{"id":831,"date":"2019-10-15T00:00:00","date_gmt":"2019-10-15T00:00:00","guid":{"rendered":"https:\/\/leadersinsport.com\/sport-business\/reports\/what-went-on-at-the-leaders-sport-business-summit-london\/"},"modified":"2022-03-18T15:50:22","modified_gmt":"2022-03-18T15:50:22","slug":"what-went-on-at-the-leaders-sport-business-summit-london","status":"publish","type":"article","link":"https:\/\/leadersinsport.com\/sport-business\/articles\/what-went-on-at-the-leaders-sport-business-summit-london\/","title":{"rendered":"What went on at The Leaders Sport Business Summit, London"},"content":{"rendered":"\n\n
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\n Oct 15, 2019 <\/p>\n \t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/span>Articles<\/a>\n\n\t\t\t\t\t\t

What went on at The Leaders Sport Business Summit, London<\/h1>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\n \n\t\t\t<\/div>\n\t\t<\/div>\n\n\t<\/div>\n<\/div>\n
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Category<\/div>\n Brands & Sponsorship<\/a>, Digital & Media<\/a> <\/div>\n
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https:\/\/leadersinsport.com\/sport-business\/articles\/what-went-on-at-the-leaders-sport-business-summit-london\/<\/div>\n <\/div>\n <\/div>\n <\/section>\n\n\n
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With near enough 2,000 executives joining us for our Twickenham debut, manifold private meetings, masterclasses, corridor encounters, and power huddles, and most of you sticking with us for the all-new programme of \u2018Leaders After Dark\u2019 events in the evening, we can\u2019t promise that this will be comprehensive, but it should at least provide a few nuggets from what was an action-packed agenda once again.<\/p>\n \n \n \n

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By James Emmett<\/h6>\n

 <\/p>\n

The Headline Stage<\/strong><\/p>\n

–\u00a0\u00a0 \u00a0Something of a mic-drop moment from beIN Media Group <\/strong>CEO Yousef Al-Obaidly<\/strong>, who used his session at Leaders to deliver a powerful message to the sports industry, and to rights holders in particular: take action on broadcast piracy or be held responsible for the disintegration of the business model that sustains professional sport. beIN is one of the biggest spenders in sport, with a rights portfolio worth $15 billion, and exclusivity in almost every major sporting competition across its main region of operation in 24 markets across MENA. But for over two years, pirate operation beoutQ has been stealing beIN\u2019s output, undermining its business, and threatening the fragile equation that sees consumers willing to pay for sports content. \u201cWinter is here,\u201d Al-Obaidly said. \u201cAnd from now on we\u2019re treating all our rights as non-exclusive and the fees will be reflected in that.\u201d Make no mistake, piracy is a sports industry problem, not just a sports broadcast industry problem.<\/p>\n

Special Report: BeoutQ \u2013 an unprecedented piracy story<\/a><\/p>\n

–\u00a0\u00a0 \u00a0Sports broadcasting titans Peter Hutton<\/strong> and John Skipper<\/strong>, on before Al-Obaidly on the headline stage, acknowledged piracy as a problem that could do with more focus, and provided a compelling window into the bold new worlds they now find themselves in at Facebook<\/strong> and DAZN<\/strong> respectively. An energetic and entertaining session saw Hutton reiterate Facebook\u2019s current position in sport as a \u201cbusiness solutions company\u201d, but, as Skipper himself pointed out, the nervousness about Big Tech going large on sport remains in sports broadcasting boardrooms across the world. \u201cAre we concerned about Facebook, Apple etc coming to the table to bid for tier one rights? Yes. Our job is to get far enough head so that when they do, we\u2019re strong. But Peter, if you promise not to bid lots of money for rights, I will promise to use Facebook as a marketing platform.\u201d<\/p>\n

–\u00a0\u00a0 \u00a0Juventus<\/strong> and ECA<\/strong> Chairman Andrea Agnelli<\/strong> set another stall out for change in his opening session on the headline stage, talking somewhat cryptically about the need to maintain an open system in top tier European club football. \u201cIf a couple of us move to a room next door after my speech and decide to found a club, we must be able to have the dream to win the Champions League one day.\u201d After reform efforts were curtailed earlier this year, there is no current concrete proposal for format change, but, according to Agnelli, if the ECA finds a \u201cprogramme that has 70% to 80% consensus among the clubs, then it\u2019s going to be a great thing,\u201d and it\u2019s going to be a great thing by the deadline for going to market with a new concept in autumn 2022.<\/p>\n

–\u00a0\u00a0 \u00a0Vast TV audiences strongly suggest India is emerging as the newest sporting power in the world, said Mumbai Indians<\/strong> owner and IOC<\/strong> member Nita Ambani<\/strong> as she pitched her country to the sports industry. \u201cThe opportunity is now. No country is more conducive and open to the development of sport as India at the moment.\u201d<\/p>\n

–\u00a0\u00a0 \u00a0\u201cAthletes and artists have common themes,\u201d explained Pixar Animation Studios<\/strong> Art Director Deanna Marsigliese<\/strong>, \u201cnatural talent that requires practice; passion etc. I\u2019m an animation athlete – animated film production is a marathon; four years minimum. Endurance is required to take early scripts to final designs via believable personalities.\u201d<\/p>\n

–\u00a0\u00a0 \u00a0Gillette<\/strong> has a relatively new man in charge in CEO Gary Coombe<\/strong>, but the same broad attitude to sports sponsorship: it remains a crucial part of the marketing mix. But the brand\u2019s recent positional shift in its marketing approach, taking a much more overt values-driven stance, is playing out in its partnership acquisition choices too. Raheem Sterling, Coombe revealed, was signed as a Gillette endorser recently, explicitly because of the public stance the Manchester City and England footballer had taken on combatting racism. \u201cHis stance is very congruent with our values,\u201d Coombe said. We look for partners who share our values. It\u2019s not a nice to have, it\u2019s a must have now.\u201d<\/p>\n

–\u00a0\u00a0 \u00a0Bold talk from progressive Mexican football executive Alejandro Irarragorri Gutierrez<\/strong>, Chairman of Club Santos Laguna<\/strong>, sitting on a panel of challenger soccer clubs, sounding the call again for a joint North American football league to go alongside the joint North American coming to Canada, USA and Mexico in 2026. \u201cWe share 2,000 miles of border with the US and we also share a fan base that cannot be divided by a wall; the way forward is to join forces and have a North American league and that could offer potential opportunities for TV and digital.\u201d<\/p>\n

–\u00a0\u00a0 \u00a0More endorsement for values-based partnerships from key sports sponsors Visa<\/strong> and DHL<\/strong> in a lively session with senior brand marketers Tuesday Uhland<\/strong> and Sabrina Kreienborg<\/strong>. \u201cWe look for partners who share our values and look to be nimble and innovative,\u2019 confirmed Uhland, before Kreienborg advised the waiting hordes of business card profferers on how best to pitch a new partnership to DHL: \u201cit\u2019s important that we are approached in a tailored way and a one-size-fits-all proposal is not going to be taken further; we want partners to tell us how they can provide opportunities and take us forward.\u201d<\/p>\n

 <\/p>\n

The Marketing Stage<\/strong><\/p>\n

–\u00a0\u00a0 \u00a0Hublot<\/strong> Chairman Jean-Claude Biver<\/strong> was a charismatic delight opening up the Marketing Stage with M&C Saatchi CMO Kate Bosomworth, herself never short of vim. Highlights included Biver\u2019s assetion that he is \u201cvery much a woman\u201d, at least in that he has leaned to trust his instincts and intuition; that he agrees with Confucius that only dead fish swim with the current; that, as a luxury brand, your marketing needs to be providing dreams to the people you want to be buying your product in 20 years time. He also revealed that Maradona, a Hublot ambassador, always wears two watches, one on either wrist. And he engraves the underside of each watch with the face of his two daughters, and sets the watches to the respective timezones where his daughters are. \u201cOf course,\u201d cackled Biver, \u201che has two watches but he never knows the time where he is.\u201d<\/p>\n

–\u00a0\u00a0 \u00a0Former Players\u2019 Tribune chief Jaymee Messler<\/strong> is aiming to repeat the trick of helping tell athlete stories dtc with her new venture (co)laboratory<\/strong>. \u201cAt the Players\u2019 Tribune we had [dwell times of] \u00a0six minutes a page, which is unheard of at more traditional outlets,\u201d she said, before highlighting podcasts as the medium set to explode.<\/p>\n

–\u00a0\u00a0 \u00a0According to Russell Stopford<\/strong> and Enric Llopart<\/strong>, digital chiefs at Barcelona<\/strong> and PSG <\/strong>respectively, there has been a structural increase in the demand from sponsors for digital inventory where brand storytelling is the core asset. And in an age when industry disruption is very much on trend, Barcelona are on their mettle: \u201cWe need to have a disruption paranoia,\u201d said Llopart. \u201cWe need to be aware of new areas of content consumption.\u201d<\/p>\n

–\u00a0\u00a0 \u00a0An interesting tidbit from Golden State Warriors<\/strong> President Rick Welts<\/strong>, who had seen numerous teams move into sparkling new arenas in the years leading up to his own franchise\u2019s move to Chase Center this year. \u201cWe didn\u2019t want to lead with technology,\u201d he said. \u201cBecause if you lead with technology, and then the technology doesn\u2019t work, then where are you?\u201d<\/p>\n

–\u00a0\u00a0 \u00a0Terrific news for \u2018content creators\u2019: long-form is alive and kicking. DAZN\u2019s John Skipper, a famously voracious reader, insists that a 6,000-word piece is still the best medium to tell any story, and JOE Media<\/strong> owner Niall McGarry<\/strong> and Reach Group<\/strong> Head of Social Yara Silva<\/strong> both suggested that long-form is thriving. \u2018When someone can consume\u2019 dictates how much they consume. The idea of young generations having lower attention spans is a fallacy.<\/p>\n

–\u00a0\u00a0 \u00a0Chatting with any audience is the best way to understand them. Social influencer Geeohsnap<\/strong> spends 30-60 minutes per day understanding why stories worked or did not.<\/p>\n

–\u00a0 \u00a0 New Carolina Panthers<\/strong> CMO Meredith Starkey<\/strong>, brought in from an illustrious career \u2018brand-side\u2019, as the sports marketers would say, was bullish on the opportunity ahead for the NFL. \u201cIt\u2019s in humanising the players and strengthening the affinity with the fans,\u201d she said. The All or Nothing series was a way to create new fans and build player affinity. Atul Khosla<\/strong>, Starkey\u2019s counterpart at the Tampa Bay Buccaneers<\/strong>, was singing from the same hymn sheet. \u201cEveryone wants more access to players,\u201d he said. \u201c\u2018Helmets-off\u2019 is something we bring to life – you don\u2019t see their faces during the game so how do you get to know these people and fall in love? That requires coordination with [the] coach and staff. It\u2019s trying to show player personalities.\u201d<\/p>\n

–\u00a0\u00a0 \u00a0The biggest question in esports at the moment is how to build robust revenue strategies, and a trio of session on the marketing stage for the esports forum examined a few that are being tried. One of them entails investment in physical infrastructure where teams, fans, and players can interact, a strategy that Chris Overholt<\/strong> at Overactive Media<\/strong> in Toronto is very much behind, with bold plans to build specialist facilities for \u2018esports and entertainment\u2019 in Toronto.<\/p>\n

 <\/p>\n

The Tech & Innovation Stage<\/strong><\/p>\n

–\u00a0 \u00a0 On a day of big numbers and big new ideas on the Tech and Innovation Stage, the standout was perhaps this detail from the Chief Technology Officer of SoFi Stadium<\/strong> and the surrounding entertainment complex, the new NFL stadium under construction in Los Angeles. Skarpi Hedinsson<\/strong> revealed that the stadium has been designed around its video screen, a 70,000 square foot, oculus-shaped LED board. It\u2019s apparently the equivalent of hanging a four-storey building off the roof of another building, so no surprise that while it was the first component of the ambitious project to be designed, it will be the last to be built and installed.<\/p>\n

–\u00a0 \u00a0 Sticking with stadiums, Populous<\/strong>, engineering firm SCX Group<\/strong> and Tottenham Hotspur <\/strong>were on stage to outline how exactly the North London club\u2019s new stadium was designed with both the Premier League and NFL in mind, notably the 10,000-tonne sliding pitch feature which allows for a rapid transition from one sport to another. It\u2019s a project astonishing in its complexity but, intriguingly, when asked about what the next frontier in stadium design and construction might be, Spurs\u2019 Technology Manager Paul Jennings<\/strong> was quick to point to turnstiles as an area of potential focus; in an era of enhanced security checks further away from the stadium bowl itself, are they becoming defunct and can camera technology ultimately be a reliable replacement?<\/p>\n

–\u00a0 \u00a0The NFL<\/strong>\u2019s General Manager of Club Media George Scott<\/strong> was on hand mid-morning to explain how the league has worked with Deltatre<\/strong> to standardise and centralise its digital ecosystem, charting the 32 teams\u2019 journey from scepticism to enthusiastic acceptance. In a fascinating case study, Scott outlined a couple of key tips for any central rights-holder looking to do similar: total transparency of purpose and objectives was key in the NFL project, as was selecting two clubs, Seattle Seahawks and San Francisco 49ers, for a beta phase \u2013 including a launch 45 days prior to the bulk of the teams. Scott was also keen to point out the thought that the NFL gave to educating content creators and in-house media departments at every team, to ensure the transition was seamless and the output retained the qualities associated with the NFL and its key team brands.<\/p>\n

–\u00a0 \u00a0And congratulations to Bet Prophet<\/strong>, the secondary sports betting marketplace where you can cash out bets, for winning the Leaders Tech Startup Competition this year.<\/p>\n

 <\/p>\n

Winners of LSA<\/strong><\/p>\n

Congratulations to all our winners from another star-spangled night under the old bones at the Natural History Museum.<\/p>\n

On Screen Experience<\/strong>
\nCourtVision
\nby LA Clippers & Second Spectrum<\/p>\n

Content Creation<\/strong>
\nGoogle Home Mini Launch
\nby Toronto Raptors<\/p>\n

Sponsorship<\/strong>
\nWilliams F1 and Unilever
\nby Williams F1 and Unilever<\/p>\n

Live Experience<\/strong>
\nFormula 1 Gran Premio De Mexico
\nby Formula 1<\/p>\n

Innovation<\/strong>
\nExecutive Huddle
\nBy San Francisco 49ers and SAP<\/p>\n

Community Award<\/strong>
\nCommon Goal<\/p>\n

Lifetime Achievement Award<\/strong>
\nJill Ellis, Two-Time FIFA Women’s World Cup-winning coach<\/p>\n

And click here<\/a> for the full list of the 30 inductees on the Leaders Under 40 Class of 2019<\/strong>.<\/p>\n

 <\/p>\n

Over and out<\/strong><\/p>\n

If you’re interested in any of our upcoming events in 2020 – please register your interest here<\/a>.<\/p>\n<\/p>\n <\/div>\n \n \n \n <\/div>\n

\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/section>\n","protected":false},"excerpt":{"rendered":"

Gulf collaboration, the growth of Asian football, digital storytelling, destination building through sport, and the future of franchise cricket – day one in review.<\/p>\n","protected":false},"featured_media":832,"menu_order":0,"template":"","categories":[25,19],"pathway":[],"topic":[],"sport":[],"class_list":["post-831","article","type-article","status-publish","has-post-thumbnail","hentry","category-brands-sponsorship-sport-business","category-digital-media-sport-business"],"acf":[],"yoast_head":"\nWhat went on at The Leaders Sport Business Summit, London - Sport Business<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/leadersinsport.com\/sport-business\/articles\/what-went-on-at-the-leaders-sport-business-summit-london\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What went on at The Leaders Sport Business Summit, London - 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