{"id":909,"date":"2019-01-31T00:00:00","date_gmt":"2019-01-31T00:00:00","guid":{"rendered":"https:\/\/leadersinsport.com\/sport-business\/reports\/what-went-on-at-the-leaders-sport-business-summit-abu-dhabi\/"},"modified":"2021-08-10T10:00:03","modified_gmt":"2021-08-10T10:00:03","slug":"what-went-on-at-the-leaders-sport-business-summit-abu-dhabi","status":"publish","type":"article","link":"https:\/\/leadersinsport.com\/sport-business\/articles\/what-went-on-at-the-leaders-sport-business-summit-abu-dhabi\/","title":{"rendered":"What went on at the Leaders Sport Business Summit, Abu Dhabi"},"content":{"rendered":"<!-- blocks\/hero-editorial -->\n<!-- inc\/hero-editorial -->\n<div class=\"hero es-hero__editorial hero--var-1\" role=\"banner\">\n\t<div class=\"hero__image\" style=\"background-image: url(https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2021\/08\/abu.jpg);\">\n\n\t\t<div class=\"hero__overlay grad-overlay content-bottom\">\n\t\t\t<div class=\"container\">\n\n\t\t\t\t<div class=\"hero__content\">\n                    \n\t\t\t\t\t<div class=\"hero__content__inner\">\n\t\t\t\t\t\t                            <p class=\"es-label es-label--md\">\n                                Jan 31, 2019                            <\/p>\n                        \t\t\t\t\t\t<a href=\"https:\/\/leadersinsport.com\/sport-business\/articles\" class=\"theme-dark hero__back-link back-link es-label es-label--sm\">\n\t\t\t\t\t\t\t<span class=\"icon icon--md icon--arrow-left\"><\/span>Articles<\/a>\n\n\t\t\t\t\t\t<h1 class=\"hero__title\">What went on at the Leaders Sport Business Summit, Abu Dhabi<\/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    <section class=\"es-section theme-light hero__sidebar-wrapper container\">\n        <div class=\"hero__sidebar\">\n                            <div class=\"category-list\">\n                  <div class=\"es-label es-label--sm\">Category<\/div>\n                  <a href=\"https:\/\/leadersinsport.com\/sport-business\/category\/uncategorized\/\" rel=\"tag\">Uncategorized<\/a>                <\/div>\n                            <div class=\"share-list\">\n                  <div class=\"es-label es-label--sm\">Share<\/div>\n                  <a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/leadersinsport.com\/sport-business\/articles\/what-went-on-at-the-leaders-sport-business-summit-abu-dhabi\/\">Facebook<\/a>\n                  <a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/leadersinsport.com\/sport-business\/articles\/what-went-on-at-the-leaders-sport-business-summit-abu-dhabi\/&#038;text=What went on at the Leaders Sport Business Summit, Abu Dhabi\">Twitter<\/a>\n                  <a href=\"mailto:?subject=Here's a Leaders In Sport article for you &amp;body=Check out this article: What went on at the Leaders Sport Business Summit, Abu Dhabi. https:\/\/leadersinsport.com\/sport-business\/articles\/what-went-on-at-the-leaders-sport-business-summit-abu-dhabi\/\">Email<\/a>\n                  <a href=\"#copyLink\" id=\"copyButton\" class=\"copy-link-clipboard\">Copy Link<\/a>\n                  <div id=\"textToCopy\" class=\"font-hidden\">https:\/\/leadersinsport.com\/sport-business\/articles\/what-went-on-at-the-leaders-sport-business-summit-abu-dhabi\/<\/div>\n                <\/div>\n                    <\/div>\n    <\/section>\n<!-- blocks\/section -->\n<section\n  class=\"es-section flexible-section  text-only theme-light\"\n    >\n                <div class=\"container\">\n                                    <div class=\"bg-striped-pattern__inner section-padding-top section-padding-bottom\">\n                <div class=\"es-section__inner col-parent col-parent--stack-sm\">\n                                            <div class=\"es-section__sidebar es-section__sidebar--sticky col col--12 \">\n                                                            <p class=\"es-section__label es-label es-label--md\">Gulf collaboration, the growth of Asian football, digital storytelling, destination building through sport, and the future of franchise cricket &#8211; day one in review.<\/p>\n                            \n                            \n                            \n                                                            <div class=\"es-section__text content-area\">\n                                    <p><h4>The inaugural Leaders Sport Business Summit in Abu Dhabi kicked off on 30<sup>th<\/sup> January, with 350 senior figures from across the world of sport gathered at the Bab Al Qasr on the Emirate\u2019s glittering corniche to exchange ideas, handshakes and business cards, and to hear from a full line-up of programming focused on the future of sport.<\/h4>\n<h6>By James Emmett<\/h6>\n<p><strong>Collaboration nation<\/strong><\/p>\n<p>The very opposite of fighting talk from HE Mohammed Al Rumaithi, a former Major General and commander-in-chief of the Abu Dhabi police, current chairman of the UAE\u2019s General Authority for Sports, and a candidate for the presidency of the AFC, as he opened up the conference. Kind words about Qatar a hard to come by in these politically taut times in this part of the Gulf, but the minister was gracious in defeat, congratulating Qatar on their 4-0 AFC Cup semi-final win over UAE the night before, and emphasised being collaborative as a key characteristic of any good leader.<\/p>\n<p>\u201cI\u2019m delighted for the World Cup to come close to us in 2022,\u201d he said. \u201cFifa has been talking to Qatar about increasing the number [of participating teams] to 48 and that would be good for Asia because we\u2019d have eight slots instead of four. We will be very supportive to the Qataris if Fifa insist on 48, provided the crisis is resolved. If the crisis goes away then we can go back to working together like brothers. Anyone would help. We can support, Saudi can support &#8211; but I wish luck to the Qataris and hope the crisis is resolved.\u201d<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><a href=\"https:\/\/leadersinsport.com\/sport-business\/leaders-sport-business-podcast-abu-dhabis-sports-investment-strategy\/\">Leaders Sport Business Podcast: Abu Dhabi&#8217;s sports investment strategy<\/a><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><strong>Inevitable growth<\/strong><\/p>\n<p>Official YouTube posts from the AFC Cup have attracted 18 million views thus far, with 10 million interactions across official AFC digital channels, but nobody is under the illusion that the only way is up for Asian football, and, the way the protagonists both political and commercial see it, the growth in quality, popularity and general heft is inevitable. Has Asian football moved on sufficiently since South Korea came fourth in their home World Cup in 2002? \u201cI don\u2019t think so,\u201d said Al Rumaithi. \u201cWe have very strong economies, great human resources and the most populous continent in the world. We have potential to be better.\u201d<\/p>\n<p>For David Tyler, COO of DDMC Fortis, the dedicated agency set up to commercialise all AFC media and marketing rights as soon as this tournament in UAE closes, finding a way to rouse what could be the sleeping giants of Asian football will be key to the sport\u2019s development, and way to do that is via digital storytelling. \u201cIt doesn\u2019t matter who sparks it, but igniting an interest in football in India will be huge,\u201d Tyler said. \u201cTo build profile of AFC properties and competitions, you want to have high quality on the field, but you also want to build lifestyle stories and profiles of the stars \u2013 especially in Asia \u2013 and building rivalries is important too.\u201d<\/p>\n<p><span class=\"4yWoad7UtipT9Rx0v2EPAzjM5ms3YDXKJ6uSIbZkFBhfQrcglHwnVG1C8OLqN\"><iframe loading=\"lazy\" title=\"David Tyler, DDMC Fortis - The Sport Business Summit, Abu Dhabi 2019\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/iDTvXh7OZUE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/span><\/p>\n<p><strong>Storymaking &amp; storytelling<\/strong><\/p>\n<p>Digital storytelling was at the core of the two mid morning sessions on the Leaders stage, with Kim McConnie, GM of the short-form Big Bash Leagues at Cricket Australia, revealing that the marketing oomph being put behind the domestic T20 leagues in Australia might even extend to WWE-style storytelling. \u201cWe look at the UFC a lot too,\u201d she said, \u201cWe think they\u2019re the best storytelling outfit in sport. We\u2019re looking to build our more hero\/villain stories with our players.\u201d<\/p>\n<ul>\n<li><a href=\"https:\/\/leadersinsport.com\/sport-business\/why-vr-isnt-dead-and-7-more-lessons-from-leaders-meet-innovation\/\">Why VR isn&#8217;t dead and six more lessons from Leaders Meet: Innovation<\/a><\/li>\n<\/ul>\n<p>McConnie joined the organisation 18 months ago, returning to Australia from the US, where she had spent the last few years running sports marketing for Pepsi. And that big brand thinking \u2013 the constant focus on the USP \u2013 has informed a lot of what she\u2019s done already in cricket. \u201cIt\u2019s a fan-centric league with entertainment at its core.\u201d That\u2019s the Big Bash USP, and it\u2019s a mantra McConnie has returned to again and again as she\u2019s driven the league to open up cricket to new audiences of women and children. Treating the game as an entertainment spectacle \u2013 encouraging players not to take it too seriously, bringing fans closer to them, creating social, open environments inside stadiums, programming non-cricket activities for before, during and after the action \u2013 has paid dividends. According to regular surveys, the three most popular things for audiences at Big Bash games are access to players, face-painting, and the roaming magicians. 46% of the crowd at Big Bash games are female; 55% are families with children; 35% are new audiences to cricket.<\/p>\n<p><span class=\"PJrfHC\"><iframe loading=\"lazy\" title=\"Kim McConnie, Cricket Australia - The Sport Business Summit, Abu Dhabi 2019\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/pGwyf3_5MlA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/span><\/p>\n<p>Effective content partnerships was the name of the game in an on-stage conversation between the ICC\u2019s head of media rights, broadcast and digital Aarti Dabas, Hilton\u2019s EMEA partnerships director Ed Thorne, and Lewis Hamilton\u2019s digital guru James Pabla \u2013 and here we saw successful manifestations of three of the sports marketing world\u2019s sturdiest pillars: experiential, values, and authenticity.<\/p>\n<p><strong>Experiential<\/strong> \u2013 Thorne explained that Hilton has 25 partnerships active across the EMEA region, and the two biggest \u2013 with McLaren and the European Tour \u2013 are both in sport. Bringing a sense of fun and a spirit of innovation to the activation of these deals, the hotel chain uses the partnerships to create unique \u2013 and shareable \u2013 experiences for fans. Of course, the experiences often involve gigantic, comfortable Hilton hotel beds \u2013 placed in McLaren\u2019s HQ for an overnight stay before the Australian Grand Prix for example, or on the hole-in-one hole at European Tour events with the chance to win a holiday. Hilton spend resource on creating the experience, and rely on the strength of it to be worthy of organic distribution on other channels. As Thorne said, \u201cWe don\u2019t want to be the storyteller, we want to be the storymaker.\u201d<\/p>\n<p><strong>Values<\/strong> \u2013 The ICC\u2019s partnership with Uber for the recent women\u2019s World T20 tournament was a classic example of a rights holder and brand forming a partnership based on values, and activating through content from there. In this instance, the values in question were the empowerment of women, which the ICC is aiming to do with a broad push behind the women\u2019s game, and Uber has helped in countries like India, where, as Dabas explained, women might have had to rely on their husbands or felt unsafe travelling home late before Uber. A campaign to promote the women\u2019s tournament through short clips bringing out backstories of some of the players \u2013 TheRoadSheMade \u2013 went viral, and got a second life when Uber ambassador Virat Kohli then got involved.<\/p>\n<p><strong>Authenticity<\/strong> \u2013 Of course there\u2019s an irony in a digital and social executive \u2013 whose job it is to forge the strategy behind one man\u2019s digital output \u2013 expounding on the merits of authenticity, but the type of authenticity that flies in the sports marketing world is hard to manufacture. Hamilton is the world\u2019s most followed and engaged racing driver, so Pabla\u2019s words pack some weight, and his advice is clear: \u201cWe don\u2019t want to lose authenticity through overplanned moments. We don\u2019t overproduce, don\u2019t have too many photographers or videographers; and it\u2019s our duty to put forward recommendations to extract authentic moments. A lot of Lewis\u2019s partnerships are based on his real, authentic interests, there\u2019s always a real narrative that gives appropriate context to any branded post.\u201d<\/p>\n<p><span class=\"MgWG9aXTeHCYKlEvUVZpIhJFLxrukz480cfd31owtm6jNAP52ybqinSOB7DRQ\"><iframe loading=\"lazy\" title=\"James Pabla, Lewis Hamilton Management - The Sport Business Summit, Abu Dhabi 2019\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/hO_L1TdTta4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/span><\/p>\n<p><strong>Visit Rwanda<\/strong><\/p>\n<p>Arsenal commercial director Peter Silverstone led a discussion on destination building through sports partnerships alongside Emirates\u2019 marketing chief Boutros Boutros, ITU president Marisol Casado, and RCS Sport CEO Paolo Bellino \u2013 all of whom have deep experience in using sports properties to market destinations and tourism to consumers. But it was Silverstone himself who came armed with the best stats: Arsenal\u2019s partnership with Visit Rwanda raised some eyebrows when it was announced in May, with the African country, recovering from an atrocity 25 years ago, having been propped up by international aid, with 80% of its national income coming from aid at one point, though that figure is now down to 17%. Why has the Rwandan Development Board partnered with Arsenal? \u201cTo get out of the aid cycle,\u201d explained Silverstone. \u201cTo develop an industry to make themselves self-sufficient. They want to promote Rwanda as a luxury tourism destination to our audience.\u201d And the first signs are that it\u2019s working, with tourism numbers from the UK up 5.4% since the partnership was announced, and the search term \u2018Rwanda\u2019 or \u2018Visit Rwanda\u2019 up 1000% in the US over the same period.<\/p>\n<p><strong>Over and out<\/strong><\/p>\n<p>The future of franchise cricket was up for discussion in the final session of the day with Yorkshire CCC\u2019s Mark Arthur, Reliance Sport\u2019s Sundar Ramen, the Titans\u2019 Jacques Faul, and Shaji Ul Mulk of the T10 League all of the mind that there is plenty of demand out there for manifold formats, tournaments, narratives and leagues. \u201cThere are seven billion people in the world,\u201d said Ramen, \u201cof course there\u2019s room for every format. But ultimately it won\u2019t be administrators who choose what people want; consumers will do that for themselves.\u201d<\/p>\n<p><span class=\"MRPUpnWNm2xXCRZLuAhhKemHGrZDCBlkVJq7jgd9Q88QjSq5FW11GgXvA2T6axztotNiHs0M03P7OfsUfd\"><iframe loading=\"lazy\" title=\"Mark Arthur, Yorkshire CCC - The Sport Business Summit, Abu Dhabi 2019\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/g8pn2k0buBI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/span><\/p>\n<\/p>\n                                <\/div>\n                            \n                            \n                            \n                                                    <\/div>\n                                        <div class=\"col visibly-hidden col--flex-align-right\">\n                                            <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n        <\/section>\n","protected":false},"excerpt":{"rendered":"<p>Gulf collaboration, the growth of Asian football, digital storytelling, destination building through sport, and the future of franchise cricket &#8211; day one in review.<\/p>\n","protected":false},"featured_media":910,"menu_order":0,"template":"","categories":[1],"pathway":[],"topic":[],"sport":[],"class_list":["post-909","article","type-article","status-publish","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - 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