SportsMktgSmt Program Cover Pages PRINT.indd 1 25/07/2016 … · 2017-02-23 · In this presentation one of Australia’s foremost mobile marketers Venessa Hunt, ... Maxus & former

SportsMktgSmt_Program_Cover_Pages_PRINT.indd 1 25/07/2016 1:09 PM

Welcome to the second Mumbrella Sports Marketing Summit.

There’s never been a more exciting time to be working in and around the sporting industry, as it continues to thrive as the last guaranteed sources of large, live and engaged audiences.

But at the same time there’s never been more scrutiny of everything that happens on the field and off of it, and that includes your marketing. And while the emergence of new media players is making the market more competitive than ever, it’s also creating a lot more options for viewers in how they consume their content.

It’s a real labour of love putting this line up together, and I’m proud of the range of experts in their field we’ve got on the stage today to help you find new ways to handle these changes.

Over the course of today you’ll hear from a leading global content expert from one of the biggest sports broadcasters in the world, ESPN; a debate on the future of sports betting advertising; a group of top-tier athletes talking honestly about the pros and cons of endorsement deals; and be challenged to drag your marketing into the modern age by Iris’ Grant Baxter.

But we’re also keen to open your horizons to new ways of looking at your marketing options. You’ll hear about the rise of women’s leagues and how the AFL is pushing those boundaries, get lessons in reaching multicultural communities, hear about one of the fastest growing codes on the planet with E-sports and the opportunities available with getting involved in grassroots organisations.

I hope the event provides you with inspiring ideas on how to innovate and make your marketing more effective and engaging.

Thanks for your support,

Alex

Alex HayesCurator

Editor, Mumbrella

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5 weeks annual leave

6 months Paid Parental Leave

Dedicated Stadium of Learning with ongoingcareer planning & support

Be mentored by Australia’s 7th best Marketing Director(according to the CMO!)

Numerous team and company social events...the list goes on!

Check out Sportsbet. Here’s a small taste of how we’ll keep you on top of your game:

To see what we get up to or to apply for one of our current roles head to www.workatsportsbet.com.au or check us out on LinkedIn, Twitter and Instagram.

SportsMktgSmt_Program_Inside_Pages_PRINT.indd 1 25/07/2016 4:39 PM

PLENARY SESSIONS

8.30am

HOW MOBILE IS CHANGING SPORT

Mobile technology has fundamentally changed the way people are interacting with the world around them, and sport is no exception. In this presentation one of Australia’s foremost mobile marketers Venessa Hunt, head of mobile for the biggest media buying group GroupM, showcases some of the world’s best practice and explains how your brand and club can make the most of the ‘new normal’ to more deeply engage fans.

Venessa HuntHead of MobileAustralia, GroupM

9.00am

HOME AND AWAY: HOW ESPN MADE ITS CONTENT APPROACH INTERNATIONAL

Over the past four years Adam Deutsch has led the charge for one of the world’s biggest sports broadcasters by taking its broadcast leadership to its digital channels and building out new apps and online experiences to engage its fans. Adam and Lance Peatey, ESPN Australia’s director of digital products and partnerships, will explain how they did just that, building on its US leading sports content and expanding into local sports such as AFL and NRL, to create an engaged and rapidly growing Australian fan base.

Adam DeutschSenior Director International Digital Product Management, ESPN

Lance PeateyDirector, Digital Products & Partnerships, ESPN Australia & New Zealand

ModeratorAlex HayesEditor, Mumbrella

10.00am

THE GREAT SPORTS BETTING AD DEBATE

Sports betting is one of the fastest growing advertising sectors in Australia, handing tens of millions of dollars to media outlets at a time when other sectors are going backwards. But what is the cost of this advertising blitz, and does there need to be more regulation on what can be advertised where?

Bridget FairGroup Chief – Corporate & Regulatory Affairs, Seven West Media

Ben SleepCFO and Legal & Regulatory Affairs Director, Sportsbet

Heath DavisWriter/Director, Broke

Fiona JollyCEO, Advertising Standards Bureau

Moderator Tim BurrowesContent Director, Mumbrella

7.50am REGISTRATION AND ARRIVAL TEA AND COFFEE

8.20am WELCOME ADDRESS

Program

10.45am MORNING TEA

Sponsored by Sportsbet


STREAM 1

MAKING A DIFFERENCE THROUGH SPORTS AND SPONSORSHIPS: BUPA’S EVOLUTION OF SPORT SPONSORSHIP

Health and care brand Bupa has been quite active in the sports sponsorship space for a number of years, with deals with Cricket Australia, three time premiership Hawthorn Football Club and the Bupa Kidfit Series, amongst others. In this one-on-one interview with Havas Sports & Entertainment general manager Francis Coady, Adrian Baillargeon, Bupa’s National Sponsorship and Activation Strategy Manager, will talk about the opportunities the brand sees in sporting assets as Bupa evolves it’s strategy to make a difference in the health and care of Australians.

Adrian BaillargeonNational Sponsorship and Activation Strategy Manager, Bupa

ModeratorFrancis Coady General Manager HAVAS Sports & Entertainment ANZ

STREAM 2

SHOULD I STAY OR GO?

Barely a week goes by without a scandal involving a sports star or club hitting the headlines. From Eddie McGuire’s comments to Nick Kyrgios’ on-court outbursts, and the issues around recent doping scandals, most sponsorships have moments of tension. This panel will look at the pros and cons of brands taking a stand and ditching long-term partners: when it should happen and how much influence they should wield over decisions made by their sporting partners.

Pete ScibberasHead of Partnerships, Australian Rugby Union

Mark McCraithCEO, Maxus & former CMO Fiat Chrysler (Jeep)

Justin RodskiChief Marketing Officer, Essendon Football Club

ModeratorAndrew Woodward Communications Management Consultant,Andrew Woodward Consulting

STREAM 3

HOME GROUND: THE CHANGING FACE OF THE IN-STADIUM EXPERIENCE

While the goal posts are changing in the industry the off-field game is heating up. The stadium experience is the new battleground for both brands and rights-owners as they look to connect with fans in an increasingly connected world. This session will identify and investigate the challenges facing playmakers in ‘sports business’ and demonstrate how to leverage opportunities and deliver best-in-class customer experiences.

John Du Vernet Managing Director, DT

11.15am

Health insurance brand Bupa has become increasingly active in the sports sponsorship space in recent years, with deals with Cricket Australia, Hawthorn Hawks and the Kids TRYathlon amongst others.

In this one-on-one interview with Havas Sports & Entertainment managing director Francis Coady, Adrian Baillargeon, Bupa’s National Sponsorship and Activation Strategy Manager, will talk about the opportunities the brand sees in these sporting assets, and why it sees family as the future for the brand.


STREAM 1

ASK AN ATHLETE

Endorsement deals are the lifeblood for athletes in many fields. For some they are a welcome top up to handsome salaries, but for many they are a vital way to support themselves, their families and pursue their sporting ambitions. Hear from an Australian cricketer, Diamonds netballer, a big wave surfer and Paralympics champion on the ins-and-outs of the way they like to work with brands, how they choose their partners and the things they won’t do, no matter how much money they are offered.

Ed CowanFormer Australian Opening Batsman

Sharni LaytonNetballer, NSW Swifts & Australian Diamonds,

Carol CookeAuthor/Paralympian/Motivational Speaker/Philanthropist

Mark MathewsBig Wave Surfer

Moderator James Begley Co-Founder & CEO, Pickstar

STREAM 2

DO MORE WITH YOUR DATA

Millions of Australians are engaging with sports and brands every single week, and by booking tickets, attending matches or liking a post on Facebook are leaving a data trail no brand can afford to ignore. This panel will look at how you can use that immense trove of information more effectively and creatively to create experiences that really resonate.

Jeremy MillardMembership, Community & Fan Development Manager, Hawthorn Football Club

Renece BrewsterCEO & Founder, Data Creative

Daniel ParonettoCEO, FanFuel

ModeratorSimon Canning Marketing & Advertising Editor, Mumbrella

STREAM 3

STRATEGIES TO REACH MULTICULTURAL MARKETS

The demographics of Australia’s capital cities are changing rapidly, reshaping consumer behaviour and impacting fan engagement and participation. Patrick Skene will present a 360 degree view of Asian and Pacific community marketing covering a range of stakeholders including rights holders, sponsors, national teams, national sporting organisations, elite clubs, community and media partners.

Patrick SkeneExecutive Director, Red Elephant

12.50pm LUNCH

12.05pm


Ooyala for SportsDriving fan engagement, loyalty and revenue

There isn’t a more passionate video audience than sports fans. These viewers demand an exceptional viewing experience and with that, they will keep watching, stay engaged and be happy subscribers. Ooyala can help you deliver the experience they deserve, with high-quality on-demand or live video across multiple screens. Ooyala’s comprehensive solution makes it easy to manage, distribute and analyse video that drives fan loyalty, engagement and revenue.

WWW.OOYALA.COM

WORLD CLASS CLIENTELE


STREAM 1

MORE WOMEN IN UNIFORM

With the rise and rise of women’s sport in Australia following the success of the women’s Big Bash League and the soccer/football W-League plus the international dominance of the Netball Diamonds, what impact will the AFL’s 2017 women’s competition have on the Australian sporting landscape and will it prove a boom or bust for its rivals in terms of audience, sponsorship, TV coverage and talent?

Simon LethleanGeneral Manager of Game & Market Development, AFL

Holly AdamsHead of Corporate Brand, Samsung

Anthony EverardHead of Big Bash League,Cricket Australia

Emma HighwoodHead of Community Football Development & Women’s Football, FFA

Moderator Louise EvansMedia & Communications Consultant, Australian Womensport & Recreation Association

STREAM 2

YOUTH POLICY – LESSONS IN ENGAGING YOUNGER FANS

Millennials are the holy grail for any marketer, but are harder to reach than any demographic before them. This session will focus on case studies from people who are enjoying success by looking beyond the traditional mediums and tested marketing methods and instead engaging millennials with content that gets attention and drives sales.

Amy LucaMarketing Director, Visual Amplifiers (VAMP)

Tony PartridgeChief Operating Officer, Australian Turf Club

Moderator Miranda WardPR & Publishing Editor,Mumbrella

STREAM 3

GRASS ROOTS SPORT

Every week men and women of all ages and backgrounds give up hours of time to take part in organised sport, from park rugby to Surf Lifesaving competitions and everything in between. Yet many struggle to raise the cash to survive at a time when doctors warn of a national obesity epidemic. This session will examine whether there is an untapped opportunity being missed by brands and what these teams and sports can do to get a slice of the sponsorship pie.

Patrick WalkerChief Executive Officer, Australian Sports Foundation

Andrew PurchasVice President, ACON &Co-Founder, Pride in Sport Index

Emma PinwillGeneral Manager, Marketing, Brand & Media Strategy, Holden

1.45pm


STREAM 1

THE E-SPORTS REVOLUTION

Millions of millennials worldwide are packing out stadiums, but rather than watching pro athletes it’s their favourite gamers taking centre stage. At home they’re turning to streaming services like Twitch to get their fix of the action. But just what are E-sports, and what are the opportunities for brands and broadcasters with them?

Jake TiberiE-sports Caster & Product Lead, Riot Games

Nick VanzettiManaging Director, Electronic Sports League (ESL)

Scott WenkartCEO, Spiral Media

Moderator Andrew CondonDirector & Head of Sports & Entertainment Marketing, Gemba

STREAM 2

HOW TO CRASH THE OLYMPICS AND NOT GET SUED

The Olympic Games is the biggest sporting event on earth, with billions of people globally getting caught up in the competition for two weeks in August. However, stringent rules make it hard for non-partner brands and sponsored athletes to make the most of their moment in the sun. This session will feature two presentations, one explaining the rules, and the other on how you can get around them safely to capitalise on the conversations people will be having around the event.

Stephen von MuensterPrincipal, von Muenster Solicitors & Attorneys

Simone Blakers Managing Director, Society Australia

STREAM 3

THE FUTURE OF SPORTS BROADCASTING

Sports rights are the most sought-after properties for broadcasters as the only way to guarantee big live audiences. But with new media and telco players grabbing rights it is also rapidly fragmenting. Is this a revolution for viewers and advertisers or is it going to leave them out in the cold? This panel brings together execs from ‘traditional’ and new players in the sports market to take a detailed look at how the landscape is shifting in Australia, and what it means for marketers trying to reach those engaged audiences.

Jonno SimpsonHead of Sport & Food, Twitter

Paul RybickiHead of TV Mobile Video & Content, Optus

Amanda Laing Managing Director, Nine Entertainment Co

Luke BouldHead of Commercial, Football Federation Australia

Moderator Paul KindCEO, KIND Sport Media & Entertainment

3.20pm AFTERNOON TEA

2.35pm


PLENARY SESSIONS

3.50pm

HITTING IT OUT OF THE PARK: MAKING THE BIG BASH LEAGUE A SUCCESS

Launched in 2011, the Big Bash League has built a solid following. But in the past two years the game has gone to the next level and is now the eighth most attended sports league in the world, attracting global media deals and increased sponsor attention. In this session, league manager Anthony Everard reveals some of the secrets behind that success.

Anthony EverardHead of Big Bash League, Cricket Australia

4.20pm

THE SLASH GENERATION, A NEW ERA OF SPORTS FANS

Sports marketing is stuck in a 1970s world. Middle-aged men talking about passion and glory, trying hard and the joy of being a fan. Assets and sponsorships led by the ‘Chairman’s Choice’ and secret handshakes. An old fashioned approach to media. No care for the real value of sponsorship. And millions, if not billions, of dollars wasted. A whole new generation, male and female, is bored by this. This seminar will look at the future of sports marketing, and shine a light on some of the brands transforming their approaches to participate more meaningfully with fans.

Grant HunterRegional Creative Director Asia, iris worldwide

4.50pm

SUITE C: THE VIEW FROM THE TOP

The world of sport is becoming increasingly complicated as the barriers between broadcast, sponsorship and codes break down. This panel will chew over some of the meaty issues thrown up during the day and give their take on what they see as the issues and opportunities for brands, codes and broadcasters in the modern sporting landscape.

Tim WornerCEO, Seven West Media

Lynne AndersonCEO, Australian Paralympic Committee

Mark PejicChairman, IPG Mediabrands Melbourne

Emma PinwillGeneral Manager, Marketing, Brand & Media Strategy, Holden

ModeratorAlex HayesEditor, Mumbrella

5.40pm NETWORKING DRINKS


MUMBRELLA'S BRANDED ENTERTAINMENT AWARDSFEST AWARDS

Australia’s only awards recognising the best work in branded entertainment

November 2016 - Sydney | befest.com.au

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September 22, 2016 - Amora Jamison Hotel Sydney | financemarketingsummit.com.au

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July 28, 2016 Royal Randwick Racecourse, Sydney


Documents

SportsMktgSmt Program Cover Pages PRINT.indd 1 25/07/2016 … · 2017-02-23 · In this presentation one of Australia’s foremost mobile marketers Venessa Hunt, ... Maxus & former