2012 Annual - SportAccord Convention

Qsportaccord convention 10th anniversary

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contentsSportAccord Convention 2012 3

IntRoDUctIon 44 ....................................................................................foreword: hein Verbruggen5 ..................................................................................introduction: anna hellman6 .................................................... introduction: nis hatt/meet the new team8 ....................................................................................sportaccord annual reView10 .................................................................................................. asoif annual reView12 .................................................................................................aiowf annual reView14 ..........................................................................................sustainability campaign

pIctURe galleRIes 1616 ......................................................................................................opening ceremony18 ................................................................................................association meetings20 ..........................................................................................around the conVention28 .................................................................................................................closing eVent

confeRence sUmmaRIes 30cIty foRUm30 ..............interactiVe panel: taking it to the streets city actiVation32 .................................... hot topic: fifa womens world cup 2011 and 201534 ...........................................................interactiVe panel: who pays for what? confeRence Day one37 ........................................keynote address: inspiring the next generation40 ....................................................... plenary panel session: what will the top game changers in sport be oVer the next decade?44 .......................................................trend watch: Quick hits and mobile clips47 .............................the big picture: fulfilling sports promise to society50 ....................................................................................... case study and interView: hosting the worlds largest tailgate party51 ...................................................plenary panel session: show me the moneyconfeRence Day two55 ........................................................keynote address and opening interView57 ...........................................................something to make you stop and think 59 ................................... plenary panel session: socially responsible sport62 ........................................................................................................ debate: fan power65 ................................................................. round table: surViVal of the fittest68 ..............................................................................london preView: 64 days to go

spoRtaccoRD conventIon lIstIngs 7070 .......................................................................................................listings directory72 .................................................................................................................... city listings90 ............................................................................................................... games listings93 ................................................................... international federation listings

Merci davoir visit la ville de Qubec! trs bientt!Thank you for visiting Qubec City! See you soon!

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4 SportAccord Convention 2012

anna hellman

heInveRbRUggen

SportAccord Convention 2012 Introduction 5

I hope you enjoy this annual reminder of our recent time together in the beautiful, historic City of Qubec, for the 10th Anniversary Edition of SportAccord Convention. It was a momentous week, and one that I trust was successful for everyone.

Thanks must certainly go to Mayor Labeaume, and our colleagues at the Qubec City Organising Committee, for their dedication, enthusiasm and creativity as we worked together to bring the event to life. It was a true pleasure. I would also like to thank the members of the Canadian Olympic Committee for their assistance, and our friends at ASOIF, AIOWF and the IOC, for their continued support and guidance as we enter our 2nd decade traveling the world together with this event.

We are also most appreciative of our Gold Partners: CONTEMPORARY GROUP, MACAU SPORT DEVELOPMENT BOARD, and SPORT EVENT DENMARK, who played such a huge role in making this event successful and meaningful for all of us. My sincere thanks also go to all of this years speakers and presenters,

who provided a memorable conference programme, from which we all benefitted enormously.

Ten years is quite a milestone. It has been an eventful decade for us as an annual event, as an organisation, and collectively, as a global sporting community.

SportAccord Convention has evolved dramatically during this time, as has the rest of the world. Here are some words we werent using ten years ago at the first SportAccord gathering in Madrid: Social Media, Cyberspace, Google, Blog, Wikipedia, Skype, YouTube, Twitter, Facebook, MySpace, Spotify, Pinterest, iPhone, iPad, iPhoto, Apps, Kindle, Xbox, the Cloud, Crowdsourcing, Webcast, Podcast, Firefox, Chrome and Safari. Ten years ago, we hadnt even heard them and now they are part of everyday life for billions of people around the world.

Our vocabulary has changed over this decade. How we communicate, learn and exchange ideas and do business is different than it was 10 years ago. How we follow and relate to sport and athletes has been completely transformed. Information, movies, news and, indeed

we, ourselves, are now available24/7, whether we like it or not.

Despite the ease and speed of electronic communication now, there is still great value to be had in meeting face-to-face.in person, not just with FaceTime! The core ethos of SportAccord Convention still exists, and, in many ways is more important than ever. Reaching out and connecting with individuals, increasing our circle of colleagues, sharing common goals and ways of achieving them, and expanding our horizons, were the cornerstones of this event ten years ago and remain so today. In difficult times, unity and understanding are vital. Dialogue between individuals, organisations and countries remains a crucial factor in driving economic, social and environmental progress throughout the world. It is why our time together is so meaningful, and so valuable. And so necessary.

Thank you once again for your participation at SportAccord Convention this year, and we look forward to seeing you next year in St. Petersburg.

hein verbruggenChairman, SportAccord Convention

Dear friends,Thank you for joining us for the 10th Anniversary edition of SportAccord Convention, and helping us to celebrate this important milestone in the life of this event.

I hope you all enjoyed a successful week in Qubec City. I know all of us appreciated the assistance and hospitality of the Local Organizing Committee, with whom we worked over the past 18 months.

From the spectacular and creative Opening Ceremony to the final, elegant Closing Reception at the Fairmont Le Chteau Frontenac Hotel, our hosts went above and beyond the call of duty to help us deliver a memorable event, and make all 1850 of us feel welcome in their beautiful city.

This 10th Anniversary edition of SportAccord Convention was our largest to date. We had 1850 delegates, 83 exhibitors, 18 sponsors and 62 speakers participating throughout the week. Several of our recent initiatives really blossomed this year, in particular. The recent on-line Networker tool continued to be a popular, and much-used device, enabling attendees to pre-arrange meetings during this week. According to our records, approximately 3275 individual messages were sent via the Networker during the lead-up to the Convention.

The SportAccord Daily publication grew by a few pages this year and remains a useful and entertaining communication device for all our attendees. If you missed one of the editions, they are now available via our website (www.sportaccordconvention.com).

As many of you will have noticed, we have also been developing a more active social media campaign surrounding the event both on Facebook and Twitter. Id encourage all of you to check these out, and join the growing network of friends from all over the world, who keep up with whats going on at SportAccord Convention throughout the year.

We were particularly proud of our Sports Demo Zone this year, a luxury we were able to include at the Qubec City Convention Center, as we had ample space for a change! I know everyone enjoyed being able to watch and learn more about some of the various sport disciplines, and Im sure those sports that participated in this gained several new fans during the course of this week.

The past ten years have been quite an adventurewatching this event, and this organisation, evolve and grow into the impressive gathering you saw in Qubec City. We have, quite literally, travelled the world together. We have also assembled an incredible team, too, and I would like to thank them all for the enormous and complex job they do, delivering this event in a different venue, and in a different country, year after year.

It isnt easy, and they do an amazing job. I would also like to thank SportAccord, ASOIF, AIOWF and our colleagues at the IOC for their help and support over the years as we nurtured and helped this event grow up. They have been wonderful foster parents to the convention, and their guidance and thoughtful encouragement throughout our 10 year history, has been vital to our success.

The fact that so many of our sponsors, exhibitors and delegates return year after year is a tribute to the value they place on this event, and to the importance they find in having an opportunity to meet with our stake-holders and core constituents regularly. We all have much to learn from each other, which is why these occasions are so important.

As most of you know, SportAccord Convention 2012 was my last event as Executive Director, and the torch has now passed to a new team in Lausanne. So, there will be some new faces when SportAccord Convention takes place in St. Petersburg next year! I know you will be in good hands, and I would like to wish them all the best of luck for the future.

It has indeed been a pleasure to join with all of you every year for this gathering, and I thank you again for your support and friendship. I hope our paths will cross again in the future and that this Annual will be an enjoyable reminder of our week together in Qubec City!

Kind regards,anna hellman


meet the new team

nIs hatta message from the sportaccord convention managing director

SportAccord Convention 2012 Introduction 7

this years gathering in Qubec city was the first edition for the new members of the sportaccord convention team who will become familiar faces to delegates in the future. based in lausanne, they bring enthusiasm as well as expertise to their specific roles in delivering sportaccord conventions events and services...

During the past ten years SportAccord Convention has established itself as the pre-eminent gathering of the leaders of international sport. It has become a must-attend event for sport and business leaders. Travelling to ten different cities on three continents in its first decade, the Convention has reached out to partners around the world.

In establishing itself as an annual event, SportAccord Convention has opened up new possibilities for bringing together all the various organisations and people whose interaction makes sport possible and successful. So, SportAccord Convention has much to celebrate in marking its tenth anniversary. I believe that working closely

together with the SportAccord Convention stakeholders will help push forward and leverage the true value of the Convention. During the coming decade, there is likely to be ever more communication and collaboration across all the many businesses and organisations involved in sport. And SportAccord Convention will seek to play an equally important role in facilitating this communication and collaboration, creating new opportunities for interaction, keeping sport responsive and vibrant in a fast-changing world.

I look forward to working with our stakeholders and our partners and new friends in ensuring the SportAccord Convention continues to provide real value as an annual event and as a platform serving sport and the people who make sport happen.

nis hatt

NIS HAtt managing director

NIColet de ZwArt eVent operations manager, logistics

CHrIStINA BouZIourI eVent operations executiVe

Nis takes the helm of SportAccord Convention after more than 14 years of managing global meetings and events for some of the worlds leading pharmaceutical companies, most recently as Global Head of events for F. Hoffmann-la roche Inc. Prior to entering the pharmaceutical industry, he honed his leadership skills as a long-serving officer in the danish Army.

over the past 12 years, Nicolet has worked at various sporting events such as euro 2000, X-adventure raid Series & the raid world Championships (multi-sport adventure races) and at the International Cycling union. After developing a passion for sailing, she participated in two legs of the Clipper round the world race. She joined SportAccord Convention in February as the event operations Manager, logistics, and is responsible for the core logistical functions of the Convention. In her spare time, Nicolet can be found in the mountains, in the snow, ski touring or climbing, hiking and biking.

Christina is the most recent addition to the SportAccord Convention team, joining in time to take an active role at the Convention in Qubec City. She works on the operational and logistical side of all SportAccord Convention events, including the IF Forum in lausanne. She recently arrived back in europe from Qatar, where she had roles with the local organising committee of the 2011 Asian Cup and the Qatar olympic Committee during the 2011 Arab Games. She also worked on the Athens 2004 olympic Summer Games in her native Greece.

JoHN HewItt eVent operations manager, communicationsPrior to completing his Master of Sports Administration and technology (MSA) at the AIStS in lausanne, Switzerland, John owned an indoor sports facility in toronto, Canada for eight years. After graduating from AIStS, he worked for the united Nations office on Sport for development and Peace (uNoSdP) in a communications and project management role. He joined SportAccord Convention in April, as the event operations Manager, Communications responsible for the core communication functions of the Convention. In his spare time, John can be found on the volleyball courts and golf courses of lausanne.


pRogRess foR all to see

SportAccord Convention 2012 SportAccord Annual review 9

the invigorated SportAccord has continued to make remarkable progress and the evidence of its wide range of activity and ambition was on full display during the 2012 edition of SportAccord Convention. Numerous meetings pushed ahead a wide range of initiatives.The annual General Assembly of SportAccord in Qubec City voted to accept two new members in the organisation the Federation of International Lacrosse (FIL) and the International Mind Sports Association (IMSA). The decision increases the number of SportAccord members to 107.world Mind GamesThe SportAccord World Mind Games will return to Beijing later this year with the aim of building on the success of the inaugural event in the same city in China in December 2011.

The multi-sport event is dedicated to the gymnasium of the mind. Last year, some of the worlds top players gathered in Beijing to compete in Bridge, Chess, Draughts, Go and Xiangqi (Chinese Chess).Expectations are high that the second edition of the Games will be even more memorable.

The first event fulfilled the goals SportAccord had set out for the Games namely to stage an event that satisfied the participating players and International Federations; to secure worldwide television coverage; and to attract a large number of people to an online tournament linked to the event.world Combat GamesThe next edition of the multi-sport event will take place in St. Petersburg, Russia from October 18-26, 2013, and will be organised in collaboration with the Russian Union of Martial Arts. The elite event has been created to promote values of self-control, determination and technical mastery, with the martial arts and combat sports on display integrating elements of culture, wisdom and friendship.

The 2013 Games will feature the following 15 martial arts and combat sports: Aikido, Boxing, Fencing, Judo, Jujitsu, Karate, Kendo, Kickboxing, Muaythai, Sambo, Savate, Sumo, Taekwondo, Wrestling and Wushu. Additionally, the Games will incorporate a cultural programme that will reflect the ancient traditions of martial arts as well as the social and cultural values of the sports on display and the event as a whole.

Beach Games & Artistic GamesSportAccord continues to prepare other multi-sports events for imminent launch. The SportAccord World Beach Games, featuring both sand and water sports, bring young people from around the world to celebrate an elite sports festival with a unique beach culture. Participants will take the values of social and environmental sustainability back to their home countries.

The SportAccord World Artistic Games celebrate traditional and trendy artistic sports together on centre stage. Fusing sports performance with music and creative expression, the SportAccord World Artistic Games will conclude with a gala finale telling stories of how culture, art and movement influence sport. SportAccord welcomes interested host cities!.sport InitiativeAs part of the ICANN proposed expansion of the new generic top-level domain space for the internet, SportAccord has made the decision to apply for the .sport domain.

Based on a mandate taken from its members, and with support from the IOC, ASOIF, AIOWF and ARISF, SportAccord has identified CORE Internet Council ofRegistrars (CORE) as the best partner to provide the technical platform for the registry operation with the ultimate objective to protect the sport values and the interests of the sports movement and stakeholders.

With CORE serving as the primary provider, the .sport top-level domain will be operated in a manner consistent with the business of sport, with a strong focus on protecting trademarks and the interests of sports stakeholders.

To ensure consistent usage policy, SportAccord has created a Policy Advisory Board (PAB) to develop consensus best practices for .sport domains and to safeguard the interests of the sport community in connection with the expanse of the domain namespace.Anti-doping ActionIn a short time the SportAccord Doping-Free Sport Unit (DFSU)

has become an important part of the sporting movement acting as a central point for all SportAccord members in actively promoting doping-free sport, bringing its expertise to members and providing them with advice and services.

Working in close collaboration with the World Anti-Doping Agency (WADA) and the IOC, the DFSU facilitates the work of SportAccord members by building direct relationships, evaluating their needs and proposing customised services. This includes assisting members in setting up their testing programmes, including whereabouts management, proposing at-cost customised services to IFs based on their needs and developing a doping risk assessment tool, among other initiatives.Sports Social responsibility and IntegrityThe SportAccord Sports Social Responsibility Unit has expanded its range of specialised services across six Special Projects in the areas of Child & Youth Development, Sport and the Environment, Sport and Gender, Sport and Health, Sport and Persons with Disabilities and Sport and Peace.

During the IF Forum in Lausanne in November 2011, the Sports Integrity Unit organised the first meeting for member federations on integrity issues in sport, where experts and federations shared knowledge in this complex area.Spirit of Sport AwardsThe Spirit of Sport Award was created in 2002 to commend the commitment and humanitarian spirit of SportAccord members. During SportAccord Convention in Qubec City, the Awards Ceremony was included for the first time in the main conference programme giving more significant media exposure to the laureates: individual award winner Sylvana Mestre of the IPC (Paralympics) and project award winners FIDE (Chess), the ITTF (Table Tennis) and CISM (Military Games). SportAccord hopes that the Spirit of Sport Award will continue to inspire and promote the use of sport for creating positive social change in communities around the world.


A tIMe For deCISIoNS

SportAccord Convention 2012 ASoIF Annual review 11

this years SportAccord Convention was a particularly eventful one for ASOIF with major decisions taken in Qubec City which will shape the coming years for the organisation and its member federations.During the ASOIF General Assembly ITF (Tennis) President, Francesco Ricci Bitti, was unanimously elected as the new President of ASOIF, and will take up office on 1 January 2013. AIBA (Boxing) President, C.K. Wu was approved as the ASOIF nomination as candidate for the IOC Executive Board for election at the IOC session in July 2012 in London.

The General Assembly also approved changes to the statutes to allow that, in future, the ASOIF President will be elected in the year of the Summer Olympic Games thus harmonising the term with that of ASOIFs representative on the IOC Executive Board.Financial SecurityDuring the General Assembly it was agreed that ASOIF would immediately establish a four-year operating reserve (so as to guarantee full service levels are maintained between Olympic Games) and to pay off the balance of all outstanding loans.A project fund was also created in order to finance major common projects.ASoIF International Sports Information System (ISIS)The General Assembly approved funding to progress the ASOIF International Sports Information System (ISIS), a project that would store elite athletes historical and biographical data on a single technology platform, maintained and verified by the respective IFs. Discussions with the Winter Olympic IFs were continued in Qubec and they will work to support involvement in the project.wAdAFollowing ASOIFs research into the costs of WADA Code compliance and IF obligations under the Code and the fight against doping, a high-level working group was established and subsequently made recommendations to WADA. A presentation was given to the General Assembly by the WADA on progress to date on the ten points ASOIF raised. It remains to be seen to what extent WADA acts on these points but ASOIF would expect to see a number of them given consideration within the current WADA Code review.YoG Age GroupsASOIF is pleased by the IOCs move to allow greater flexibility for the IFs to decide on the age-groups for the YOG as was requested.This is an important step which will allow the IFs to align more closely their own competition age-groups with that of the YOG creating better harmony within the overall sporting competition calendar.Proposed eoC GamesDuring the General Assembly ASOIF members unanimously agreed to a resolution stating that they could not support the initiative of the EOC Games (proposed by the European Olympic Committees) in the foreseeable future due to the particular circumstances of sport in Europe such as the already crowded calendar, pressure on the

European sponsorship and broadcast rights pool in the current economic climate.olympic Games PreparationsLooking beyond London 2012, ASOIF will focus increasingly on the Games of 2016 in Rio de Janeiro and its members expect to see an immediate acceleration of preparations and delivery.

In connection with future Games, it was also proposed that the IOC would consider finding a way to ensure that the significant and valuable experience of the IFs in organising major competitions in potential Olympic Games host cities might be used better by giving each IF president a vote in the final decision on the host city.President oswalds legacySportAccord Convention 2012 was the last one for Denis Oswald, President of FIS (Rowing), as President of ASOIF after twelve fruitful years of leadership. President Oswald launched the first ASOIF Strategic Plan in 2001 and it was updated in 2005 and 2009.

Between 2000 and 2012, Olympic revenue has increased 150-200%. President Oswald was the first ASOIF representative on the IOC Executive Board. An IF President has led the Co-ordination Commissions of the 2004, 2008, and 2012 Games and ASOIF was granted use of the Olympic Rings in its logo in 2001.

Currently 22 of the 28 Summer IFs are involved in ASOIF Commissions, Boards, IOC Commissions or in WADA, CAS and other important bodies. ASOIF has also set up ASOIF Consultative Groups for Medical, Legal, Sports Development and a fourth for Marketing, Broadcast, Media will be in place by the end of this year.

ASOIF staff has expanded with an increasing role on behalf of members. Seeing the benefits for IFs brought by the Maison International du Sport since its opening in 2006, ASOIF acquired a floor in the building in 2011.

President Oswalds tenure has been a period of increasing unity and growing influence for the ASOIF membership. ASOIF has made great strides thanks to his vision and leadership, based on his policy of involving all members, consensus and compromise, and he will leave it with a sound financial base from which his successor can develop the organisation further.

president oswalds tenure has been a period of unity and growing influence for the asoif membership. asoif has made great strides thanks to his vision


SportAccord Convention 2012 AIowF Annual review 13

Qubec City was a familiar setting for many winter sports delegates at SportAccord Convention in 2012. The week was a very productive one for AIOWF (Association

of the International Olympic Winter Sports Federations), one of the three foundation stakeholders in the Convention.

Every four years, AIOWF nominates its representative for a place on the Executive Board of the International Olympic Committee. The 2012 AIOWF General Assembly selected International Ice Hockey Federation President Ren Fasel, who is also President of AIOWF, to retain his place as the AIOWF representative for the next four years.

The decision was to be confirmed by the IOC in London.

A comprehensive debrief at SportAccord Convention in Qubec City was the first opportunity for the AIOWF members to share the experiences and lessons of the 1st WinterYouth Olympic Games (YOG) which took place in Innsbruck(Austria) in January of this year.

The General Assembly heard reports on preparations for the Winter Olympic Games in Sochi (Russia) in 2014, and on the next YOG in Lillehammer (Norway) in 2016.

Sochi is now very much the central focus of AIOWF attention. Additions to the sporting programme of future Winter Games were announced during SportAccord Convention in London in 2011. The seven member

Co-ordINAtING our PrIorItIeSfederations of AIOWF will participate at the Co-ordination Commission meetings in Sochi next year. This will be the second time they have taken part, following the introduction of the policy in the run-up to Vancouver 2010.

During SportAccord Convention Week, AIOWF representatives met with their counterparts from the Association of Summer Olympic International Federations (ASOIF). This Board-level meeting, following the first such gathering at the Convention in London, was again highly constructive as all the sports were able to discuss the many issues of common interest for both winter and summer sports.

Next years SportAccord Convention in St. Petersburg promises to be an extra special one for AIOWF. The Russian edition will mark the first time the Convention is held in the host nation for the Winter Olympic Games one year ahead of the Games.

the general assembly heard reports on preparations for the winter olympic games in sochi


Sustainability Review With thanks to our Partners 15

Setting the bAR higheR:A sustainable SportAccord Convention

The 10th annual SportAccord Convention was a first-of-its-class sustainable event made possible by the close collaboration with Sport Accord Conventions Sustainability & Legacy partner CH2M Hill, with support from Takt-etik, overseeing on-site sustainable actions.

Going above and beyond the status quo, the organising committee opted for an anything but conventional approach. This led to many successful initiatives that were put in place and will provide a benchmark for all future editions of the Convention. Here are some of the highlights.First things first: choosing a green venue Choosing a sustainable destination and venue is the first step towards making an event sustainable. In this respect, selecting the Qubec City Convention Centre was a winning decision.

For over a decade, it has been committed to being one of the most sustainable convention centresin the world. It is recognized for its exceptional environmental management efforts through LEED-EB Silver certification, awarded by the Canadian Green Building Council. It also boasts a level 3 BOMA BEST certification. During the SportAccord Convention, more than 90% of all energy used was from hydroelectric power and many delegates will have used the numerous water saving devices. Fresh, local, and really tastyChoosing sustainable food is first and foremost about choosing tasty food! Fresh, local ingredients make for a great gastronomic experience and the SportAccord Convention delegates had the chance to taste Qubec at its best.

In addition to the Convention Centres exclusive food and beverage partner sustainable actions, a special financial contribution was offered by a regional association (the Confrence rgionale des lus de la Capitale-Nationale) to showcase and promote a wide range of local products including baked goods, spring vegetables, farm-raised meat, cheeses and wild mushroom.

Not only did local food come to delegates, they were invited to reach out to find it. Through a one-of-a-kind initiative, the SportAccord Convention created a Qubec City Dining Experience that allowed the discovery of local cuisine in one of the 40 selected restaurants. It was an exquisite success!Let it be rememberedLong after the SportAccord Convention is over, Qubec City will remember its significant impact on the region. Following the event, the Local Organising Committee of SportAccord Convention 2012 in Qubec City donated $25,000 to Qubecs School Sport Concentration Program.

This generous contribution will help ensure that Qubec youth, from elementary school to university, will be encouraged to pursue their passion and practice their favourite sport while attending school. On a smaller, yet very significant scale, all unserved food (400 servings five appetizers equals a serving) was distributed to local charities.

Leftover promotional material from the exhibitors will take a similar route, with more than 1,600 pens finding a second life in local schools.

A sound mind in a healthy bodyGroup Run, Walk with a Purpose, Tabata, Muay Thai were delegates favourite morning activities! Escorted by athletes of the Rouge et Or track and field team of Laval University, these activities were organized with the support of Active Network. A great way for delegates to connect with locals, discover Qubec Citys unique parks and donate a significant contribution to the track and field development team. Waste management: a second natureReducing, recycling and composting waste was crucial to making the SportAccord Convention more sustainable and it couldnt have been achieved without a true partnership with the Qubec City Convention Centre. With a Reduce, Reuse, Recycle philosophy in mind, communication between event organizers and attendees were mostly done electronically. During the registration process, 13% of all delegates chose to only receive an electronic version of the programme. We are looking forward to seeing this number go up in the upcoming editions of the event helping reduce paper usage and ecological footprint.

Thanks to an efficient waste management system, waste generated by the event was precisely tracked. On a daily basis, up-to-date information was collected by the Convention Centres eco-advisor and displayed on the LCD screen system, making it possible for delegates to witness first-hand the evolution of the events ecological footprint.

Resources saved Equivalencies Water: 96,766 litres 147 hours spent in the shower Energy: 34.6 gigajoules 53.3 months of watching TV Wood: 8,023 tonnes 55 trees GHG emissions: 9.1 tonnes 186 trips between Montreal and Quebec City

thanks to all these small steps, over 70% off all waste produced by the SportAccord Convention was either recycled (50%) or composted (23%),

leaving a mere 27% of landfill-bound waste.

Moving placesMoving around in a timely yet sustainable manner is always a challenge. To make this simpler, the SportAccord Convention set up a free airport shuttle service and regular transit from major hotels to the Convention Centre. Many delegates also chose their own two feet as the best way to travel between their hotel and the Convention Centre, adding to their experience of Qubec City. Because transportation is often the biggest source of pollution associated with holding an international event, greenhouse gases emissions produced by the transportation of delegates, energy consumption and waste landfilling during the SportAccord Convention will be diligently calculated. This will provide a benchmark for future years as the Convention aims to decrease its carbon footprint over future events. behind the sceneMany of you joined in on a special sustainability tour of the facility with the Qubec City Convention Centres eco-advisor. This tour took delegates backstage where the eco-advisor presented the Convention Centres waste management system, SportAccord Conventions actions and achievements, as well as some sustainability highlights from large sporting events in Qubec City. This tour was greatly appreciated and great discussions on sustainability between delegates from various countries took place during and after the tour. Lets hope this leads to even more sustainable large sporting events in the future!

OFFICIAL dELIvERy PARTNERS

HOST CITy PARTNERS

SILvER PARTNERS

SPORTACCORd CONvENTION

MEdIA PARTNERS

Sports Market Intelligence

SPORTACCORd CONvENTION

GOLd PARTNERS

BRONZE PARTNERS

HOST CITy SUPPORTERS

16 Picture Galleries

opening ceremony

Picture Galleries 17


association meetings

aioWFaioWF sportaccord

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around the convention


closing event


SportAccord Convention 2012 Conference Summaries 31

Engaging the public is a key challenge of any major sporting event. Most hosts are now well aware that significant benefits can be realised by giving locals and visitors a sense of ownership of a major event, and involving spectators on a more creative level.The City Forum at SportAccord Convention opened with a session entitled Taking it to the Streets which tackled the issue of what event organisers can do to heighten public engagement.

For Hans den Oudendammer, Chief Executive Officer of the Rotterdam Topsport Foundation, bringing the public into the heart of a sporting event can achieve a long-term increase in sports participation.

Throughout the session, he used Rotterdams successful hosting of the Prologue to the 2010 Tour de France cycling race as an example of how organisers can get it right.

We organised one year before the Tour de France all kinds of

events to promote cycling in general, said Den Oudendammer, who explained that physical inactivity is a major problem in the Netherlands, like many other countries across the globe. We do that with every championship.

The organisers of the 2010 Winter Olympic Games in Vancouver adopted a broad approach to engaging spectators. They operated the longest torch relay in Olympic history across the huge host country but, according to Andrea Shaw, Vice-President of Sponsorship, Sales and Marketing for Vancouver 2010, that was only made possible by having partners who shared the vision.

We knew if we could stand shoulder to shoulder and have a one-team approach, we could achieve this vision of really engaging a nation, Shaw said. Shaw also highlighted the success of such a philosophy by explaining that, even in the midst of the global financial downturn, $760 million in domestic sponsorship revenue was raised for the Games.

city forum interACtive pAnel: tAking it to the StreetS City ACtivAtionhans den oudendammer, Chief Executive Officer, Rotterdam Topsport Foundation Andrea Shaw, Vice-President, Sponsorship Sales and Marketing, Vancouver 2010 Olympic & Paralympic Winter Gamesprofessor terry Stevens, Founder and Managing Director, Stevens and Associates Jon tibbs, Chief Executive Officer and Founder, JTA Jennah Wootten, Manager, Major Events, Auckland Tourism, Events and Economic Development Ltd.Moderator: David eades, Journalist and Anchor, BBC World

Jon Tibbs, Chief Executive Officer and Founder of JTA, developed the notion of creative planning by citing the preparations for the 2014 Winter Olympic and Paralympic Games in Sochi.

Tibbs said that enduring legacies in the Krasnodar region of Russia have already been established through careful planning. As an example, he mentioned that a culture of volunteerism has been established. The Games has also accelerated the development of the region into a year-round tourist resort and, above all, Sochi 2014 is being used as a catalyst for change. City activation is already happening before the Games, and the legacy is happening today. Its a barrier-free environment, said Tibbs, referring to how the prospect of hosting the Paralympics had helped to transform the city and region.

Tibbs also said that, thanks to the Games, environmental standards had been established that would be used as a benchmark for construction projects across the country for years to come.

A renaissance does not happen necessarily after an event, Tibbs added. It can happen in the build-up as well.

Public interest was never going to be a problem in Auckland the centre of festivities during the 2011 Rugby World Cup in New Zealand. Boosted by the performances of the host country, which ultimately won the tournament for the first time since 1987, interest in Aucklands main fan zone a public area where supporters of any team were able to congregate far exceeded expectations.

Jennah Wootten, Manager for Major Events with Auckland Tourism, Events and Economic Development Ltd., explained that planning was in place to respond, even in those times when the turnout exceeded expectations.

More importantly, though, Auckland inhabitants were able to show pride in their city, and the number of visitors tested the citys public transit system like never before.

In Auckland, it [the public transport system] isnt something that is well utilised, Wootten admitted. [During the Rugby World Cup]

more people travelled on the public transport system than in the whole of 2010.

Regardless of the scale of the event, though, the members of the panel agreed that the organisers must have a strong vision and someone in charge who is able to maintain the key relationships with partners, to ensure fan engagement can be achieved.

If we havent got the leadership to be the voice of the event, I dont think we have the vehicle to carry it, said Professor Terry Stevens, Founder and Managing Director of Stevens and Associates.

It was also agreed that an event has to fit with the ambitions and goals of a city, and also the values of the citys people. It was acknowledged that taxpayers, who are often helping to fund an event, must feel a sense of pride in their investment.

I think an event has to fit the city, said Den Oudendammer. Ask yourself why you want a particular event and whether it would fit the city. For example, we knew that the people of the city were very enthusiastic about the Tour de France.

As is the case with many events, it would seem that local enthusiasm is key to ensuring the public can play a big role in the success of the sporting spectacle.

City activation is already happening before the Games, and the legacy is happening today. Its a barrier-free environment

Jon tibbs, Chief executive officer and Founder, JtA

Jon tibbsAndrea Shaw

terry Stevens


t he 2011 FIFA Womens World Cup in Germany was a success on all fronts. From the attendances in the stadia to broadcasting and social media records away from the grounds, for many people around the world the tournament signalled the transformation of womens football into a must-watch event.Ulrich Wolter, Managing Director, DFB Consulting & Sales

Services, gave the first presentation of City Forum 2012s Hot Topic segment, during which he outlined the strategy undertaken by the Local Organising Committee (LOC) in order to stage the 2011 FIFA Womens World Cup.

The competition followed on perfectly from the worlds biggest mens football event the 2006 FIFA World Cup, which also took place in Germany and left many cities targeting involvement in the womens version of the tournament.

Twenty-four cities submitted a bid to be part of the 2011 FIFA Womens World Cup, and in the end, nine were selected. The Olympiastadion in Berlin, the location of six matches during the 2006 FIFA World Cup, including the final, was one of the nine chosen venues.

Ill be honest with you. In 2008, we did not believe we could fill such a big stadium as the Olympiastadion during the FIFA Womens World Cup, Wolter told delegates. However, they were able to fill it, and 73,680 people watched the host country beat Canada 2-1 on the opening night.

The selected venues were spread across large cities such as Berlin, and smaller destinations such as the town of Sinsheim, which has a population of 36,000 and a stadium the Rhein-Nekar Arena that seats 30,000 people.

The LOC implemented an innovative ticketing strategy by launching the sales process some two years before the event was scheduled to begin and offering the tickets at an average of more than 40 euros each.

Wolter admitted that the organisers were unsure the approach would work, but explained that it was natural to charge premium prices for a premium event.

The tournament cost 50.5 million euros and brought in almost 60 million euros. Not only did they break even, but we made a profit in the end, which was really unexpected, Wolter told the audience.

Six National Supporter sponsors contributed 23 million euros to the tournament. They helped us a lot, to be honest, said Wolter, who proudly reported that five of six of those companies are still involved with womens football in Germany in some capacity.

With FIFAs help, the LOC worked to increase the awareness of womens soccer in Germany. They held 20 public relations events featuring the German national team, in all nine host cities, before the

tournament began. Wolter said the move was costly, but was worth it.

It was the right decision, he explained. You have to have the host city behind you for this [kind of] event.

Don Hardman, Vice-President, Venues, FIFA Women World Cup Canada 2015 National Organising Committee (NOC), the Canadian Soccer Association, began his presentation by reflecting on the success of the 2011 tournament and admitting his committee definitely [has] big shoes to fill. He added: Were excited about what the future has in store for us over the next three years.

The tournament will take place across five time zones a first for any Canadian sporting event. Although football competes with a range of other sports for the attentions of

Canadians, it is the No.1 participation sport for young people between the ages of five and 14.

Hardman went on to outline the goals that the NOC has set out for the tournament. The top target is to host the most successful FIFA

Womens World Cup in history, by executing several key strategies.Hardman explained that organisers want to sell out every stadium for every match. With the stadia ranging from capacities of 20,000 in Moncton to 60,000 in Montreal, Hardman admitted that it will be an ambitious target.

The 2015 FIFA Womens World Cup will feature 24 teams, up from 16 in Germany, and the NOC aims to broadcast every match in Canada with the help of their media partners, CTV Television Network and The Sports Network (TSN).

Hardman hopes the television and radio broadcast schedule, as well as online and mobile coverage, will help to spark national interest in the tournament.

When they put the maple leaf on, we want all those fans to engage and participate and become actively involved in this event, he said.

Hardman also highlighted the financial support that has been provided by the municipal, provincial and federal levels of government. However, despite public funding, there will be still be a

shortfall of some 40-50 million dollars, and this gap will have to be plugged by other revenue streams.

In terms of sponsorship, the NOC foresees competition from the popularity of the National Hockey League Stanley Cup playoffs, the 2015 Toronto Pan and Para Pan American Games, which will begin shortly after the football tournament wraps up, and also Major League Soccer and the Canadian Football League. All four organisations have agreed to work with the Womens World Cup organisers in order to minimise potential conflicts.

Another challenge stems from the fact that of the six stadia hosting matches during the tournament, five will have artificial surfaces. Hardman addressed the issue by saying that, when considering the climate of the country, such playing surfaces are the only practical solution.

Additionally, after Russia, Canada is the second largest country by area, ensuring travel times will be another significant challenge.

A long commute for the Germany event was just over a one-hour flight, he added. However, a flight from Moncton, New Brunswick, the easternmost host city, to Vancouver, British Columbia, the westernmost host city, is an eight-hour journey and a four-hour time difference.

Hardman said the organising team would look at minimising travel times by the sensible scheduling of games.

Above all, despite the distance, Hardman and the NOC want to streamline the experience for fans and athletes from coast to coast. The distances in between are challenging, but we will be developing a plan to make sure [the experience] is consistent, he said.

With such planning already in place four years before the event, it is clear that the 2015 FIFA Womens World Cup organisers are determined to keep the tournament on the rise.

Ulrich Wolter, Managing Director, DFB Consulting & Sales ServicesDon hardman, Vice-President, Venues, FIFA Women World Cup Canada 2015 National Organising Committee, the Canadian Soccer Association

city forum hot topiC: FiFA WomenS WorlD CUp 2011 AnD 2015

When they put the maple leaf on, we want all those fans to engage and participate and become actively involved

Don hardman, vice-president, venues, FiFA Women World Cup Canada 2015 national organising

Committee, the Canadian Soccer Association

Ulrich Wolter


Janis Schmees

Diamil Faye

gerrit middag

Jonathan Coxeter-Smith

the issue of cost control and budget responsibility is something that event hosts cannot afford to ignore. In the second session of the 2012 City Forum at SportAccord Convention, several experts tackled the topic, with Moderator Don Schumacher kicking off the interactive panel entitled Who pays for what? by noting the plethora of expenses that arise from hosting major events.

Gerrit Middag, Marketing and Events Director at the International Cycling Union (UCI) opened the discussion by explaining the various cost areas of a major cycling event, and the issues that must be dealt with once the hosting rights are awarded.

The police, security, television production, closed streets who is going to pay? The federal government, the city or the organiser? Everywhere you hold an event, it is different, Middag said. You need long-term solutions regarding how to solve that. You cant have a major event without addressing those cost issues beforehand.

The solution from a citys perspective, according to Middag, is to know which events to attract. There are thousands of events a city could bid for, but you need to find positive things about hosting events, Middag said. Dont just look at the big events; there are so many others that are more manageable for many people.

Jonathan Coxeter-Smith, Founder and Chief Executive Officer, Sagacity MCS Limited, developed the discussion by highlighting the need to understand how to apportion responsibility for costs. The most common reason for failure is a lack of understanding within certain partnerships, usually between the private and public sector, Coxeter-Smith said. The private sector needs to realise some value out of something. They need a winning partnership. If they see risk, they say no. They need something that does work, and then you will have a successful event. Partnerships need to be built on an understanding of the values of the benefits.

Diamil Faye, President and Chief Executive Officer, JAPPO Sports & Events Management Consulting, agreed that all parties need to enjoy benefits when they invest in such events.

Thats the difficult part of striking up partnerships, and one of the biggest problems in hosting events in Africa, for example, Faye said.

When you want to host a world championship, you need to convince people it is okay. Sponsors are sometimes hesitant because some people will want the money to go somewhere else, like education. Sponsors wont go to something the people dont want.

The private sector sometimes refuses to pledge its support because it does not see the value of a bid. Its a process that needs to be cleaned up. There is a need to increase the education surrounding events.

Recognising what each party will get out of an event is a key component of building fruitful partnerships, according to Don Elliman, Chancellor, University of Colorado Denver. Only then can resources be allocated to achieve the right results, he said. The

biggest single cost is the dislocation of resources, Elliman explained. Some of the most important people in your community can be taken into a new role, sometimes for years. The whole process needs to be explained thoroughly.

Ronald Bidulka, Managing Director, PricewaterhouseCoopers LLP, responded to this point by adding that the operating model of organising events has evolved over the past 10 years. Organisers have learned how to track preparations for an event in a way that does not lead to an incorrect allocation of resources. Bidulka said that such planning before an event can improve the chances that post-event legacy, particularly with regard to facilities, does not become an afterthought. Post-games use is important, he said. In Canada, some interesting things have happened with facilities. If they are utilised well, they can help enhance partnerships with the private sector.

Innovation is to be encouraged in the pre-event planning stages and the post-event legacy, and Janis Schmees, CSEE, Executive Director, Harris County-Houston Sports Authority, underlined some of the ideas that have sprouted up in the past surrounding local events that have smaller budgets.

Volunteer power and other special programs are beneficial, Schmees said. Without federal support, you are forced to find innovating ways to pay for events. For example, the 2012 Amateur Athletic Union Junior Olympic Games, which will bring in more than 15,000 athletes.

Schmees also spoke about how an intriguing program, which aimed to rehabilitate prisoners by offering them culinary training, was incorporated into the Games. There are always arrangements to try and save money and there were many advantages in this case for lots of people, Schmees said.

In wrapping up the session, the members of the panel agreed that, although costs for major events can be hefty, if they are allocated in the right way, then they can make the investment worthwhile.

Its about the legacy, Elliman said. Schmees added: Its about the halo effect and the after-glow in the community after an event. If it is something that people will be talking about for years, and is something that is seen as a must-have, then that is a huge factor when looking at bidding for an event.

city forum interACtive pAnel:Who pAyS For WhAt? ronald Bidulka, Managing Director, PricewaterhouseCoopers LLP Jonathan Coxeter-Smith, Founder and Chief Executive Officer, Sagacity MCS Limited Don elliman, Chancellor, University of Colorado Denver Diamil Faye, President and Chief Executive Officer, JAPPO Sports & Events Management Consulting gerrit middag, Marketing and Events Director, International Cycling Union (UCI) Janis Schmees, CSEE, Executive Director, Harris County-Houston Sports Authority moderator: Don Schumacher, Executive Director, National Association of Sports Commissions (NASC)

Some of the most important people in your community can be taken into a new role, sometimes for years

Don elliman, Chancellor, University of Colorado Denver

Encouraging people of all ages to adopt more active lifestyles has become one of the key challenges of the 21st century. The emphasis, though, remains on the younger generation. Delivering his keynote address to open the two-day SportAccord Convention Conference, Charlie Denson, President, Nike Brand, NIKE Inc. highlighted the need for investing in youth. In his speech entitled Inspiring the Next Generation he spoke of the need to provide better access to sport for a younger generation that many believe has become inactive.

I believe we all need to think differently and work together to help reverse the disturbing trends that continue to prevent young people around the world from having access to sport, Denson said.

Citing the Center for Disease Control in the United States, Denson said that many communities are built in ways that make it difficult or unsafe to be physically active. He also said that most teens fall short of the daily recommendation of at least 60 minutes of aerobic physical activity per day. In a relatively short period of time, physical activity has been designed and engineered out of our lives with dramatically underestimated human, social and economic costs, he added.

Frighteningly, for the first time in generations, the average 10-year-old today is expected to live a shorter and lower quality life than his parents or grandparents.

Denson called upon the industry to alter its approach and to implement a new way of thinking. He also stressed the need to adapt and work together to address the issues of access and opportunity for youth around the world to play sport.

Appropriately, this years SportAccord Convention theme is A Decade of Change, A Future of Promise, Denson said. We believe our industry must innovate dramatically in order to stay relevant to

confErEncE day 1 keynote ADDreSS: inSpiring the next generAtion Charlie Denson, President, Nike Brand, NIKE, Inc.

In a relatively short period of time, physical activity has been designed and engineered out of our lives

Charlie Denson, president, nike Brand, nike, inc.

Charlie Denson


the young athletes of today. We believe the future is now and to reach todays young athletes, firstly we all need to recognise we are not in charge. They are in charge.

With dramatic changes currently taking place across the worlds political, economical and technological landscapes, Denson also urged delegates to focus on how they can engage the younger generation.

To engage the youth of today, you must speak to them in their language through digital media. We need to support the sports they love and the dreams they have. To thrive and connect, we all need to evolve quickly to this world and go to where our consumers are.

They are online all the time. Digital is the way of life for our consumers and for generations to come. There is no going back to the way it used to be. Todays youth wont accept being spoken at. They will only engage when listened to. It has to be a two-way conversation.

We have to create relationships that are authentic and personal and deliver experiences young athletes want to have with our brands.

With so many other interests competing for the attentions of youngsters, Denson insisted it was imperative to continue to promote sport as a compelling, healthy and fun choice for future generations.

He reminded the audience that Nike co-founder Bill Bowerman once said: If you have a body, youre an athlete. That remains one of the companys core principles.

We need to think about the global communities we collectively represent and move to connect and inspire everyone who shares a common passion for sports, Denson said. We believe that sport transcends and has the power to educate, overcome barriers and empower people. We believe, as you do, in human potential. Sport is a powerful unifier and we should not take for granted how uniquely positioned we are to inspire change with sport.

We also understand that many sports organisations are eagerly searching for ways to have a greater impact on social change in todays world. It has become increasingly clear that physically inactive lifestyles are the norm today in most major markets. Sport will not thrive with this as the backdrop. The startling reality about the

health of todays youth has inspired Denson to use the Nike brand as a vehicle for change in sporting communities around the world. The call for action will require collaboration between sporting organisations working towards a common goal that Denson believes will benefit everyone involved.

We believe that enabling access to sport and physical play especially for kids is one of the greatest investments society can make, he said.It can provide the next generation with skills such as teamwork, fair play, determination, self-confidence, creativity, resilience and of course, physical and emotional health.

We all need to work together to break cycles of physical inactivity where they are deeply entrenched, and to prevent the cycle in countries that are well on their way to adopting physically inactive lifestyles.

Denson said that Nike is already working with a variety of partners on a number of global initiatives focusing on getting younger people to be more active.

We need to work together at every level as the problem is systemic, Denson said. Providing access to sport to those populations where it is out of reach or inaccessible will be beneficial to everyone globally and I believe it will help us all to support the next generation of athletes and future Olympians.

We have an opportunity and a responsibility to inspire a new generation to participate in sport and achieve their dreams.

We believe that sport transcends and has the power to educate, overcome barriers and empower people

Charlie Denson, President, Nike Brand, NIKE, Inc.


conference day 1 PlenAry PAnel SeSSion: WhAt Will the toP GAme ChAnGerS in SPort be over the next deCAde? omid Ashtari, Head of Sports & Entertainment, TwitterJane Geddes, Senior Vice-President, Talent Relations & development, World Wrestling Entertainment, Inc. Peter moore, Chief Operating Officer, EAStefan Szymanski, Professor, Department of Kinesiology, University of MichiganAnn Wool, Partner, Managing Director, Ketchum Sports and EntertainmentModerator: david eades, Journalist and Anchor, BBC World

The world of sport has undergone huge changes over the past 10 years, and few would dispute the claim that it will continue to evolve considerably over the next decade. The key issue, as ever, is how it will evolve.In kicking off a session that focused on SportAccord Conventions theme in Qubec City A Decade of Change, A Future of Promise Omid Ashtari, Twitters Head of Sports and Entertainment, highlighted an area in which he has great expertise. Ashtari said that the changing platforms to engage and communicate with fans have had a huge impact on the sporting world, particularly in areas such as social media.

However, he also explained that such new platforms have changed the roles of athletes themselves.

Fans are closer to the people they idolise, said Ashtari. You see their personalities come through. Theyre on a higher platform and you get to see who they are in person. All athletes now have an opportunity to establish a brand in terms of sponsors coming in.

Ann Wool, Partner, Managing Director, Ketchum Sports and Entertainment, expanded on this opening thought by saying: Weve entered a whole new state of athlete stardom as we can now connect with the superstars. Athletes are much more in control of their brands.

Stefan Szymanski, Professor, Department of Kinesiology, University of Michigan, added that the increasing control over their individual brands will ensure athletes take home a bigger share of the money. Szymanski said: In terms of changes, I can only see athletes getting

Ann Wool

Peter moore


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stronger. What is there to stop some billionaires from across the globe getting together and forming a football league? Players will move to where the money is. Why wouldnt they move to where the money is?

However, Wool countered that such ambitious developments may be difficult to achieve.

What the athletes will quickly find out is that its not easy to build an infrastructure and sustain it, Wool said. I dont know that it could be so sustainable to put the athletes together somewhere new and create something.

Moderator David Eades then turned the discussion towards the issue of safety in sport and injury prevention a topic that has been a key talking point for many years.

Peter Moore, Chief Operating Officer of EA, said that many athletes are in a state of confusion in this area, and used American football as an example.

The players are confused, he said. Do big hits get you on television and get you contracts, or do they give you a huge fine and a suspension? Where do you draw the line on what is a respectable hit?

As we are starting to see, there are long-term concussive effects in some sports, and I believe that some leagues have not stepped in quickly enough to stop it.

The growing awareness athletes and fans have regarding the dangers of such injuries is ensuring the leagues themselves are more closely scrutinised than ever before when it comes to how they deal with such issues.

Its a reputation issue, Wool said. Athletes have been saying openly that they do not want their kids to play certain sports. The good thing is that there is a debate about it. People are now asking: Does it endanger funding and kids wanting to participate?

Jane Geddes, Senior Vice-President, Talent Relations & Development, World Wrestling Entertainment, Inc., suggested a solution by saying that athletes need to be better educated about when they have experienced an unhealthy hit.

Geddes added: Athletes need to understand when that sort of thing happens. A big problem is that some athletes do not want to say it because they still want to compete.

They need to understand the seriousness of it. At the moment, they might not know when something has happened to their brain.

Ashtari warned, though, that sports administrators have to be careful not to dilute the core attraction when attempting to bring in new rules in this contentious area.

American football is one of the most aggressive sports, and if the tackling changed, it would change my perspective of the sport, he said.

There is therefore little doubt that sports have reached a new level of commercial appeal in comparison with 10 years ago. However, the members of the panel appeared to agree that, in order to protect the interests of a sport, the stars themselves need to be protected even if, in so many ways, they are stronger than ever before.

In terms of changes, I can only see athletes getting stronger

Stefan Szymanski, Professor, Department of Kinesiology, University of Michigan

Jane Geddes

Stefan Szymanski

Omid Ashtari


conference day 1 Trend WATCh: QuiCk hiTS And Mobile ClipS... Will SporTS TV VieWerS STill WATCh liVe gAMeS And eVenTS in 10 yeArS?John Collins, Chief Operating Officer, National Hockey League Mark lazarus, Chairman, NBC Sports GroupMichel Masquelier, President, IMG Mediapierre karl pladeau, President and Chief Executive Officer, Qubecor Inc.Moderator: david eades, Journalist and Anchor, BBC World

W ill there ever be a time when viewers attention spans will be too short to watch a full live broadcast of a sports match? Will highlights or short bursts of action eventually take over from the communal experience of watching a big sporting event live with friends and family?

What role will technology play in the transformation of the way we consume live sports coverage?

These three questions and more were addressed during the panel discussion entitled Quick Hits and Mobile Clips... Will sports TV

viewers still watch live games and events in 10 years?Michel Masquelier, President of IMG Media, did not want to

draw a divide between traditional media and new media. Instead, he suggested looking at what the consumer of tomorrow wants, and broke it down into three points.

Firstly, he said, teenagers are more interested in consuming short-form rather than long-form content. Secondly, the older generation has no problem with paying for quality, whereas youngsters live in the culture of the free and will not pay for something if they do not have to. Finally, teenagers are deciding how much interactivity they want with the media they consume.

I think its a requirement that the new and the classic [media] platforms adapt to the taste of what the kids want, Masquelier said.

John Collins, Chief Operating Officer of the National Hockey League (NHL), spoke about the impact digital media has had on his organisation. He insisted that the NHL also does not separate the labels of new and traditional media.

We really just think about video, he said, before noting how some other leagues refuse to adopt the NHLs approach of posting content on video-sharing website YouTube.

Weve said wed like to get hockey content out there and be as ubiquitous as we possibly can, Collins explained.

Pierre Karl Pladeau, President and Chief Executive Officer of Qubecor Inc., added: Technology is integrating what media is all about. Something we know is that technology is accelerated in its execution and implementation, and the media business should be completely open to integrate that technology.

Technology provides many of the platforms, but sport is something that is bringing audiences together. It is bringing families together in a live event.

Mark Lazarus, Chairman of the NBC Sports Group, noted that when all of his companys platforms are accounted for, his network will be broadcasting 5,300 hours of live coverage of the London 2012 Olympic Games across the United States. On top of its television coverage, NBC will also be offering viewers the option of streaming events online.

However, despite being an advocate of online opportunities, Lazarus insisted that for the next 10 years, broadcast television will be the place of scale for viewers in sports.

Masquelier mentioned how in recent years there has been a shift from a few hours of live sports programming per week on television to non-stop sporting action.

However, despite the abundance of available live

programming, he still believes that events such as the Olympic Games or the FIFA World Cup will continue to drive the audience towards their television sets as people drop everything else to watch these kinds of events.

Its a question of balance, and that balance is ever-changing, he added.

Pladeau agreed with Masquelier and said that he does not think there is a saturation point for live television. In his opinion, the market will continue to grow, and mixing non-live events with live events is one way in which sports coverage will evolve in the future.

You need to be creative and you need to be innovative, but Im sure there will always be a significant market for live events, Pladeau said.

The discussion touched upon technological advances associated with the production and consumption of live sports.

Although Masquelier is a fan of high-definition television, he is not convinced 3D is here to stay. He went on to say that even if the consumers attention is always being divided by different kinds of technologies, you will constantly have technology that will be there to

We really just think about video. Weve said wed like to get hockey content out there and be as ubiquitous as we possibly can

John Collins, Chief operating officer, national hockey league

John Collins


help you enjoy the experience of watching sport.

Lazarus added that companies cannot take their eye off the ball by focusing on the technology and forgetting the content.

People still care about the content they watch, he explained.

Pladeau mentioned that from an equipment perspective, sport represents a great opportunity for forward-thinking technology manufacturers. He added that it is entirely possible that spectators will be surrounded by numerous screens at live events in the near future.

Moderator David Eades then asked the members of the panel whether there will come a time when digital access is as important as in-home access.

Lazarus responded by insisting that the two are linked, and offered an anecdote of when he once watched an ice hockey game on his phone on his way to his television screen at home.

I do think we have to be mindful of the short-form as a trend, but people will still migrate to the best screen available for big, communal sports events, he said. The power of broadcast television and cable television is not going to disappear.

Lazarus then highlighted his concerns about content piracy, saying that NBC Universal will be vigilant in protecting the content that we pay for and that our customers pay for.

Collins concluded the discussion by saying that highlights can give someone who does not follow a sport very closely an idea of what a sport is like.

At the end of the day, though, I think people love sport because they want to be part of that community and they want to watch that game with friends and family, he said.

I worked at the National Football League for 15 years before I came to the NHL and we used to say: Nobody ever watches the Super Bowl game on their own. I think thats still the case.

Technology provides many of the platforms, but sport is bringing audiences together

Pierre Karl Pladeau, President and Chief Executive Officer,

Qubecor Inc.

Pierre Karl Pladeau

John Amaechi

Michel Masquelier

Mark Lazarus

conference day 1 ThE BIg PICTurE: FuLFILLIng SPOrTS PrOMISE TO SOCIETy

The core tenets of sport are meant to have a positive impact upon society and teach important values and lessons that can be applied to various areas of life. However, according to Organisational Consultant, High-Performance Executive Coach, New York Times Best-Selling Author and former National Basketball Association star John Amaechi OBE, the reality is far removed from the aspiration.

In a thought-provoking speech, Amaechi underlined his belief that sport is yet to deliver on its promise to society of establishing a lasting and positive legacy in the communities that they are supposed to serve.

He told delegates that although the younger generation looks at sport as being fun and a healthy dose of competition, at the macro level, the dollars and cents of big business seem to overshadow the basic principles upon which the industry has been built.

Amaechi opened the session entitled Fulfilling Sports Promise to Society by saying, perhaps surprisingly, that he is not an avid sports fan, and warned delegates that some of them would disagree vehemently with his opinions.

Having been part of the sporting system in various countries, Amaechi said that he had seen first-hand a disturbing trend of sport failing to deliver on what he described as big, empty promises.

Modify the promises or start delivering, Amaechi urged. The power of sport people have bought into it and that it does great things, but when you talk about these promises, so many are bold and unregulated.

The problem I have is that it can work if we get it right. We have to re-examine sports.

One of the biggest issues raised by Amaechi was the false notion that sport was inclusive to everyone of all backgrounds. To illustrate his point he asked the audience to just imagine their days on a school playground, giving the example of children choosing unpopular classmates last when selecting members of their sports team.

One of the first myths we look at is that sport is for everybody and that it is inclusive, but it is clear it is not for everybody, Amaechi said. Its naturally exclusive, on the playground right up to the elite. All the programmes we build will fail the young people who are different and those who are different.

Amaechi challenged International Federations to be more inclusive

John Amaechi OBE, Organisational Consultant, High-Performance Executive Coach, New York Times Best-Selling Author and former NBA Basketball Star


and insisted that many sporting bodies need to change to deliver on their promises to society.

The idea that sport does good is something that needs to change, he added. Initiatives of sport will do exactly what we want them to do and nothing else.

I see too many initiatives where well-meaning is good enough, and sport is one of the curious areas we have the least qualified people and least interpersonal people. We need to address the people in sport.

Amaechi made it clear that it was not just the people at the top of the chain that need to be addressed but those involved in all levels of sport. He believes that the industry has accepted the idea that it is okay to be anti-intellectual in sport.

This is illustrated to me when you look at the difference between teachers and coaches, said Amaechi, who runs a community sports centre in Manchester in the UK.

I sometimes stand with the parents of the opposing team and watch as their coach is screaming and yelling, jumping up and down, watching as he is six to eight inches away from the face of a 12-year old.

I look at them and say: Lets think about this for a second. If this was the end of a French class, if that was your French teacher speaking to your child like that, tell me you wouldnt be pinning that guy to the ground. In sports we have created this phantom zone where this absolutely incredulous behaviour is okay.

Referring to his own sports centre, Amaechi said that his members of staff have bought into the idea that sport can be amazing if we make it amazing. In running his own sports facility, he has a very clear goal in mind.

We want to produce emotionally literate, intellectually-curious young people who can communicate both with their peers and adult authority figures, Amaechi said. We want that because we know these characteristics translate into future success in and outside of sport.

Those characteristics include being more resilient, more mentally astute and better role models, he added. Such benefits would save businesses more money in the long run, he said, and would provide money in the bank for sport.

Amaechi believes sport can achieve and deliver on these promises, but only if the industry as a whole stops looking at macro-outcomes like making children happy and stopping juvenile crime.

We can make sport teach these kinds of lessons, but not if we believe it does it just by accident, he concluded. We cant just think that any type of coach, any kind of team and any kind of environment will make it happen because it will not.

We need to make sport do exactly what we need it to do or we need to stop making such big promises.


The National Football League (NFL) Super Bowl is arguably the highlight of the North American sporting calendar. For razzmatazz and spectacle, many think it is quite simply the greatest show on Earth.Every year, one city has the honour of hosting the Super Bowl and, for a few days at least, that destination is the sporting worlds focus of attention.

The host city does not just benefit from global exposure to hundreds of millions of television viewers. On the ground, hundreds of thousands of American football fans stroll through the city to soak up the unique atmosphere.

Indianapolis was the destination of Super Bowl XLVI earlier this year. On February 5, 2012, the New York Giants overcame the New England Patriots 21-17 to lift the Vince Lombardi trophy.

However, for Allison Melangton, President and Chief Executive Officer, 2012 Indianapolis Super Bowl Host Committee, the actual game was just one part of the festivities.

Speaking in a session entitled Hosting the Worlds Largest Tailgate Party, Melangton offered a fascinating insight into the challenges of staging one of the most popular sporting events on the planet.

As only the second woman in the history of the Super Bowl to steer the famous games Host Committee, Melangton is hoping her experience can inspire others to forge a career in the sports industry.

She admitted, though, that the choice of Indianapolis as Super Bowl host was not to everyones liking initially.

The setting usually needs to be warm and sunny in February, have exceptional golf courses, have glitz and glamour, a great nightlife, and be extremely attractive to celebrities, Melangton said.

Indianapolis did not have much of that, so we had to come up with innovative ways to make our city attractive. This was a once-in-a-lifetime chance to rebrand our city.

The result of the Indianapolis Host Committees efforts was what many have called the greatest Super Bowl of all time.

The key, Melangton said, was engaging the community in as many ways as possible. Owing to the fact that Indianapolis did not follow the template of a normal Super Bowl city, the focus had to be different. We made our residents our greatest asset, she said.

As a starting point, a programme was established for local people to become Super Bowl certified. It was offered to all residents and particularly those who would be working closely with Super Bowl tourists, such as hotel workers and taxi drivers. As a result, a total of 17,000 people signed up to receive guidance on how they could become Super Bowl ready.

Melangton added: Our people were so warm and friendly, and that made the experience so much better for everyone.

The Indianapolis residents also shone through their volunteer work.

In the course of preparations, we had a total of 8,000 volunteers and more than 150,000 hours of work, with 26 community programmes just for the Super Bowl, Melangton said.

We also had five million dollars in donated goods and services, mainly because we engaged everyone in the community.

There was a huge sense of accomplishment and pride within the community. It was a home run for the city and the state. It was great.

Instead of just a four-hour American football game, the Super Bowl became a 10-day event. An enormous Super Bowl village was built downtown, and in this area more than 70 musical bands performed to the crowds. There were also other creative ideas to get the fans and residents excited, such as a dome that was filled with video games, which became a huge hit for youngsters.

We had four zip lines that took 10,000 rides in the course of the event, and that attracted a lot of people, Melangton said. We also took 32 Indy Cars and branded the logo of each NFL team on each car.

Murals were also put up across the city, courtesy of the artistic community of Indianapolis.

In the end, the Super Bowls downtown festivities in Indianapolis attracted more than one million people over the course of 10 days.

According to Melangton, the impact of the Super Bowl on the city will be positive for many years to come.

This particular project gave residents a lot of hope and it is something that will continue to be felt in the future, she said.

This is my advice for cities the size of Indianapolis: use it to your advantage. Engage the community because its possible with smaller cities. This event caught the citys imagination.

Allison Melangton, President and Chief Executive Officer, 2012 Indianapolis Super Bowl Host CommitteeInterviewer: Charmaine Crooks, President, NGU Consultants Inc.

conference day 1 CASe Study And IntervIew: HoStIng tHe worldS lArgeSt tAIlgAte PArty

In the course of preparations, we had a total of 8,000 volunteers and more than 150,000 hours of work, with 26 community programmes. There was a huge sense of accomplishment and pride

Allison Melangton, President and Chief executive officer, 2012 Indianapolis

Super Bowl Host Committee

conference day 1 PlenAry PAnel SeSSIon: SHow Me tHe Money - tHe CHAngIng lAndSCAPe of SPortS SPonSorSHIPguido Betti, TV/Marketing Director, FIVB (International Volleyball Federation)Scott A. Blackmun, Chief Executive Officer, US Olympic Committeethierry Borra, Director Olympic Games Management, The Coca-Cola Companyyann le Monner, Chief Executive Officer, A.S.O.Moderator: david eades, Journalist and Anchor, BBC World


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When it comes to the relationship between sport and its sponsors, over the past few years there has been an influx of new players and an emergence of fresh trends on the scene.In an informative Plenary Panel Session entitled Show me the money - the changing landscape of sports sponsorship, influential executives from the sporting world gave their expert insight into this ever-changing sector.

The Coca-Cola Company has been one of the most recognisable brands in the sports industry for generations.

However, Thierry Borra, Director of Olympic Games Management, The Coca-Cola Company, told the audience that over the past decade the partnership between Coca-Cola and the Olympics has changed more than at any other point in the companys 84-year involvement in the movement.

Coca-Colas campaign for the London 2012 Olympic Games brings music and athletes together through a series of initiatives that include advertisements and a 60-minute documentary. The goal, Borra said, is to bring Olympic sports to teenagers by combining their passions music, sport and social media in a way that will spark a conversation.

The key point is how we can keep the relevance to the consumers, he explained.

Engaging consumers is a challenge Guido Betti has been tackling in his role as the FIVB (International Volleyball Federation) Television and Marketing Director.

Betti said that the International Federation realised that there was a responsibility to connect with people outside the volleyball community, and social media has proven to be a particularly

important tool in that regard.He went on to note that beach volleyball, which is often seen as a

new and trendy branch of the game, can be used to increase interest in other forms of the sport, such as indoor volleyball.

What we want to do is to bring the cool aspect of beach to indoor, and also bring the professionalism of indoor to beach, Betti said.

The United States Olympic Committee (USOC) has a number of high-profile commercial partners, but is also a registered charity. Scott Blackmun, Chief Executive Officer of the USOC, acknowledged how social media has been integrated into the organisations marketing campaigns.

The USOCs new campaign, Raise Our Flag, offers fans the opportunity to donate a stitch in the American flag for the 2012 Olympic Games for 12 dollars, and more than 11,000 have already become such donors.

It wouldnt surprise me that by the time the 2016 Rio Games rolls around, were generating north of 40 to 50 million dollars per year, he said.

I think one of the things that makes us different and makes us better is that were an Olympic movement based on values. Therefore we have protectors of those values.

Were not just a business, and sometimes that creates disadvantages, but it also means that I think were more careful and perhaps slower to make changes.

Yann Le Monner, Chief Executive Officer of the Amaury Sport Organisation (ASO), mentioned that one of the biggest changes taking place within his company is the focus on destinations. ASO is a

global name in sports event hosting, particularly in cycling, with the organisation hosting the world-famous Tour de France every year.

We need to treat the destination and the cities as private partners, he said. They want a return on investment and they want to attract tourists, and this is something that is very important for us.

For Le Monner, broadcast exposure of ASOs events is still crucial.

From an organisers point of view, if you look at the

Documents

2012 Annual - SportAccord Convention