Digital Sports Summit - Part of Digital Content Monetisation Europe

Venue: Millennium Gloucester Hotel

Location: London, United Kingdom

Event Date/Time: Jan 24, 2011 End Date/Time: Jan 24, 2011
Registration Date: Dec 24, 2010
Early Registration Date: Nov 26, 2010
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Digital sports offers content and rights owners a wealth of opportunity, but effectively monetising live events and online communities can be hard to master.

Join over 21 sports experts as they uncover the marketing and monetisation strategies which are working for them ...and can work for you.


9.00 Welcome Address, Conference Chair, Simon Chadwick, Professor of Sport Business Strategy and Marketing, Centre for the International Business of Sport (CIBS), Coventry University Business School

9.15 Panel: Social Media: How To Manage Social Media Content So It Can Be Bundled Into Revenue Generating Formats
Teams and leagues are eager to use social media for generating revenue streams but also fear letting the team’s “message” fall outside its control, often leading to restrictions on its use. So how can you bring all that content back into the fold and package it in a way that generates revenues?

• Determining the type of content that gets sports fans to interact on social media sites
• Leveraging sponsored applications on Facebook for generating revenue
• Bundling players’ Twitter content into new content packages
• Exploiting fan-generated content through aggregation programs
• Measuring results both in terms of revenue and marketing impact
• Guidelines for determining how much of your resources to devote to social media
• Discovering how deeply you can drill down into fans’ web usage by accessing them through social media sites

Pat Coyle, President, Coyle Media
Oscar Ugaz, Manager Online Marketing & Digital Business, Real Madrid
Jo Vertigan, Head of Digital, England 2018

10.00 Panel Determining Value Of Digital Sports Content: Ensuring That Your Content Is Properly Valued
Currently on average websites generate less than 5% of a team’s sponsorship revenue while venue signage produces around 20% of that revenue. But in any given year a typical arena will have maybe 800,000 visitors while a website of a sports team will have that many in a month. Overcoming this disconnect remains key to the full monetization of sport digital content
• Metrics, metric, metrics: Ensuring that you are measuring every aspect of your site is the first step to creating value
• Lessons learned in building a team relationship with a common goal among the Web group, marketing and sales
• Educating the sponsors of their opportunities on the site and its value to them
• Identifying brands that are interested in partnering with your organization
• Relating partner messages to your fan base so value can be maximized

Pat Coyle, President, Coyle Media
Paul Kimberley, Commercial Director, Rugby Football League

10.40 Networking Break

11.10 Panel: Bringing Sports to the Mobile Environment and Exploiting It
Mobile applications are just one aspect of a large universe of opportunity for sports in mobile devices. Opportunities for monetization exist in content distribution, licensing agreements, worldwide partnerships and interactivity.
• Smartphones: the first line of attack for any strategy to create revenue with mobile applications. Learn how mobile video is generating sponsorship revenue and driving traffic back to websites
• Text messaging: Not everyone has a iPhone, learn how to mine the rich sources of revenue from those that don’t
• Paid versions versus free versions of mobile game products and how each can impact the bottom line
• Engaging youth audience without credit cards through voucher or credit offers
• Analyzing worldwide partnerships with mobile carriers and other business models, including licensing agreements

Kathy Smith, Mobile Manager, Liverpool Football Club
Pedro Duarte Gonzalez, Mobile Marketing Product Manager, Real Madrid
Howard Blanchard, Digital Marketing Manager, The Football Association

11.50 Panel: Identifying and Maximizing Business Models for Monetizing Digital Sports Content
The speed at which the technologies are changing can sometimes seem overwhelming. What once was the industry standard just the other day is now obsolete. It’s possible to stay ahead of the technology trends, but what really works?
• Static banner ads are dead, but where is the state-of-the-art moving to next in on-line advertising?
• Identifying where subscription services are effective and where they are not
• Analyzing Cost Per Click and Cost Per Action models and how to best formulate advertising rates
• Syndication of content: Using third party sites to drive traffic to your own
• Pre-rolls and beyond
• Widgets and how they can be leveraged for revenue

Casimir Knight, Managing Director at Chelsea Digital Media, Chelsea Football Club
Russell Jones, Head of Marketing, Aston Villa Football Club
Alex Ferrer, Brand & New Business Manager, Euroleague Basketball

12.20 Panel: Ensuring You Are Where You Need To Be For “Age Of The Fan”
Sports fans are no longer sitting idly by as sports columnists or sports broadcasters portion out the information on their favorite teams or players. They are increasingly creating their own content by aggregating and commenting on others and now fans want to become their own broadcast director. In some cases, they are even participating in the sporting event through augmented reality, or creating entire sporting leagues themselves. There are entirely new approaches in engaging fans in sports that extend beyond the classic role of a fan as merely an observer.
• Learning the lessons from fantasy leagues in engaging fans
• Determining the extent to which augmented reality can be extended in sports
• Real-time stats and instant highlights—how far can fans determine the content they get and how can it be capitalized upon?
• Allowing the fan to pick their own camera angle
• How far are we from 3D content and will this impact the online business?

Andrew Wainstein, Managing Director, Fantasy League Ltd.
Chris Leigh, CEO, Real Time Race

1.00 Networking over lunch

2.00 Panel: Extending the Digital Experience to the Arenas Themselves for Generating Revenues
Digital sports content is not restricted to the Web or mobile phones, but is extending into the sports venues themselves. The newest stadiums are making considerable investment to ensure that they have the latest technologies in providing digital content throughout stadiums and arenas with sometimes thousands of video screens distributed throughout.
• Examining the content that engages the audience while at the games
• Identifying content packages that have been attractive to sponsors
• Measuring the impact of digital content at the arenas for both the sponsors and the teams

Mark Van Leest, Media Manager, AFC Ajax
Vange Kourentis, Managing Director, Sports Revolution

2.40 Panel: From Video Content on Demand to Live Steaming Events: What You Need to Know The demands of live streaming events can be immense. But to do it so it is accompanied with an immersive and interactive environment is crucial to making it an attractive alternative to regular broadcasts.
• Ensuring that you have the infrastructure that will support the demands right down to working with Content Delivery Network (CDN) providers
• Designing systems for variable bandwidth usage
• Balancing functionality and features with your timeline

Daniel Marion, Senior Manager-ICT Enterprise Solutions, UEFA Media Technologies (to be confirmed)
Maurizio Barbieri, Vice President Digital Media, Triumph Media Group

3.20 Networking Break

3.50 Panel: Sports Marketers and Sports: How is the Relationship Evolving in the Digital Media Landscape?
Brands have long marketed themselves through sports, sporting events, leagues and teams. But now in digital marketplace the opportunities are greater and more complex.
• Identifying the business models that are benefiting both the marketers and the underlying sports in the digital marketplace
• Determining where the weak links reside in the relationship between sport teams and leagues and their sponsors
• How far is it possible to drill down into digital media to find sponsorship opportunities
• How digital/social media is helping brands build value beyond linear sponsorship and the challenges/risks that are associated with that

Denis Baddeley, Sponsorship & Marketing, Trofeo Abarth 500 GB
Tim Crow, Chief Executive Officer, Synergy Sponsorships
Mark Pannes, Director Sport, HSBC Private Bank
Ben Carter, Head of Central Online Marketing Services, Betfair

4.30 Panel: How Will Online Sports Content Evolve?
It’s long been understood that the Internet has broken down geographic barriers, so that if you want to follow a team on the West Coast and you live on the East Coast you can still be a devoted fan, watching games, reading articles and keeping up on the latest stats. However, for the major sports leagues broadcasting rights pay the bills and thereby limit the extent to which teams can exploit this new medium. But contracts are now being negotiated with this in mind, so what are the trends in the near future?
• Analyzing the evolving roles of teams, leagues and broadcasters in the new online arena and how this will impact revenue models
• Determining the revenue potential that online media has already stripped from broadcast media
• How much can teams and leagues go directly to their fans through online and mobile media?
• Analyzing the growing trend of fan sites in which fans upload their own pictures, videos and messages

Henning Lindblad, Vice President of Digital Marketing, WTA Tour
Tim Crow, Chief Executive Officer, Synergy Sponsorships

5.10 Welcome Drinks Reception

6.30 End of Summit Day


4 -18 Harrington Gardens
United Kingdom

Additional Information

Register online at You can also email or call +44 207 067 1867. Cost for content owners and aggregators is £599 Cost for all other attendees is £599 until November 26th / £699 after this date