Agenda

The conference started with two informative presentations on predicted trends in the sector and key future market.  Dan Jones, Senior Partner from Deloitte stated that emerging markets are increasingly picking up for major sports events, providing a fantastic opportunity for sponsors giving them exposure on the international stage like no other.  Major events boost direct and indirect tourism - including business visitors - and are a focus for national pride.

Discussion and presentations followed on fan engagement and activation.  Randstad Deutschland and Adidas presented their insights.  The global brand of Randstad sponsors AT&T Williams F1 team, as their brand fits perfectly with the F1 Global Race.  Christine Uphoff stated that despite the global economy right now, they will not be cutting back on sponsorships in sports.  Randstad’s sponsorship activation includes a key focus on sporting experiences that "money can't buy".

As it is getting harder and harder for businesses to convince their shareholders that getting into partnership with a sports individual, team or event will bring any financial rewards, innovation and activation is key.

German sportswear giant, Adidas has approximately 3,500 sponsorships worldwide.  Max van den Doel, Head of Global Sports Marketing presented an interactive talk with the attendees with a focus on the global sports stars they decide to partner with and why those stars bring in sales for them across the globe.  He says these acquisitions always need to be "driving sales" in their particular markets, be it global, niche, or local.

Turkish Airlines, Euroleague Basketball and Heineken joined Richard Gillis on the stage for discussion on how to expand sponsorships globally across the paradigm and the challenges faced for activating a global sponsorship in multiple markets.  The football panel session saw speakers from Fulham Football Club, The FA and Paddy Power.  The programme continued with discussion on sponsorships within arts, music and entertainment.  Speakers from EMI, Cirque Du Soleil, ING, O2, AEG and the addition of a Dutch Singer/Songwriter’s view debated what drives a brand to sponsor a cultural event and how to build synergy to better target a specific audience.  There were numerous discussions and ideas on the convergence of sports and music sponsorships.

Other sessions included a panel discussion on innovative sponsorships in emerging markets and a joint case study from FIFA and Yingli on their partnership as FIFA’s first Chinese sponsor.  Digital and social media in partnerships were talked about and how you build partnerships with your clients through digital applications, as well as making money.  It was a content packed two day event!