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As companies continue to engage in sponsorship as a tool for marketing communications, there is a need for improved management, planning, selection and evaluation of sponsorship programmes. It is necessary in today's business climate for sponsorship to deliver tangible commercial value. Both problems and opportunities present themselves to the brand manager as the sports media fragments and the sponsorship opportunities become cluttered. This event aims to innovate and provide solutions to these issues by bringing together the industry experiences for analysis and discussion.

Experts will address: § New targeted marketing methods § Exploiting interactive rights § Lessons in F1 sponsorship § Solutions for a cluttered sponsorship market § Guidance in the Digital Age

Please note that this conference will be attended by decision-makers across the industry. Your competitors will almost certainly be there. Don’t let them gain the upper hand. Register today and ensure you keep your competitive edge over them.

Conference programme

8:30 Registration and Coffee

9:00 Chairman's Opening Remarks

Michael Johnson

Michael Johnson, Chief Executive, The Sports Industries Federation

9:10 INTRODUCTION TO SPORTS SPONSORSHIP

Mike Reynolds

Mike Reynolds, Director, Institute of Sports Sponsorship

  • Health of the UK sports sponsorship market
  • Latest developments in the sports sponsorship industry
  • Problems to overcome - immediate and long term
  • Factors motivating sports sponsorship
  • Communication and marketing competition
  • The need to develop best practices
  • 9:40 REALISING BRAND VALUE FROM SPORTS SPONSORSHIP

    Hilary Strong

    Hilary Strong, Brand Manager, Flora, Unilever Bestfoods

  • Flora sponsorship objectives
  • How these have changed over time
  • Role that sponsorship has played within total communication
  • How do we leverage sponsorship
  • Lessons learnt
  • Future and alternative strategies
  • 10:20 BRAND STRATEGY

    Tim Crow

    Tim Crow, Director Consulting, Karen Earl

  • Business and brand strategy in the age of the consumer
  • Sponsorship DNA and brand values
  • Understanding sponsorship exploitation
  • Differentiating your deal: content, relevance and the end user
  • The future: mindshare versus heartshare
  • 11:00 Morning Coffee

    11:20 UNLOCKING THE POTENTIAL OF PARTNERSHIPS IN SPORT

    Geoff Banks

    Geoff Banks, Sponsorship Program Manager - Jordan Grand Prix, Hewlett Packard

  • Showcasing your capabilities to potential customers
  • Advantages of supplying a fundamental service to the event
  • What happens if things go wrong?
  • Financing the partnership
  • Exposure benefits to Hewlett Packard
  • Measuring these benefits
  • 12:00 VIRTUAL IMAGING

    Stéphane Desselas and Frank Aernout

    Stéphane Desselas and Frank Aernout, Spokesperson and Chief Operating Officer, Virtual Imaging Alliance and PVI Europe

  • Licensing and branding opportunities
  • New business models
  • Regulation considerations
  • European attitudes
  • Enhancing the sporting experience
  • 12:40 Lunch

    14:00 FUTURE DEMANDS ON SPORTS SPONSORSHIP

    Chris Roe

    Chris Roe, Director, Redmandarin

  • Demand for top profile sports
  • Drivers reshaping sports sponsorship
  • Sponsorship risks
  • Planning and implementing future strategies
  • Costing and budget considerations
  • A lasting impact
  • 14:40 EXPLOITING INTERACTIVE RIGHTS

    Simon Denyer

    Simon Denyer, International Vice President and Commercial Director, Europe, TWI interactive

  • Recent trends
  • Evolution not revolution
  • Integrating with traditional customers
  • Creating new opportunities, partnerships and revenue streams
  • Benefits for supporters, sponsors and rights holders
  • 15:20 Afternoon Tea

    15:40 MEASURING ROI

    Mike Jackson

    Mike Jackson, Associate Director, Ipsos UK Sponsorship, Sport and Leisure Research

  • Sponsorship research background
  • Research techniques - limitations and opportunities
  • Pre-testing sponsorships
  • Tracking key measures
  • Establishing the correct research design
  • 16:20 LESSONS IN F1 SPONSORSHIP

    Michael Jones

    Michael Jones, Business Development Manager, PSM Grand Prix Management Services

  • Introduction: perimeter/event branding Vs team sponsorship
  • Sponsorship structures in F1
  • Changes to sponsorship in F1
  • What sort of brand fits with F1?
  • A win-win partnership
  • Demands on sponsor

    Value to the constructor

  • 17:00 Chairman's Closing Remarks and Close of Day One

    17:10 Drinks reception for delegates and speakers

    8:30 Re-registration and Coffee

    9:00 Chairman's Opening Remarks

    David Rose

    David Rose, Solicitor, SJ Berwin and Co.

    9:10 ENDORSEMENTS

    Andy Korman

    Andy Korman, Associate Solicitor, Head of Sponsorship, Townleys Sports Lawyers

  • Fit the agreement to the relationship
  • A fair and manageable agreement
  • Don’t show them the money - withholding until the final payment
  • Inclusion of morality clauses
  • Re-assessment of the endorsement philosophy
  • 9:40 SOLUTIONS FOR A CLUTTERED SPONSORSHIP MARKET

    Peter Gandolfi

    Peter Gandolfi, Head of Sports Marketing, Nationwide Building Society

  • Innovation
  • Leverage through the marketing mix
  • Incremental investment for significant exposure
  • Buying out exclusivity
  • Additional returns from a niche market
  • Differentiating the brand
  • 10:20 SUCCESSFUL SPONSORSHIP RESEARCH

    Sandra Greer

    Sandra Greer, Research Director, S:Comm Research (UK)

  • Research programme
  • Marketplace analysis
  • Strategy development
  • Selection models
  • Positioning and impact on brand image
  • Improving the outcome
  • 11:00 Morning Coffee

    11:20 LOGICA - THE SPONSORSHIP VIRGIN

    Penny Green

    Penny Green, Marketing Communications Executive, Logica

  • The first date - introducing sponsorship to a technically-led multi-national organisation
  • Getting to know each other - involving all divisions and all territories
  • The hot date - maximising every opportunity
  • How was it for you? - evaluating progress and success
  • Going steady - criterion for future sponsorships
  • 12:00 STRATEGIES FOR SPORTS SPONSORSHIP

    Geoffrey Wheating

    Geoffrey Wheating, Director, Global Development, Reuters Sports

  • Overview of a sporting history
  • Enhancing the sponsors value
  • Portal strategy vs. broad distribution
  • Difficulties experienced with a multimedia strategy
  • Factors driving new strategies
  • Direction of new sponsorship opportunities
  • 12:40 Lunch

    14:00 CAN MIDDLE MARKET SPORTS DELIVER SPONSORSHIP VALUE?

    Simon Scott

    Simon Scott, Manager, Sports Sponsorship Advisory Service

  • Definition of a middle market sport or event
  • Types of sponsorship structures
  • Business benefits to the sponsor
  • Undertakings by sports bodies to ensure benefits are achieved
  • Successful programmes organised through the Sports Sponsorship Advisory Service
  • 14:40 SPORT TO SPONSORSHIP

    Fred Scarlett

    Fred Scarlett, New Business Executive, Craigie Taylor International

  • Introduction to the Athletes World of Sponsorship
  • Obstructive Sponsors
  • Effective Sponsors
  • The Value of Effective Sponsors across the sports
  • Examples of effective sponsors
  • The future of sports sponsorship
  • 15:20 Afternoon Tea

    15:40 REALISING DIGITAL VALUE FROM SPORTS PARTNERSHIPS

    Jon Tibbs

    Jon Tibbs, Managing Director, Bell Pottinger

  • Brand awareness initiatives
  • Access and involvement
  • New technology and new revenue streams
  • Realising digital value
  • Development issues
  • Shaping the future
  • 16:20 CHALLENGES OF BRAND MANAGEMENT

    Tony Simpson

    Tony Simpson, Managing Director, Citigate Sponsorship

  • Research techniques - limitations and opportunities
  • Analysis of data
  • Enforcing the brand attributes
  • Evaluating successful sponsorship
  • Turning awareness into income
  • 17:00 Chairman's Closing Remarks and Close of Conference

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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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