Programme
www.sportsproTBC.com Gold partners
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LuNCH partner
@SportsPro #SPTBC2014 Reception Partner
Media partners
FEET ON FIELD FANS ON SEATS EYES ON SCREENS PARTNERS ON BOARD Delivering for our clients since 2000. STRATEGY | IDENTITY | DESIGN & COMMUNICATIONS | MARKETING & IN-HOUSE COMMERCIAL TEAM SUPPORT We have worked with over 40 international and national governing bodies and teams and over 60 leagues, competitions and championships (including 4 FIFA World Cups).
+44 (0) 20 7837 4104 www.whitestonesport.com
Our CEO Chris Lightfoot is speaking at the conference today; he’d welcome your questions or call him, James Rose or Becky Shawl.
Photo with kind permission & copyright of our client CPLT20 Ltd.
foreword The commitment, interaction and loyalty shown by sports fans towards sports brands are both unique and the envy of other commercial sectors. Understanding how to identify and encapsulate these bonds in a way that rights owners can meaningfully tap into the connections and conversations is a crucial part of building a valuable sports business, whilst at the same time improving the sporting experience all round. To understand a ‘brand’ as a strategic, communications and commercial asset (i.e. more than a logo) is a critical next step for the sports industry and in developing greater commercial returns. The speed of communication, breadth of accessibility and plethora of competing offers around today mean sports businesses need to interact on the same level and deliver the same credibility as major commercial brands. A 360 degree view of the brand must be taken to understand how to build a multifaceted sports ‘brand’ and look beyond the basic metrics of exposure, impressions and awareness. Doing so provides commercial partners with a wider platform from which to realise the genuine potential of sports as the ultimate communications tool and for sports businesses to grow and retain audiences. The Brand Conference is all about understanding the crossovers and match-ups between rights holders and rights owners in shaping the fan experience and going beyond the norm. Insights will be provided by those currently experiencing the value of where brands meet and those who understand the ever-changing media landscapes through which partnerships are activated and business delivered. Chris Lightfoot, CEO, Whitestone International
@SportsPro #SPTBC2014
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ACHIEVE SOMETHING REMARKABLE The Clipper Round the World Yacht Race is one of the most demanding endurance challenges on the planet. Twelve teams of non-professional sailors with a sense of adventure battle it out over a year-long 40,000 mile race – the world’s longest. The Clipper Race out performs traditional sponsorship equivalents with typical return on investment reaching 23:1.
Partnership opportunities now available for 2015-16.
FIND OUT MORE: Clipperroundtheworld.com/partnerships partnerships@clipper-ventures.com 02392 526000
WELCOME TO THE Brand Conference MANAGING DIRECTOR Nick Meacham EDITORIAL David Cushnan James Emmett Eoin Connolly Michael Long Ian McPherson Finlay Hutchison COMMERCIAL Jon Abraham Bobby Hare Richard Partridge Joseph Smith Graham Alleyne Sam Renshaw David Younger Nick Donoghue Peter Jones William Dobson EVENT MANAGER Yin Khoo PHOTOGRAPHER Graham Fudger MARKETING AND OPERATIONS Yéwandé Aruléba Bhav Sahota SportsPro TBC is organised 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) Follow SportsPro on Twitter @SportsPro www.sportspromedia.com
Welcome to The Brand Conference, SportsPro’s day of debate and discussion dedicated to the use of sport as a tool for communication. In a cluttered world, where everything and everyone is engaged in brand-building, it can be a challenge to stand out. Over the course of the next few hours, with the help of experts from across the industry, we’ll highlight examples of best practice and examine the key issues facing a sponsor, rights holder or indeed anyone who wants to spread their message, grow their profile and build their business through sport. There’ll be panels centred on the big global brands, some of the world’s leading sports properties, and a series of masterclass sessions, where we’ll drill down into some of the ways in which brands can differentiate themselves and engage with an audience in 2014. As always, your contributions will be a vital part of the day – #SPTBC2014 is our hashtag of choice, should you wish to join the discussion on social media. Before we begin, a word of thanks to our gold partners, Clipper and Whitestone International; lunch sponsor Omnigon; reception partner Blinkfire Analytics; media partners IMR, Press Association, Activative and 1080 Media TV; and, last but not least, our hosts, Lord’s Cricket Ground. Thanks for joining us and enjoy your day. The SportsPro Team
@SportsPro #SPTBC2014
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Programme of events
*All sessions take place in the Thomas Lord Suite unless otherwise stated 08.30-09.30: Registration and breakfast 09.30-10.15: Keynote: Adidas’ World Cup marketing and activation dissected Thomas Van Schaik, Global Brand Director, Adidas 10.15-11.15: The rights-holders: carving out value in a cluttered market Brett Gosper, Chief Executive, International Rugby Board David Bruce, Senior Director of Brand and Integrated Marketing, Major League Soccer Jonathan Levy, Global Business and Communications Director, Clipper Ventures Simon Massie-Taylor, Commercial Director, British Olympic Association Moderated by James Emmett, Editor, SportsPro 11.15-11.45:
Coffee
11.45-13.00: The brands: using sport to spread your message Gareth Dunsmore, General Manager Marketing Communications, Nissan Europe Mark Bullingham, Managing Director EMEA, Fuse Sport + Entertainment Andy Gibson, President, Bacardi Global Brands Tom Burstow, Head of Sports Programmes, Unicef Nick Wiggin, Vice President Partnerships including Sponsorships and Media, Huawei Moderated by David Cushnan, Editor-in-Chief, SportsPro 13.00-14.15
Lunch, sponsored by Omnigon (the Long Room)
14.15-15.00 360° Brand Management: the agency relationship Chris Lightfoot, Chief Executive, Whitestone International Tove Okunniwa, Chief Executive, Havas Sports & Entertainment UK Jeremy Edwards, Founder and Content Director, Activative Moderated by Eoin Connolly, Features Editor, SportsPro OR Real-time Marketing (Lord’s Media Centre) Carlo de Marchis, Chief Product Officer, Deltatre Sanjit Atwal, Co-Founder and Chief Executive, Squawka Moderated by David Cushnan, Editor-in-Chief, SportsPro
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15.00-15.45 Conversation or Conversion: making social media pay Phil Stephan, Head of Client Services, Two Circles Elly Cockcroft, Head of Marketing, Marylebone Cricket Club Moderated by Michael Long, Digital Editor, SportsPro OR Digital Platforms (Lord’s Media Centre) Josh Robinson, Head of Digital, Synergy Antonia De Feo, Consultant, Seven League Alex Chamberlen, Managing Director, Omnigon UK Moderated by Chris Lencheski, Founder, Phoenicia Sport 15.45-16.15
Coffee
16.15-17.10 The teams: commercial approaches from four perspectives Jim O’Toole, Commercial Director, London Irish Bruno de Carvalho, President, Sporting Clube de Portugal Steve Lauletta, President, Chip Ganassi Racing Dolores Martelli, Marketing Director, Atlético de Madrid Moderated by Simon Cummins, MD, Global Sports Practice, Odgers Berndtson 17.10-17.15
Closing remarks
17.15-Close Drinks reception, sponsored by Blinkfire Analytics
Adam Davy/EMPICS Sport/Press Association Photos
@SportsPro #SPTBC2014
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Partners
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Gold Partners
Whitestone International
Clipper
Whitestone International specialises in enhancing sporting value and revenue. In its capacity as a strategic and creative consultancy, it has worked with over 40 international and national sports organisations and teams, and over 60 leagues and competitions. Whitestone focuses on how a ‘brand’ delivers returns as an organising principle, differentiator, point of appeal and commercial asset. Its strategists and creatives have combined to work with numerous iconic sports brands including FIFA, ICC, FEI, PGAs of Europe, The FA, ECB, RFU, Manchester City Football Club, Adidas and Reebok. Founded in 2000, based on Fortune 500 experience, Whitestone’s expertise spans brand strategy, identity, multimedia design and communications, and in-house commercial team support. Its holistic approach unites stakeholders around common goals, creates emotive connections with fans, builds value in intellectual property rights and supports commercial and sponsorship sales.
The Clipper Round the World Yacht Race is the world’s longest ocean race, also known as one of the world’s toughest endurance challenges. 40,000 miles long and taking almost a year to complete, twelve teams race on a matched fleet of Clipper 70 ocean racing yachts. Established by Sir Robin KnoxJohnston in 1996 to allow anyone, regardless of previous sailing experience, the chance to experience the thrill of ocean racing, it’s the only event of its kind for amateur sailors. 40 per cent of crew have no sailing experience before they sign up to the challenge. This is where everyone from police officers, to massage therapists, truck drivers, student, nurses, and landscape gardeners join together to take on Mother Nature’s toughest conditions. In the 2013-14 race, 670 people from more than 40 different countries took part. The 2015-16 edition starts next summer and will be the event’s tenth anniversary series.
www.sportsprotbc.com
Lunch Partner
Reception partner
Media partners
Omnigon
Blinkfire Analytics
IMR
Omnigon is an award-winning digital consulting firm that delivers strategic, technical and creative solutions to leaders in the sports, media and entertainment industries. The Omnigon team is made up of technologists and artists, all of whom have a deep understanding of digital media and its impact on the lives of consumers. Omnigon is renowned for delivering its clients engaging, groundbreaking experiences and solutions that create real value for their sponsors and audiences. Core competencies include strategic consulting, development of social and mobile platforms, second screen experiences and enterprise systems. Omnigon is headquartered in New York and has offices in London, Toronto and Kiev.
Blinkfire Analytics provides brands data and analytics to evaluate the activation of their sports sponsorships inside and outside the stadium across digital and social media. Our platform allows brands to extract insights from the explosion of the visual web across sports based social media channels. The BrandSpotter™ Sponsorship dashboard provides visual, social listening to track sponsorship amplification in owned and earned media channels. The data generated from Blinkfire Analytics provides brands the data to build more precise sponsorship models, allowing them to accurately value sponsorship ROI, and optimize sponsorship spend to highest performing marketing channels.
IMR is a sports marketing publisher specialising in deep market analysis, case studies and best practice guidance. Titles include Sponsorship Today and the International Journal of Sports Marketing & Sponsorship. Bespoke reports include Driving Business Through Sport as well as analysis of sponsorship in football, cricket, CSR and law. All IMR content is now available online as a single annual subscription.
@SportsPro #SPTBC2014
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Press Association
Activative
1080 Media TV
The Press Association (PA) is the national news agency for the UK and Ireland and a leading multimedia content provider across web, mobile, broadcast and print. For the last 145 years PA has been providing fast, accurate feeds of text, data, photos and video. Today the business is increasingly focused on the delivery of complete products for both digital and print clients.
Activative provides intelligence and insight services that help our clients – rights owners, brands, agencies and professional services – remain at the forefront of the evolving sponsorship/partnership landscape. Our role is to advise, analyse, explore, filter and stimulate marketers across the entire space – from traditional sponsorships, to brand tie-ins, strategic collaborations and commercial partnerships. We provide clients and subscribers with trends insights, activation stimulus, creative idea generation, competitor/sector analysis and strategic planning. Through our interactive trends and strategy magazine, our online monitoring service and our research/ consultancy offering we guide sponsorship professionals through this rapidly changing space.
On-line streaming & mobile 3/4G systems; broadcast sports TV; corporate video, promos & news productions; huge experience & global footprint. Content Creation & Distribution: We have tremendous experience of broadcasting live on the internet and on traditional TV having produced hundreds of hours globally for clients around the world; we produce corporate videos, news coverage, press conferences, promotional videos and we have tremendous experience in sports coverage too; we also offer a broadcast consultancy for a wider range of services including coordination and installation of systems, equipment specification and hosting. In the past 12 months our we have worked together with: the International Tennis Federation (Davis Cup & Fed Cup); Clipper Round the World Yacht Race; the America’s Cup Event Authority; Speakers4Schools; Henri Lloyd (sportswear); Women’s International Match Race Series; Generate Sponsorship; Sky Sports; BBC Worldwide and many more.
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www.sportsprotbc.com
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Speakers
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Sanjit Atwal
David Bruce
Co-Founder & CEO, Squawka
Senior Director, Brand and Integrated Marketing, Major League Soccer
Sanjit has 14 years experience working in media, advertising, sports and technology including IPC Media (Time Inc), Magicalia sports publishing and European digital marketing firm TradeDoubler AB. He is now co-founder & CEO at Squawka – the next generation football media business using data and unique content to build large and engaged audiences online & mobile. Squawka has generated over 70 million user sessions in 2014 and is fast becoming one of the largest football properties in the digital space. Sanjit spent over two years lecturing for the Digital Marketing Institute and is also a Freeman of the City of London. He has appeared on Bloomberg, the Guardian, Sunday Times, Evening Standard and New Scientist discussing the business of data and marketing in football & media.
As Senior Director of Brand and Integrated Marketing for Major League Soccer, David Bruce is charged with managing the internal brand function of the top-flight soccer league in the United States and Canada, leading all campaign and creative development, as well as messaging and marketing outreach. He is actively involved in creating innovative marketing platforms and initiatives that enable MLS to grow the appeal of the brand. Bruce led the recent rebranding of the League, which was unveiled in September 2014 and rolls out fully in 2015. Before MLS, Bruce spent six years at Wolff Olins, a global branding firm, working across their three global headquarters in London, Dubai and New York. He worked as a consultant on the creation of the London 2012 Olympic brand and led multiple projects in the Middle East for the governments of Abu Dhabi and Oman. A native of Sunderland, England, Bruce currently lives in New York.
www.sportsprotbc.com
Mark Bullingham
Tom Burstow
Bruno de Carvalho
Managing Director EMEA, Fuse Sport + Entertainment
Head of Sports Programmes, Unicef
President, Sporting Club de Portugal
Mark is Managing Director EMEA of Fuse Sport + Entertainment, one of the fastest growing consultancies in its sector. Fuse creates inspiring partnerships and experiences for major blue chip brands such as Vodafone, Nissan, Standard Chartered, Renault, Playstation, Intel, Visa, Virgin Media, Pepsi, Gatorade, Google, John Lewis, McDonalds and Carlsberg. Mark joined Fuse in 2011 from his position as Director of Marketing for the America’s Cup Event Authority in San Francisco where he was responsible for helping to reinvent one of the leading global sports events. As well as negotiating partnerships with blue chip brands such as Louis Vuitton, PWC and Puma, Mark created a groundbreaking live streaming partnership with Youtube/Google. Previously Mark ran independent agency brandRapport, tripling the value of the agency in two years before selling to Ingenious Media.
Tom has been working on major partnerships between the charity and third sector for more than 10 years, the last 5 of which have been connected to Unicef’s work in sport. Through the London 2012 Olympics and the Glasgow 2014 Commonwealth Games, Tom has led a team generating millions of pounds for Unicef’s work, reaching global audiences to raise awareness and benefiting the lives of children around the world through the use of sport as a development tool. This summer’s ground-breaking fundraising appeal for Unicef during the Commonwealth Games Opening Ceremony in Glasgow raised more than UK£3.5m and demonstrated how collaborations between major sport events and good causes can achieve amazing results. Tom and colleagues at Unicef continue to develop ways of building on the experience and expertise generated through partnerships with events, clubs, sponsors and high profile athletes in the sports industry work to support Unicef’s objective of improving the lives of children around the world.
Bruno de Carvalho has been the president of Sporting Clube de Portugal’s governing board since March 2013. Before joining the club, which has won the Portuguese league title 18 times, he was self-employed as the managing partner of Bruno de Carvalho, specialising in paving, civil engineering and interior solutions. In 2005 he was responsible for organising more than 100 sports, cultural, leisure and charity events to celebrate Sporting Clube de Portugal’s centenary. In 2010, he founded the Volunteer Network, a movement for social integration through sport and culture.
@SportsPro #SPTBC2014
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Alex Chamberlen
Elly Cockcroft
Simon Cummins
Managing Director, Omnigon UK
Head of Marketing, Marylebone Cricket Club
Managing Director, Global Sports Practice, Odgers Berndtson
Alex Chamberlen is the Managing Director of Omnigon UK, where he is responsible for growing the business internationally. Omnigon is a New York-headquartered digital consulting firm that delivers strategic technical and creative guidance and solutions to leaders in the sports, media and entertainment industries such as PGA Tour; NFL; and NASCAR. Chamberlen has been instrumental in acquiring the firm’s first international clients including Manchester City FC and the IRB. Before joining Omnigon, Alex ran Chamberlen Media, a consultancy, specializing in sports and digital media. There his clients included the IPL; Wisden; Opta and Engage Sports Media. Earlier he was Global Head of Sales at ESPNCricinfo.com, the world’s leading cricket website.
MA Graduate in Sports Marketing from the University of Memphis, USA, Elly Cockcroft is now the Head of Marketing at Marylebone Cricket Club (MCC), Lord’s Cricket Ground, with 8 years of professional experience within cricket. She has a comprehensive knowledge, understanding and love of the game, as well as the wider sports market. As a member of MCC’s Senior Leadership team, Elly has responsibility for marketing of the Club and its products and services, brand development and ownership, customer experience and retail, with experience and success in both structuring and leading teams. Hard working and enthusiastic, Elly is passionate about her and her team being the best they can be, and that there is always something new to learn.
Simon Cummins is a Partner in the London and Zurich offices of Odgers Berndtson where he heads the Global Sports Practice - placing leaders into Sport for the past 7 years, including the CEO of London 2012, The RFU and MCFC. Previously he was a Director of GEMS schools and a Director at Gabbitas, heading their recruitment and consultancy department. Prior to this, he was a Headmaster for ten years. Whilst at Millfield he was Head of the Prep and a member of the Management Group for all three Millfield Schools and Millfield Enterprises. He is an accomplished sportsman, playing a high level of rugby and cricket, as well as being active in outdoor pursuits. Skiing and golf now dominate any spare time. He is a Non-Executive Director at RPMC, a leading sponsorship & hospitality agency and innovision, a leading experiential marketing and event agency. Simon was educated at Borough Road College, Greenwich and Bath Universities.
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Antonia De Feo
Carlo De Marchis
Gareth Dunsmore
Consultant, Seven League
Chief Product Officer, deltatre
General Manager Marketing Communications, Nissan Europe
Antonia has spent her entire career dedicated to digital coverage of sport. After gaining a masters in Sports Broadcast Journalism she started in video production at BBC Sport and UK Athletics before spending three years in digital communications at Everton Football Club. From there she joined the digital team at LOCOG – helping to create and run london2012.com. She is now a consultant at Seven League - one of Europe’s leading digital sport companies. Antonia is passionate about creating unique digital experiences of live sporting events and has spent 2014 leading the digital output of the Ultimate Fighting Championship in the EMEA region.
Carlo De Marchis is the Chief Product Officer at deltatre and joined the company in 1988; for 26 years now, he has experienced the highest levels of sport all around the world and participated to every step of deltatre’s impressive growth. Today, Carlo De Marchis leads the company’s product strategy with an exclusive drive on social media, multi-platform digital solutions and their interaction with the TV. Carlo is seen as an innovator, challenger, and visionary, someone who is curious, passionate, assertive, early-adopter. He also has a fanatical user-perspective attention to the quality and usability of what deltatre delivers to clients and end-users.
An automotive industry professional, Dunsmore currently manages Marketing Communications for Nissan Europe and Russia. He has 11 years’ experience in cross functional roles progressing quickly into management, embracing a variety of challenges, leading change through industry-leading digital investment, sponsorship programmes, product placement growth and award-winning content production. The past months have brought Nissan to another level, through the launches of no less than 10 products, with both the renewal of Nissan’s iconic products (Qashqai, Juke, X-Trail) and the release of brand new products like the Pulsar. This saw Nissan take a lead position in TV and digital communications with a clear integrated approach. The campaigns supporting those launches are deployed across Europe, with an important digital mix delivering our brand promise of ‘innovation that excites’ with consistency. This year also saw the launch of our sponsorship of the UEFA Champions League, allowing us to connect with our audience all around the globe through what excites them the most.
@SportsPro #SPTBC2014
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Jeremy Edwards
Andy Gibson
Brett Gosper
Founder and Content Director, Activative
Chief Marketing Officer, Bacardi & President, Bacardi Global Brands
Chief Executive Officer, International Rugby Board
Jeremy is a founder of sponsorship activation intelligence provider Activative. The company helps its clients stay at the forefront of this evolving landscape with consultancy, monitoring and publishing services that offer insights into emerging strategies and tactics, contemporary trends and innovations, creative inspiration and idea generation and competitor/sector/ platform analysis. Activative works with rightsowners, brands, agencies and professional service providers across the sponsorship/partnership and brand alliance community - from sports, music, arts and culture, to education, ecology, cause and corporate social responsibility. Jeremy focuses on the consultancy and content aspects of the business and on steering Activative’s strategic development. Before founding Activative, Jeremy was the director of the consultancy division of media intelligence provider Xtreme Information (now Ebiquity) and also worked for media consultancy Human Capital. Previously he worked as a journalist in the media, financial, legal and political arenas.
Andy Gibson is responsible for the global marketing organisation. He has achieved notable success during a more than 20 year career in consumer products marketing and sales that has included assignments in Australia, Asia, the United States, Latin America and Europe. He joined Bacardi in April 2013 from Carlton United Brewers where he was Chief Marketing Officer of Australia’s leading brewer. Before Carlton, he worked for Diageo for 13 years in a series of general management and marketing leadership positions on five continents. Gibson began his sales and marketing career with Mars/Masterfoods in Australia/New Zealand.
As Chief Executive of the International Rugby Board and Managing Director of Rugby World Cup Limited, Brett Gosper is responsible for the strategic and business operations of rugby’s global governing federation. As the sport continues to reach out, engage and inspire participants in record numbers worldwide, Brett’s oversees the implementation of the IRB’s record investment, development and player welfare strategies, the delivery of a what us set to be a record-breaking Rugby World Cup 2015 in England, a landmark Rugby World Cup 2019 in Japan and rugby’s successful return to the Olympic Games in 2016. A rugby man and former player with Racing Club in France and Australia Under 21, Gosper joined the IRB in 2012 following a distinguished career with major international businesses, most recently as Chief Executive Officer of McCann Erickson Europe, Middle East and Africa and Chief Executive Officer of McCann Erickson USA.
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Steve Lauletta
Chris Lencheski
Jonathan Levy
President, Chip Ganassi Racing
Founder and Chairman, Phoenicia Sport
Global Business and Communications Director, Clipper Ventures
Steve “Jake” Lauletta was named president of Chip Ganassi Racing Teams in July 2007 and oversees all aspects of the Chip Ganassi Racing’s business and marketing operations including both its Concord and Indianapolis facilities. He is in charge of the company’s overall strategic direction as it relates to sponsorship acquisition and retention, organisational branding, communications and league partnerships. Lauletta was formerly the president of Radiate Sports, the sports marketing division of Omnicom’s The Radiate Group, a global network of independently branded, best-in-class marketing service agencies. Prior to Radiate, Lauletta enjoyed a successful 11-year career at Miller Brewing Company. He served in a variety of marketing leadership positions with Miller, most recently as director of sports and event marketing. Lauletta was responsible for the strategic direction and management of Miller’s sports and event marketing. He oversaw the negotiation and administration of Miller’s sports and entertainment sponsorships, including all major professional sports leagues, music venues and celebrity endorsements.
Chris Lencheski is one of the most well respected professionals in the global sports and entertainment landscape. With over 20 years of professional experience, he has authored industry-setting standards and practice guidelines followed by major entities from network and cable television groups to Fortune 500 companies. His work has included collaborations with the Americas’ Cup, the Olympics, Formula One and World Cup projects as well as a host of international and national properties from every major league to governing bodies. Chris recently returned to his roots as the Chairman and Founder/CEO of Phoenicia, which has offices in New York City, Dallas, Los Angeles and London. Its client portfolio exists between media start-ups to traditional CPG brands using sports and entertainment as change-agent platforms. The company recently won the global commercial rights agreement with the Back 9 Network - the golf lifestyle TV sports network based in the USA programming golf and golf lifestyle original programming on DirecTV in the USA to 20+ million homes.
Jonathan’s focus is to maximise the global media exposure and business opportunities for the Clipper Round the World Yacht Race and its partners. Over the last 5 years the company has grown its global reach to in excess of four billion in over 200 countries; introduced major global brand partners and engaged with Governments such as the UK GREAT Britain campaign. He has extensive experience with a diverse track record in marketing and communications; event management and sponsorship development; broadcast production, digital and interactive media.
@SportsPro #SPTBC2014
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Chris Lightfoot
Dolores Martelli
Simon Massie-Taylor
CEO, Whitestone International
Marketing Director, Atletico de Madrid
Commercial Director, British Olympic Association
Chris has 30 years experience working with leaders of iconic sports and non-sports businesses such as FIFA, IAAF, ECB, Manchester City Football Club, Adidas, Aegon, OneWorld, Volvo, Mobil, Bic and numerous others. He formed Whitestone International in 2000, after 10 years as a director of Interbrand, to focus on building sports ‘brands’ as holistic commercial assets designed to meet both hard and soft business targets. Specific to his and Whitestone’s approach is enhancing sporting value and revenue through integrated strategic and creative thinking that unites stakeholders around common goals, creates emotive connections with fans, builds value in intellectual property rights and supports commercial and sponsorship sales. In other words, improving the sporting experience to advance sports business. Chris currently sits on the board of directors for R4UK and is a former director of British Universities & College Sports and Coolbrands council member.
After graduating in marketing from the Faculty of Business and Social Sciences of Buenos Aires, Dolores has focused her career on the world of major sporting events and sponsorships. She has worked directly worked in the organisation and management of numerous events such as the FIFA U-20 World Cup in Argentina in 2001, the Volleyball World Cup in Argentina 2002, several editions of the Laureus World Sports Awards, the Peace Cup and IMG Spain’s “United for Children” charity exhibition match, featuring Rafael Nadal and Roger Federer in 2010. Dolores joined Atletico de Madrid in 2014 as the new Marketing Director where she is in charge of the development of marketing tools, client services, market research and advertisement and promotions. Dolores was responsible for the UEFA Champions Club at the Santiago Bernabeu Stadium in season 2011/12, and the Marketing & Communication Director at the Mutua Madrid Tennis Open from 2011 to 2014.
Simon joined the BOA as Commercial Director in August 2014 from Tough Mudder, where he was Senior Vice President, Commercial. Since its inception, Tough Mudder has seen over 1.5 million participants taking part in over 100 events globally, raising US$7m for charity in the process. Simon headed up the commercial team which saw over 20 partnership deals and the development of a merchandise programme. Between 2009-2012, he was part of the hugely successful commercial team at the London Organising Committee of the Olympic and Paralympic Games (LOCOG) which raised over UK£700m in revenue. Prior to that Simon’s background was in the financial sector, with roles at NM Rothschild & Sons and KPMG. Simon’s responsibilities at the BOA include developing the commercial programme including sponsorship and licensing.
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Jim O’Toole
Tove Okunniwa
Josh Robinson
Commercial Director, London Irish Rugby Club
CEO, Havas Sports & Entertainment UK
Head of Digital, Synergy
Jim O’Toole has responsibility for all of the club’s commercial activities from sponsorship to hospitality and match day ticket sales, to the management of London Irish’s extensive community programme A graduate of Queens University, Belfast where he studied Modern Languages, Jim subsequently attended the University of Surrey in Guildford where he studied Tourism Marketing. His 25 year career in sports marketing and management has seen him work with some of the biggest brands in world sport including Manchester United, FIFA, Ferrari and Rugby World Cup. His expertise lies in doing sponsorship deals and making them work for sponsors. He has 20 years of experience in agency management and has held senior management roles in two world championships, in powerboat racing and in professional sailing before arriving at London Irish in February 2013. Crest Nicholson, O’Neills Sportswear, Ipro sport drink, Etixx sports nutrition, Upham Brewery and House of Fraser are some of the partners Jim has delivered.
A creative and experienced marketing and sponsorship professional, Tove is responsible for overseeing daily business operations, client and partner relationships, strategy, and new business development for Havas SE UK. She leads a team of 30 sports & entertainment professionals who work with a number of leading brands and organizations including Barclays, The Coca-Cola Company, The Football Association, The Lawn Tennis Association, Sport England, AEG, and Yahoo!. Tove joined Havas SE in 2014 after seven years at MEC Access UK, where she held the role of Managing Director, tripling the size of the division and delivering effective communication campaigns for clients such as Danone, Wrigley, Specsavers, Morrisons, and Sony Ericsson, amongst others, around their sport & entertainment partnerships. Before going agency-side, Tove had a successful career at the BBC as Head of Marketing for BBC Sport and Head of Digital Marketing, as well as other marketing roles for Radio 3, Radio 2, and BBC TV. Tove holds an MBA and a degree in Business Studies.
Josh has been working in sports marketing for over 15 years, always with a focus on innovation and integration. As Head of Digital, Josh leads Synergy’s ‘sociallysupercharged sponsorship’ offering, where sports fan communities, social content and creativity come together. Synergy’s clients include Martini, BMW, Coca-Cola, BP, MasterCard and Canterbury. Prior to Synergy, Josh was Head of Strategy and Creative at Omnicom’s pan-European sponsorship agency, Experience Worldwide. He then established Robinson Pincus, a strategic consultancy focusing on the sweet spot between Sponsorship and Social Media, ultimately taking this in-house to Sports Revolution. Here, he led the design, build and launch of StadiumLive, a start-up bringing together state-of-the-art stadium wifi infrastructure and an award-winning matchday app, in partnership with Cisco.
@SportsPro #SPTBC2014
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Phil Stephan
Thomas Van Schaik
Nick Wiggin
Head of Client Services, Two Circles
Global Brand Director, Adidas
Vice President Partnerships, including Sponsorships and Media, Huawei
Phil is Head of Client Services at the award-winning agency Two Circles. His role at Two Circles includes working with clients including Liverpool Football Club, the Lawn Tennis Association, Bath Rugby, Trent Bridge and the MCC; using data to help them develop stronger relationships with their customers and grow commercial revenue. Phil joined Two Circles from Chelsea Football Club, where he was responsible for managing the club’s customer insight strategy and developed what is widely regarded as one of the leading CRM programmes in the sports industry. Graduating from the University of East Anglia with a first class degree in 2001, Phil completed a Master’s degree at Oxford University before starting his career in the music industry. Having launched and managed a number of influential US-based independent record labels in Europe, he went on to lead the marketing team at Southbank Centre, the world’s largest centre for the arts and one of London’s leading cultural destinations, before joining Chelsea in 2010.
Thomas has been working in sports marketing for well over 20 years, joining Adidas in 2001 and embracing a variety of global challenges since. Currently he is the Global Brand Director, managing integrated campaigns surrounding some of the world’s biggest sports marketing assets, such as the London 2012 Olympic Games, the 2014 FIFA World Cup and four-time FIFA Ballon d’Or winner Leo Messi. This summer’s ‘#allin or nothing’ campaign became one of the most successful activations of the 2014 FIFA World Cup and demonstrated how major sports marketing assets can be globally activated in real-time. Thomas and colleagues made ‘#allin’ the most successful branded hashtag of the World Cup and made Adidas the most talked about brand of the event. Prior to Adidas, Thomas spent four years with professional football team PSV Eindhoven (where he was responsible for Media, Events & Promotions), and four years with the Amsterdam Admirals, competing in the NFL Europe.
20 years of international media and marketing experience, growing businesses globally since 2004, Wiggin has spent the last three years dedicated to improving the presence of Huawei overseas. A digital pioneer, he has proven ability to inspire and lead organisational change. He has used his extensive knowledge of the media and sponsorship landscape to deliver real results. Before specialising in telecoms, he led media strategy for OMD in Asia and Europe, leveraging his background in media research and psychology. He has been Vice President of Partnerships, including sponsorships and media, for Huawei since 2011.
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