Review of ISC Geneva 2018 and Road to London ISC 2020

The International Sports Convention 2018 has attracted huge numbers this year to enjoy listening and engaging with speakers across a wide variety of sports.

 

Michael Cole, Chief Technology Officer for The European Tour, spoke of his pleasure and privilege to be speaking and mentioned his time slot – between football and tennis speakers. “These are two of the great pioneers of the digital age. Rüdiger Muller has just talked about his sport having its greatest FIFA World Cup. Digitally, golf has just staged the greatest Ryder Cup of all-time.

 

Mr. Cole began by touching on golfs history, its traditions and myths.

 

“Some may say the sport is in decline, I want to dispel that. There is a younger generation coming through. Three of the four ‘Major’ winners last year were under 25. Golf is steeped in its origins but we – as a rights holder – are driving the transformation of the sport.

“Innovations recently have included the six-hole competition, the shot-clock event and the knock-out format.”

 

The European Tour is a global event and he reminded everyone that it has the shortest close-season in sport – three days. The 2018 season finished a fortnight ago,” he said. “And we’ve already had our first event in the 2019 tour.”

 

Mr. Cole then spoke about the digital success achieved by The European Tour at the recent Ryder Cup, held outside Paris.

 

“This was the first time it was taken outside UK and Ireland since Valderrama in 1997.”

 

Mr. Cole talked about the challenges of this event, but digitally, he mentioned the following underpinning themes.

  • Going ‘digital’ is no longer a choice but a necessity
  • Create new ways to widen the interest and broaden the audience
  • Change the conversation in golf – focus on entertainment
  • Scaled for engagement, and designed for uptime
  • Delivering the most CONNECTED golf event EVER

 

The event itself was hugely popular, with over 275,000 spectators enjoying the action live, with 7,000 of them occupying the huge temporary stand surrounding the First Tee.

 

For those watching at home, the event was brought to life by The European Tour and their digital platforms. The speaker described it as the most connected and intelligent golf infrastructure ever and a huge success for the sport and its commercial partners also.

 

“We believe the Ryder Cup 2018 achieved all our key objectives”.

Review of ISC Geneva 2018 and Road to London ISC 2020

SPORTS SPONSORSHIP CONFERENCE

 

Subject – FORMULA 1 ® – SPONSORSHIP, MARKETING AND GLOBAL PARTNERSHIPS

Speaker – MURRAY BARNETT – DIRECTOR OF SPONSORSHIP & COMMERCIAL PARTNERSHIPS, ® FORMULA 1

 

The opening conference at this year’s International Sports Convention (2018) centered upon Sports Sponsorship.

Murray Barnett is the Director of Sponsorship & Commercial Partnerships, Formula 1 ® and he outlined his background in rugby and with ESPN before talking about the challenges that Formula 1 ® face.

On joining the sport’s new owners, Liberty Management, two years ago, Mr Barnett reflected that it was commonplace to hear phrases, such as:

“Formula 1 ® doesn’t care about its fans”.

“It’s not about the drivers”.

“It’s only for rich people”.

The challenge is now to address these concerns and many more and the management company has released a mission statement, with the aim to:

‘Unleash The Greatest Racing Spectacle On The Planet’.

Its goals are to:

Have Wheel to Wheel Racing.

Broaden & Deepen Fan Engagement.

Have Unmissable Entertainment.

Have A Global Marketing Campaign.

Mr Barnett then revealed that Chase Carey, the chief executive officer and executive chairman of the Formula One Group, has made comparisons with the Super Bowl and wants Formula 1 ® to be ’21 Super Bowls each year.’

With over four million people attending Grand Prix annually, the importance of looking after the fans was highlighted, with added emphasis on Fan Zones and Fan Festivals, going forward.

Mr Barnett completed his presentation by fielding questions relating to making the sport more competitive (Ross Brawn is heading up a team that is looking into that), the role of women motor racers and their route to racing in Formula 1 ® , plus a brief talk about branding within the sport.

Hookit Brand Score

Data and analytics are ever present in our world today. At every point in a consumer’s journey, data is collected – be it a purchase, transaction, or the consumer’s digital, social and online interactions with the brand. A vast sea of data, gathered for every product and consumer, whether online or offline, is available to brands now. The question is, does your organization effectively translate and action upon this data? Many brands just simply accumulate this data without using it for strategy and decision making.

When it comes to sponsorship, data enables brands to make sponsorship decisions more effectively.  This guide by Hookit is tailored for brand marketers and based on our extensive experience and data insights gathered from working with clients. Also included is the first look at the Hookit Brand Score.  This is a measure of sponsorship effectiveness for brands calculated across key industry segments. The Hookit Brand Score provides sponsors with an accurate measure of how well their sponsored properties promote their brand and allows for benchmarking against competitors in their vertical and also across other categories.

Download the guide here:

https://go.hookit.com/sponsorship-brand-score-guide-isc

Panel Discussion – Developing best in class digital services to engage the next generation of sports fan

Subject – Panel Discussion – Developing best in class digital services to engage the next generation of sports fan

Panel:

Sean Conroy, Commercial Partnerships Director, Genius Sports

Rudiger Muller, Head of Digital, FIFA

Christoph Heimes, Senior Director, Digital Media, Platforms & Services, Infront Sports and Media

Karim Saade, Head of Dawri Plus Product, Intigral

Joao Presa, Co-founder and COO of mycujoo

Daniel Rossomondo, SVP, Global Partnerships, Head of Global Media and Business Development, NBA

 

 

Sean Conroy told the audience about his company, Genius Sports, ahead of the Panel Discussion which closed the International Sports Convention 2018.

 

Genius Sports are a global leader in sports data and technology, occupying unique intersection between sports, betting and media sectors.

 

Mr Conroy was then joined on stage by the other five panel members, who introduced themselves in turn ahead of the discussion on ‘Developing best in class digital services to engage the next generation of sports fan’.

 

Each panellist discussed how sports digital content affected had influenced their sport and spoke on  a number of other issues…..

 

The panel was asked if digital usage may ultimately have an effect on the pecking order of the world’s top 10 sports.

 

Mr Muller, FIFA, felt that the global appeal of live football wouldn’t be affected but stated that, “Digital as a tool is possibly influencing smaller sports to bring them to a greater prominence”.

 

Mr Heimes agreed, although gave a warning. “Football still has its big stars but I feel that we are still at the beginning of an adoptive curve at the start of the digital age. The e-sports market is still a relatively small phenomenon but it’s interesting how the growth is being measured. More and more are interested in pitting themselves against the athlete on e-sports.

 

“The playing of e-sports is so popular it has now overtaken all other sports, bar football in popularity.

 

“Right now, people still can’t get enough of seeing big teams playing big Champions League matches but I’m not 100% sure that will be the same in 10 years time, some people might get tired of that.”

 

Mr Conroy talked about the way that betting companies are fuelling some smaller sports. “It’s true to say that digital technology of all sizes has enabled sports to reach new audiences. But do they continue to watch? How do you keep them interested and engaged.

“One industry trend is in betting, consumers are betting on some smaller sports through their mobile devices and remaining engaged with it. Their challenge then will be, Have a Fan, Keep A Fan.

 

Mr Rossomondo spoke about the change in betting legislation in the United States and it’s effect, hoping that it would bring new fans and new levels of engagement. He mentioned that one of the biggest challenges in the digital world is for sports that use Facebook and Google to reach to their consumers, although pointed put that the NBA was a partner of them. “They’re neither enemies or competitors – we’re partners with them but for sport to put them between us and our consumers is a big challenge”.

 

Mr Presa felt that the power is with the fans. “We segregate the data to be used but the power is definitely with the fans because if you don’t adapt to the way of the consumer you will lose them.”

 

Mr Saade, from Intigral, said, “Data is a process, not an objection on its own. It helps you understand what users like, what they want. You can use it and take it to sponsors, pointing out if they want highlights, or if they want fantasy, or whatever”.

 

All six members of the panel engaged in a further number of topics and fielded questions from the audience. The organisers greatly appreciated the input, as a very successful conference was brought to a close.

In pursuit of greatness. How Wimbledon ensure digital is the gateway to their brand – Alexandra Willis, Head of Communications, Content and Digital, Wimbledon Championships

Subject – In pursuit of greatness. How Wimbledon ensure digital is the gateway to their brand

Speaker – Alexandra Willis, Head of Communications, Content and Digital, Wimbledon Championships

 

Alexandra Willis, Head of Communications, Content and Digital, at the Wimbledon Championships spoke on the second day of this years International Sports Convention in Geneva.

 

Wimbledon is one of the most recognised brands on the planet and Ms Willis began by making a contrast between the first year that the event was held, 1877, and today.

 

Although only 22 players entered the initial competition, all British – some of the hallmarks in place then, exist today. “You think of the all-white clothing and the strawberries and cream”, said the speaker.

 

“They still exist – they are the heart of our brand and make it so much easier in this digital world”.

 

Ms Willis described ‘The Challenge for Wimbledon’ as:

Maintain the position of The Championships as the pinnacle of the sport, but always in a manner that respects the Club’s traditions and values.

 

How do they do that?

  • We are constructively critical, with huge attention to detail
  • We recognise the need for both short term and long term investment
  • We stay true to our traditions and beliefs
  • We recognise when to look in and when to look out
  • We put our audience first

 

Wimbledon is broadcast to over 200 countries, through 10 major broadcast partners, including BBC, ESPN, Bein, Fox, Eurosport and Star.

 

Ms Willis commented how it used to be just about the two weeks of tennis – now it’s a six week celebration, beginning with a spectacular launch event. She then told how the tournament website www.wimbledon.com has been successfully re-built in order to deliver a world class product for fans, with new ground-breaking innovations, involving interactive platforms and player engagement.

 

The global tv audience for the 2018 event was around 300 million but the digital audience, across all of the Wimbledon platforms – even in a year when the tournament was up against the FIFA World Cup – has grown to around 30 million.

F1 TV – The Research Journey – David Bailey, Senior Digital Research Manager, Formula 1

Subject – F1 TV – The Research Journey

Speaker – David Bailey, Senior Digital Research Manager, Formula 1

 

David Bailey gave an interesting and enlightening presentation on the final afternoon of this year’s International Sports Convention. The Senior Digital Research Manager for Formula 1 told the audience about the journey to bring F1 TV to life.

 

The speaker reminded the audience of Formula 1’s global appeal, a sport that runs 21 races across the world, featuring 20 drivers within 10 teams.

 

Mr Bailey pointed out that the sport had been taken over by Liberty Media over the last couple of years and the new owners had discovered and expressed surprise that F1 had no research team and no marketing team, despite being 68 years in the making.

 

Digital and research departments were recruited in 2017 and one of the senior leadership team, Ross Brawn, commented,

 

“I think quite frankly F1 is almost a start-up, because there had been so little done on the social and digital media front, and the way the content of F1 was presented, so for us it really had been a fresh start….the philosophy now is that the fans come first”.

 

Our internal mantra then, is, “It starts with the fans”, said Mr Bailey, who then talked about the process to building F1 TV into something that met all their expectations.

 

The speaker told of fan feedback sessions, with groups of supporters invited to F1 HQ to discuss their concerns and requirements. Social Listening Research was undertaken and a Pricing and Packaging structure was put in place, although this is still under revue in some areas across the globe.

Other requirements centred on Feature Prioritisation and then User Testing, before the launch in Spain, USA, Mexico and France.

 

Mr Bailey admitted that F1 is excited about the 2019 season and looked forward to added products and features on F1 TV.

Creating a Digital Event Experience – Michael Cole, Chief Technology Officer, The European Tour

Subject – Creating a Digital Event Experience

Speaker – Michael Cole, Chief Technology Officer, The European Tour

 

The International Sports Convention 2018 has attracted huge numbers this year to enjoy listening and engaging with speakers across a wide variety of sports.

 

Michael Cole, Chief Technology Officer for The European Tour, spoke of his pleasure and privilege to be speaking and mentioned his time slot – between football and tennis speakers. “These are two of the great pioneers of the digital age. Rudiger Muller has just talked about his sport having it’s greatest FIFA World Cup. Digitally, golf has just staged the greatest Ryder Cup of all-time.

 

Mr Cole began by touching on golfs history, its traditions and myths.

 

“Some may say the sport is in decline, I want to dispel that. There is a younger generation coming through. Three of the four ‘Major’ winners last year were under 25. Golf is steeped in its origins but we – as a rights holder – are driving the transformation of the sport.

“Innovations recently have included the six-hole competition, the shot-clock event and the knock-out format.”

 

The European Tour is a global event and he reminded everyone that it has the shortest close-season in sport – three days. The 2018 season finished a fortnight ago,” he said. “And we’ve already had our first event in the 2019 tour.”

 

Mr Cole then spoke about the digital success achieved by The European Tour at the recent Ryder Cup, held outside Paris.

 

“This was the first time it was taken outside UK and Ireland since Valderrama in 1997.”

 

Mr Cole talked about the challenges of this event, but digitally, he mentioned the following underpinning themes.

  • Going ‘digital’ is no longer a choice but a necessity
  • Create new ways to widen the interest and broaden the audience
  • Change the conversation in golf – focus on entertainment
  • Scaled for engagement, and designed for uptime
  • Delivering the most CONNECTED golf event EVER

 

The event itself was hugely popular, with over 275,000 spectators enjoying the action live, with 7,000 of them occupying  the huge temporary stand surrounding the First Tee.

 

For those watching at home, the event was brought to life by The European Tour and their digital platforms. The speaker described it as the most connected and intelligent golf infrastructure ever and a huge success for the sport and its commercial partners also.

 

“We believe the Ryder Cup 2018 achieved all our key objectives”

Engaging fans through digital: Reaching the modern sports fan with data-powered content – Matthieu Lille-Palette, Senior Vice President, Perform Content

Subject – Engaging fans through digital:

Reaching the modern sports fan with data-powered content

Speaker – Matthieu Lille-Palette, Senior Vice President, Perform Content

 

The final afternoon of the International Sports Convention 2018 saw a resumption in the Sports Digital Conference, with a presentation by Matthieu Lille-Palette, Senior Vice President of Perform Content.

 

Mr Lille-Palette talked about his company’s data-gathering platform, Opta, which has made them the world leader in this field.

 

“We collect, package and distribute detailed sports data to clients across the world. We work with the biggest leagues, broadcasters and technology providers in the sports market.

 

“The Opta brand is recognised by consumers and publishers as an assurance of high-quality, impartial, statistics.

 

“Opta is the heartbeat of the company”, said the speaker. “We gather the information, store it into our databases and it will be delivered promptly to clients and customers”.

 

“We are uniquely positioned to drive the global soccer narrative for the fans”.

 

The speaker then talked through a normal matchday and the way that Opta can aid fans, media, analysts, pundits, commentators and betting companies, showing and sharing the relevant information.

 

From checking updated team news from early in the morning , to using information to set fantasy teams, through announcement of teams or pre-match statistics for broadcasters. Throughout the game Opta would update facts and stats, and be essential for half time – and then post-match analysis.

 

Opta’s strength is their capacity to gather the information – and to gather it in four categories:

BROAD – ACCURATE – DETAILED – FAST

Press Release: ISC London 2020

December 6, 2018

International Sports Convention heads to London for ISC 2020

 The organisers of the International Sports Convention today announce that the 2020 edition will take place in London.

 

ISC London will take place in June 2020. This will coincide with other major sporting events held in London in particular, part of the UEFA EURO 2020 Championships. The exact ISC 2020 dates are to be finalised and further details of the venue will be communicated shortly.

 

The ISC 2020 in London will have a new, fresh and innovative approach with a 2 day Sports Business Summit plus other business and networking events, taking place over the week.

 

Nigel Fletcher – CEO of the International Sports Convention: “We are excited with moving to London. In particular, our new approach focusing even more on the content, networking and making the delegate experience truly remarkable. The customer journey will start way before the actual event in June 2020 and further details of this will be communicated shortly. The format of ISC 2020 will ensure more business networking opportunities and platforms with an unrivalled customer experience. Full information and details on our new, fresh and innovative approach will be released in January 2019. It will be a truly global event.

 

Whilst this is extremely positive and exciting, it is also sad to say goodbye to Geneva. Geneva has been ISC home for the last 6 years and 3 editions and have been an excellent host. I would like to thank all partners involved in the planning and delivery of ISC Geneva 2014, 2016 and 2018 editions. A special mention to the three main partners: venue hosts: Palexpo and the institutional partners of Ville de Genève and Canton Geneva. It is certainly not farewell, the company group of ISC will also be announcing other events and initiatives in the Lake Geneva Region, which is home to many global sports bodies and organisations”.

 

Next year will mark 10 years of the International Sports Convention and in an every changing digital world, ISC will be making necessary changes to match the needs and interest of the Global Sports Business Industry.

 

ISC is owned by Sports Development Marketing, who also owns brands such as: International Sports Chamber of Commerce, International Sports Awards and other sports business events.

 

For more information, check out www.iscgeneva.comand follow ISC on Twitter.

Changing the way the world see sport – Marcus Parnwell, Director of Product, New Markets & Strategic Initiative, DAZN

Subject – Changing the way the world sees sport

Speaker – Marcus Parnwell, Director of Product, New Markets & Strategic Initiative, DAZN

 

Marcus Parnwell of DAZN was a welcome speaker at the International Sports Convention 2018. Mr Parnell is the Director of New Product, New Markets and Strategic Initiative.

 

He told the audience about the company, which has been broadcasting for only two years:

  • Enter DAZN, the world’s first, pure sport live and on-demand streaming service.
  • Live in 7 markets, US, Canada, Japan, Italy, Germany, Switzerland, Austria
  • 150+ million hours, 20,000 live events
  • Low-cost subscription, first month free, no contract, cancel anytime

 

DAZN are a FANS FIRST business, meaning that they: ‘Give Fans What You Want, Where You Want, When You Want’.

 

Mr Parnwell talked about the sports they stream, across the globe and about their growth, with the best and biggest sports being screened live and on-demand, on every device anywhere.

 

The aim is to be affordable and accessibly flexible with a flat low-cost monthly fee.

 

Questions from the audience centred on the coverage in Switzerland and the number of subscribers currently in Japan, which was described as ‘a successful market – with subscribers in the millions’.

 

The presentation brought the mornings conferences to a close.