participate because then you don’t lose the spirit of the competition generally.â€? Pommer agrees. “On the one side,â€? he says, “the Euroleague is doing a great job in terms of marketing and bringing the games of the best teams in Europe to every household in Europe. But on the other side I’m not in favour of the system of having Ă€[HG VSRWV IRU WHDPV OLNH %DUFHORQD CSKA Moscow or Maccabi Tel Aviv because this is harming the competition. “I would very much prefer the Uefa Champions League model, where you have a nation ranking of domestic leagues and then it can be the case that one year that Bayern Munich is not playing Champions League because they failed in the league. Or some of the Premier League clubs like Manchester United, for example. OK, they are not in the Champions League for a season; it will only make them come back stronger next season.â€? Ilona Korstin, the deputy chief H[HFXWLYH RI HDVWHUQ (XURSH¡V 97% United League, is more circumspect on WKH PDWWHU 6KH VD\V KHU OHDJXH ² D team competition featuring ten Russian sides plus a single representative from each of Latvia, Estonia, Czech Republic, Belarus, Kazakhstan and Finland – is “proposing some different solutionsâ€? but insists the decision ultimately lies in the hands of Euroleague Basketball. “They have their strategic plan for development and they have this vision of basketball and how they have to run their competitions,â€? she says. “They are doing it. We are their partners but also they do whatever is good for them, you know. We are not telling them what they have to do; they know what to do.â€?

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FEATURE | BASKETBALL

Beko Basketball Bundesliga’s Jan Pommer; Ilona Korstin of the VTB United League; Francisco Roca of Spain’s ACB; Israel BSL general manager Edli Marcus

Strained international relations Aside from the Euroleague’s licensing V\VWHP D IXUWKHU VLJQLĂ€FDQW VWUDLQ LV DOVR being applied on domestic leagues by Fiba, basketball’s international governing body. Last year’s Fiba Basketball World Cup LQ 6SDLQ ZDV WKH Ă€QDO HGLWLRQ RI WKH tournament to be played in its traditional format and though the global showpiece will continue to be held every four years, Fiba has elected to skip 2018 and move to 2019 to take the event “out of the shadowâ€? of soccer’s Fifa World Cup. That shift is, in itself, of little concern for domestic leagues. More pressing is Fiba’s decision to introduce six planned qualifying windows for the 2019 World Cup that will be staged in November 2017, February 2018, June 2018, September 2018, November 2018 and February 2019. Those windows, each set to last for at least nine days, will clash with the schedules of domestic leagues all around the world, and Fiba’s proposals – VHW WR EH UDWLĂ€HG DW D ERDUG PHHWLQJ ODWHU this year – have understandably come up against widespread opposition within club basketball.

“I think that’s really a decision that is going to be affecting everybody in a huge way,� says Roca, who points to the fact that scheduling pressures on the European domestic game have already been exacerbated by the Euroleague’s recent expansion of its calendar. “On top of that if you put the windows it’s impossible for us to play the way that we are playing right now, so we have a huge problem,� he adds. “Not only us, but it’s also the French, the Germans, the Italians – everyone that has 18 teams or 16 teams. Right now, with these windows, it’s basically impossible to put a calendar together. It’s put all of us in an extremely complicated situation.� Not every league sees it the same way, however. Korstin, a three-time Olympian who made her name as a pro representing Russia on the international scene, is once again empathic. “We are not against the windows,� she says. “We understand that they are important for basketball and they are important to make basketball a more popular sport. “We agree with Fiba that the national team is one of the main products which makes basketball more popular because

Fiba proposals for windows for international qualifiers are causing consternation in the club game

88 | www.sportspromedia.com

fans want to support their national team and national players. If they play only in the summer, the interest is only in the summer. If it’s during the year, every two or three months, the interest is keeping on the same level.â€? In light of such differences of opinion, Roca is calling on “all three components of the international calendar: the domestic leagues, the Euroleague, plus the national teams under Fibaâ€? to discuss the proposals thoroughly before any GHĂ€QLWLYH DFWLRQ LV WDNHQ “We need to talk,â€? he adds. “We QHHG WR WU\ WR Ă€QG D VROXWLRQ WKDW LV workable so that everybody can have competitions. And we need to have GHĂ€QLWHO\ DQ XQGHUVWDQGLQJ DERXW WKH LVVXHV DQG ZH QHHG WR Ă€QG D FRPPRQ solution, which is not what is happening right now. “Right now everybody is coming up with their own ideas, with their own needs, and trying to impose their ideas on everybody else. That’s a huge problem. If we keep going that way, I don’t see advantages or any good situations developing in the short run. , DP GHĂ€QLWHO\ H[WUHPHO\ FRQFHUQHG about what is going to happen in this window project. “If there is no change, if there is no better understanding between all of us, one thing is clear: with our current competition model, it’s impossible to accommodate our calendar. It would be impossible so we would need to do something. “We need to make a much, much stronger effort, working with the rest of the leagues, to make both Euroleague and Fiba understand that we need to talk, and we need to reach a common agreement. But it’s going to be a challenge: in every way, shape or form, this going to be very challenging for the next couple of months at least.â€?

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COMMERCIAL CONSULTANCY | BRANDING & COMMUNICATIONS | DIGITAL | COPYWRITING | PRESENTATIONS | MEETING COLLATERAL The entire B2B process reects the quality and value of a commercial proposition. Planning the journey from prospecting to closure is crucial when moving from a commodity positioning to a strategic offer.

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FEATURE | SOCCER

THE NEXT STAGE

With a new marketing deal with Dentsu bearing fruit, the J League is set for significant change in 2015. From the league office to the provinces, Japanese soccer is entering a new age. By James Emmett

T

he J League turns 23 in 2015. Founded as an attempt to monetise a burgeoning group of sports consumers hooked on baseball and little else, as well as an effort to raise the quality of the Japanese QDWLRQDO WHDP -DSDQ¡V Ă€ UVW SURIHVVLRQDO soccer league kicked off its debut season – with ten clubs – on 15th May 1993. 90 | www.sportspromedia.com

Novelty and exotic foreign stars saw an initial kick of popularity. In 1994, average attendances in the J League were around %\ KRZHYHU WKDW À JXUH KDG dipped to just above 10,000. The 2002 Fifa World Cup, held jointly between Japan and South Korea, was another catalyst for the J League. Matchday attendance and, crucially, exposure on

terrestrial television both grew. League administrators, in tandem with the Japanese Football Association (JFA), established the ‘J League One Hundred Year Vision’, a grand plan to found and sustain 100 professional soccer clubs across Japan by 2092. Accordingly, the league was expanded, ultimately to LQFRUSRUDWH WHDPV LQ WKH WRS Ă LJKW

Shuji Kajiyama/AP/ Press Association Images

Uruguay’s Diego Forlan (right) appears for Cerezo Osaka against Kashiwa Reysol in a J-League game in April 2014

with two further divisions beneath. But still popularity, and revenue growth, came LQ À WV DQG EXUVWV By 2013, league administrators realised they had a problem. Locked into a restrictive and exclusive long-term deal with pay-TV broadcaster Sky PerfecTV!, and with top Japanese players leaving to play abroad as soon as they could, growth had stalled. When growth stalls in the Japanese sports industry, normally there is just one call to make: to Tokyo-based Dentsu, the largest advertising agency in the world. Already working with most of the major

properties across Japanese sport, including Nippon Professional Baseball and several of its most successful teams, and the JFA, Dentsu got the call from the J League WRZDUGV WKH HQG RI $ À YH \HDU GHDO that would see the agency become the RIÀ FLDO PDUNHWLQJ SDUWQHU RI WKH OHDJXH was signed in December that year. 6SHFLÀ FDOO\ WDVNHG ZLWK JURZLQJ sponsorship and marketing revenues for the league – which stood at around US$30 million a year as of 2013 – Dentsu was able to call on a fully formed in-house VRFFHU GLYLVLRQ DOUHDG\ LQ VHUYLFH IXOÀ OOLQJ a similar function for the JFA and the

Japanese national soccer teams. Led by general manager Hiroshi Mochizuki, who returned to Tokyo in May 2012 having VSHQW DOPRVW Ă€ YH \HDUV DV FKLHI H[HFXWLYH of Dentsu Sports Europe, a team of 35 Dentsu marketers set about restructuring the J League’s commercial set-up. “The J League has never had a title sponsor,â€? explains Mochizuki, “and one of the ideas that we brought to the J League was to have one, like the Premier League has with Barclays.â€? The J League had been operating a two-tiered system of partnership at the time Dentsu was brought in, with seven top-tier partners, and nine in the secondary category. All 16 companies were approached by Mochizuki and his team, who explained the new set-up, and that there would be another layer of sponsorship rights carved out above them. Konami, Calbee and McDonald’s all opted not to renew their top-tier deals ahead of the 2015 season. A secondtier sponsor, however, was particularly impressed with Dentsu’s plan. MeijiYasuda, formed in 2004 through a merger between Yasuda Life, one of the oldest insurers in Japan, and Meiji Life, had signed a small deal with the J League for the 2014 season. With 52 teams across three divisions stretching from Sapporo in the north to Nagasaki in the south, a J League-wide deal made sense for the company, which was about to embark on a nationwide marketing campaign. “When we were speaking with all the existing sponsors, we found out that Meiji-Yasuda were interested in doing a bigger deal,â€? reveals Mochizuki, whose colleagues in another department at 'HQWVX DUH EXV\ Ă€ QGLQJ VSRQVRUV IRU the Tokyo 2020 Olympics to make up the US$1.5 billion sum Dentsu has guaranteed the organisers in local sponsorship. “Actually, there is some LQĂ XHQFH IURP WKH 2O\PSLF Games. We already have a securities company lined up as a local Olympic sponsor, a competitor of Meiji-Yasuda’s called Nissay. So Meiji-Yasuda cannot become the Olympic sponsor due to this company. But with the Olympics coming up they wanted to do something in sports, and they decided to do J League. “We brought this proposal to them in the summer of 2014; we had some discussions, negotiations, coordinations SportsPro Magazine | 91

Shuji Kajiyama/AP/ Press Association Images

FEATURE | SOCCER

eliminating the need for a climactic decider. From 2015, there will be a return, of sorts, to the sub-season system, with a climactic play-off stage involving at least four teams. “The J League thought they would have these three peaks to open the competition up to more viewers,â€? says Mochizuki. “If you do only one stage, there is only one chance that people will know who won that season. If there are two stages, people might pay attention WR WKH HQG RI WKH Ă€UVW VWDJH HQG RI WKH second stage, and then the championship. It’s giving momentum to the viewers as many times as possible.â€? Under the Dome

J League attendances are in reasonable health but TV figures do not rival those of the national team

between August and November, and then they decided to take the deal in the beginning of December,â€? adds Mochizuki, ZKR FDQQRW UHYHDO Ă€QDQFLDO GHWDLOV EXW does say that the deal will last for four years, until the same 2018 date that Dentsu’s own J League contract expires. He also says that the initial price Dentsu had been seeking for the package – before negotiation – was US$25 million a year. In order to get anywhere near that Ă€QDQFLDO EDOOSDUN 'HQWVX KDG WR FRQYLQFH the J League and its teams to make some unique concessions. Firstly, it convinced WKH - /HDJXH WR RIIHU D VSHFLĂ€F VOLFH RI LWV total sponsorship revenue to the clubs, in return for a commitment that none of the clubs would sign their own insurance partner. With category exclusivity – a rare commodity in Japanese sponsorship – secured, it then became a question of building out the rights package. “Of course they get exposure from the name and from every match,â€? says Mochizuki. “They get tickets, hospitality, and they get some rights from clubs, too. For example, they’ll be the sponsor of the mascot escort teams that come with the SOD\HUV ZKHQ WKH\ HQWHU WKH Ă€HOG 7KH\ also get football clinics. Meiji-Yasuda has a lot of clients with kids, so the clubs will provide football lessons for kids. They will get their logo as part of a composite J League logo, too.â€? With the Meiji-Yasuda deal in the bag, Dentsu were also able to sign two new sponsors in the category below the title deal in mobile phone game company Polopl, and business hotel chain Route Inn Hotels. With 92 | www.sportspromedia.com

“a couple more dealsâ€? to come, Dentsu has already lifted the J League’s total annual sponsorship revenue to “between US$40 million and US$50 million.â€? As the beginning of the 2015 J League season approaches in early March, it is not just the commercial structure that has been tweaked. “The Japanese national team is doing really well,â€? says Mochizuki. “The TV ratings are really good. But there is a bit of a problem with the J League: they don’t have ratings anywhere near the national team.â€? According to Mochizuki, the league’s long-term deal with SkyPerfecTV! is hamstringing its commercial potential. Viewers, in their numbers, are simply not interested enough in the product to subscribe to what is one of many pay-TV RSWLRQV LQ -DSDQ ´:H¡UH QRW VDWLVĂ€HG ZLWK the exposure or the distribution of the programming,â€? he says. “That’s why we need to do it ourselves in the near future.â€? Before Dentsu has the opportunity to KDYH DQ LQĂ XHQFH RQ WKH PHGLD ULJKWV LW has encouraged the J League to take a leaf RXW RI LWV RZQ ERRN LQ DQ HIIRUW WR Ă€QG more domestic viewers. Until 2004, a J League season was divided into two sub-seasons, with the champion of each sub-season facing each RWKHU LQ D Ă€QDOH WR GHFLGH WKH XOWLPDWH championship. The system was abolished from the 2005 season in favour of a more traditional European-style model, largely because in both 2002 and 2003 the same team – Jubilo Iwata and then Yokohama Marinos – won both sub-seasons,

Yoshikazu Nonomura climbs down from his four-by-four in the car park of the Sapporo Dome. It is pelting rain outside and the cold front that signals the arrival of winter proper in Japan’s snowy northernmost island of Hokkaido has arrived. Nonomura is the president of Consadole Sapporo, a J League yo-yo club if ever there was one. The team have been relegated from J1 more times than any other, and, with two titles under their belt, have won J2 more often than any other, too. Nonomura, however, is one of the most forward-thinking presidents in the - /HDJXH DQG KLV DPELWLRQV DUH VHW Ă€UPO\ on J1 and international renown. A player, in his youth, with Jeff United and Consadole themselves, Nonomura became the youngest president and chief executive in Japanese sport – possibly Japanese business as a whole – when he assumed the role as a 40-year-old in March 2013. The only player to graduate to the executive ranks in Japanese soccer, he has already built himself a reputation as a sharp marketer and a man willing to break the mould of tradition that often sets across many aspects of Japanese life. “In Japan, most people put emphasis on winning or losing, and probably that’s the same in England, too; here winning and losing is the ultimate thing, but that’s too black and white for me,â€? Nonomura says over a jet-black coffee within the ZDUP EXW DXVWHUH ZDOOV RI KLV RIĂ€FH LQ WKH undercarriage of the Sapporo Dome, a Fifa World Cup stadium in 2002 and still one of the most technologically advanced venues in world sport.

The Sapporo Dome is one of the world’s most technologically impressive venues but its rental costs are a major burden for tenant club Consadole Sapporo

“In order to win, we need budget. From my perspective, money has to come Ă€UVW VR WKDW ZH FDQ ZLQ %XW , XVHG WR EH D player and at that point I thought players were the priority!â€? Nonomura’s mandate when he accepted the post almost two years ago was to maintain performance, while wiping the club’s debt. Operating on a budget of around US$12 million a season, Consadole are typical of a club in the second tier of the Japanese soccer system (J1 teams operate on between US$30 million and US$50 million a season). “In order to become a member of J1,â€? Nonomura explains, “we can’t have D GHĂ€FLW DW DOO 7KHUH LV D KLJK SRVVLELOLW\ that I can get to zero next season.â€? In order to achieve that goal, Nonomura has focused on forging tighter links between the club and the community, both at an individual and corporate level. The only professional soccer club on Hokkaido, Consadole Sapporo are owned by a collection of local businesspeople and fans. The single largest shareholder – with 35 per cent – is a fan group from Hokkaido. The second – with between 20 and 25 per cent – is a Hokkaido biscuit manufacturer called Ishiya.

Ishiya is also the main sponsor of the team, paying JPÂĽ200 million (US$1.7 million) a year to have the logo of its Ă DJVKLS 6KLURL .RLELWR ZKLWH ELVFXLW brand on the front of the Consadole shirts. In total, Nonomura reveals, the club generate around JPÂĽ600 million (US$5.1 million) in sponsorship every year, and JPÂĽ400 million (US$3.4 million) in ticket sales. J2 teams receive around JPÂĽ100 million (US$840,000) from the J League’s central TV pot each year, but WKDW Ă€JXUH RQO\ JRHV XS WR -3– PLOOLRQ (US$1.7 million) in J1. Under Nonomura’s watch, the number of sponsors in the team’s portfolio has grown to a staggering 400, ranging from Ishiya at the top end to small companies paying around JPÂĽ50,000 (US$425) for a one-off promotion opportunity. As far as the president is concerned, every little helps. “People need to acknowledge that there is value in putting money into Consadole,â€? Nonomura says. “We have to publicise better how much value there is here, and we have to give our best efforts to have other people acknowledge that value. For that, the media is very important. In Hokkaido, probably baseball is the main sport or entertainment. The sports column of

the newspapers, most of it is occupied by baseball and only a small segment for soccer. I’d like this to be even. “If it gets to 50-50, we can be bigger WKDQ EDVHEDOO ,W¡V YHU\ GLIĂ€FXOW QRZ 6R I try to get our news in the sports pages, yes, but also in the economy and civil VRFLHW\ SDJHV 7KHUH WKH\ GRQ¡W Ă€OO WKHLU space with baseball. So if something happens in the space of the business area here at the club, then probably we can get that news on the economic pages of the newspaper.â€? The strategy is bearing fruit. In 2013, Consadole signed Vietnamese forward /H &RQJ 9LQK RQ ORDQ $V WKH Ă€UVW Vietnamese player to play in Japan, he made the sports pages in Vietnam and Japan. But when the loan came to an end and Nonomura declared that, after paying Le Cong Vinh’s wages, the club KDG PDGH D SURĂ€W RI -3– PLOOLRQ (US$250,000) on the deal by signing a batch of Vietnamese sponsors, Consadole made the business pages, too. And when Japanese prime minister Shinzo Abe visited his Vietnamese counterpart that year and mentioned the deal as evidence of the growing ties between the two nations, Le Cong Vinh and Consadole made the news again. SportsPro Magazine | 93

FEATURE | SOCCER

KEY DEAL J League – Meiji-Yasuda

The ďŹ rst naming rights deal in the J League’s history will see the three tiers of Japanese domestic soccer renamed MeijiYasuda J1, Meiji-Yasuda J2, and Meiji Yasuda J3. The insurance company will also have sponsorship rights to the mascot escorts that accompany the players on to the pitch before every game. “Until I became president, Consadole was selling sponsorship itself, but now we are starting to do things with Dentsu,â€? Nonomura says. “We want to go more towards that direction. Mochizuki-san and some other friends, I am asking them to buy all Consadole’s sponsorship for JPÂĽ700 million yen (US$5.9 million). They won’t do it yet!â€? For his part, Mochizuki is circumspect. ´&RXOG EH D GLIĂ€FXOW VHOO Âľ KH VD\V “Maybe we can do it in the future. But he is happy to report that Nonomura’s work has not gone unnoticed at Dentsu RU LQ WKH - /HDJXH FHQWUDO RIĂ€FH ´+H¡V doing really great, actually. He’s really a famous football player in Japan. He’s very popular and he’s a smart man; he knows how he can entertain the fans. He brings in more fans by getting famous players like Shinji Ono and Junichi Inamoto to play for Consadole.â€? The likes of former Japanese internationals Ono, who joined last year, and Inamoto, who joined this pre-season, have ensured that Consadole’s attendances are consistently above the average for J2. “We get about 11,000 or 12,000,â€? says Nonomura. “It’s the second highest in J2, EXW ,¡P DEVROXWHO\ QRW VDWLVĂ€HG :H QHHG to have at least 20,000.â€? Consadole’s agreement with the company that runs the 41,000-capacity Sapporo Dome, also home to the Hokkaido-Nippon Ham Fighters baseball team, is the highest priced lease in Japanese soccer. At JPÂĽ15 million (US$126,000) per match, including security costs, Consadole are on the line for around JPÂĽ300 million (US$2.5 million) in rent annually. “Other, similar stadiums charge leases of maybe JPÂĽ50 million (US$420,000), JPÂĽ100 million (US$840,000),â€? says Nonomura. “So this is a handicap for us.â€? The J League is in a spate of stadium 94 | www.sportspromedia.com

construction at present, with three new VRFFHU VSHFLĂ€F YHQXHV ² RQH LQ 2VDND RQH in Kyushu, and one in Nagano – set to open this year or next. Nonomura hopes that Consadole, who do not currently have the right to any revenue beyond ticket sales at the Sapporo Dome, will be able to add Sapporo to that list soon. In the meantime, Nonomura is focused on generating and executing a range of fan promotions and ticket sales schemes that range from the unorthodox to the madcap. Fan polls are now a staple of any soccer club’s online content offering, but Nonomura has gone a step further, allowing fans to pick the entire team for a number of pre-season games. “Some players didn’t like it,â€? he concedes. “I understand how they felt. But my GHĂ€QLWLRQ RI D JRRG SOD\HU LV WKDW KH must be popular, and popularity does not always come from his skill. It comes from character. It’s an important lesson for the players.â€?

Yoshikazu Nonomura has gone from player to president at J League 2 side Consadole Sapporo

This year, Nonomura plans to register a name change for the team with the J League in time for the 2016 season, adding the word ‘Hokkaido’ to the front in order to inculcate a more explicit link to their home, and he hopes to be able to repeat a trick he pulled successfully last season. “10th March in Japanese can be read ‘Sato’, which is also a popular name in Japan,� he notes. “So all Sato-sans could come in for the game on 10th March without paying anything. We had 800 Sato sans come to that game last year. This was a very small joke, but it’s good for the media.� 2015 should also see the launch of another new project designed to forge stronger bonds between the team and the local people. Nonomura is calling it the Hikaru Matsuyama Project and it yokes together Consadole and manga. Captain Tsubasa is a long-running and vastly popular comic series in Japan that centres on soccer player Tsubasa Ozura and his team. Hikaru Matsuyama is a friend and teammate of Tsubasa’s in the comic. A Hokkaido native, he plays for Consadole. “He is not necessarily the hero of Tsubasa,� explains Nonomura, “but his character is hard-working and through industry, he works his way to the national team. This is animation, but my intention is to make that kind of player in the team. I would like to show the possibility that Consadole players can become big, international stars. “We need money for the project because I want to give chances for young players born and raised in Hokkaido to play abroad. When they become injured we can use that money to treat them. The fans will fund this, hopefully. “Soccer is very fun to play; it’s fun to see. But it’s also fun to see a player progress from your home, to a local club, to the national team, and I hope that I can teach the people of Hokkaido to enjoy this.�

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FEATURE | DIGITAL

THE DATA DAY Seven League is one of a new breed of consultancies operating in the sweet spot between sport and data. SportsPro spent a day at its London office to watch the humans behind the numbers at work.

By James Emmett

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Sometimes the simplest graphical comparisons have the most impact.

STAFF

MILES TRAVELLED

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= 10,000 miles

262,204 miles

COUNTRIES WORKED

CLIENTS

2013

FANS ENGAGED

2013-2014

2014

= 750,000 (Combined total of fans from Seven League’s work on social media, websites and other digital platforms - not unique)

19,735,219

121,818,307

2013

2014

An in-house Seven League infographic shows the consultancy’s growth over the past 12 months

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Seven League has been working with the UFC for the past year on its campaigns for EMEA events such as this one, in Stockholm on 24th January

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La Liga side Valencia are one of a number of soccer clubs in the Seven League client portfolio

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The Seven League team, top row from left: Richard Ayers, David Brake, Sarune Kupstaite, Louise Brown, Jon Ford, Antonia De Feo, Dan Ayers Bottom row from left: Paul Edwards, Peter Clare, Oscar Reynolds, Neal McCleave, Francine Higham, Andy Gardiner, Arwel Jones

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THE ANNUAL REPORT 2015

BIDDING, HOSTING, VENUES & LEGACY Examining the role of sport as a major economic driver for cities, regions and countries.

THE ANNUAL REPORT 2015 Destinations Report 2015 Middle East

ABU DHABI’S SPORTING STAGE By David Cushnan

As the owner of many of Abu Dhabi’s most prized sports facilities and the operator of many of its most important events, Zayed Sports City has established itself both as a global events hub and a focal point of the community.

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ounded and inaugurated by the 8QLWHG $UDE (PLUDWHV¡ Ă€UVW president, Sheikh Zayed bin Sultan Al Nayhan, Zayed Sports City has been a focal point of Abu Dhabi’s sporting landscape since 1980. In the SDVW Ă€YH \HDUV RU VR KRZHYHU QHZ IRFXV KDV EHHQ IRXQG XQGHU WKH RZQHUVKLS RI Abu Dhabi Entertainment Company. =D\HG 6SRUWV &LW\¡V FDOHQGDU RI HYHQWV international and local, has expanded DORQJ ZLWK LWV VWDWXV DV RQH RI WKH 0LGGOH East’s premier sports destinations. ´ ZDV DQRWKHU JUHDW \HDU SUREDEO\ WKH EXVLHVW ZH¡YH HYHU KDG Âľ UHSRUWV general manager Barry Bremner. “Our JURZWK IURP D Ă€QDQFLDO SHUVSHFWLYH FRQWLQXHG DQG LW ZDV DERXW SHU FHQW

BUY TODAY

KLJKHU WKDQ :LWKLQ WKDW ZH DOVR DGGHG D QXPEHU RI QHZ IDFLOLWLHV WR WKH FRPSOH[ $W WKH HQG RI WKH \HDU ZH DGGHG D VTXDUH PHWUH SDLQWEDOO SDUN DGGHG JROI VLPXODWLRQ ZLWKLQ WKH WHQQLV FRPSOH[ DQG ZH¡UH MXVW Ă€QLVKLQJ RII DQ LQGRRU GRPH ZKLFK LV DERXW VTXDUH PHWUHV :H¡YH DOVR DGGHG DQRWKHU IRRWEDOO SLWFK WR WKH FRPSOH[ Âľ It is this process of continued expansion DQG FORVH DQDO\VLV RI ZKLFK HYHQWV DQG SDVWLPHV ZLOO WUDQVODWH LQWR LQFUHDVHG UHYHQXH DQG SDUWLFLSDWLRQ WKDW KDV NHSW Zayed Sports City at the forefront of sport LQ $EX 'KDEL RYHU WKH GHFDGHV ERWK DV D national brand-builder on the global stage and as a local, community hub. 2I WKH HVWLPDWHG HYHQWV WKH

IDFLOLW\ KROGV LQ DQ\ JLYHQ \HDU EHWZHHQ DQG DUH ZKDW %UHPQHU GHVFULEHV DV ´PDUTXHH W\SH HYHQWVÂľ OLNH WKH 1LWUR &LUFXV ::( RU WKH DQQXDO 0XEDGDOD World Tennis Championship. “The other SOXV DUH DOO YHU\ ORFDOO\ EDVHG ´(YHQW VSRQVRUV DQG RUJDQLVHUV DUH JHWWLQJ VPDUWHU Âľ KH DGGV ´7KH\ DUH QRW MXVW SXWWLQJ PRQH\ LQWR HYHQWV DQG looking for publicity, they are seeking SURJUDPPHV DQG HYHQWV WKDW KDYH elements that contribute to the health of WKH FRPPXQLW\ Âľ 7KH =D\HG 6SRUWV &LW\ RI LV PDGH up of an eclectic mix of facilities. The ,QWHUQDWLRQDO 7HQQLV &HQWUH ZKLFK RSHQHG LQ FRPSULVHV QLQH FRXUWV LQFOXGLQJ D VWDGLXP FRXUW IRU VSHFWDWRUV DQG

Soccer training camps are a vital revenue stream, while 2014 and 2015’s events calendar includes major championships in tenpin bowling and tennis

also consists of four beach tennis and YROOH\EDOO FRXUWV WKUHH EDVNHWEDOO FRXUWV D J\P Ă€WQHVV VWXGLRV VKRSV DQG IRRG RXWOHWV .KDOLID ,QWHUQDWLRQDO %RZOLQJ &HQWUH PHDQZKLOH ZDV EXLOW LQ DQG LV WKH ODUJHVW ERZOLQJ DQG WDEOH VSRUWV YHQXH LQ WKH 0LGGOH (DVW DQG 1RUWK $IULFD UHJLRQ ,W LQFOXGHV IXOO\ HTXLSSHG ODQHV and billiard and table tennis facilities. %RWK YHQXHV KDYH EHHQ SXW WR JRRG XVH RYHU WKH SDVW PRQWKV DQG ZLOO EH WHVWHG DJDLQ WKURXJKRXW WKH International Tennis Centre is the host RI WKH DQQXDO 0XEDGDOD :RUOG 7HQQLV Championship, a three-day exhibition WRXUQDPHQW ZKHUH 1RYDN 'MRNRYLF 5DIDHO 1DGDO $QG\ 0XUUD\ DQG 6WDQ :DZULQND FKRVH WR VWDUW WKHLU VHDVRQV at the turn of the year, and this year DOVR ZLOO LQFOXGH D YLVLW IURP WKH :RUOG :UHVWOLQJ (QWHUWDLQPHQW /LYH WRXU .KDOLID ,QWHUQDWLRQDO %RZOLQJ &HQWUH ZDV WKH KRVW RI WKH 0HQ¡V :RUOG 7HQSLQ %RZOLQJ &KDPSLRQVKLS DQ HYHQW ZKLFK %UHPQHU VD\V ZDV WKUHH \HDUV LQ WKH PDNLQJ DQG UHTXLUHG D PDMRU VSUXFH XS RI WKH EXLOGLQJ 7KH ZRPHQ¡V YHUVLRQ LV D KLJKOLJKW RI =D\HG 6SRUWV &LW\¡V FURZGHG HYHQWV FDOHQGDU 7KLV \HDU¡V 0XEDGDOD :RUOG 7HQQLV &KDPSLRQVKLS ZDV D VHOO RXW RYHU DOO three days, but the planning for the next edition has already begun. “The debrief is LPSRUWDQW Âľ %UHPQHU H[SODLQV ´LQ WHUPV RI ZKDW ZRUNHG DQG ZKDW GLGQ¡W ZRUN +H DGGV ´(YHU\ HYHQW ZH GR ZH GR customer satisfaction and customer

VXUYH\V ZKLFK ORRNV DW HYHU\ HOHPHQW RI WKH HYHQW IURP WLFNHWLQJ H[SHULHQFH WR JHWWLQJ DFFHVV LQWR WKH YHQXH KRZ WKH YHQXH ORRNHG FOHDQOLQHVV FDWHULQJ facilities, the price of catering and ticket pricing. We act on the results of these VXUYH\V ZKLFK KDV OHG WR D \HDU RQ \HDU LPSURYHPHQW LQ RXU VDWLVIDFWLRQ OHYHOV Âľ %UHPQHU VD\V UHTXHVWV IRU FRUSRUDWH HYHQWV DFURVV D UDQJH RI VSRUWV KDYH LQFUHDVHG DQG WKDW DURXQG SHU FHQW RI DWWHQGDQFH DW WKH YHQXH FRPHV IURP GDLO\ WUDIĂ€F ZKLOH HYHQW DWWHQGDQFH DFFRXQWV for the rest. $ IXUWKHU FRQVLVWHQW UHYHQXH VWUHDP LV SURYLGHG E\ WKH (XURSHDQ VRFFHU FOXEV DQG LQWHUQDWLRQDO VRFFHU WHDPV ZKR YLVLW =D\HG 6SRUWV &LW\ IRU ZLQWHU WUDLQLQJ or pre-tournament camps. “They’re a NH\ FRPSRQHQW Âľ %UHPQHU VD\V ´:H¡YH UHDFKHG WKH VWDJH QRZ ZKHUH ZH¡UH DFWXDOO\ WXUQLQJ WHDPV DZD\ Âľ $URXQG teams, predominantly from England’s Premier League or Germany’s Bundesliga, KHOG FDPSV DW WKH YHQXH LQ SOD\LQJ RQ SLWFKHV ZKLFK KDYH EHHQ VSHFLDOO\

Zayed Sports City’s world-class tennis facilities

WHVWHG DQG YHULĂ€HG WR PHHW )LID VWDQGDUGV DQG IRU ZKLFK =D\HG 6SRUWV &LW\ KDV UHFHLYHG ZLGHVSUHDG SUDLVH 0RUH JHQHUDOO\ WKH HYHQWV FDOHQGDU IRU LQFOXGHV SOHQW\ RI WKH ´UHSHDW EXVLQHVVÂľ ZKLFK %UHPQHU VD\V LV YLWDO QRW RQO\ IRU UHDVRQV RI UHYHQXH EXW DOVR WR instil a sense of consistency for the local SRSXODWLRQ 7KH ::( DQG WKH WHQQLV ZLOO UHWXUQ ZKLOH RQH RIIV OLNH WKH :RUOG *DHOLF *DPHV LQ )HEUXDU\ ZLOO FRPSOHPHQW ORFDO HYHQWV VXFK DV WKH 8$( &URVVĂ€W &KDOOHQJH In the longer-term, Bremner and his team DUH FXUUHQWO\ UHYLVLWLQJ D PDVWHUSODQ IRU H[SDQVLRQ DQG LPSURYHPHQW ZKLFK ZDV FUHDWHG LQ EXW QHYHU H[HFXWHG +H LV also keeping a close eye on other sports and disciplines, trampolining to cite one, that could one day be included as a Zayed Sports City offering. ´:H YHU\ PXFK ORRN WR WKH IXWXUH – looking to add additional partners, LPSURYH RXU FXVWRPHU VHUYLFH DGG QHZ IDFLOLWLHV Âľ %UHPQHU FRQWLQXHV ´<HV ZH KDYH D OHJDF\ DQG ZH VKRXOG UHVSHFW WKDW OHJDF\ EXW ZH VKRXOG EXLOG XSRQ LW DV ZHOO :H GR WKLV E\ GHYHORSLQJ QHZ DWKOHWHV DQG GHOLYHULQJ PRGHUQ KLJK WHFK VHUYLFHV :H KDYH VHYHUDO FDSLWDO SURMHFWV LQ WKH SLSHOLQH WKDW ZH QHHG WR GHOLYHU WKLV \HDU )RU PH LV DERXW FDSLWDOLVLQJ RQ WKH IDFLOLWLHV ZH KDYH ,W¡V DERXW WKH Ă€QH GHWDLOV RI UXQQLQJ WKH IDFLOLW\ ² WKH customer interaction and client satisfaction HOHPHQW ZKLFK ZH FRQVWDQWO\ ZRUN RQ 0\ VXFFHVV ZRXOG EH JHWWLQJ DOO RI WKH YHU\ YHU\ VPDOO GHWDLOV FRUUHFW Âľ

32 | www.sportspromedia.com

The Destinations Report 2015 | 33

Destinations Report 2015 Asia-PaciďŹ c

THE SHOW NEVER STOPS By David Cushnan

Two World Cups and a return visit from the Volvo Ocean Race fleet are the highlights of Auckland’s 2015 calendar, but they are but one element of Auckland Tourism, Events and Economic Development’s well-established, well-honed events strategy.

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ith a population of just 1.4 million, Auckland doesn’t make it onto the list of the world’s largest cities, but New Zealand’s biggest certainly punches well above its weight when it comes to bidding for and staging major events. As 2015 began, it was poised to welcome the Cricket World Cup and, in June, the FIFA U-20 World Cup. The Volvo Ocean Race, meanwhile, was due to make a return visit in late February for a 17-day stopover. Combined with an annual V8 Supercars date (the ITM500 Auckland) and the recently-launched Dick Smith NRL Auckland Nines, which sees every team in Australia’s National Rugby League (NRL) make the short hop to New Zealand to compete in a nine-aside tournament, plus a multitude of non-sport and community-focused projects, Auckland’s event strategy has long been regarded as one of the most sophisticated on the planet. Since 2010, the city’s events acquisition arm has been part of Auckland Tourism, Events and Economic Development (ATEED), an organisation formed when eight council bodies were amalgamated into one ‘super council’. It was one of several new bodies created as part of the administrative changes and was immediately thrust into action as Auckland staged 15 of the 48 matches at the Rugby World Cup 2011. Major events planning, tourism and wider economic development now fall under the ATEED umbrella. The approach to major event bidding, acquisition and hosting has been honed

ever since, event by event. In 2014, that translated into a dual approach: international events designed to drive tourism and stimulate the economy, and domestic events with a more local and community focus. “For us, we have a consistent approach ZKHUH ZH FRQVLGHU YHU\ VSHFLĂ€F DWWULEXWHV for the hosting of both major sporting and non-sporting eventsâ€?, explains Rakel Liew, ATEED’s general manager of major events, who joined the organisation in December 2013. “But because we take a whole-of-portfolio approach when it comes to measuring our outcomes, each type of event may contribute in a different way towards achieving targetsâ€? “To provide some examples, cultural events like the Auckland Diwali Festival, $XFNODQG /DQWHUQ )HVWLYDO DQG 3DVLĂ€ND >D FHOHEUDWLRQ RI 3DFLĂ€F ,VODQG FXOWXUH@ capture the attention of the diverse Auckland audience and contribute towards our liveability targets. We FDQ JHQHUDWH VLJQLĂ€FDQW *'3 LPSDFW through concerts and business events. In WHUPV RI LQWHUQDWLRQDO SURĂ€OH VSRUWLQJ events tend to be the best way to achieve our targets. Obviously we always try to make sure we have balance in the portfolio and that all events held in Auckland are relevant to our city.â€? Auckland is one of 14 host cities for the ICC Cricket World Cup 2015, played across Australia and New Zealand. The responsibility for securing the event sat with the central governments and cricket bodies of New Zealand and Australia; ATEED then led on the process to secure four matches during the

Auckland will welcome back the Volvo Ocean Race in 2015, an event which is designed to showcase the city’s harbour and marine sector

tournament at the city’s 48,000-capacity Eden Park, including a clash between WKH FR KRVWV DQG RQH RI WKH VHPL Ă€QDOV Liew says there are many ways in which Auckland can optimise the opportunities of playing host to one of the largest sporting events of 2015. “What it does present is a very good platform to collaborate with the other cities and at the same time work on attracting more people to Auckland. “Our plan is to activate across the tournament as a whole, not just during the Auckland games, to showcase the city to the world and reinforce our brand positioning, because the world will be watching us.â€? Liew adds that opportunities exist to showcase the city to business leaders

We ensure that every year we have events that globally reinforce our positioning.

“

and to “demonstrate strength as one of the leading cities around the regionâ€? throughout the tournament. That is consistent with Auckland’s positioning for the Rugby World Cup 2011. The elongated format of the Cricket World Cup – the tournament begins on Valentine’s Day and does not conclude until the end of March – means that EHWZHHQ WKH Ă€UVW JDPH DQG WKH Ă€QDO WKH

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9ROYR 2FHDQ 5DFH Ă HHW ZLOO KDYH DUULYHG in Auckland, spent 17 days there and left, bound for the Brazilian coastal resort of ItajaĂ­. The race came to Auckland, a city sometimes nicknamed the City of Sails, during its 2011/12 edition, a stopover so successful that ATEED promptly signed up not only for 2014/15 but also the next event, in 2017/18. Again, there are VSHFLĂ€F UHDVRQV IRU GRLQJ VR

“We have been very deliberate in looking at the race as a catalyst for Auckland’s marine sector,� Liew explains. “To a great extent, it’s about showcasing our harbour, our marinas, and our marine expertise. The success of 2012 did not just capture the attention of New Zealanders who have a passion for sailing, it also reinforced the position of Auckland as a destination for all things marine and for a return of the Volvo Ocean Race stopover.� This year’s stopover, which begins on 27th February, is scheduled to be longer than in 2011/12, allowing for more footfall in the race village. “We’re anticipating about 400,000 people to come through the race village,� suggests Liew.

50 | www.sportspromedia.com

The Destinations Report 2015 | 51

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FEATURE | DIGITAL

Living the fantasy Ken Fuchs has the daunting task of leading Yahoo’s sports, finance and product partnerships divisions. SportsPro caught up with the former Sports Illustrated executive to find out just what it takes to remain on top in an ever-changing digital media landscape. By Ian McPherson

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n estimated 41 million people played fantasy sports in the US last year. 16 million of those players opted to use Yahoo Sports’ platforms, of which there are 18. It is a meticulously run, multi-million dollar machine which captivates the US like QR RWKHU 7KH KHDGOLQH Ă€JXUHV PLJKW be impressive but it is not until you GLJ D OLWWOH GHHSHU WKDW WKH IXOO VWRU\ RI America’s fantasy obsession is revealed. ´:H Ă€QG WKDW XVHUV VSHQG RQ DYHUDJH PLQXWHV SHU PRQWK SOD\LQJ IDQWDV\ sports,â€? says Ken Fuchs, who serves as WKH YLFH SUHVLGHQW DQG JURXS OHDG DFURVV Yahoo Sports, Yahoo Finance and the Ă€UP¡V SURGXFW SDUWQHUVKLSV WHDP ´:KHQ you add it all up across the year they actually spend about 29 billion minutes SOD\LQJ ZKLFK LV VRPHWKLQJ OLNH \HDUV HYHU\ \HDU SOD\LQJ IDQWDV\ VSRUWV Âľ

\HDUV ZRUWK RI IDQWDV\ JDPHSOD\ HDFK \HDU LV D PLQG EORZLQJ QXPEHU EXW ZK\ GR IDQV NHHS FRPLQJ EDFN" “We take a lot of feedback from our users,â€? explains Fuchs. “For example, we continue to invest a lot in our mobile SURGXFW VR \RX FDQ DFWXDOO\ JR SOD\ \RXU entire experience on our mobile fantasy app and never actually have to come back WR \RXU GHVNWRS IURP GUDIWLQJ WR UHVHDUFK WR WUDGHV WR VPDFN WDONLQJ :H¡YH EXLOW D holistic experience. ´$ ORW RI WKDW LV DGGLQJ WKLQJV OLNH UHDO WLPH QRWLĂ€FDWLRQV RQ LQMXULHV DGYLFH RQ VHWWLQJ XS \RXU OLQH XS DQG WKH DELOLW\ WR FKDW ZLWK RWKHU SOD\HUV LQ \RXU OHDJXH ,W¡V DOO WKH OLWWOH WKLQJV WKDW HQKDQFH WKH H[SHULHQFH and make you want to come back because \RX¡UH KDYLQJ IXQ ZLWK \RXU IULHQGV :H¡UH JLYLQJ \RX WKH OLWWOH KRRNV DORQJ WKH ZD\ WKDW NHHS SXOOLQJ \RX EDFN LQWR WKH JDPH WR compete week after week.â€?

Yahoo has built a user base of over one billion, partly through moves like its 2013 purchase of Tumblr

102 | www.sportspromedia.com

A handful of Yahoo Sports’ fantasy IRRWEDOO OHDJXHV KDYH EHHQ LQ H[LVWHQFH IRU \HDUV DQG )XFKV¡ IURQW RIĂ€FH WHDP know some of the users personally. It is a UHPDUNDEOH DFKLHYHPHQW IRU D Ă€UP ZKLFK like so many Silicon Valley start-ups, has modest roots. “Basically our DNA is around the GLVFRYHU\ RI JUHDW FRQWHQW Âľ VD\V )XFKV who is based in Santa Monica, California. ´2ULJLQDOO\ WKDW ZDV WKURXJK DQ LQGH[ WKURXJK >IRXQGHUV@ 'DYLG >)LOR@ DQG -HUU\ ><DQJ¡V@ JXLGH WR WKH ZRUOG ZLGH ZHE DQG RYHU WLPH WKDW¡V HYROYHG WR WKH ELJJHVW GLJLWDO PHGLD SODWIRUP LQ WKH ZRUOG Âľ Since its US$1.1 billion cash deal for VRFLDO EORJJLQJ VLWH 7XPEOU LQ <DKRR¡V JOREDO XVHU EDVH KDV JURZQ WR one billion users, with over 500 million XVHUV DFFHVVLQJ LWV SODWIRUPV RQ PRELOH devices every month. $ ODUJH SURSRUWLRQ RI WKDW WUDIĂ€F FRPHV WKURXJK <DKRR¡V VSRUWV DUPV ZKLFK DUH KLQJHG RQ ORQJVWDQGLQJ UHODWLRQVKLSV ZLWK WKH 86 PDMRU OHDJXHV ´:H¡UH GHGLFDWHG WR HQVXULQJ WKDW ZH GHOLYHU D SURGXFW H[SHULHQFH WKDW JLYHV you the information you want around your teams and fantasy players in the sports that you care about the most,â€? VD\V )XFKV ´:H GR WKDW WKURXJK D variety of media types; more and more that focus on video. ´:H¡YH JRW UHODWLRQVKLSV ZLWK EDVLFDOO\ HYHU\ PDMRU VSRUWV OHDJXH WKH 1)/ WKH 1%$ WKH 1+/ 0/% DPRQJ RWKHUV :H¡UH JHWWLQJ PXFK PXFK PRUH DJJUHVVLYH LQ WKDW VSDFH )LQGLQJ ZD\V where, if you’re a fan of that team, we JHW \RX WKDW KLJKOLJKW LQ WKH PRPHQW RI VRPHWKLQJ WKDW MXVW KDSSHQHG Âľ

Yahoo president and chief executive Marissa Mayer presides over a company with a presence across online media, and sport has become a crucial driver

Yahoo Sports’ relationships with the OHDJXHV PD\ EH \HDUV ROG EXW WKH\ DUH FRQVWDQWO\ EHLQJ UHIUHVKHG DQG XSGDWHG WR LQFOXGH QHZ SURGXFW RIIHULQJV ´:H MXVW GLG D GHDO ZLWK 0DMRU /HDJXH %DVHEDOO Âľ says Fuchs, “where we will have not only KLJKOLJKWV IRU HYHU\ JDPH EXW KLJKOLJKWV IRU \RXU IDYRXULWH WHDP ZKLOH WKH JDPH LV VWLOO JRLQJ RQ :H¡UH JRLQJ WR KDYH IDQWDV\ KLJKOLJKWV VR ZKHQ \RX SOD\ IDQWDV\ EDVHEDOO ZH DFWXDOO\ LQWHJUDWH KLJKOLJKWV IURP \RXU SOD\HUV ULJKW LQWR \RXU URVWHU VR LW¡V HDV\ WR VHH ZKDW¡V KDSSHQLQJ ´,Q DGGLWLRQ WR D EXQFK RI RULJLQDO FRQWHQW IURP 0/% DQG ZH¡UH ZRUNLQJ with them to do a live broadcast every VLQJOH GD\ ZKHUH ZH¡OO SLFN D JDPH RI the day and broadcast it on Yahoo’s OLYH SODWIRUP <RX¡UH VWDUWLQJ WR VHH D ELJ PL[ RI UHDO WLPH VKRUW IRUP 92' >YLGHR RQ GHPDQG@ DQG ORQJ IRUP OLYH and condensed video products that we’re GHOLYHULQJ DURXQG VSRUWV

´7KDW ZD\ LI \RX¡UH D IDQ SOD\LQJ IDQWDV\ VSRUWV DQG \RX ZDQW WR JHW information on your team and what’s KDSSHQLQJ \RX ZDQW KLJKOLJKWV RU WR catch up from a video standpoint, we’re UHDOO\ SURYLGLQJ DQ XQPDWFKHG H[SHULHQFH across all platforms – mobile especially.â€? &RQWLQXHV )XFKV ´2XU UHODWLRQVKLSV ZLWK WKH OHDJXHV DUH UHDOO\ EXLOW RQ \HDUV RI XQGHUVWDQGLQJ WKHLU EXVLQHVVHV DQG XQGHUVWDQGLQJ WKH\¡UH WU\LQJ WR UHDFK QHZ DXGLHQFHV 7KH\¡UH WU\LQJ WR HQJDJH WKH fans that they currently have, and reach new users. I think Yahoo has done a UHDOO\ JRRG MRE RI KHOSLQJ WKHP GLVFRYHU new audiences in a way that they can’t do WKURXJK WUDGLWLRQDO EURDGFDVWV RU WKURXJK WKHLU RZQ GLJLWDO LQLWLDWLYHV Âľ %H\RQG WKH 86 FHQWULF PDMRU OHDJXHV Yahoo Sports is also heavily invested in )LID :RUOG &XS DQG 2O\PSLF FRYHUDJH every four years. A partnership with NBC DKHDG RI WKH 2O\PSLFV LQ /RQGRQ

and 2014 winter Games in Sochi was a UHVRXQGLQJ VXFFHVV IRU WKH Ă€UP DOWKRXJK )XFKV DGPLWV QRWKLQJ KDV EHHQ IRUPDOO\ DJUHHG DKHDG RI 5LR¡V *DPHV QH[W \HDU But he remains bullish when it comes to <DKRR¡V SRVLWLRQ LQ WKH JOREDO PDUNHW ´:KHQ \RX WKLQN DERXW WKLQJV OLNH WKH 2O\PSLFV RU WKH :RUOG &XS Âľ KH DUJXHV “there’s really nobody positioned better than Yahoo, with bureaus all over the ZRUOG WR EULQJ WKRVH HYHQWV WR OLIH :KHQ \RX ORRN DW VRPHWKLQJ OLNH WKH :RUOG &XS , WKLQN ZH KDG D FRXSOH ELOOLRQ SDJH views and we had editors from all over WKH ZRUOG FRRUGLQDWLQJ LQ UHDO WLPH “Olympics, too, we’re consistently the KLJKHVW WUDIĂ€F 2O\PSLF VLWH WKH ODVW WZR Olympics we’ve broken our own records LQ WHUPV RI WUDIĂ€F DQG HQJDJHPHQW ,W¡V WKLV FRPELQDWLRQ RI JUHDW HGLWRULDO FXUDWLRQ JUHDW YLGHR SURGXFWV DQG an overall product that delivers that information across all of our platforms. SportsPro Magazine | 103

FEATURE | DIGITAL

BY THE NUMBERS

Yahoo is investing heavily in its mobile fantasy sports apps so that in the long term, users who prefer them can migrate full-time from their desktops

:H¡YH MXVW JRW YHU\ JRRG DW VWRU\WHOOLQJ DURXQG PDMRU HYHQWV Âľ :LWK UHJDUGV WR <DKRR¡V RYHUDOO RSHUDWLRQ ZKLFK LV OHG E\ \HDU ROG FKLHI H[HFXWLYH 0DULVVD 0D\HU VWD\LQJ ahead of the pack is the name of the JDPH ,Q RUGHU WR GR WKDW )XFKV VD\V LQYHVWLQJ LQ PRELOH WHFKQRORJ\ KDV EHHQ D FRPSDQ\ SULRULW\ ´7KH ELJJHVW WKLQJV ZKHQ \RX ORRN DW ZKHUH ZH LQYHVW LQYHVWLQJ RQ WKH PRELOH VLGH RI the business in both the teams and the SURGXFWV KDV EHHQ WKH ELJJHVW FKDQJH over the last two or three years,â€? he says. ´:H UHDOO\ SXW D SUHPLXP RQ WKLQNLQJ ELJ DQG WKLQNLQJ GLVUXSWLYHO\ 7KLQN ELJ VWDUW small essentially.â€? &DVWLQJ DQ H\H IRUZDUG )XFKV SRLQWV WR the conventional cable television model as DQ DUHD WKDW LV VHW IRU GUDVWLF FKDQJH LQ WKH sports content space. “You traditionally KDG FRQVXPHUV SD\LQJ 'LUHF79 DQG Time Warner Cable US$150 per month, and they collectively pay ESPN US$6 billion or US$7 billion per year,â€? he says. “Then ESPN takes that US$6 billion and WKH\ SD\ LW WR WKH 1)/ DQG 0/% DQG WKH 104 | www.sportspromedia.com

NBA. So you have this business model that’s been fairly bulletproof because you have people who subscribe to cable who don’t watch sports but ultimately end

Ken Fuchs heads up Yahoo Sports as group lead

XS VXEVLGLVLQJ DQG SD\LQJ IRU LW <RX¡UH VWDUWLQJ WR VHH D ORW RI H[SHULPHQWDWLRQ from all the players in the industry.â€? +H DGGV WKDW WDUJHWLQJ IDQV LQ QHZ ZD\V DQG GHOLYHULQJ UHOHYDQW LQIRUPDWLRQ ZLOO likely continue as a key trend in sports media in the future. “Whether it’s over-the-top experiences IURP WKH OHDJXHV WKHPVHOYHV RU ,379 RU WKURXJK GHDOV OLNH ZH¡YH GRQH ZLWK 0/% ZKDW DUH WKH QHZ ZD\V WR UHDFK IDQV"Âľ KH asks. “What are the new ways to create UHYHQXH PRGHOV DURXQG OLYH VSRUWV" /LYH VSRUWV LV RQH RI WKH IHZ WKLQJV OHIW WKDW UHDOO\ GHPDQGV DSSRLQWPHQW YLHZLQJ (YHU\WKLQJ HOVH LV YHU\ PXFK RQ GHPDQG these days. “When you combine that with the fact that we have the ability to really understand we have one million people who love cricket, 500,000 people who ORYH 6HULH $ DQG WZR PLOOLRQ &KLFDJR Cubs fans on the platform, how do we deliver information that’s hyper-relevant WR SDVVLRQDWH IDQV" <RX FDQ WDUJHW OLNH never before and I think you’ll see more of that.â€?

FEATURE | DIGITAL

Soccer management simulations have long provided fans of the beautiful game with an opportunity to prove they know their stuff. While Football Manager is an old-timer in this field, there’s a new kid on the block. By Mike Kennedy

W

hile video games have constantly developed, the formats they are played on have multiplied and the graphics have advanced to the point where life-like attributes are genuinely replicated today, the business market behind the games has grown correspondingly. Where once a sports game was considered just that – a game played in a virtual format – we are now seeing developments in the industry begin to impact on the very market they have emerged from. Football Manager has acquired a nearcult following among fans and it has become synonymous with the concept of sports management simulation games. Born out of an earlier incarnation, Championship Manager – which made its debut 22 years ago – the game has been a mainstay of the sports video games market with its annual releases. In fact, Football Manager 2014 sat at the top of the PC sales chart for a recordbreaking 23 weeks. The concept is simple enough: users choose a professional soccer team to manage and deal with everything from match line-ups and tactics to player transfers, training rotas and questions from the media. Tom Markham, as head of strategic business development for Sports 106 | www.sportspromedia.com

Championship high-flyers Watford are among the English sides carrying Football Manager branding

Interactive, the creative studio behind Football Manager, is well placed to give insight into the business drive behind what the company believe is now a “football product”. “Obviously we are more than aware that it is a computer game and management simulation,” says Markham. “But we feel that we do have a lot to add in the football industry so it’s a question of aligning ourselves as much as we can with the centre. “The fact that we have real clubs coming along looking for our data on a regular basis shows the level that we’re at. You can play the game in 62 different countries, and obviously in-depth leagues in those.”

Efforts to align the product with the centre of the soccer market at a fan level include the use of perimeter advertising inside stadia, front-ofshirt sponsorship for the likes of AFC Wimbledon and Watford, and the sponsoring of transfer deadline day coverage on Sky Sports – an event which has become something of a phenomenon for UK soccer fans as frantic activity marks the closure of the Premier League transfer window. “Obviously that’s very well watched so it’s a good alignment from our perspective,” Markham says. And while focusing outwardly at placing themselves at the centre of the soccer market, the company has at its

Football Manager’s comprehensive player databases have led to its use by some football clubs in the early stages of their player recruitment processes

own centre a formidable database of some 650,000 players and coaches. “This is the driving factor behind the game and the success of it because it’s so realistic,â€? says Markham. 7KH NH\ DV KH LGHQWLĂ€ HV LW LV PDNLQJ this data continually relevant and useful to those in the professional game. “Now obviously data has become more and PRUH EHQHĂ€ FLDO LQ ORWV RI GLIIHUHQW ZD\V Âľ he adds. “We’ve got a scouting network of 1,400 worldwide that keep this up to date any time anything changes.â€? $ VLJQLĂ€ FDQW VWHS ZDV D SDUWQHUVKLS with Prozone, a sports performance insights company, announced in 2014. As a result of the agreement, Sports Interactive’s database has been incorporated into Prozone Recruiter, an online analysis platform. The platform is designed to support soccer clubs in the FRPSOH[ DQG FRPSHWLWLYH Ă€ HOG RI WDOHQW LGHQWLĂ€ FDWLRQ DQG SOD\HU UHFUXLWPHQW

“What we felt was also necessary was something at the top of the pyramid to bring in the visibility, to bring in the money.â€? “We have real clubs now using our football data for their whole scouting operations: rather than using 40 players they can whittle it down using this V\VWHP DQG WKHQ JR ORRN DW Ă€ YH WKDW WKH\ think will actually add to the squad,â€? explains Markham. And the ability to utilise this database is QRW FRQĂ€ QHG WR VRFFHU ´:H¡UH ORRNLQJ DW different ways that we can use the data as well,â€? Markham reveals. “So other areas that we have looked at potentially are the gambling industry. “All the algorithms behind odd combinations; the fact that we’ve

got grading of players and we can look at historical stats of how teams have performed without key players. We’ve had a lot of big gambling companies come to us, a lot of the big sportswear manufacturers. Just people and organisations who have a similar alignment and are looking to appeal to our core audience – the main player of the game is between 18 and 24.� Markham says the fundamental Sports Interactive goal remains grounded in protecting the Football Manager brand while consistently producing a game that people want to play. SportsPro Magazine | 107

FEATURE | DIGITAL

Chelsea manager JosÊ Mourinho’s endorsement has been a publicity breakthrough for Top Eleven

But with the focus set on “bringing the game as far as we can,â€? within these “custodialâ€? boundaries, Markham says the company is looking into the possibility of developing individual club editions of the game in the future – a possible solution, he believes, to the issues faced where league licences haven’t been acquired. “We don’t run licences for every league,â€? he explains, “but for a lot of the big leagues we actually still have them in the game, which means we can’t use their IP in terms of crest, player photographs etc. the same as we can for the ones we do have licences with. “In the case of La Liga, for example, we’d have to pay a licence fee, whereas with some of the smaller leagues they actually want to be associated with this. So there’s a different model depending on how established the leagues are. “So in our core markets that we actually do, say in Turkey, we could do a Galatasaray or a Fenerbahçe or a Besiktas version of the game. In Italy we’d go with the bigger teams. That’s obviously quite far down the road at the moment. But we’ve spoken to a lot of the teams and there’s interest there.â€? One issue which often rears its head with the annual October/November launch of Football Manager is piracy. “We can sometimes have up to four times 108 | www.sportspromedia.com

more people playing the game than have actually bought the game,â€? says Markham. 2Q FXUUHQW Ă€JXUHV WKDW HTXDWHV WR MXVW over two million copies sold across all formats, with more than ten and a half million people actually regularly playing it. While this is something Sports Interactive is obviously keen to combat, Markham says it does throw up some interesting statistics. “We have all the data,â€? he notes, “because ZKHQ WKH\ FUDFN WKH H[HFXWDEOH Ă€OH WR actually play the game illegally, we can still access what countries the games are played in, how long they are playing it for etc. So it’s quite interesting from, let’s just say an in-game advertising point of view.â€? While the team at Sports Interactive are looking at ways to diversify in the future, in the short term the company is aware of the necessity to ensure that the core product keeps pace with the technologydriven demands of the consumers. Broaching the gap to the advancing mobile market from the more traditional PC market which the game has historically called home is fundamental to this. “Obviously the main issue is that PC games seem to be declining,â€? Markham argues, “so the way that we are looking to combat that is to get into the same space. We’ve obviously had quite a successful mobile title for quite some time now and hand-held as well and

tablet. So we’re hoping that in the future we can have a cross-face facility where you can actually play the same game in any of those formats.â€? It is in this space where the market is thriving. The social network-focused game Top Eleven, developed by Belgrade-based Nordeus, has been making its mark since it launched in 2010. As with Football Manager, users decide upon the tactics and control the substitutions as they try to take their chosen club to the top. The game is free to play, though is monetised by the presence of in-game purchase options for stadium builds, virtual logos, and jerseys for more than 25 professional soccer teams. Top Eleven also boasts in-game features such as the 24-hour transfer market and the ability to play with friends. 1LNROD ĂžDYLĂ˝ EXVLQHVV GHYHORSPHQW manager at Nordeus, describes how the game has made inroads. “Ever since we launched it in May 2010 ZH KDYH H[SHULHQFHG VLJQLĂ€FDQW JURZWK constant growth, and initially it started off in Europe in the Balkans and Middle East and so on and from there it really spread to other emerging countries, to all RYHU WKH ZRUOG Âľ ĂžDYLĂ˝ VD\V :LWK WKH JDPH QRZ FHOHEUDWLQJ LWV Ă€IWK anniversary, Top Eleven is localised in 43 languages and available across Facebook, L26 DQG $QGURLG :KDW GRHV ĂžDYLĂ˝ SXW this success in such a relatively short period of time down to? “We really nailed down the social element to it,â€? he suggests, “allowing you to interact with other players and friends around the world. You can play against them or with them on any device. “When you are at your desktop you can be playing a full-screen game with your Facebook. And as you log out and are on your way home you can login to your club and manage it on your mobile phone. Then when you get home you can pick up your tablet and continue playing where you left off on your mobile. “So it’s a very seamless experience between the platforms and we see that quite a large percentage of our users are actually taking advantage of that. We see them playing on multiple platforms and devices and it was probably one of the big reasons for the success of Top Eleven as well.

The Top Eleven model offers players in-app purchases, such as the chance to buy officially licensed items and upgrade their club’s in-game infrastructure

“So that really eliminates the barriers to the game and playing it: if it’s available in your language, if it’s available on your device, it’s available on any platform, it has support for your friends, then it’s very easy to get into it and stay hooked.â€? But while ensuring accessibility across multiple platforms has ensured a broad SOD\HU EDVH ĂžDYLĂ˝ VD\V WKH Ă€UVW EDUULHU to the game becoming a success was the GLIĂ€FXOW EXW XOWLPDWHO\ VXFFHVVIXO SURFHVV initiated in 2012, of acquiring licences for some of the major European soccer clubs. ´7KH GLIĂ€FXOWLHV PRVWO\ OD\ LQ WKH IDFW that the clubs did not realise the value of engaging with their audience through video games,â€? he recalls. “They are very much stuck in the old way of doing business – mostly in the merchandise business, whether it’s toys or shirts or anything like that. “So I remember pitching to the clubs initially this whole project and idea and it ZDV VR GLIĂ€FXOW MXVW WR HYHQ JHW WKHP WR listen, let alone understand.â€? ĂžDYLĂ˝ LGHQWLĂ€HV WKH NH\ WXUQLQJ SRLQW in ensuring the game’s success was when Real Madrid and AC Milan sat up and were interested in what Nordeus had to say. “They were very receptive to the whole idea of integrating their brand within Top Eleven as an engagement and increasing the brand awareness and also as a way of generating additional revenue,â€? he adds. The acquisition of these club licences enabled Top Eleven to offer the in-game purchase element, whereby users could buy the team’s virtual jerseys and logos. 7KLV KDV SURYHG PXWXDOO\ EHQHĂ€FLDO WR both Nordeus and the relevant clubs, with plenty of users proving eager to show support for their chosen team to friends and competitors within the game, DFFRUGLQJ WR ĂžDYLĂ˝

´6R ZH JRW WKRVH GHDOV Ă€UVW DQG RQFH you have some top clubs on board,â€? he explains, “then as you can imagine it becomes a whole lot easier to approach others and get them on board as well, because if you can showcase, for example, cooperation with Real Madrid and give some sort of indication in terms of the revenue that they can expect, then the clubs are more receptive to the whole idea and actually listen.â€? Since then, Nordeus has continued to add clubs to the game at a steady rate, UHVLVWLQJ WKH WHPSWDWLRQ WR VQDIĂ H DOO LQ sight. “Recently we added Juventus and Borussia Dortmund and we have some big ones coming up as well from the French league,â€? he says. “The main reason behind that is to just keep fresh content adding to the game all the time. So I guess you can expect to see some really big names coming up in Top Eleven this year.â€? ĂžDYLĂ˝ VD\V 1RUGHXV LV QRZ ´D JOREDO company with a global player baseâ€?, and WKH Ă€JXUHV PDNH IRU LPSUHVVLYH UHDGLQJ Top Eleven has attracted interest to the tune of 100 million registered players worldwide. At present the game’s most VLJQLĂ€FDQW SOD\HU FRPPXQLWLHV FDQ EH found in Turkey, the UK, Germany, France, Indonesia, Thailand and Brazil. %XW ĂžDYLĂ˝ LV TXLFN WR LPSUHVV WKDW WKH company is not resting on its laurels. “Even though we’ve had over 100 million registered players we think we’ve just scratched the surface,â€? he says. “We haven’t done anything really about the North American market; China, Korea, Japan, even in Latin America, though we’re popular, considering the population and the passion for football, you know, we have very untapped markets ahead of us. “So the goals are to try and tap into

those markets and grow Top Eleven further globally.â€? To that end, the company launched the latest iteration of the game, Top Eleven 2015, in January – a product more than two years in the making. Nordeus say this latest version includes a modern design and a number of upgrades to previous editions, providing the most seamless football management gaming experience out there. 7KH ODWHVW FKDQJHV DUH GHVLJQHG Ă€UPO\ with the demands of the game’s core SOD\HUV LQ PLQG DFFRUGLQJ WR ĂžDYLĂ˝ ´:H¡YH listened to our community,â€? he says, “and we’ve got their feedback about what they care about in Top Eleven: what are the features, such as ‘Live Match’, which are very engaging and matter to them the most? This new technology will allow us to actually develop those features and updates that the community has been asking for.â€? Nordeus is now looking at growing the JDPH¡V SURĂ€OH WKURXJK WDUJHWHG PDUNHWLQJ activities. To promote the 2015 edition of the game, the company simultaneously ODXQFKHG LWV Ă€UVW 79 DGYHUW IURQWHG by Chelsea FC manager and Nordeus ambassador JosĂŠ Mourinho. This, as well as perimeter advertising in stadiums, is QHZ WHUULWRU\ IRU 1RUGHXV EXW LWV Ă€UVW foray into a marketing campaign is so far EHDULQJ IUXLW DFFRUGLQJ WR ĂžDYLĂ˝ “We shot it [in London] last year with Mourinho and we’ve received very positive feedback both from the media industry and also from our fans on social media, so we’re happy about that. “With JosĂŠ Mourinho we knew that it’s a clear message: it’s about management, because he’s a coach, he’s a manager. And looking at the KPIs since we introduced him it basically proves that position correct.â€? SportsPro Magazine | 109

FEATURE | SOCCER

CONTEXT IS KING The battle lines in soccer management have been drawn: the traditional approach, relying on instinct and experience; and the modern method, fuelled by Moneyball thinking and data evangelism. According to 21st Club founder Blake Wooster, however, there is a middle way. By James Emmett

B

y the founder’s own admission, 21st Club was born out of a boozy evening, a meeting of minds, and several napkins’ worth of vigorously scrawled notes. Blake Wooster, chief executive of the company, is describing the evening he spent having dinner with Rasmus Ankersen, a Danish author with an interest in tracking, understanding and À QGLQJ VSRUWLQJ KLJK SHUIRUPDQFH Ankersen had just published The Gold Mine Effect, a book that recorded his efforts to apply data science to the question of why there appear to be tiny pockets of intense talent production around the world – why does Jamaica produce a disproportionate number of top sprinters, for example, and why are 137 of the world’s best 500 female golfers from South Korea? He was in (QJODQG WR JLYH D WDON DW WKH RIÀ FHV RI Prozone, the digital performance analysis company for which Wooster had been working for nine years. The pair went for dinner and hit it off.

Blake Wooster founded 21st Club, with Rasmus Ankersen, to promote intelligent thinking in soccer

Correcting the clichĂŠ – 1. ‘Take each game as it comes’ “

W

e often use the analogy that football is a ticking clock,� says Wooster. “Every clock has an hour hand, a minute hand and a second hand. Football clubs are always concentrating on the next game, one game at a time. That’s the second hand. We try to be their surveillance system or their hour hand. We won’t help you win the next match, but we’ll probably help you win in two or three years’ time.�

110 | www.sportspromedia.com

The ‘concentrate on the next game’ philosophy is one that soccer clubs have adhered to, by and large, since leagues ZHUH IRXQGHG VW &OXE¡V Ă DJVKLS software application, Evolution, has been designed to nudge club hierarchies away from that philosophy by making mid to long-term succession planning easy. The tool, aimed at boardroom level, is updated with statistical data as it happens, and linked with contractual data the club inputs itself. Appreciating

or depreciating player values and bonus payment commitments are visualised simply. It has been designed to enable FKLHI H[HFXWLYHV RZQHUV À QDQFH directors, directors of football and managers – in the modern game, rarely to be found in the same room – to input scenarios – letting this or that player go, promoting this or that player from the youth team, buying this or that player from elsewhere – for the next few seasons.

Correcting the clichĂŠ – 2. ‘The league table never lies’

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key part of the thinking that informs the 21st Club’s manifesto is a statistical model Wooster calls Performance League. “Often people in football will say that the league table never lies,� he says. “But, in our experience using our data, the league table almost always lies.� In high-scoring games like basketball, tennis or cricket, Wooster explains, the better individual or team will typically win out. In football, however, there is such a premium on scoring, and such a degree of luck involved, that often

“the team that deserves to win the game doesn’t always do so�. “How many times,� he adds, “do you see a manager interviewed after a game, saying, ‘I thought we performed really well today and the better team lost.’? It drives fans mad, but often the managers are right in their gut feeling.� 21st Club’s Performance League takes data from across the leagues, strips it down to critical chances created and conceded – and the combinations which produced them – to give what Wooster believes is a “true measure of the underlying performance�.

He cites Newcastle United, who endured a torrid start to the Premier League season this year, as a club whose underlying performance suggested they were down at the foot of the table through misfortune. Newcastle amassed just four points IURP WKHLU ÀUVW VHYHQ OHDJXH JDPHV and the board, by all accounts, was getting twitchy. Wooster says that 21st Club were able to get their message across to the Newcastle hierarchy. Alan Pardew, the then-manager, remained in his post, and results, just as predicted, improved.

Correcting the clichĂŠ – 3. ‘The new manager effect’

H

ad Newcastle United opted to sack Alan Pardew early in the season, the team would then undoubtedly have EHHQ WKH EHQHĂ€FLDU\ RI ZKDW¡V FRPH WR be known as the ‘new manager bounce’. This, explains Wooster, is usually another

“It was one of those really indulgent nights where you go through a couple of bottles of wine,â€? recounts Wooster. “We were essentially putting the world to rights, saying, ‘If we were a football club, if we were the 21st club in the league, how would we make decisions? How would we run our business? How would we recruit talent? How would we be different? How would we get a competitive edge?’ In the morning, with a bad head, I pulled out this napkin‌ and thankfully when I opened it up a lot of it actually made sense.â€? A few months and meetings later, in August 2013, 21st Club was open for business. Wooster and his team have developed 21st Club into a digital consultancy for the soccer industry. They work with clubs to instil better-informed planning processes and decision-making systems to aid mid to long-term stability and development. They apply what they call ‘contextual intelligence’ WR GDWD WR Ă€QG D FRPSHWLWLYH HGJH ERWK LQ WKH ERDUGURRP DQG RQ WKH Ă€HOG

nonsense football clichĂŠ. “We’ve had examples this season of teams that have sacked managers prematurely because they’ve lost the last two or three games, either due to bad luck or bad refereeing decisions,â€? he says. “It’s based on a small sample size and a lot of emotion has

gone into that decision when actually the underlying performance is ok and the team would have improved if they’d continued to play that way. And then the new manager comes in, often rides on the back of that system and it’s hailed as ‘the new manager effect’.

At the heart of the 21st Club methodology is a working document Wooster calls “the manifestoâ€?. “We haven’t got all the answers at the moment and it’s never going to be a bible that we publish and go, ‘There you go – that’s everything you need to know,’â€? says Wooster, by way of caveat. “But what we try to do is help people understand what the future of football will look like. For the manifesto, we tried to look at all the different challenges a football club face, on the football side and on the business side, and ask ourselves about every aspect: ‘Is there a better way to approach this task?’â€? Drilling down further, Wooster explains that the manifesto has helped VW &OXE Ă€QG PRUH HIĂ€FLHQW ZD\V WR present common sense systems within football clubs – there is a detailed chapter on succession planning, for example – but also to debunk many of the myths that are perpetuated on a daily basis by football clichĂŠ. :KLOH DQ\ SURGXFWLYH HIĂ€FLHQW EXVLQHVV would see an adequate succession

planning strategy as straightforward business common sense, it is rarely so simple in soccer, where tradition, media scrutiny and emotion combine. In England, south coast Premier League side Southampton are rightly lauded as a club with a vigorous and fruitful academy system and an approach to player succession planning that makes the most of it. Yet when the club sacked their manager Nigel Adkins in January 2013 – the Englishman having guided the club to two successive promotions before IDULQJ DGPLUDEO\ LQ KLV ÀUVW KDOI VHDVRQ RI Premier League management – there was uproar. The opprobrium was still being heaped on the club even when it became apparent that Mauricio Pochettino, Adkins’ replacement, was far from the untested no-hoper some in the media had made him out to be. Succession planning is all well and good in management, it seems, as long as it is only visible once the man at the helm has had a patchy run of results. A similar scenario has played out in SportsPro Magazine | 111

FEATURE | SOCCER

Correcting the clichÊ – 4: All data is good data

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RRVWHU Ă€ UVW ZLWK Prozone and now with 21st Club, has operated at the heart of a shifting data landscape over the last decade and a half. “One of the broader changes we’ve seen in the marketplace is that if product A was all about having data for WKH Ă€ UVW WLPH DFFHVV SURGXFW % ZDV DOO about giving context and meaning to data,â€? he explains. There is a lazy distinction made in modern football between the old school ‘football men’ and the datacrazed Moneyball acolytes. You’re either one, or the other. Giving context to data, says Wooster, should be about treading the line between the two. “We’re data-savvy,â€? he says, “but we’re not data-obsessed.â€? In fact, Wooster empathises with the sceptics. Statistical analysis, he says, has become a “very noisyâ€? space, and the media in particular are guilty of XVLQJ ZKDW :RRVWHU ZRXOG GHĂ€ QH DV meaningless data.

“It’s the lazy distribution of the same old stats,� he says. “The broad mistake people make is that more is better: More possession is better; more distance covered is better. They mistake volume with quality. If you look at the Champions League winners over the last few seasons, the teams typically – Barcelona aside, maybe – have less possession than the opposition because tactically they’re trying to hit them on the counter attack. But the media don’t seem to be intelligent enough or listening to what’s really important. They’re pumping the same old stats out there. “Any coach or player, or even fan can tell you that it’s about the quality of the running not the amount. The better players – the Thierry Henrys – will purposely try to do less running than the oppositions, but more explosive running at the right time.� Gary Neville, Wooster says, is the exception that proves the rule. The former Manchester United player

and current UK soccer media darling VSHQGV D ORW RI WLPH DW WKH RIĂ€ FHV RI data company Opta, learning how to marry their statistics with his own experience, intuition and articulacy. “In the media’s defence,â€? Wooster adds, “the challenge is that if you’re going to use data in a contextualised, intelligent way, there are only so many windows of opportunity. You need a magazine programme where you’ve got time to sit down and review the game. Then you can dissect the performance at a deeper level. “I understand that during a game some statistics have to be thrown out there. We’ve come up with some data widgets that are there to enhance the viewer’s experience. They could be used in a live environment. We came up with this thing called ‘attacking momentum’, where we weighted all the attacking actions that would happen in a match in order to get just one QXPEHU YLVXDOLVLQJ WKH HEE DQG Ă RZ RI the match.â€?

Evolution, 21st Club’s flagship software platform, is intended as an accessible and visually clear aid to long-term squad development for soccer clubs

English soccer this season. In February, LW ZDV FRQĂ€ UPHG WKDW 0DUN :DUEXUWRQ the respected manager of Championship side Brentford, would be let go at the end of the season despite the fact that, under his guidance, the club have a serious chance of a second successive promotion. Brentford owner Matthew Benham, who made the decision, is known to favour a more statistical approach to club management. Not uncoincidentally, Benham is also the majority shareholder of FC 112 | www.sportspromedia.com

Midtjylland, the unfashionable Danish club currently blazing an unlikely trail DW WKH WRS RI WKHLU RZQ GRPHVWLF À UVW tier. When Benham took the reins at 0LGWM\OODQG ODVW \HDU KLV À UVW PRYH ZDV WR install one Rasmus Ankersen as chairman. Ankersen, though a founder of 21st Club, is nevertheless not a full-time employee of the company. Yet it’s clear that the focus he has instilled at Midtjylland is straight out of the 21st Club manifesto of applying contextual intelligence to pertinent data.

So if Benham is using Midtjylland as a test bed for Brentford, is Ankersen’s position at the club itself something of a proving ground for 21st Club? “I’m cautious about communicating it, because I don’t want people to think, oh, Blake just wants to run a football club,â€? says Wooster. “But ultimately there must be an opportunity for us to put this blueprint, this manifesto – even though LW ZLOO QHYHU EH D Ă€ QLVKHG DUWLFOH ² LQWR practice ourselves within a football club. I think that’s quite a nice vision.â€?

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Here today, gone tomorrow Swiss-headquartered temporary infrastructure firm Nussli has carved a niche for itself in the sports industry and now has a landmark deal with FINA providing a model for the future.

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ith every passing quadrennial, the clamour for a more sustainable approach to Olympic facility design and construction gets louder. Gold medals now share the podium of public discussion with ‘white elephants’. Broadly speaking, there are two ways to ensure infrastructure built for an Olympics – or any other major event, for that matter – does not become obsolete after the jamboree leaves town. First, by ensuring a long-term legacy, either E\ VWRNLQJ VXIĂ€FLHQW GHPDQG SXWWLQJ together a working business model, then opening the facilities up to the public, or by re-purposing them for something new. Second, by taking it down, packing it up and shipping it off to whichever territory needs them next. It is in this second solution that Swissheadquartered temporary venue company Nussli specialises. Nussli’s Olympic experience stretches back to Innsbruck 1964, via Sydney 2000, Vancouver 2010 and Athens 2004 – where substantial tribunes of temporary seating were installed, used and dismantled again – while it brought its modular solutions to Fifa World Cups in Germany in 2006 and South Africa in 2010. With Rio 2016 now around the corner, Nussli expects to be in the running when tender documents are issued for the construction of temporary facilities in the coming months. In the meantime, however, the FRPSDQ\ ² ZKLFK KDV RIĂ€FHV DFURVV Switzerland, Germany, Austria, the Czech Republic, Spain, Russia, the US, Qatar, and Italy – has undergone a period of intense project activity. 2014 saw Nussli work on a wide scope of initiatives. Projects ranged from the creation of a temporary theatre in the rugged, bleak winter landscape of 114 | www.sportspromedia.com

Lake Silvaplana in Switzerland, for the Origen Cultural Festival, to two separate ‘houses’ – for Switzerland and local sponsor Volkswagen Group Rus – at the Sochi winter Olympics, to a fully demountable arena for a WTA tennis event in Monterrey, Mexico, to the International Broadcast Centre for the Commonwealth Games in Glasgow. According to Nussli’s head of business development Reto Rey, it was also a breakthrough year for the company in the Middle East. “We were very successful in Qatar this year,� he says. “With the short track world championships in swimming, and the handball world championships, we are now optimistic about having our foot in this country for the next international events in Qatar.� Held at the Hamad Aquatic Centre in Doha’s renowned Aspire Zone, the 12th FINA Short Course World Swimming

Championships took place between 3rd and 7th December last year. Nussli was able to reshape the large aquatics venue WR Ă€W WKH IRUPDW RI WKH FRPSHWLWLRQ installing tribunes of temporary seating in the process. The work was part of a full-scale agreement the company had signed with the International Aquatics Federation (FINA) in March. That deal will see 1XVVOL EHFRPH DQ RIĂ€FLDO WHPSRUDU\ infrastructure supplier to FINA, covering the delivery of services, grandstands, platforms stages, and podiums at all FINA events. “FINA had some experience with other contractors, local contractors, which they were not happy with and they were looking for a partnership with an experienced contractor,â€? explains Rey of the link-up. “At a very early stage, we can provide expertise to FINA and the local organising committee.â€?

Nussli installed a temporary platform in Kazan for the first FINA High Diving World Cup in 2014

Temporary seating in place at the Hamad Aquatic Centre in Doha’s Aspire Zone for December’s FINA Short Course World Swimming Championships

Rey explains that, having worked with both the international federation and the ORFDO RUJDQLVHUV RQ WKH Ă€UVW ),1$ +LJK Diving World Cup in the Russian city of Kazan in 2014, Nussli was able to consult in detail with the Russian organisers on their plans to host the main FINA World Swimming Championships in 2015. “They want to turn a football stadium into a swimming venue,â€? Reto says, explaining Kazan’s plans to set up two temporary pools, one for training and one for competition, on the pitch at Kazan Arena Stadium. “We were able to take them through the project. What is essential? What is important? How should you plan it? How can you save money? Is it feasible or not?â€? The deal with FINA, Rey says, has brought about a “win-win situationâ€? as Nussli is now recommended to the local organising committee at a very early stage of preparations – something which is essential for the successful realisation of major projects. ,W LV DOVR WKH W\SH RI HIĂ€FLHQW ZRUNLQJ relationship that should pay dividends for Nussli in the not-too-distant future. Rey reveals that Nussli is in contact with other federations about potential partnerships.

Discussions on potential temporary, travelling solutions for major events are now underway. For Rey, whose job requires him to have an eye on the future as well as his company’s current projects, the work in Kazan for FINA serves another, less direct purpose. Russia, of course, is the next host of the Fifa World Cup. With the tournament scheduled for 2018, details on temporary infrastructural requirements KDYH QRW \HW EHHQ Ă€QDOLVHG EXW 1XVVOL is already involved in the discussions. Seven or eight of the Russian host stadia are earmarked for capacity expansion using temporary seating, and the Russian organisers, Rey says, “have heard about how it was organised during the World Cup 2010 in South Africa, where all the overlay was managed centrally by the local organising committeeâ€?. “Brazil was organised a little bit differently: the cities were responsible for the overlay which was not ideal in terms of organisation,â€? he adds. “I’ve heard that Russia wants to come back to the South African model. We have been asked to give our opinion, how we would organise LW DQG LW¡V GHĂ€QLWHO\ WKH PRGHO WKDW ZDV used for the World Cup in 2010.â€?

Rey, who has worked in architecture since the turn of the century and at Nussli, in various roles, since 2007, is ideally placed to pick out the building trends in the world of temporary structures. Temporary venues, he says, are becoming increasingly more like permanent ones in terms of their requirements. “We’ve got a new seating system on the way which is more comfortable and complies with the requirements for all the international events,� he notes. “We know, for instance, the row depth must now be at least 800mm. “We are also at the moment developing halls, with quite a huge span and which can be totally temporary – not just a hall that is then dismounted, but a real, temporary hall which you can re-use at different locations. There we see big potential in the future, not only in tribunes but also as venues for basketball, handball, and volleyball.� To contact Nussli Group Head of Business Development Reto Rey Call: +41 79 831 21 41 Email: reto.rey@nussli.com Or visit: www.nussli.com

SportsPro Magazine | 115

DEALS

DEALS REVIEW Sports industry deal-making highlights from February 2015

Arsenal star Theo Walcott pens Adidas endorsement deal Arsenal and England forward Theo Walcott (above) has signed with Adidas, ending his long relationship with Nike. Walcott debuted the Adidas adiZero F50 boot during Arsenal’s Premier

WME | IMG bolsters golf division with Icon acquisition :0( _ ,0* KDV FRQĂ€ UPHG WKH acquisition of Ohio-based golf talent agency Icon Sports Management. The deal means Icon’s golf client, consulting and hospitality business will be absorbed into the golf division at WME | IMG, which represents scores of JROIHUV DQG DFWV RQ EHKDOI RI RIĂ€ FLDO tournaments around the world. Led by president and chief executive RJ Nemer, the agency’s founder, Icon currently manages a host of top golfers, including world number two Henrik Stenson (right), English star Ian Poulter (left) and PGA Tour players Fred Funk, Carl Pettersson and Kevin Streelman. The acquisition sees Nemer take on the new role of senior vice president and head of golf clients, Americas at ,0* :RUNLQJ RXW RI ,0*¡V RIĂ€ FHV LQ Cleveland, he will oversee the company’s male and female golf clients in the region whilst generating new business and continuing to represent Stenson, Poulter and others on a global basis. 116 | www.sportspromedia.com

League game away at Crystal Palace on 21st February. Beyond footwear, Walcott will join Adidas’ major digital campaign, #therewillbehaters. “I am excited to be joining Adidas and lining up alongside some of the world’s best players,â€? Walcott said. “The Adidas adiZero F50 is an exceptional boot and I am looking forward to wearing the boots and scoring goals in them.â€? Gregory Fernandez, Adidas’ global director of sports marketing added: “Theo is an exceptional player who has achieved so much in his career to date and we look forward to being part of that next chapter with him as one of the faces of the Adidas F50.â€? Walcott joins the likes of Lionel Messi, Gareth Bale, World Cup winners Thomas MĂźller and Bastian Schweinsteiger, and James Rodriguez as an Adidas endorser. IMG’s golf division has been steadily expanding since WME’s takeover of the company 14 months ago. In recent months the agency has added the likes of Patrick Reed, Hideki Matsuyama and Lydia Ko to its burgeoning client portfolio.

Under Armour lands Muhammad Ali licensing deal Sportswear brand Under Armour has signed a licensing deal granting it the use of the name and likeness of boxing great Muhammad Ali. The Baltimore-based company plans to launch a line of Ali branded products after signing a multi-year agreement with Authentic Brands Group (ABG), the Ă€ UP WKDW KROGV WKH ORQJ UHWLUHG VWDU¡V licensing rights. According to ESPN’s Darren Rovell, Under Armour has begun selling a limited edition graphic T-shirt to launch the partnership, with a further lifestyle apparel line to be rolled out in March. Training apparel, footwear and accessories carrying Ali’s image are expected to go on sale in November. “He’s an iconic hero from the past and a true innovator,â€? said Glenn Silbert, the vice president of men’s, outdoors and team sports at Under Armour. “We wondered what Ali would have been like if he had a brand like ours when he was getting started and how great it could have been. That has been the mentality of our design team throughout this process.â€? Nick Woodhouse, president and chief PDUNHWLQJ RIĂ€ FHU RI $%* DGGHG ´8QGHU Armour is irreverent, disruptive, they pivot quickly and they’re explosive. Those words also speak to Ali and how he changed the game.â€? ABG, which bought Ali’s estate in 2013, currently controls Muhammad Ali Enterprises, which owns more than 20 trademarks including his name, ‘King Of Boxing’, ‘Cassius Clay’, ‘Float Like A %XWWHUĂ \ 6WLQJ /LNH $ %HH¡ Âś7KH *UHDWHVW Of All Time’, ‘Rumble In The Jungle’ and ‘Thrilla In Manila’.

Matchroom Boxing and Team Sauerland in milestone alliance Boxing promoters Matchroom Boxing and Team Sauerland have announced a landmark TV rights sharing deal. The agreement will allow viewers in the UK to watch 12 of the German-based European promoter Sauerland’s world title cards on Sky Sports, Matchroom’s pay-TV SDUWQHU 7KH ÀJKWV ZLOO DOVR EH DYDLODEOH on subscription service Matchroom Fight Pass, which will, in addition, carry Sauerland’s Nordic Fight Nights series. Meanwhile the 20 shows produced by Matchroom each year for Sky Sports will now be aired in Germany by the ProSiebenSat.1 group on its SAT.1 TV channel and its online platforms. Matchroom and Sauerland will also be able to place their boxers on international cards. “I’m delighted to get this done and be working closely with Kalle [Sauerland], Nisse [Sauerland] and Team Sauerland,” said Matchroom Boxing head Eddie Hearn. “We will be able to place quality world championship boxing on both Sky Sports and the Matchroom Fight Pass SODWIRUPV JLYLQJ ÀJKW IDQV DFFHVV WR PDQ\ of the biggest shows across Europe. “In addition, we now have the ability to add our talent to these shows and allow our young talent to grow and develop and experience new surroundings. It’s a winwin for everybody.” Kalle Sauerland, who described Hearn

Diamondbacks sign US$1 billion local TV deal The Arizona Diamondbacks Major League Baseball (MLB) team have signed a new local broadcast rights contract worth in excess of US$1 billion. Although the duration of the agreement has not yet been revealed, local reports from AZCentral.com say that the value of the Fox Sports Arizona deal will EH VLJQLÀFDQWO\ KLJKHU WKDQ WKH H[LVWLQJ agreement, believed to be worth US$31 million annually. Fox Sports is the Diamondbacks’ current local market partner. The Diamondbacks have been angling for a long-term deal, believed to be between 15 to 20 years, for several months. The Diamondbacks are the latest MLB team to secure a lucrative and long-term

Matchroom Boxing’s Eddie Hearn and Team Sauerland’s Kalle Sauerland flank ring MC Michael Buffer

as a “good friend” in an interview with SportsPro last year, added: “This is a historic collaboration, in which there are only winners. The fans in Germany can now enjoy regular international FODVV ÀJKWV RQ 6$7 DQG WKHLU RQOLQH platforms. In addition, the deal guarantees our boxers maximum exposure in the UK market. There, superstars are made.” Nisse Sauerland, who runs Team

local market broadcast rights agreement; nearly a third of MLB clubs have VHFXUHG D WHQ ÀJXUH VXP IRU ORFDO ULJKWV in recent years.

Sauerland with Kalle, described the alliance as “a milestone in the international market”. Matchroom and Team Sauerland have already collaborated on some of the ELJJHVW ÀJKWV LQ (XURSHDQ ER[LQJ LQ recent years, including last year’s world super-middleweight title rematch between Matchroom’s Carl Froch and Team Sauerland’s George Groves in front of 80,000 fans at Wembley Stadium.

For more information on these deals and daily updates from across the sports industry, visit

www.sportspromedia.com SportsPro Magazine | 117

DEALS

DIRECTORY OF SPONSORSHIP DEALS SIGNED IN FEBRUARY 2015 Canon becomes third Tokyo 2020 gold partner &DQRQ KDV EHHQ FRQĂ€UPHG DV WKH WKLUG JROG partner of the Tokyo 2020 Olympic and 3DUDO\PSLF *DPHV RIĂ€FLDOO\ GHVLJQDWHG DV the ‘still cameras and desktop reprographic hardware’ partner of the Games. Reports have suggested each company in the gold partner category will commit a minimum fee of US$128 million, although neither Canon nor Tokyo 2020 revealed precise details of this deal. Advertising and sports marketing giant Dentsu has guaranteed Tokyo’s local organising committee a sum of US$1.5 billion in sponsorship, based on a projection of ten gold partners. Insurance Ă€UP 1LVVD\ LV UXPRXUHG WR EH WDNLQJ RQH of the remaining slots. There will be two other domestic sponsorship categories, DQ RIĂ€FLDO SDUWQHU JURXS DQG RIĂ€FLDO supporters. Two Japanese brands, Panasonic and Bridgestone, have committed to the International Olympic Committee TOP programme rather than Tokyo’s domestic sponsorship activities. Length of contract: 6 years Annualised value: US$21.3 million Overall value: US$128 million Sport: Olympics Fujitsu top sponsor of Japan’s Olympics Fujitsu has joined the growing list of gold partners of the Tokyo 2020 Olympic and Paralympic Games. Information technology equipment and services company Fujitsu has been designated as the ‘data centre hardware’ provider of the Games. Masami Yamamoto, president and representative director of Fujitsu, said: “As the data centre hardware partner, Fujitsu will contribute to the success of the Tokyo 2020 Olympic and Paralympic Games as part of the wider integrated Tokyo 2020 Games technology solution designed and managed by Worldwide Olympic Partner Atos.â€? It is believed that company in the gold partner category will be committing a minimum fee of US$128 million. Length of contract: 6 years Annualised value: US$21.3 million Overall value: US$128 million Sport: Olympics 118 | www.sportspromedia.com

NEC joins Tokyo gold rush NEC Corporation has become a gold partner of the Tokyo 2020 Olympic and Paralympic Games in a deal likely to be worth at least US$128 million. NEC, a provider of information technology services, will support the Games as the provider of ‘specialist public safety equipment and software’ and ‘network equipment’. NEC president Dr Nobuhiro Endo said: “We hope the Games will become known as the greatest Olympics and Paralympics of all time. We are fully committed to orchestrating numerous innovations to help people enjoy Tokyo 2020.â€? The Tokyo 2020 Games now has Ă€YH JROG SDUWQHUV ZLWK $VDKL %UHZHULHV DQG WHOHFRPV Ă€UP 177 KDYLQJ DOVR EHHQ FRQĂ€UPHG HDUOLHU LQ Length of contract: 6 years Annualised value: US$21.3 million Overall value: US$128 million Sport: Olympics Commerzbank renews Frankfurt stadium deal *HUPDQ Ă€QDQFLDO LQVWLWXWLRQ &RPPHU]EDQN has renewed its naming rights sponsorship agreement with Bundesliga soccer side Eintracht Frankfurt. The deal, which was revealed at the SpoBis Sponsors Business Summit in DĂźsseldorf, will see the bank stay as the naming rights partner of Frankfurt’s 51,500-capacity home stadium - the Commerzbank-Arena - until at least the end of the 2019/20 Bundesliga season. The QHZ Ă€YH \HDU FRQWUDFW ZKLFK H[WHQGV WKH agreement past its current expiry date in 2016, is worth â‚Ź4 million annually, up from the previous sum of â‚Ź3.2 million. It was signed between the Franfurt-based bank, Germany’s second largest, and the venue’s operator, Stadion Frankfurt Management GmbH. Commerzbank has had the naming rights since 2005. There is a supplement to the primary deal which will see Commerzbank pay the team itself â‚Ź800,000 per year for sponsorship rights. Length of contract: 5 years Annualised value: US$5.4 million Overall value: US$27 million Sport: Soccer

Corinthians and Caixa pen eight-figure renewal Corinthians have renewed their partnership with state-owned bank Caixa Economica Federal, thereby extending the most lucrative shirt sponsorship deal in Brazilian club soccer. The one-year renewal is reported to be worth 30 million reals (US$10.4 million), the same amount that was agreed for each of the past two seasons. Negotiations over the new deal had been ongoing for several months, with Corinthians thought to have been holding out for an increased fee. As part of the sponsorship, which began in 2012, Caixa branding takes pride of place on the front of Corinthians’ Nike-made kits. Over the years Caixa has supported a number of Brazilian soccer teams, including Flamengo, Vasco, Coritiba, AtlĂŠtico Paranaense and Figueirense. The Corinthians deal is, however, the bank’s most expensive partnership. Length of contract: 1 year Annualised value: US$10.4 million Overall value: US$10.4 million Sport: Soccer Pirelli to title sponsor two GPs in 2015 3LUHOOL )RUPXOD 2QH¡V RIĂ€FLDO W\UH VXSSOLHU KDV FRQĂ€UPHG LW ZLOO EH WKH WLWOH sponsor of two Grands Prix in 2015. The Italian company will put its name to May’s Spanish Grand Prix in Barcelona and July’s Hungarian Grand Prix at the Hungaroring, near Budapest - the same two events the company sponsored last year. The sponsorships are likely to be worth a combined sum of around US$8 million. Typically, Formula One’s central management group sells race title sponsorships rather than local promoters. Pirelli’s title sponsorships are separate to its contract as Formula One’s exclusive tyre supplier, which runs until 2017. Eight of the planned 20 Grands Prix this year had title sponsors in place in the weeks ahead of the Rolex-backed season-opener in Australia. Length of contract: 1 year Annualised value: US$8 million Overall value: US$8 million Sport: Motorsport

Ulster net record sponsorship revenues Ulster Rugby have signed four-year shirt sponsorship agreements with Kingspan and Bank of Ireland. Kingspan, a building SURGXFWV ÀUP EHFRPHV WKH PDLQ VKLUW sponsor of the Guinness Pro12 club, ZKLOH %DQN RI ,UHODQG UHPDLQV DQ RIÀFLDO sponsor with branding on the back of the team’s playing shirts. Kingspan’s new deal continues an association with Ulster Rugby dating back to 1999. Last year the company strengthened its ties with the club by taking the naming rights to their home stadium, formerly known as Ravenhill, for ten years. Bank of Ireland has been an Ulster sponsor for the past 18 years. Reports in the Belfast Telegraph valued the deals at a combined UK£4.5 million (US$6.97 million). Length of contract: 4 years Annualised value: US$1.74 million Overall value: US$6.97 million Sport: Rugby

Eintracht Frankfurt’s home ground will remain known as the Commerzbank-Arena until at least 2020

AIB Bank to sponsor GAA football AIB Bank is to become a major sponsor of the Gaelic Athletic Association (GAA). The bank has signed a three-year deal, valued by the Irish Independent at an annual ₏1.5 million, to join SuperValu and Eircom in the top tier of partners for the GAA All-Ireland Senior Football Championship. The agreement sees AIB replace GAAGo, the online streaming service for GAA games outside Ireland, which stepped in after Ulster Bank’s withdrawal as a sponsor last year. AIB has also extended its support of club football, hurling and camogie competitions until the end of March 2018. Length of contract: 3 years Annualised value: US$1.7 million Overall value: US$5.1 million Sport: Gaelic sports

Eneos to sponsor Kyle Larson’s Nascar drive Eneos will sponsor Kyle Larson’s Eneos Chevrolet Camaro for eight races in the 1DVFDU ;Ă€QLW\ 6HULHV (QHRV ZLOO become a full-time associate sponsor for Larson’s number 42 car, as well as his ‘World of Outlaws’ team, Larson Marks Racing. As part of the expanded agreement with the No.42 HScott Motorsports with Chip Ganassi Racing team, the Eneos colours appeared on Larson’s car for the season opener at Daytona International Speedway on 21st February. Financial terms were not released, but based on comparable agreements in Nascar this deal could be worth as much as US$2 million. Length of contract: 1 year Annualised value: US$2 million Overall value: US$2 million Sport: Motorsport

Snap Fitness returns to Nascar with Cassill Snap Fitness has signed up as a sponsor RI GULYHU /DQGRQ &DVVLOO DW ÀYH 1DVFDU Sprint Cup races this season. The wellness IUDQFKLVH ÀUVW SDUWQHUHG ZLWK &DVVLOO DQG KLV Hillman Racing team last year. The 2015 agreement, which will begin at Atlanta in March, is likely to be worth up to US$2.5 million. Snap Fitness will also support Cassill’s training for the 2015 Ironman 70.3 world championships in Austria. Length of contract: 1 year Annualised value: US$2.5 million Overall value: US$2.5 million Sport: Motorsport

Opel renews with 1. FSV Mainz 05 Car manufacturer Opel has renewed its sponsorship of Bundesliga team 1. FSV Mainz 05 until the end of the 2016/17 season. The deal is believed to be worth â‚Ź850,000 (US$960,000) annually, according to Sponsors.de, with Opel taking a second-tier rights package. It will continue to sit alongside beer brand Bitburger and Lotto Rheinland-Pfalz as a ‘co-sponsor’. Length of contract: 2 years Annualised value: US$960,000 Overall value: US$1.92 million Sport: Soccer

Deutsche Post delivers boost to FC KĂśln German soccer side FC KĂśln have announced a new exclusive partnership with Deutsche Post. The two parties have signed a ‘long-term’ contract which sees the Bonn-based logistics company step up its support from the third to the second level in the Bundesliga club’s commercial portfolio. Deutsche Post will be promoted during KĂśln’s home matches at the Rhein Energie Stadium. It will also receive a hospitality package. German reports indicate the deal will be worth around â‚Ź500,000 per year until the end of the 2016/17 season. Length of contract: 2.5 years Annualised value: US$571,000 Overall value: US$1.43 million Sport: Soccer SC Freiburg secure Opel extension Opel has renewed its sponsorship of German soccer club SC Freiburg until the end of the 2016/17 season. The car manufacturer is believed to have committed some â‚Ź600,000 (US$680,000) per season for a second-tier sponsorship with the Bundesliga side. The club’s marketing partner Infront Sports & Media negotiated the deal on its behalf. The agreement was announced alongside Opel’s renewal with another Bundesliga club, 1. FSV Mainz. Length of contract: 2 years Annualised value: US$680,000 Overall value: US$1.36 million Sport: Soccer SportsPro Magazine | 119

DEALS

The Singapore Swimming Association’s three-year Yakult sponsorship could be its biggest cash deal

1. FC Nßrnberg extend with bank PSD Bank Nßrnberg has renewed its partnership with German soccer side 1. FC Nßrnberg. The German bank will continue as an exclusive club partner for a further three years. The deal ensures the continuation of existing agreements to expand the brand’s presence in 1. FC Nßrnberg’s digital media, and is valued in local industry media reports at an annual ₏400,000 (US$450,000). 1. FC Nßrnberg play in Germany’s second-tier 2. Bundesliga. Length of contract: 3 years Annualised value: US$450,000 Overall value: US$1.35 million Sport: Soccer TIM adds Paranå pair to soccer portfolio Brazilian telecoms company TIM has added Coritiba and AtlÊtico Paranaense to its portfolio of domestic soccer sponsorships. Its logo will be integrated into the shirt numbers of both sides, which are both based in Paranå and compete in the Campeonato Brasileiro SÊrie A, Brazil’s top tier. TIM branding will also appear on the teams’ training kits, interview backdrops and other club assets. Both deals will run for one year and are said to be worth R$1 million (US$370,000) each. Though rivals on the À HOG &RULWLED DQG $WOpWLFR 3DUDQDHQVH currently work together off it in a joint effort to source sponsorship revenue. Length of contract: 1 year Annualised value: US$740,000 Overall value: US$740,000 Sport: Soccer 120 | www.sportspromedia.com

Hamburger SV partner with Kumho German soccer club Hamburger SV have announced a new partnership with Kumho Tyre. The deal sees the South Korean tyre company become HSV’s RIĂ€ FLDO W\UH SDUWQHU XQWLO WKH HQG RI WKH 2016/17 season. Kumho advertisements will appear on LED boards at HSV’s Imtech Arena and on the stadium TV screens, while its branding will appear on WKH +69 ZHEVLWH DQG RIĂ€ FLDO SXEOLFDWLRQV According to Sponsors.de, Kumho Tyre will be spending around â‚Ź200,000 (US$225,000) a year on the deal. Length of contract: 2 years Annualised value: US$225,000 Overall value: US$550,000 Sport: Soccer KFC returns to sponsor Ragan at Daytona Fast food giant KFC sponsored David Ragan’s Front Row Motorsports entry at February’s Daytona 500. The deal saw KFC return to Nascar after sponsoring Ragan at Talladega Superspeedway last season, and is likely to have been worth around US$400,000. Ragan, who went RQ WR Ă€ QLVK LQ WK SODFH DW 'D\WRQD said: “It is a great feeling to be backed by such an iconic American brand like KFC, which is celebrating its 75th anniversary of cooking the world’s besttasting chicken.â€? Length of contract: 1 year Annualised value: US$400,000 Overall value: US$400,000 Sport: Motorsport

Yakult ups backing for swimming in Singapore The Singapore Swimming Association (SSA) has signed a three-year sponsorship agreement with probiotic dairy product brand Yakult Singapore. The deal, which runs from 2015 until 2017, is reportedly worth S$350,000 (US$260,000). According to The Straits Times, that fee would make it the largest cash-only sponsorship from a single company in the history of the SSA. <DNXOW EHFRPHV WKH 66$¡V Ă€ UVW HYHU RIĂ€ FLDO KHDOWK\ GULQN SDUWQHU ZKLOH it will also continue to serve as the presenting sponsor of the Singapore leg of the FINA World Cup until 2017. Length of contract: 3 years Annualised value: US$86,666 Overall value: US$260,000 Sport: Swimming Ergo expands with German Basketball Ergo Insurance Group has announced an expansion of its sponsorship of the German Basketball Federation (DBB). The deal sees DĂźsseldorf-headquartered (UJR UHPDLQ DV DQ RIĂ€ FLDO SDUWQHU until the end of 2016. It will receive a hospitality package in addition to space on digital advertising boards and the DBB’s promotional content, and will also be an event sponsor at the Euro Basket 2015 preliminary round in Berlin and act as a supporter of the DBB fan clubs. German sports industry news hub Sponsors.de reports that the new agreement could be worth as much as â‚Ź100,000 (US$115,000) a year. Length of contract: 2 years Annualised value: US$115,000 Overall value: US$230,000 Sport: Basketball Hyundai Construction to sponsor Nascar race Hyundai Construction Equipment Americas served as title sponsor of the Camping World Truck Series event at Atlanta Motor Speedway on 28th February, as Nascar’s truck series UHWXUQHG WR $WODQWD IRU WKH Ă€ UVW WLPH since 2012. The deal is likely to have had a value of around US$100,000, in line with market trends in US stock-car racing’s third tier. Length of contract: 1 year Annualised value: US$100,000 Overall value: US$100,000 Sport: Motorsport

INDEX

Index of companies and people 21ST CLUB

110

Bondarenko, Bohdan

40

De Feo, Antonia

96

FLORIDA PANTHERS

20

Inamoto, Junichi

90

2K

62

Boston, Justin

38

DENTSU

40, 90

FORBES

32

32

4 NEW SQUARE

54

Brady, Tom

62

DFL DIGITAL SPORTS

20

Ford, Jon

96

INFRONT SPORTS & MEDIA

Abe, Shinzo

90

Brake, David

96

Diack, Lamine

40

Foreman, George

12

INSTAGRAM

96

32

DIRECTV

102

19, 36

INTERNATIONAL POKER FEDERATION

62

96

DISCOVERY NETWORKS INTERNATIONAL

10, 32

FORMULA ONE MANAGEMENT FORRESTER

15

IOC

6, 36, 62, 72, 126

Forstmann, Ted

80

FOX

32, 46

FOX SPORTS

10

France, Brian

20

Fuchs, Ken

102

GALATASARAY SK

106

Gallippi, Tony

38

Garcia, Michael

Abrutyn, David

80

AC MILAN

106

ACME

62

ADIDAS Adkins, Nigel AECOM AFC WIMBLEDON AFG AIBA

18, 19, 46 110 72 106 20 72

AL JAZEERA

10

Ali, Muhammad

12

ALLIANZ AMAZON Ankersen, Rasmus Arrivabene, Maurizio

84 62 110 19

ASIAN FOOTBALL CONFEDERATION

46, 72

ASOCIACION DE CLUBS DE BALONCESTO

84

ASTON VILLA FC AT&T ATEED ATLANTA MOTOR SPEEDWAY

BRUIN SPORTS CAPITAL

20, 80 32, 46 32

DOGECOIN

38

10, 32

Dravid, Rahul

6

40

Dyke, Greg

46

Buchanan, Angus

20, 36

Edwards, Paul

96

Bujalski, Angus

28

EE

32

BV BORUSSIA DORTMUND

106

BT SPORT Bubka, Sergey

CABIANCA SURFBOARDS CAF CAIXA BANK

30 46 20

CALBEE

90

CASTRES

12

Čavić, Nikola

46

CHELSEA FC

106

Chestnut, Joey CHICAGO CUBS Cho, Yang-Ho

18

14 14

CITY FOOTBALL GROUP Clare, Peter CLUB ATLÉTICO DE MADRID

Elliot, Nate

15

Emanuel, Ari

80

ENDESA

84

Ericsson, Marcus

18

ESPN

10, 19, 32, 38, 46, 62, 102, 126

ESPORTS LIGA

62

EUROLEAGUE BASKETBALL

84

EUROPEAN JUDO UNION

19

106

Champagne, Jérôme

96

20

BSKYB

38

126

126

BT

20

36

Djokovic, Novak DM9

62

ATOMIZED

AVP PRO BEACH VOLLEYBALL TOUR

BRITISH FILM INSTITUTE

Cena, John

AVALON AVP

BRIDGEPOINT

62 102 6 20 96 32

EUROPEAN TOUR EUROSPORT EVENTS CORP

72 32 36

EVERTON FC

18

EXXONMOBIL

72

FACEBOOK

15, 96

FARMERS

124

FC BARCELONA

46, 72, 84, 110

Ayers, Dan

96

CNN

46

Ayers, Richard

96

COCA-COLA

18

FC BAYERN MUNICH

84

Ayres, Peter

72

Coe, Lord Sebastian

40, 54

FC INTERNAZIONALE

46

Babich, Rory

20

COMMERCIAL BANK

72

FC MIDTJYLLAND

110

BAKU 2015

20

32

FCS

30

Ballmer, Steve

124

COMMONWEALTH GAMES FEDERATION

FEI

72

CONCACAF

46

CONMEBOL CONSADOLE SAPPORO

BARCLAYS

90

BBC

40, 46

BEIN SPORTS

32

BEKO

84

Benham, Matthew

110

Benz, Jeffrey BESIKTAS JK

54 106

bin Hammam, Mohammed

46

BITPAY

38

Blake, Trisha

62

Blanton, Dain

14

Blatter, Philippe

72

IPSOS

15

ISF

72

ISHIYA

90

ITALIAN FOOTBALL FEDERATION (FIGC)

46

ITALIAN SWIMMING FEDERATION (FIN)

72

46

Gardiner, Andy

96

Jacobs, Irwin L

62

Gates, Bill

18

James, LeBron

62

Gebrselassie, Haile

40

JFA

90

GFINITY

62

Jianlin, Wang

32

GILLETTE

30

Johannson, Lennart

46

Ginola, David

46

JOHNNIE WALKER

18

Glaum, Colin

20

Johnson, Cavin

18

Glick, Tom

20

Jones, Arwel

96

GLOBAL ESPORTS MANAGEMENT

62

JORDAN FOOTBALL ASSOCIATION

46

GLOBO

19

JUBILO IWATA

90

GLOBOSAT

30

Junior, Izael Simon

20

Goodell, Roger

124

JUVENTUS FC

106

GOOGLE

96

Kapadia, Novy

46

GOPRO

15

KINDER

84

Gordon, Eric

124

Kiraly, Karch

14

Gretzky, Wayne

80

Kobayashi, Takeru

62

Grevemberg, David

32

KONAMI

90

GUARANA ANTARCTICA

30

KOREAN AIR

6

Korstin, Ilona

84

Gutierrez, Esteban

19

Kotscho, Diogo

20

Hainer, Herbert

19

Krannich, Andreas

54

HARLEQUINS RFC

12, 96

Kroenke, Stan

124

Havelange, João

46

Kupstaite, Sarune

96

Hayatou, Issa

46

Kvapil, Travis

126

HBO

126

KYLE BUSCH MOTORSPORT

38

20

46

FEMALE SPORTS GROUP

Helton, Mike

20

90

FENERBAHÇE SK

106

Heyden, Andreas

20

LA TIMES

124

FIBA

84

Higham, Francine

96

LABORAL KUTXA

84

FIE

72

LECH POZNAN

20

6, 8, 10, 32, 46, 54, 62, 72, 84, 90, 96, 102

HOKKAIDO-NIPPON HAM FIGHTERS

90

FIFA

LEGO

96

HONDA

126

Lewis, Michael

96

Hope, Marc

20

LIMELIGHT SPORT

96

Houlder, Frank

20

IAAF

40, 54, 72

COPPERTONE

30

Crispino, Tony

20, 80

CSKA MOSCOW

84

Cummins, Simon

54

Dalhausser, Phil

14

DALIAN WANDA GROUP

32

DANISH FOOTBALL ASSOCIATION (DBU)

46

FIG

72

Figo, Luis

46

ICC

8

FINA

32, 72

IHF

72

62

IMG

20, 28, 62, 80

14, 72

IMX

30

32

DAR AL HANDASAH

72

Blatter, Sepp

6, 46, 54

Darroch, Jeremy

32

FISHING LEAGUE WORLDWIDE

Bolt, Usain

40

Datnow, Robert

20, 36

FIVB

122 | www.sportspromedia.com

IPC

Loeffler, Corrie

62

LOS ANGELES CLIPPERS

124

Lukko, Peter

20

MACCABI ELECTRA TEL AVIV

84

MAJOR LEAGUE EATING

62

MAJOR LEAGUE GAMING

62

MANCHESTER CITY FC

28, 96

MANCHESTER UNITED FC

18, 84

Manfred, Rob

28

Marcus, Edli

84

Markham, Tom

106

MATTEL

62

Mayer, Marissa

102

Mayweather, Floyd Jr

126

McCleave, Neal

96

MCDONALD’S

90

McMahon, Vince

62

McQuaid, Pat

54

MECCANO

12

Medina, Gabriel

30

MEIJI LIFE MEIJI-YASUDA MICROSOFT

90

90

Pyne, George

20, 80

SNAPCHAT

96

UNICAJA MALAGA

Nonomura, Yoshikazu

90

QATAR FOUNDATION

72

SOCCEREX

46

UNIVISION

32

NORDEUS

106

72

Sorrell, Sir Martin

80

Upton, Neville

62

Nowitzki, Dirk

84

QATAR SUPREME COMMITTEE FOR DELIVERY & LEGACY

SOUTHAMPTON FC

110

USC

124

20

USOC

54

Valcke, Jérôme

46

VALENCIA BASKET

84

VALENCIA CF

96 12

NISSAY

O2

96

OAKLEY

30

Obiang, Teodoro

46

OCEANIA FOOTBALL CONFEDERATION

46

O’Connell, Jim

20

OCTAGON

20

62 32

MINNESOTA VIKINGS

20

Oliver, David

40

Ono, Shinji

90

OPTA

110

ORLANDO CITY SC

20

Pacquiao, Manny

126

PADDY POWER

46

Pardew, Alan

110

Passos, Marcelo

20

Pearson, Sally

40 126

Pienaar, Steven

18

MLS

38, 124

Pieth, Dr Mark

46

Mochizuki, Hiroshi

90

Piketty, Thomas

Moller, Jesper

46

PITCH INTERNATIONAL

62

MOTOGP

72

PIZZA HUT

62

Plaschke, Bill Platini, Michel Pochettino, Mauricio

46

124 46 110

NASCAR

20, 38, 80, 126

Pollastri, Fred

20

Pommer, Jan

84

NATHAN’S FAMOUS

62

Pope Francis I

46

PORTMAN COMPANIES

80

NBC

38, 102, 124 10, 102, 126

NBC SPORTS NETWORK

62

Nemtsov, Boris

8

Neville, Gary

110

NEW FIFA NOW

46

NEW ORLEANS PELICANS

124

NEWCASTLE UNITED FC

110

NEXTEL

80

Neymar

30

NFL

NHL NIKE

20, 28, 46, 62, 102, 124 102, 124, 126 19

19

SPORTACCORD

VAN HOOL

REPUCOM UK

20

6, 28, 62, 126

SPORTRADAR

54

van Praag, Michael

46

SPORTS ILLUSTRATED

46, 102

Verbruggen, Hein

6

VERO COMMUNICATIONS

6, 40, 46

VICTORIA MAJOR EVENTS

36

Villares, Cesar

30

Vinh, Le Cong

90

8

Vizer, Marius

6, 126 12

REXALL

19

Richardson, David

30

PGA TOUR

NBA

REDE

Rice, Ray

20

OI

28, 102, 124

54, 62

19

96

MLB

Nally, Patrick

SPORT CLUB DO RECIFE

72

30

126

46, 84, 106

Reynolds, Oscar

MITSUBISHI MOTORS

Nadal, Rafael

REAL MADRID CF

RFA FENWICK IRIBARREN ARCHITECTS

20

106

38

19

Minns, Malph

Mourinho, Jose

Ranadive, Vivek

54

20

Milley, Reg

28

ODGERS BERNDSTON

90

Millen, Jim

Quirk, Graham

SPORT CLUB CORINTHIANS PAULISTA

OGILVY OGILVYACTION

PORTUGUESE FOOTBALL FEDERATION (FPF)

84

RIP CURL Roan, Dan Roca, Francisco

SPORTS INTERACTIVE

106

SPORTS MARKETING AND MANAGEMENT

20

124

SPRINT

80

8

SPRINT NEXTEL

20

30 40

ST LOUIS RAMS STAR INDIA

124

84

Starczewski, Sebastian

20

VOLKSWAGEN

Rodriguez, Alex

124

STASHBOX

20

VUE

62

Rogers, Todd

14

Sterling, Donald

124

VULT

30

Rogge, Jacques

62

STORYSTREAM

15

Wahl, Grant

46

Rooney, Wayne

62

20

WALMART

62

Rous, Sir Stanley

46

SUNRISE SPORTS AND ENTERTAINMENT

Warburton, Mark

110

ROYAL DUTCH FOOTBALL ASSOCIATION (KNVB)

46

SUPERSPORT MEDIA GROUP

10

Warren, Kevin

20

28

WATFORD FC

106

20

Webb, Jeffrey

46

20

WEST NALLY

54

RTL GROUP

SURF CUP SPORTS 20

Tallon, Dale TEAM SKY

Rudisha, David

40

RUGBY FOOTBALL UNION

28

TELEMUNDO

32, 46

Whitesell, Patrick

28, 80

46

Wijeratna, Charlie

20

SACRAMENTO KINGS

38

THE COCA-COLA COMPANY

Wilf, Mark

20

SAMSUNG

30

62

Wilf, Zygi

20

SAN DIEGO SURF SOCCER CLUB

28

THE E. W. SCRIPPS COMPANY

80

SAN FRANCISCO 49ERS

62

THE FOOTBALL ASSOCIATION

46

WILLIAM MORRIS ENDEAVOR

THE SET PIECES

46

Wise, Josh

38

THE SPORTS CONSULTANCY

20, 36

WME | IMG

28

Wood, Forrest L

62

Wooster, Blake

110

WORLD SURF LEAGUE

30

WORLD WRESTLING ENTERTAINMENT

62

WPP

20, 80

WPP SHOPPER

20 72

SAN JOSE EARTHQUAKES

38

SAUBER F1

18

TIME WARNER CABLE

102

Schenk, Sylvia

54

TISCALI

96

Scudamore, Richard

32, 46

TMZ

124

TOTTENHAM HOTSPUR FC

20

TRANSPARENCY INTERNATIONAL

46, 54

TRINITY MIRROR

96

WTA

TUMBLR

96, 102

WWE NETWORK

62

TV GLOBO

30

Xi, Jinping

36 20

46

Postlethwaite, John

20

SEVEN LEAGUE

96

POWERADE

12 18

Shaikh Salman bin Ebrahim Al Khalifa

46

PRECIOUS PREMIER LEAGUE

10, 28, 32, 46, 84, 96, 110

Sharland, Nick

PREMIERSHIP RUGBY

96

Sheikh Khalifa Bin Hamad Al Thani

72

TWITCH

62

Y&R

Prince Ali bin Al Hussein

46

SHOWTIME

126

TWITTER

96

YAHOO

102

PROFESSIONAL DARTS CORPORATION

28

Siegler, Chad

20

UCI

54, 74

YASUDA LIFE

90

SKY PERFECTV!

90

UCLA

124

20

SKY SPORTS

10, 28, 32, 62

UEFA

8, 36, 46, 84, 96

YOKOHAMA F MARINOS

90

PROSIEBENSAT.1 MEDIA AG PROVIDENCE

32

SKYPE

96

UFC

19, 96

PROZONE

106, 110

Smith, Allana

28

UNESCO

54

Shea, George Shea, Richard

8 62 62

YOUTUBE

62

ZAHA HADID ARCHITECTS

72

SportsPro Magazine | 123

FROM THE US BUREAU

From the US Bureau: 0F3KHUVRQ LQ Âż UVW SHUVRQ

AP Photo/Mark J. Terrill

,Q WKLV VL[WK DQG ¿ QDO instalment of my monthly correspondence from Los Angeles, it seems only DSSURSULDWH WR UHÀ HFW EDFN on my time stateside: to consider the major sports business takeaways from a sixmonth stint that has, rather conveniently, coincided with the entire National Football League (NFL) season and touched every other major league in one way or another. The NFL is by far and away WKH PRVW LQÀ XHQWLDO VSRUWLQJ entity out here in the US. Big surprise. It dominates the sporting news for the entire year thanks to the league’s endless stream of HYHQWV ¹ EH LW WKH SRVW season, the combine, the draft or pre-season. There really is no escape. And in Los Angeles, a city which has not had an NFL team in over 20 years, that creates an interesting football dynamic. Take the city’s local college teams, the USC Trojans and UCLA Bruins, for instance. They are undoubtedly major IRRWEDOOLQJ VFKRROV ¹ 86& can get the best part of 100,000 fans on a good day ¹ EXW WKHUH LV DOVR QR doubt that their popularity and merchandise sales have

124 | www.sportspromedia.com

Unheralded NBA players like New Orleans’ Eric Gordon still earn far more than counterparts in growth leagues such as MLS

Steve Ballmer, pictured with pop star Fergie, made Californian waves by taking over the disgraced Donald Sterling’s LA Clippers

been boosted by the city’s lack of pro football. Walk down the street in Downtown and it won’t be long before you see a USC cap or UCLA jersey. To some extent, the city’s colleges scratch that football itch but trading the NFL for college football can sometimes feel like swapping VLUORLQ IRU WRIX ,WÂśV Âż QH Âą and it’s certainly kinder to \RXU EDQN EDODQFH Âą EXW LWÂśV not quite the same. There is another interesting by-product of Los Angeles’ status as an NFL-free zone: LW JLYHV WKH OHDJXH RIÂż FH bargaining power with its 32 franchises. This is by no PHDQV D SURYHQ WKHRU\ Âą LQ fact, it is not even my own theory, it is a commonly held EHOLHI RQ WKH :HVW &RDVW Âą EXW it goes like this: as long as the NFL does not have a team in Los Angeles, the second largest media market in the FRXQWU\ WKH OHDJXH RIÂż FH FDQ use that as leverage with its underperforming franchises in smaller markets. “Hey, San Diego,â€? a hard-nosed member of Roger Goodell’s staff might say, “you need to up

your game. We have a line of billionaires waiting to take a team to Los Angeles, don’t you know?� There are many sides to every story and the LA NFL story has more than most, having dragged on since 1994. In an excellent LA Times article on St Louis Rams owner Stan Kroenke’s plans to build an 80,000-seater sports complex in the city’s Inglewood district, columnist Bill Plaschke listed just how many times the NFL had looked certain to return. His paper trail dates back to 1996. And having done my own research into Kroenke’s Hollywood Park project, it is safe to say their leadership are proceeding with caution. Too many times have developers proudly announced that their project will bring about a new dawn of NFL in Los Angeles (see the Farmers Field development as a case in point). Too many times has the city been left disappointed. It’s a tricky subject and one which has made a lot of noise with very little progress

during my time here. And long may it continue because as long as LA doesn’t have an NFL team, LA doesn’t have 1)/ WUDI¿ F :KLOH WKDW PLJKW VHHQ OLNH DQ LQVLJQL¿ FDQW consideration for a project of this magnitude, in this FLW\ WUDI¿ F QHHGV WR EH WKH ¿ UVW VHFRQG DQG WKLUG item on the agenda when D VWDGLXP SODQ ¿ QDOO\ FRPHV to fruition. Serving as a welcome remedy to the merry-go-round of the NFL this past six months, which of course included the Ray Rice scandal, has been the National Basketball Association. It is a fastpaced, easily accessible antidote to the NFL’s marathon product on the ¿ HOG DQG LW KDV HQMR\HG a period of relative peace this season. But let’s not forget that had I arrived six months earlier, much of my reporting would likely have focused on the Donald Sterling saga and Steve Ballmer’s LA Clippers takeover rather than the NFL. And had I arrived a few months earlier than that I would probably have been covering Alex Rodriguez’s doping ban from Major League Baseball (MLB).

The lack of an NFL team in Los Angeles means university teams like USC have an inated following

The Los Angeles Rams in 1990: a team of the past could be a team of the future if St Louis owner Stan Kroenke’s plans for a stadium in Inglewood come to fruition

AP Photo/Tim Clary

AP Photo/Rick Scuteri

Take Major League Soccer (MLS), for instance, the competition so often branded DV $PHULFDÂśV Âż IWK PDMRU league. The average salary in MLS is around US$200,000 per year. So, by that logic, Âż HOGLQJ DQ DYHUDJH VWDUWLQJ 11 in MLS is likely to cost you around US$2 million to US$3 million per year, before you factor in designated players. Compare that to Eric Gordon, a somewhat unremarkable guard for the New Orleans Pelicans. Gordon earned US$2.5 million LQ WKH Âż UVW WZR PRQWKV RI the 2014/15 NBA season, and he is by no means one of the It is a scandal-ready league’s standout players. sports scene out here; Of course the comparison constantly on the verge of LV QRW ZDWHU WLJKW Âą WKHUH another TMZ breaking news are plenty of MLS players who story or public outing. Of HDUQ EXPSHU VDODULHV Âą EXW course that is not unique it stands as an illustration WR WKH 86 Âą DIWHU DOO WKH of just how major the major UK press do a grand job leagues are, and how much of outing Premier League ground the chasing pack soccer players’ dirty deeds needs to make up. Âą EXW WKH VFDOH RI LW LV It has been a belting six unique. It’s an industry months in the City of Angels on ‘roids. DQG D EDSWLVP RI Âż UH LQ PDQ\ Away from the major leagues, ways when it comes to US there is also a bigger gap sports. Am I an NFL expert and between the sporting ‘haves’ NHL convert? Not quite. Do I and ‘have nots’ than perhaps spend my free time shooting any other country. Again, hoops and playing volleyball European soccer is probably on Venice Beach? Rarely. Do I an exception to that rule, understand the professional but I cannot think of another appeal of this city and why market where, commercially, so many consider it to be the so much contrasts with sports business capital of so little. the world? Absolutely.

SportsPro Magazine | 125

DIARY

Dmitry Lovetsky/ AP/Press Association Images

by The Scribbler

Unconventional When the Scribbler received a note from the editor of this publication requesting D ÂśIHGHUDWLRQV Ă DYRXU¡ WR WKLV SDJH owing to the magazine’s distribution at the SportAccord Convention in Sochi, KH SUHSDUHG WR GXVW GRZQ D ZHOO ZRUQ anecdote about Russia and an incident that prevents him from going there in the future. When the news came through WKDW WKH ,2& H[HFXWLYH ERDUG ZRXOG not, after all, hold its traditional meeting during SportAccord week, it all seemed a bit too close for comfort. What now for SportAccord president Marius Vizer DERYH DQG KLV DPELWLRXV \RXQJ WHDP"

A sponsorship steal Some years ago, the Scribbler was chatting with a chum in Charlotte about the best way to achieve marketing penetration in Nascar – that great American sport in which billboards on wheels attempt to FRPSOHWH VHYHUDO OHIW OHDQLQJ ORRSV RI D track faster than the others. Such is the clutter, the Scribbler remembers saying, that the best way to break through would be to sponsor a car then stage a heist, ‘stealing’ the vehicle as a PR exercise in the days leading up to the race. It took QLJK RQ D GHFDGH EXW WKDW KLJKHU OHYHO thinking obviously trickled down to the masses in February when driver Travis Kvapil found his steed pinched ahead of the Nascar Sprint Cup race at Atlanta Motor Speedway. It was recovered, intact, in time for Kvapil to compete at – where else – the home of heists itself, Las Vegas.

When the heavens opened and play was halted at the Honda Classic late in February, PGA Tour players headed for the clubhouse. Their caddies, however, were shepherded – the Scribbler kids you not – into a shed made of metal. Hardly the best place to be during what our American friends call an ‘electrical storm’. Unconnected to this, of course, LV WKH WULĂ LQJ IDFW WKDW WKH 3*$ 7RXU is currently being sued by a group of caddies seeking some US$50 million in compensation for carrying tour sponsorship on the bibs they are forced to wear during competition.

126 | www.sportspromedia.com

Terry Renna/ AP/Press Association Images

Caddy shack

Doing the Hockey-cokey The National Hockey League (NHL) wasted little time before striking a deal with ESPN for US broadcast rights to its revived World Cup of Hockey, which is scheduled for 2016, but whispers suggest it was a little more coy about letting league broadcast partner NBC in on the news. That, so some at NBC reportedly believe, was so the NHL could avoid any awkward encounters and take advantage of the Peacock’s hospitality at the Super Bowl in February. A deal with ESPN, coincidentally or not, was announced less than 48 hours later.

It’s ďŹ nally Showtime (and HBO) Like many students of the sweet science, the Scribbler will tune in on 2nd May for the biggest boxing match of 2009 – or indeed this year – when Manny Pacquiao Ă€ QDOO\ WDNHV D VZLQJ DW SRXQG IRU SRXQG kingpin Floyd Mayweather Jr (above) LQ /DV 9HJDV 7R VD\ WKDW Ă€ JKW IDQV must wait patiently for such occasions is an understatement. According to the BBC, from 2009 to the point of the ERXW¡V FRQĂ€ UPDWLRQ WKH HUD¡V WRS UDQNHG tennis players, Novak Djokovic and Rafael Nadal, met 28 times. Still, the 0D\ZHDWKHU 3DFTXLDR 6KRZWLPH +%2 production will be worth at least US$250 million and could rake in a few times that. It rather reminds the Scribbler of an old TXHVWLRQ ZRXOG \RX UDWKHU Ă€ JKW WHQ GXFN VL]HG KRUVHV RU RQH KRUVH VL]HG GXFN"

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