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As football becomes bigger business and brand managers move from high street retailers to large clubs, how are you going to make sure that you are embracing the growing marketing culture in the industry? At SMi, we can help you get the most out of this potentially profitable side of your business with our latest conference ‘Sales and Marketing Strategies in European Football’.

Taking place on the 15th & 16th October at the Hatton, London, Sales and Marketing Strategies in European Football will help you get more out of your marketing campaigns in the football industry. In just two days you’ll get practical advice through presentations and case studies on the best strategies and how you can make them work for you.

The Sales and Marketing Strategies in European Football conference also offers you a top-level forum to discuss the ‘hot’ topics on this subject, including:

  • Devising CRM Strategy
  • Use of Smart Cards
  • Branding and Merchandising
  • Cyber marketing/ websites
  • Market Research Methods

Our speakers at this conference, such as Davide De Maestri of Liverpool FC and Umberto Paolucci of Inter Milan, are experts in this field and will give you the opportunity to learn from their experiences.

There will also be plenty of networking opportunities available, allowing you to discuss the key issues with colleagues from over Europe.

So don’t miss out on this excellent opportunity to capitalise on the opportunities in this field, register today!

Conference programme

8:30 Registration & Coffee

9:00 Chairman's Opening Remarks

Andrew Mills

Andrew Mills, Director of Football, Premier Management

9:10 THE FOOTBALL MARKET

Phil Carling

Phil Carling, Senior Vice President, Octagon Worldwide

  • Football a market in transition - moving towards marketing driven models
  • New disciplines - impact on rights owners and rights purchasers
  • The role of sponsorship and sports marketing in overall brand positioning
  • The impact of brand positioning on football club sales strategies
  • 9:40 DEVELOPING AND MAINTAINING A SPORTS BRANDS

    Davide De Maestri

    Davide De Maestri, Brand Director, Liverpool FC and liverpoolfc.tv

  • Why define a football club brand
  • How do you define the brand
  • Analysis of the Liverpool Football Club brand
  • Maintaining core values in new products
  • 10:20 BUYER POWER

    Umberto Paolucci

    Umberto Paolucci, Marketing Manager, Inter Milan

  • The target
  • Target segmentation
  • The strategy
  • The distribution: related activities and problems
  • Sales: related activities and problems
  • The future of merchandise as a revenue source for football clubs
  • 11:00 Morning Coffee

    11:20 HOW TO SURVIVE AS A FOOTBALL CLUB OUTSIDE THE FIVE BIG MEDIA MARKETS

    Dan Hammer

    Dan Hammer, Commercial Director, FC Copenhagen

  • The future looks bright - the role of football in the entertainment industry
  • The role of management in the football industry
  • Back to basics - identifying the core of the value creation in football
  • The emergence of a fan culture
  • Developing a corporate image
  • 12:00 A CASE STUDY - POWERLEAGUE

    Martyn Grealey

    Martyn Grealey, Managing Director, Powerleague Group

  • Why companies are attracted to a grass roots organisation
  • The importance of commercial partnerships
  • The introduction of new media tools
  • Sponsorship
  • 12:40 Lunch

    13:40 IMAGE

    Phil Jones / James Worrall

    Phil Jones / James Worrall, Vice Chairman / Marketing Manager, EHSrealtime / The FA

  • An overview
  • Why this project was needed
  • How it was implemented
  • The results
  • Relating proven marketing success stories to football (a la Tesco)
  • 14:20 SUCCESSFULLY IMPLEMENTING SMARTCARD SOLUTIONS

    Martin Greenshields

    Martin Greenshields, , Carnegie Information Systems

  • Do smartcards fit your business?
  • Justifying a smartcard project
  • Technology - how it works and the role of the CRM system
  • The project roles including club staff, supporters and Police
  • How the project was successfully completed - lessons learned
  • Next steps
  • 15:00 BRAND BUILDING AT A ‘SMALLER-SIZED’ CLUB

    Edmund Coan

    Edmund Coan, Director of Marketing, Watford FC

  • The importance of the marketing culture
  • The initialisation of market data collection
  • Research objectives
  • Analysis and research findings
  • Resulting affects on marketing strategies
  • The future of market research in football
  • 15:40 Afternoon Tea

    16:00 TRADE MARK LAW

    Anthony Misquitta

    Anthony Misquitta, Solicitor, Farrer & Co.

  • The importance of trade mark protection strategies
  • Reed Vs Arsenal and the lessons to be learnt
  • Implementing global trade mark protection and enforcement
  • Strategies to develop intellectual property portfolios
  • New developments in trade mark law
  • 16:30 FINANCIAL SERVICES IN THE FOOTBALL INDUSTRY

    Lyndon Fuller

    Lyndon Fuller, Managing Director, Fans Independent Financial Advisor

  • Football and financial services
  • Branded products - services
  • Successful affinity marketing
  • Pensions, Mortgages, Investments, Savings and Life Assurance
  • House insurance, car insurance and travel insurance
  • Personal loans and credit cards
  • 17:00 Chairman’s Closing Remarks and Close of Day One

    8:30 Re-registration and Coffee

    9:00 Chairman's Opening Remarks

    Kevin Roberts

    Kevin Roberts, Editorial Director, SportBusiness Group

    9:10 FOOTBALL SPONSORSHIP

    Angelos Zouras

    Angelos Zouras, Marketing Director, Olympiakos CFP

  • Unique local fan base in Europe
  • Competing to the elite clubs in Europe
  • Spectacular development of commercial activites for generating new revenue streams; Brand management is definitley required
  • Cooperation with INTERBRAND
  • OLYMPIAKOS unique situation as a leading multi-sport club worldwide
  • Olympic Games 2004, new sport sponsoring era in Greece; focus of multinational companies.
  • 9:40 BROADBAND MEDIA

    Ian McCulloch

    Ian McCulloch, Director of Commercial Development, Granada Broadband

  • An overview of the benefits of broadband media in the football industry
  • E-commerce opportunities
  • Enhancing site interactivity
  • Web site personalisation
  • Developments in broadband technology
  • The future of the convergence of new media in football
  • 10:20 DEVELOPING THE BRAND AND THE PATH TO PROFITABILITY

    Juliet Slot

    Juliet Slot, Sales and Marketing Director, Fulham Football Club

  • Football clubs are brands
  • Identifying the brand values
  • Using the values to drive the business and products
  • Identifying the market segments, their relationship to the brand and spend
  • Targeting to their needs - focused revenue generation
  • 11:00 Morning Coffee

    11:20 SPONSORSHIP

    Richard Berry

    Richard Berry, Director, S-Comm Research - Spindex

  • An overview of the current football sponsorship industry
  • Measuring brand exposure at televised sports events
  • Evaluating sponsorship success - bench marking
  • Factors that effect the impact of brand exposure
  • Future issues and implications of television marketing in football
  • 12:00 THE MERCHANDISING ENVIRONMENT

    Peter Pridmore

    Peter Pridmore, Merchandising Manager, Wolverhampton Wanderers FC

  • Strategies for effectively expanding club product ranges
  • Controlling and maintaining manufacturing authenticity
  • Distribution logistics, and problem solving
  • Developing brand awareness abroad across the customer base
  • The future of merchandise as a revenue source for football clubs
  • 12:40 Lunch

    14:00 PLAYER MARKETING

    Edward Freedman

    Edward Freedman, Director, Icons Worldwide

  • An overview - marketing individual football players
  • The importance of player personality promotion
  • Strategies for enhancing players public image
  • The benefits of player marketing to football club revenue
  • The future of football player marketing
  • 14:40 WHAT IMPACT SPONSORSHIP HAS ON FOOTBALL FANS

    Alastair Hill

    Alastair Hill, Research Manager, The Sponsorship Research Company

  • Which sponsorships are perceived to be successful, which are not and why
  • The factors thought to affect the success of football sponsorships
  • The perceived difference between different levels of sponsorship - team vs event vs federation vs broadcast
  • 15:20 Afternoon Tea

    15:40 THE INTRODUCTION OF ‘SMART CARDS’ INTO THE FOOTBALL INDUSTRY

    Gareth Moores

    Gareth Moores, Commercial Director, Bolton Wanderers FC

  • An overview of the football retail industry
  • Multipurpose smart cards and their benefits to the industry
  • How to successfully launch a club smart card system
  • Retail mediums: a conflicting or a successful partnership
  • The effect of the introduction of loyalty reward systems on football merchandising
  • The future of smart card platforms
  • 16:20 Chairman's Closing Remarks and Close of Conference

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    Workshops

    CRM Implementation in Football
    Workshop

    CRM Implementation in Football

    The Hatton, at etc. venues
    17th October 2001
    London, United Kingdom

    The Hatton, at etc. venues

    51/53 Hatton Garden
    London EC1N 8HN
    United Kingdom

    The Hatton, at etc. venues

    HOTEL BOOKING FORM

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    WHAT IS CPD?

    CPD stands for Continuing Professional Development’. It is essentially a philosophy, which maintains that in order to be effective, learning should be organised and structured. The most common definition is:

    ‘A commitment to structured skills and knowledge enhancement for Personal or Professional competence’

    CPD is a common requirement of individual membership with professional bodies and Institutes. Increasingly, employers also expect their staff to undertake regular CPD activities.

    Undertaken over a period of time, CPD ensures that educational qualifications do not become obsolete, and allows for best practice and professional standards to be upheld.

    CPD can be undertaken through a variety of learning activities including instructor led training courses, seminars and conferences, e:learning modules or structured reading.

    CPD AND PROFESSIONAL INSTITUTES

    There are approximately 470 institutes in the UK across all industry sectors, with a collective membership of circa 4 million professionals, and they all expect their members to undertake CPD.

    For some institutes undertaking CPD is mandatory e.g. accountancy and law, and linked to a licence to practice, for others it’s obligatory. By ensuring that their members undertake CPD, the professional bodies seek to ensure that professional standards, legislative awareness and ethical practices are maintained.

    CPD Schemes often run over the period of a year and the institutes generally provide online tools for their members to record and reflect on their CPD activities.

    TYPICAL CPD SCHEMES AND RECORDING OF CPD (CPD points and hours)

    Professional bodies and Institutes CPD schemes are either structured as ‘Input’ or ‘Output’ based.

    ‘Input’ based schemes list a precise number of CPD hours that individuals must achieve within a given time period. These schemes can also use different ‘currencies’ such as points, merits, units or credits, where an individual must accumulate the number required. These currencies are usually based on time i.e. 1 CPD point = 1 hour of learning.

    ‘Output’ based schemes are learner centred. They require individuals to set learning goals that align to professional competencies, or personal development objectives. These schemes also list different ways to achieve the learning goals e.g. training courses, seminars or e:learning, which enables an individual to complete their CPD through their preferred mode of learning.

    The majority of Input and Output based schemes actively encourage individuals to seek appropriate CPD activities independently.

    As a formal provider of CPD certified activities, SMI Group can provide an indication of the learning benefit gained and the typical completion. However, it is ultimately the responsibility of the delegate to evaluate their learning, and record it correctly in line with their professional body’s or employers requirements.

    GLOBAL CPD

    Increasingly, international and emerging markets are ‘professionalising’ their workforces and looking to the UK to benchmark educational standards. The undertaking of CPD is now increasingly expected of any individual employed within today’s global marketplace.

    CPD Certificates

    We can provide a certificate for all our accredited events. To request a CPD certificate for a conference , workshop, master classes you have attended please email events@smi-online.co.uk

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