Global Sports Forum Barcelona 2011 by SportBusiness Group

2011

session

reports 9-11 March

2011

PALAU DE CONGRESSOS DE CATALUNYA

www.globalsportsforum.org

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06/05/2011 10:56

SESSION REPORTS GENERAL COMMISSIONER Global Sports Forum Barcelona Commissioner Lucien Boyer explains the rationale for this year’s successful event After two successful years we were looking for something different and fresh for the Global Sports Forum Barcelona 2011. With over 1 200 delegates from 65 countries in attendance, this year’s edition has definitely been a look into the future. Through a new format and exciting debates, forty prestigious speakers brought their passion and experience to fuel the debate around “Sport, what’s next?”. Together, we imagined what sport will look like in ten years time and the role it will play in the economy and society. As the lines between sport and entertainment begin to disappear, emotional quotient progressively takes the power. We highlighted the role of innovation as a driving force in the expansion of sport: new ways to broadcast, share, and interact allow all fans to experience sport wherever they may be. Fans have become part of the game and social media is a way to connect athletes with their fan base and for fans to live sport together. We saw how global brands use sport as a core element in their marketing strategies. We also agreed that the values of sport, which have guided its development since the 19th century and are the basis of the Olympic charter, will always be central. Indeed, sport would be nothing if it was only an artificial exploitation of physical performances. Sport has become a huge influence lever, part of a country’s soft power. The Olympic Family demonstrated during the Global Sports Forum Barcelona that organizing a major sporting event can change the lives of thousands of people. It sustains countries’ development, ensures both global exposure and new horizons for its people. Beyond “Sport, what’s next?”, we had the chance to become part of a community. A digital community as well as a concrete one: we shared intense moments together, and a common passion. Be it institutions, athletes, sports marketing professionals, NGOs or students, we all want a strong future for sport and its role in society. This is what unites us and is the strength of the Global Sports Forum Barcelona community, which will live on until the next edition in 2012 in Barcelona. I really look forward to the Global Sports Forum Barcelona 2012 and seeing you all there. Until then, stay tuned: www.globalsportsforum.org www.facebook.com/globalsportsforumbarcelona

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Lucien Boyer General Commissioner Global Sports Forum Barcelona, President and CEO Havas Sports & Entertainment

06/05/2011 10:56

BARCELONA, INTERNATIONAL CAPITAL OF SPORT How Global Sports Forum’s host city remains at the centre of world sport

Jordi Hereu Mayor of Barcelona

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The 15th FINA World Championships and the proposed candidacy to host the 2022 Winter Olympic Games are two good examples of the capability and ambition of Barcelona as an international capital of sport. While the first project will become a reality in July 2013, the second is a fresh challenge for the future of the city and the country. So what makes Barcelona an international sports capital? Why is it so well equipped to compete against other big cities to host major sporting events? First, there is a hundred-year-old tradition of clubs and federations that makes the Barcelona-Sport pairing work with clockwork precision. Second, there is the critical mass of participants in the many competitions held throughout the year in the city. In terms of numbers we are talking about more than 1,000 clubs and sporting organisations representing more than 300,000 members. That makes it the city in Europe with the highest number of participants in proportion to its population, and the third highest in the world. Add to this the more than 150,000 athletes - mainly amateurs- who competed in the ten most important races held in Barcelona in 2010. It has been a long journey from the city’s long-standing traditions to today’s great level of sports participation and there is no doubt that the 1992 Summer Olympic Games were the catalyst in positioning Barcelona among the elite locations for organising major international competitions. Since then the city has managed to consolidate a calendar of sporting events that is attractive to both the public and athletes from all over the world. Regular competitions, such as the

Barcelona Marathon, the Barcelona Tennis Open or the Barcelona World Race, and major world events, such as the FINA World Championships (2003), the Davis Cup final or the Tour de France in 2009, as well as the 2010 European Athletics Championships and the Snowboard World Championships last January, or the Global Sports Forum Barcelona itself, are proof of the city’s ambition. They are a benchmark for future projects under way: the Euroleague Final Four, to be held at the Palau Sant Jordi next May, the 2013 Handball and FINA World Championships or the 2014 FIBA World Championship, for which Barcelona will be one of the host cities.

There is no doubt that the 1992 Summer Olympic Games were the catalyst in positioning Barcelona among the elite locations for organising major international competitions Without overlooking the importance of sport as an instrument of social cohesion and its health benefits, there is political, social and economic unanimity in the commitment to sport as one of the essential factors for developing and projecting the city internationally. Major sporting events add to the undeniable attractiveness of Barcelona as a tourist and cultural destination. No wonder sport generates 4% of the city’s GDP. Hence Barcelona has earned its place as one of the international capitals of sport.

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Xavier Coral CEO of the Organising Committee 15th FINA World Championship

THE HOST WITH THE MOST Barcelona’s sporting heritage and experience are keys to its future as a major event host Barcelona’s ambition to be recognised as one of the world’s leading sports host cities was explored in detail during two key sessions at the Global Sports Forum Barcelona 2011. In the first, delegates were given a detailed insight into the city’s candidacy for the 2022 Winter Olympic Games, while the second outlined preparations for the 15th FINA World Championships. When Barcelona announced its bid for the 2022 Winter Games in January 2010, the news came as a surprise to many. However, Enric Truñó, Director of Barcelona 2022, used the GSFB to reiterate his belief that the bid can open up new doors for the IOC. “We have a great opportunity, especially with the possibilities for winter sport development in the Pyrenees, of putting the region on the world map,” he said. Truñó went on: “We hope by bringing the Winter Games to a Mediterranean city we can open up the hosting process and bring the event to a new area.” Barcelona, of course, hosted the Summer Games in 1992. And Truñó detailed the legacy benefits that event holds for Barcelona’s Olympic ambition three decades later: “This is a strong selling point. We also have other facilities from the ‘92 Games that will be refurbished. We can put together a great deal.” Declaring that “we cannot pay mere lip service to sustainability”, Truñó said

Enric Truñó Director of Barcelona 2022

that sport, culture and the environment will be the three main anchors of Barcelona 2022’s legacy plans. He also addressed the fact that Spain currently has a second bid for 2022 in the shape of Zaragoza. Truñó stated Barcelona 2022 has an “excellent relationship” with its rival. “Things are now sinking in, and people are taking us more seriously,” he concluded. “Indeed I have been rather surprised with the positive impact of the bid. We have to get the message across to the people, while also being aware not to raise hopes. However, the fact a recent survey stated 75% of Catalans believe the bid is an important move is very encouraging.”

“Barcelona is an Olympic city par excellence and I am sure that 2013 will prove another incredible milestone for the athletes. A competition like this brings a lot to a city” Attendees to the ‘Barcelona 2013: 15th FINA World Championships’ session were met by a special guest, as the legendary swimmer Michael Phelps made an appearance via video link. The American superstar made his global

breakthrough at Barcelona’s staging of the 2003 Championships, scooping four gold medals and breaking five world records. Having endured a frustrating period of form recently, he declared it “felt good to be back and moving in the right direction”. Sergi Pujalte, CEO of the Championships’ Organising Committee, acknowledged the challenges that lie ahead but expressed his confidence that 2013 will prove just as memorable as 2003. “The 10 years after 2003 represent a quantum leap for the event,” said Pujalte. “There is no doubt that we face big challenges in terms of organisation as we have half the time in which to get organised. But we hope to say in 2013 that it was an incredible event with great innovations and that the city of Barcelona can handle the responsibility given to us. International Swimming Federation Executive Director, Cornel Marculescu, also expressed his firm belief that the city’s sporting pedigree will deliver a successful event, and allow it to reap the subsequent benefits: “Barcelona is an Olympic city par excellence and I am sure that 2013 will prove another incredible milestone for the athletes. A competition like this brings a lot to a city. We have carried out financial studies which outline that the financial impact the event brings is three or four times its cost.”

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06/05/2011 10:57

OFFICIAL OPENING

WHAT’S NEXT?

Jaime Lissavetzky Spanish secretary of state for sport

A prestigious line up of VIP speakers took the stage for the official opening of the 2011 edition of the Global Sports Forum in Barcelona. First to speak was IOC member and Olympic Champion Sergey Bubka, also a senior VP of the IAAF, who said the theme of the conference “What’s Next?” was the right question: “Change is happening faster than ever. So those who can anticipate the future will be ahead of those who cling to the status quo. The IOC has maintained its effectiveness because it has maintained its relevance.” This is good, “because the world needs sports and Olympic values now more than ever.” Also taking the stage was Jaime Lissavetzky, then Spanish Secretary of State for Sport and a loyal supporter of GSF Barcelona. He welcomed the progress that had been made since 2010 in bringing more women into the GSFB fold and stressed the key role sport can play in society: “Sport is a major player in society. South Africa entered so many homes around the world last summer because of the FIFA

World Cup. Now we need a structured dialogue between sport, government, commerce and institutions which looks at how we can be more effective with sports-linked policies, how we can encourage the social dimension of sport.”

“Those who can anticipate the future will be ahead of those who cling to the status quo” The official opening was concluded by Barcelona Mayor Jordi Hereu, who talked about his city’s desire to be a driving force in Europe. He expects sport to play a key role in that ambition, adding that there were also lessons for other parts of the world: “I believe strongly in the role of sport in a city and society, because it is one of the major ways that culture is expressed,” he told delegates. “This is something that will continue for many years in Barcelona. I also believe that what is right for Barcelona is right for other parts of the world.”

Sergey Bubka Olympic Champion in Athletics, IOC member and Senior Vice President of the IAAF

Jordi Hereu Mayor of Barcelona

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06/05/2011 10:58

Left to right Chantal Jouanno French minister of sports Pernilla Wiberg Olympic champion in skiing and former IOC member Mia Hamm Former soccer player and founder of the Mia Hamm Foundation Urvasi Naidoo CEO IFNA Netball

Samantha Davies Sailor Donna De Varona Double Olympic gold medalist in swimming, First president of the Women’s Sport Foundation and award winning journalist Katarina Witt Olympic champion in figure skateting

CLOSING THE GENDER GAP What needs to be done to promote and develop women’s sport? Women are becoming increasingly influential within the sports sector. But the message from the first landmark session of the 2011 Global Sports Forum Barcelona was that they still face significant challenges when it comes to closing the gap on men. A stellar field of speakers representing athletes and sporting officials made up the panel ‘Women who make a difference in Sport’. In terms of positives, there was a general belief that great strides had been taken in encouraging participation at the top end of the sports sector: “When I was competing, I couldn’t imagine that I would see women in the IOC, competing in the Paralympic Games and taking advantage of the opportunities that have arisen from the Youth Olympics,” said Donna de Varona, a double Olympic gold medallist in swimming and the First President of the Women’s Sport Foundation. “These were mere visions back then, but we do have a big future and that’s what is important to stress.” The story was more mixed when it came to the promotion of women’s sport. Chantal Jouanno, France’s Minister of Sports, illustrated the problem when she said: “There is a popular French sports newspaper and it is common to see its pages without a picture of a woman. We have to push hard with the media to ensure women’s sport is given more coverage. However there was also a view

that women could take advantage of the celebrity status that sports stars enjoy. Taking on modelling contracts, for example, was viewed as one way of raising awareness and interest in sport. “Sport is now competing against broader entertainment formats,” said Katarina Witt who can add modelling to an impressive CV. “Sport is sport, but we also have to entertain. In terms of athletes undertaking modelling work then it is all about getting attention for the sport. If things are beautifully and tastefully done, why not?” This approach is beneficial both for sports in general, and the women within them, added Samantha Davies, a leading British sailor: “It’s all about heroes and giving the kids a figurehead to aspire to, creating a buzz around a sport. It’s important to create an image. Competing may be all about winning, but athletes cannot be recognised unless a following for a sport is created.” The issue of ‘role models’ was a hot topic. However, it became clear that examples for young girls are needed not only inside the sporting arena, but also within the halls of administration. Urvasi Naidoo, CEO of the International Federation of Netball Associations, said: “At the elite end of sport there is strong female participation, but at grassroots level men very much outnumber women. This needs to be addressed. I think reform starts with the governance levels of sport. If you have positive role models as leaders

then that definitely helps. This also translates to coaching and officiating. We need female role models, particularly in developing nations where women are not encouraged to play sport.”

“At grassroots level men very much outnumber women. This needs to be addressed” Mia Hamm, founder of the Mia Hamm Foundation, said young girls now have more female role models to look up to, but highlighted the dangers of the many other distractions in today’s world: “In the US, girls are playing soccer regularly from an early age. However the difficulty comes when these kids get older. We need to make sure they have a certain ownership of their sport when they face so many other distractions. Today when I coach kids, they tell me they do not necessarily have time to watch sports on TV or get more involved in practicing the game. This can only be worrying.” Looking ahead, Witt believes there are encouraging signs for the future within the sporting family: “The IOC showed how to do this with the Youth Olympics by introducing mixed gender teams and shorter formats.” Hamm concluded: “If I had one dream for women in sport, it would be for them to stop having to fight harder than men to prove their value.”

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06/05/2011 11:00

THE FUTURE – IT’S HERE! How digital media is driving the advertising agenda “The future is here already” – that was the message from Fernanda Romano, Havas’ Global Creative Director of Digital and Experiential, speaking during Global Sports Forum Barcelona 2011’s ‘Sport and advertising’ panel. The fascinating session brought together two leading lights in sports marketing from the global communications group, and sought to trace the evolution of sports advertising into the new world of

Fernanda Romano Global Creative Director Digital and Experiential Havas Group

Jacques Séguéla Vice President & Chief Creative Officer, Havas Group

opportunity it now faces. Romano said that those who cannot grasp the advertising potential of Internet and social media should “quit their jobs and go do something else”. “Advertising is about implementing the idea after you’ve had it,” she said. “Anybody can create a video and put it on YouTube. But we live in a world of participation and just like sport, advertising is all about participation. Sport stars are no longer idealised images, they are very close to us now and we can connect with them 24 hours a day.” Jacques Séguéla, Havas Executive Vice-President and Chief Creative Officer, used his presentation to detail the history of sport and advertising. Séguéla maintained the key goal of a successful campaign is ensuring the “message” rather than the athlete takes precedence. While stressing that this ethos hasn’t changed in today’s world, Séguéla argued that sport’s place has. Presenting a range

of adverts from countries such as the US, Japan and the UK, Séguéla pinpointed sport as the common denominator in a world seeking a true value system. “The only real values we have are sporting values. Above all, sport is the spectacle that moves people to dream the most and sports events produce some of the widest viewed shows. Sport can change the world because above and beyond show business, politics and business, sport carries universal values and is the link between all countries.” To the question ‘What’s Next?’ Séguéla hailed the potential of social media to allow sports advertisers to connect with their target audience: “We’re living through a revolution that is now changing the way we think, live and communicate. Contact with your audience has become king and a relationship needs to be created. The media has now become social media and that offers fantastic possibilities.”

MAKING PARTNERSHIPS COUNT Adidas and UEFA on their 40 years together It´s 40 years since sports equipment manufacturer adidas started supporting UEFA events by providing footballs for events. Today, it´s a very different relationship, with the ball now sitting at the heart of a complex and far-reaching marketing partnership which is centred on the annual Champions League club event and the European Championships national team event (every four years). Jocelyn Robiot Senior VP Global Sports Marketing, MD - adidas International

Guy Laurent Epstein Marketing director UEFA

“Today the emphasis for us is on reinventing the relationship every season,” said Jocelyn Robiot, senior VP Global Sports Marketing and MD adidas International, speaking at the 2011 GSFB. “There´s a business unit that looks at concepts and designs and the way we reach out via different media and through other partnerships (eg with players). There are two new balls a year, apparel, footwear and, just launched, a Champions League store.” The expansion of the relationship has delivered significant benefits to both sides. For adidas, UEFA provides a superb platform to connect with consumers, says Robiot. For UEFA, the money adidas pays for the right to sponsor its events is, of course, substantial. But in addition, adidas has played an important role in helping UEFA reconnect with consumers season after season, says Guy Laurent Epstein, UEFA marketing director (France). “adidas, and all of

our commercial partners, have helped us become more marketing-centric, pushed backed the boundaries of our conservatism.” Nevertheless, there are times when the two partners have to wrestle with conflicting requirements: “It is sometimes difficult for us to accept that another organisation has control of the ball,” admits Epstein, “For adidas, it is important to develop the design of the ball every year, but for us we don´t want the kind of controversy that happened after the World Cup. We are, for example, absolutely clear that the ball has to have a white base.” One of the biggest challenges for both sides is adapted to changes in the wider sports market. It is critical, for example, that adidas secures itself “a future-proof contract” says Robiot - but that´s not easy when deal terms encompass so many changes in the media and retail markets.

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06/05/2011 11:01

Alvaro Bordas Communication external relation director of Danone

Jay Li General Manager of Li Ning’s International Division

SPORT BLAZES A TRAIL IN NEW MARKETS

Laurent Lachaux Sales & marketing director Amaury sport organisation

In a fast changing world, sport remains a universal marketing language Sport’s power to help brands activate successful strategies in new markets was underscored through a series of insights from three senior executives facing different challenges in different territories. But according to Jay Li, general manager international at Chinese sportswear brand Li Ning, there are times when you can’t hurry the process. Li Ning aims to transform itself into a global business but its ambition is broader than that. “Li Ning is a $1.5 billion brand but only 2% of that revenue comes from outside China,” said Jay Li. “My job is to change that by showing that China can be as successful in design and innovative as it has been in manufacturing. We want to be one of the first Chinese consumer brands to go global, while staying rooted in our cultural heritage.” The key, he says, is patience. “There is a perception about the quality of Chinese products that we need to overcome – about products being cheap or copycat. But I´m sure we can do it because the Chinese have been innovation leaders for 5000 years. The Japanese changed attitudes about their brands and so did the Koreans with Samsung and LG. We just need to be patient.” Alvaro Bordas, communication external relation director, at Danone,

provided insights into his own company’s activities in the field of football. “In sport, we find all the values we want to share as a brand… for example, good habits, good nutrition, fair play.” According to Bordas, the company’s biggest initiative to date is The Danone Nations Cup, a youth football event which has grown so much that it now touches 2.5 million children across 40 countries. With French legend Zinedine Zidane as an ambassador for the programme, “our goal has been to develop a programme which fits the needs of each country, and it has had a powerful impact.”

“We want to be one of the first Chinese consumer brands to go global, while staying rooted in our cultural heritage” Laurent Lachaux, sales and marketing director at Amaury Sport Organization, had a different story to tell – but one which reinforced the power of compelling sports brand: “Three years ago the Paris Dakar Rally was cancelled (due to security threats), so we asked if it could be implemented successfully in another part of the world.”

The result was that, in 2009, the event switched from Europe and North Africa to South America. Logisitically, it was a huge challenge, says Lachaux – with issues such as security and environmental impact as significant as whether the switch made commercial sense. “But it has worked. This year there were 500 participants and we are going back in 2011 and 2012. The key for us was to listen to the expertise of local people. By making sure the Dakar event was seen as being their race, it meant that local companies could take the opportunity to get involved while the brand could still be relevant.” At the same time, however, the fact that ASO still has charity programmes running in Africa means that the brand retains an authentic connection with its heritage. In this regard, it shares something with the approach at Li Ning and Danone, both of which have stayed true to their roots during the course of expansion. One question which interested delegates was whether Li Ning might step up in terms of sponsorship, perhaps by partnering a major global event or an iconic sports team. Once again, however, Jay Li counseled caution: “We have done some work around NBA players and teams in Spain’s La Liga and we have some surprises in store for 2012. But the Chinese are very good at being patient.”

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06/05/2011 11:03

Michel Masquelier President IMG Media

MEDIA COMPETITION RAISES STANDARDS Why sports broadcasters are wising up to making technology their friend Leading sports media executives at the GSFB 2011 were united in their belief that the worlds of TV and Internet can co-exist. But they stressed that a watchful eye needs to be trained over the evolution of online sports coverage. Speaking during the “Fight for your rights: TV versus web” session, David Sternberg, CEO of Universal Sports, said: “The TV vs web dichotomy really isn’t relevant. The platforms are complementary. If a TV network operated on that basis it would be out of business very quickly.” Laurent-Eric Le Lay, Chairman and CEO of Eurosport, acknowledged that the market is more complex. But he is optimistic about the role of the established players: “We will see more and more competition in terms of range of TV offerings, devices and media to watch sport. But in the last 10 years the quality of TV has gone up, and I am sure that this will rise again over the next five years. All this is good for TV. The Internet has destroyed the CD and DVD models. However, sport is different because coverage revolves around ‘live’ events.” Sternberg and Le Lay agreed that the two platforms work best in tandem. Sternberg highlighted the example of this year’s Super Bowl, which set a new record for the largest U.S. television audience for a single broadcast. A total of 111 million viewers watched Fox’s coverage of the Green Bay Packers’ triumph in February, becoming the most-watched night on any network in two decades. According to Sternberg, fans’ use of Internet platforms such as Twitter and Facebook

while viewing games “ultimately helps us”, while Le Lay added “it is another way for fans to stay connected with their sport and benefits us. You can watch short clips on the net and this is good promotion for television programming.” For Le Lay, the Internet will only become a serious competitor “when websites are able to buy the rights to broadcast live sporting events. Internet TV needs to bring added value over normal TV - that is crucial.”

“Kids enjoy doing multiple things at once. The new generation is digital and it is the one which changes the game” Among the positives brought about by digital, the speakers agreed that the rise of digital platforms and online streaming has been a boon for sports that struggle to receive conventional coverage. “This is long tail phenomenon at work,” outlined Sternberg. “Digital has given value to all content. For example, our main network may not be able to justify televising a live rugby game from New Zealand, but if there are enough subscribers we will stream it.” Having said this, Michel Masquelier, President of IMG Media, stressed that the way the young generation consumes content is a “worry” and that media companies must be ready to embrace social media. “If you look at history TV has driven how we consume content,” he said. “Consumers are currently spoilt

Laurent-Eric Le Lay Chairman & CEO Eurosport

David Sternberg CEO of Universal Sports

for choice, but I am concerned about the youth market. Our children are born with the Internet and may rely only on videos that they find there. Their appetite for social media and games will raise questions over how companies leverage advertising and federations interact with fans. We must therefore always adapt to our audience’s interests.” Sternberg agreed with this: “Kids enjoy doing multiple things at once – that’s the reality of this generation. The new generation is digital and it is the one which changes the game. As a distributor, we must adapt and be present on all platforms available.” Masquelier also voiced his concern about the disruptive influence of digital on traditional business models: “The media landscape has evolved to give exposure to all sports. There is so much free content available, but we need to monitor how this is being consumed.” The subject of piracy also remains a key concern for stakeholders across all media frontiers, though the panel concluded with the belief that the war is being won against illegal sports coverage. “If there is something to protect then you must go after it,” Masquelier stated. “There is no choice. But it is becoming easier and easier to tackle the piracy problem.” Sternberg added: “You have to play both offence and defence. You have to respond to the interests that drive piracy and that is something the music business never did. We have to make technology our friend and not our enemy.”

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06/05/2011 11:05

SPORT POWERS DIGITAL BRAND DEVELOPMENT Rich Riley, senior VP and managing director EMEA of leading online brand Yahoo!, said sports plays a critical role within his company’s ad-funded business model. He said that Yahoo! now has 640 million users worldwide - making it the top sports destination in the global online space. “We generate 2.6 billion minutes of sports viewing a month and serve 15 billion ads a day. That makes us a very important platform both for sports fans and the brand advertisers we work with.” Part of Yahoo!’s proposition is built around the acquisition of online sports rights, but this isn’t the whole story: “Properties like the English Premier League are a significant investment for us and help distinguish what we do from rival services,” explained Riley. “But content origination in the form of blogs and commentary is also very significant because it creates a rich and

comprehensive offering.” “The key for Yahoo! is to combine scale with personalisation,” says Riley. “How do we leverage content in a way that reflects the interests of individual consumers? And how do we deliver targeted marketing messages that are effective for advertisers without annoying our audience?” Achieving critical mass has been facilitated, in part, by strategic partnerships with media brands like Eurosport. But making content relevant to individual end users is not easy, admits Riley. “Not many people configure content themselves, so Yahoo! is wired to deliver that personalised experience to as many people as possible. Get it right and this is attractive to advertisers,” says Riley. “Our view is that it’s hard to put emotion into an online banner ad. But a more personalised approach means brands can use the digital canvas to tell a more impactful story.”

RUGBY LEGEND LOMU SAYS KEEP IT PERSONAL All Blacks rugby legend Jonah Lomu believes that keeping it personal is the key to the successful use of Twitter and Facebook among top athletes. Lomu uses the digital tools to give fans and friends insights into his life. “It’s handy to let them know what’s going on – and it’s useful for the brands you’re associated with. Every athlete should do it.” Lomu is not shy of sharing personal points of view and gives a couple of reasons why: “I came from a tough place and I like to think that kids from the same kind of place as me will take something positive out of it. It’s also a great way of answering tough questions, explaining yourself honestly to your fans (not always easy to do when dealing with the mainstream media).” Lomu says that authenticity is at a premium in the digital space. “My friends and fans can tell when it’s me talking and when its my management. They just know my tone.” For brands, the critical learning

from this is that they have to build an authentic relationship with talent if they want to resonate with fans: “I have a really good relationship with adidas,” continued Lomu. “They don’t ask me to do things I’m uncomfortable with. And I’m happy to promote their products because I want to pass on messages to my friends which will help give them a competitive edge.” Facebook head of business development EMEA Christian Hernandez stressed the power of platforms that truly reflect the passion of sports fans: “Creating a powerful platform for marketers if harnessed effectively.” He went on to say that there are numerous good examples of brands and athletes that have made social media work for them: “Nike used Facebook very effectively for its Write The Future campaign. It recognised that one impression can generate five more.” In terms of individuals, “Christiano Ronaldo is currently the biggest on Facebook

Rich Riley Senior Vice President & Managing Director Yahoo! EMEA

In terms of where the business is heading next, he sees two significant trends: “The first is that mobile/tablet internet is growing in importance, which is why we’ve developed the Livestand App (a news and entertainment service which learns the user’s content preferences the more they engage with it, thus providing advertisers with the opportunity to target messages more tightly). “The second is social networking. From a sports perspective, I could imagine more crowd-sourced content based around amateur and children’s leagues becoming a feature on Yahoo!. Clearly that’s also an approach which might have relevance to smaller federations.”

Jonah Lomu Professional rugby player international All Blacks

Christian Hernandez Head of Business Development EMEA, FacebookBlacks

with 20 million fans. He gets the balance right by having a personal tone with commercial elements integrated it.” For Hernandez, the potential of social media for marketers is set to expand again, thanks to location-based services such as Facebook Places and Foursquare: “When you know a fan’s location it opens up opportunities for marketers such as discounts and giveaways.” Outside of sport, he cites interesting activities like Orange’s work around Glastonbury: “They posted a huge picture of a crowd and people tagged themselves. That could work with stadium tagging.”

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06/05/2011 11:06

SETTING THE GOLD STANDARD In only their second year, the Global Sports Forum Barcelona Trophies have become established as hugely prestigious awards recognising endeavour, inspiration and excellence in harnessing the power of sport to drive social change worldwide. This year a short-list of eight nominees was drawn up by members of the GSFB Speakers Community. From these, winners of Gold, Silver and Bronze awards were selected by the Honorary Committee. The GSFB family also awarded three further projects with online voters choosing the winner of the Community trophy.

Gold Trophy: Empowering Women Of Nepal The 2010 edition of the GSFB ended with a call for more recognition of the role, needs and achievement of women within the sporting family. So it was fitting to see the 2011 Gold Trophy for remarkable sports initiatives awarded to Empowering Women of Nepal (EWN), a project that offered a new pathway for Nepali women traditionally deprived of education and economic opportunity. Traditionally, it has been forbidden socially for Nepali women to work as trekking guides. But this programme sees women from remote rural areas of the country spend four weeks on an intensive Trekking Guide training course, during which they learn important skills such as first aid and leadership. EWN is a non-

governmental organisation founded in 1999 by three Nepalese sisters Lucky, Dicky and Nicky Chhetri, pioneers in the promotion of female trekking guides in the Himalayas. On their website, they say: “Throughout the history of the program, EWN has had the privilege of witnessing women revitalize their lives with their newfound economic independence. With gainful employment, women are able to improve their education, their health, and their standard of living.” Collectively known as the 3 Sisters of Adventure, their work doesn’t just empower Nepalese women, it serves a commercial purpose, because many women visitors to Nepal welcome the opportunity to choose a female guide.

Silver Trophy: WASH United The Silver Trophy was awarded to WASH United a project that promotes safe drinking WAter, Sanitation and Hygiene (WASH) in a number of subSaharan African countries including Ghana, Kenya, South Africa, Burkina Faso, Mali, Lesotho, Uganda and Tanzania. According to WASH United, lack of access to safe drinking water and a hygienic toilet still kills more children than malaria, measles and HIV/AIDS combined. In numeric terms: “Preventable diseases caused by dirty water and poor sanitation kill more than 4,000 children under the age of five every day. Approximately 443 million school days are lost every year because pupils and teachers are down with

preventable diseases rather than in school studying for a better future”. A happier statistic is that, so far, 30,000 children have completed the initiative’s soccer-based training and education programmes, which are designed to alert them to this fact and help them change their personal hygiene behaviour. One of WASH United’s most successful initiatives has been to link up with soccer stars like Didier Drogba and Stephen Appiah who have helped local communities face up to taboos regarding the open discussion of hygiene. They have also helped generate awareness regarding the importance of handwashing with soap at key times of day. In addition

to its on-the-ground achievements, WASH United raises awareness by engaging political decision-makers at both national and international level.

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06/05/2011 11:07

Bronze Trophy: PlayAble The Bronze Trophy was awarded to PlayAble, an initiative that aims to offer disabled people an opportunity to get involved with sports across African countries such as Mozambique, Uganda and Kenya. On its website, PlayAble explains that it is: “a non-profit social venture founded in February 2008”. Its aim is to “enhance quality of life of people with disabilities by using sport as a tool. PlayAble assists well-established local and international organizations in the implementation of inclusive sport projects for individuals with and without disabilities. Within all these projects, the platform of sport as a powerful tool to raise awareness on the abilities and rights of persons with disabilities is emphasised. By bringing these strong messages to the larger community, PlayAble aims

to positively change the attitudes of the general population towards people with disabilities to create a more inclusive society.” Playable impressive work is matched by its ambitious goal, “which is to bring 1m people with disabilities off the sidelines and back into the game by 2020”. The prize was handed over by All Blacks legend Jonah Lomu. On collecting the award, co-founder Steﬃ de Jong said a few words in which she explained the importance of the charity: “People with disabilities are the largest minority in the world, but kids with disabilities are often left out of games. We don’t even need to convince people to help us because the problems are there for all to see. We just hope to spread the message that sport should be accessible to everyone regardless of abilities.”

In addition to its Gold, Silver and Bronze trophies, GSFB 2011 also recognised three further projects with online voters choosing the winner of the Community Trophy.

The Community Trophy The Community Trophy, voted for by an impressive 45,000 people online, was awarded to Kick4life – Street Youth Initiative, an organisation that aims to help children living on the streets in Lesotho by providing soccer training, health education and life skills courses. The project has helped many children, some of which have gained schools scholarships as well as access to vital medical treatment. HIV is a particular priority for Kick4Life, since Lesotho has the world’s third highest prevalence of HIV, with more than 23.2% of the population infected with the virus. This has had a devastating impact on life expectancy, on family structures and on the economy. In response, Kick4Life has delivered a health and education programme which tackles the issue head on. There is, for example, a health education and lifeskills course for 12-18 year-olds which educates youth about how to avoid HIV infection and tackles the stigma and discrimination surrounding HIV.

Formed in 2005, Kick4Life ‘s team adds: “We are passionate about promoting and raising awareness of the use of sport for positive

change, and we play an active part in international networks such as Football for Hope, streetfootballworld and Laureus.”

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The Special Recognition Trophy The Special Recognition Trophy was awarded to the FIFA World Cup Trophy Tour by Coca Cola after the company embarked on a trip around Africa in preparation for the 2010 World Cup in South Africa. The tour reached over 50 African countries, delighting many fans and also helping Coke deliver on its promise to bring clean drinking water to people in need, through a programme called the Replenish Africa Initiative (RAIN). Launched in 2009, a year ahead of the 2010 South Africa World Cup, the scale of ambition behind the RAIN programme is hugely impressive. Backed by an investment of US$30m, RAIN’s goal is to provide 2 million Africans with clean water and sanitation

by 2015. “Africa’s water crisis threatens the health of its population and, therefore, its prospects for economic growth,” said Muhtar Kent, President and CEO of The Coca-Cola Company, thus linking CSR and commercial goals. “Communities need strong, healthy people to thrive, and our business needs strong, healthy communities to grow and be sustainable. Helping African communities tackle their water challenges is an important priority for our Company and our bottling partners.” GSFB general commissioner Lucien Boyer applauded the programme as he handed the Award to Shay Drohan, VP Sparkling Brands, The Coca-Cola Company.

J.A. Samaranch Trophy A Special Award was also presented in memory of former IOC President Juan Antonio Samaranch. The Award, presented by Juan Antonio Samaranch Jnr, went to Sochi 2014 Organising Committee for its contribution to the revival of volunteerism in Russia. Collecting the Award, Sochi 2014 Organising Committee president Dmitry Chernyshenko expressed his gratitude, saying: “Juan Antonio Samaranch is a hero in Russia. He advised us a lot about the use of purpose-built venues as a way to train volunteers for the Olympics.” In essence, the Award recognises the attempts that Sochi 2014 is making to encourage a culture of volunteerism where it didn’t exist before. Working

with the Russian Ministry of Sport, Tourism & Youth Policy and the Ministry of Education and Science, Sochi 2014 has selected 26 venues at universities and colleges where volunteers for the 2014 Olympic and Paralympic Winter Games in Sochi will receive training. The venues were chosen from a total of 126 establishments which wanted to take part in the volunteer training programme. They were judged according to 11 criteria: Transport, Medicine, Doping control, Team and Delegation Services, Protocol and Language Services, Technology, Ceremonies, Communications and Press Operations, Administration Management and Accreditation, Services, Event Services and Paralympic

Integration. Unveiling the 26 earlier this year, Chernyshenko said: “The programme for the preparation of the Olympic volunteers is one of the largest and most innovative of Sochi 2014’s projects. The creation of an infrastructure for the preparation of volunteers for such events in Russia will be one of the most important legacies of the 2014 Games.”

1. Gold Trophy Empowering women of Nepal Lucky Chhetri 2. Silver Trophy WASH United Thorsten Kiefer & David Winiger 3. Bronze Trophy Playable Pierre Bataille & Steffi de Jong

4. Community Trophy Street Youth Initiative John Farnworth & Steve Fleming 5. Special Recognition Trophy 2010 FIFA World Cup Ticket Fund Shay Drohan 6. J.A. Samaranch Trophy Coaching Volunteers Dmitry Chernyshenko

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06/05/2011 11:09

Rai Former international soccer player and founder of Gol de Letra

SUPERSTARS SET THE AGENDA How Drogba and Raí are harnessing the power of sport to social projects There is sometimes a perception among fans that sports stars don’t give enough back to society. Wealthy, successful and influential, they can seem far-removed from the grass-roots of their own sports, the communities where they grew up and society at large. There are, though, wonderful exceptions to this. And two of the best were at the GSFB 2011 to tell delegates about the work they do and why they felt motivated to act. They were former Brazilian star Raí Souza Vieira De Oliveira and current Chelsea star Didier Drogba, who hails from West African nation The Ivory Coast. Raí spoke first of how he had wanted to “harness the power of sport to create high-quality development programmes for children”. After finishing as a professional footballer, he did just this – setting up an organisation called Gol de Letra which has gone on to be a powerful force for social change: “I wanted to help children from tough socio-economic backgrounds. So I created an organisation which draws on the talent of other Brazilian athletes and commercial partners.” Raí has had great success in calling up athletes to get involved, underlining the point that stars are often willing to help if they have an organisation to channel and support their efforts: “We are all involved in this because it is

our duty, because sport has the power to radiate out into society and help change lives,” said Raí. Didier Drogba’s story is different, because he is still a professional athlete. “Because of my existing commitments, it is more difficult to run an organization like Raí’s. But I now have around 10 people working with me on development of various projects in Africa.”

“The goal has to be to change the image of Africa into a continent of joy” Drogba’s desire to get involved in African social affairs is partly a response to the tragic state of affairs in his own country The Ivory Coast. “I started by making a lot of personal donations across Africa,” he told GSFB delegates. “We then reached out to partners and began working on large scale projects like a new hospital, because people really need a decent infrastructure to live.” For Drogba, a moment of particular pride came when he was named as a Goodwill Ambassador for the UN Development Programme (UNDP), welcome recognition of his achievements: “It was incredible

Didier Drogba Professional soccer player Chelsea FC

to receive their approval and allow me to provide my support to what they do through the UN Millennium Development Goals. There are so many people suffering in Africa because of problems like HIV/AIDS and lack of basic healthcare support.” Raí has learned that the issues faced by disengaged and alienated Brazilian children exist the world over: “We have a partnership with an organisation in Lille in France, through which we bring dozens of people to Brazil. These are kids from difficult backgrounds who have never left their neighbourhoods. We enabled them to broaden their horizons. I’d like this to grow from a national cause to a global project.” Drogba recalls the positive impact that occurred within his country when Ivory Coast qualified for the FIFA World Cup in 2006 and 2010. “The role played by football in society is important. At that time, it helped calm the country down by making people look at the political process, not ethnic division.” To make that impact bigger and more effective, he says: “We need partners who can provide money, bRaínpower and strategic planning. We need to persuade investors how important it is to change things, to have a beneficial effect. For me the goal has to be to change the image of Africa into a continent of joy.”

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06/05/2011 11:08

Dmitry Chernyshenko President of the Organizing Committee Sochi 2014

SOCHI 2014 – DRIVING POSITIVE CHANGE IN RUSSIA Alfonso Rodés Vilà CEO, Havas Media

The 2014 Winter Olympics will provide a substantial social and environmental legacy for Russia according to Dmitry Chernyshenko, CEO of the Sochi 2014 Organising Committee. And Chernyshenko, who also masterminded the Sochi bid campaign is also determined to oversee the safest Games in Olympic history. Chernyshenko outlined how his team is preparing for even the worst case scenario. “In these days, no-one in the world is totally protected,” he said. “But Russia and its security services are doing everything they can. I know that the IOC is fully aware of our initiatives to ensure that Sochi will be the safest place for the Games ever.” Aside from tackling the thorny issue of security, Chernyshenko talked in depth about what would happen after the 2014 event is over. Hailing the Winter Olympics as “a great catalyst for positive change” he highlighted how the Games will provide a strong legacy for Sochi, and Russia as a whole, provoking new attitudes towards social and environmental issues. According to Chernyshenko, Sochi 2014’s organisers have placed great emphasis on implementing an event that breathes with the ethos of sustainable development and environmental responsibility. He said the region was able to start with a ‘clean slate’ following the IOC’s decision to award the Games to Russia in July 2007. “From the beginning

How Russia’s first Winter Olympic Games are changing the host country and the way the world sees it we wanted to not only protect but also promote the environmental safety of Sochi,” he said. “Thanks to the Games we have created a ‘Green Standard’ for Olympic construction projects, and this is now compulsory. Before we started only two facilities in Russia were green certified. Now we have 10 in our Olympic Park alone.”

“Thanks to the Games we have created a ‘Green Standard’ for Olympic construction projects” Chernyshenko continued: “Our major advantage was starting from scratch with what was just wetland. Now Sochi is the biggest construction site in the world, with 42,000 workers on site 24/7. It’s all happened thanks to the Games.” Social change is also key to Sochi 2014’s message. The Paralympic Winter Games will follow the Olympics and Chernyshenko maintained that Sochi 2014 plans to change attitudes towards people with disabilities. “Sochi as a resort was already prepared for people with disabilities,” he said. “My main commitment is to shift people’s attitudes. 15 million people in Russia live with a disability and the Games will act as a catalyst to change not just infrastructure, but also people’s attitudes.” Chernyshenko stated “Sochi 2014 is

the most well managed and transparent construction project in the country and is a model for the rest of Russia”. Quizzed on the legacy of Sochi 2014, Chernyshenko outlined his belief that the Winter Olympics can assist the ongoing transformation of Russia’s place in the world. He said: “The IOC is very smart in measuring the positive results of an Olympic Games. Our study, entitled ‘Olympic Games Impact’, has outlined 111 different points of social and economic growth in the region. The seven years from election as host city to delivery of the Games is a very long period, but we can use this time to really leverage a positive impact in the country.” Chernyshenko continued: “Sochi will be a blueprint for development in other cities. Outside Russia our image has already changed a lot and this can continue through the delivery of an innovative Games.” Chernyshenko outlined his belief that Sochi 2014 will set the bar high for future hosts, but will also act as an inspiration for cities aiming to land the Winter Games. “We feel we have established good boundaries for cities that are not typical Winter Games hosts and believe we will encourage other cities to bid for future Games. We’ve created one of the most powerful structures for creating a global event and are ready to share our experiences with the world.”

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06/05/2011 11:10

Carlos Nuzman President of the Organizing Committee Rio 2016

RIO GETS READY! How the world’s top carnival city is preparing for its biggest party yet Carlos Nuzman, the charismatic president of the Rio 2016 Olympic Organising Committee, gave GSFB 2011 delegates his personal and unique assessment of what is involved in being selected as a Summer Olympics host. From bid to delivery to legacy, he outlined the challenges faced by this iconic Brazilian city. At bid stage, he said, it had been critical to demonstrate 100% professionalism and commitment to the cause: “It was important that we worked towards every presentation as though it was a final. In the run up to Acapulco in 2008 and Denver in 2009, we prepared every moment we had. And then, for the final decision in Copenhagen, it was important to show the IOC support from the highest level, which we were able to do because our President Luiz Inácio Lula da Silva was a passionate supporter of our campaign.” All told, Rio was on the campaign trail for three years, during which time it went from a rank outsider to one of the favourites. According to Nuzman, a key reason for that transformation in Rio’s fortunes was the passionate desire of Brazilians to host the first ever South American Olympic Games. When the result was announced, a staggering 100,000 people were on Copacabana beach in Rio, watching events unfold live on screen. Rio has earmarked a budget of US$15bn. Delivery, says Nuzman, will be based around four clusters in distinct parts of the city: “Our view is that the Games need to go to all areas, so there are clusters based in Barra, Deodoro,

Maracana and Copacabana. This is the right way to deliver legacy to all, but it does mean transportation is the biggest issue for us. While Nuzman’s top priority is transport, the rest of the world is more concerned about security. With 300,000 foreign visitors expected to descend on Rio during the event, observers have asked what is being done to control the crime and violence that afflicts its poverty-stricken favelas, sometimes spilling into the city. Nuzman, however, plays this point down: “We have a solution, we will solve the problem by putting police and soldiers on the street. And we have already started sending pacifying police units into the favelas.”

“The legacy is so important – and the youth will be a main focus. I want Rio to be one of the best examples of a city that changed after it was selected to host the Olympic Games.” The good news says Nuzman is that there is a united front among stakeholders. “Everyone from the President to the Governor to the Mayor of Rio is working together” says Nuzman. As an added benefit, Brazil is also hosting the 2014 FIFA World Cup, which means the Rio 2016 organising committee and the World Cup organising committee can work together on some of the major

logistical challenges. There’s also going to be strong support from the international community, as overseas contractors seek to secure construction and servicing contracts within this fast-growing economy. Already in 2011, US President Barack Obama has visited the country to promote the cause of US companies which want to play a part in creating the best possible 2014 World Cup and 2016 Olympics. One of the most interesting challenges for Rio will be the re-introduction of golf to the Olympic line-up after a 100-year absence. “The golf venue is not decided yet,” says Nuzman, “but we have a lot of interest from designers who want to build the golf course. I think it is a sport which can become very popular.” Among those who have expressed an interest, perhaps the best known is Jack Nicklaus, who wants to leave a legacy long after the 2016 Games. During the GSFB session, Nuzman was asked which was tougher: the bid or the delivery: “I believe it is the bid. It’s a political campaign, with many challenges and surprises”. Right until the envelope is opened, he explained, it is a tough and tense process for a city to go through. Rio is now busy preparing for what is expected to be a spectacular celebration. But even though there are five years to go, Nuzman already has one eye on what comes next: “The legacy is so important – and the youth will be a main focus. I want Rio to be one of the best examples of a city that changed after it was selected to host the Olympic Games.”

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06/05/2011 11:11

Andoni Zubizarreta Sports director of FC Barcelona

FC BARCELONA – “MES QUE UN CLUB!” Sandro Rosell President of FC Barcelona

FC Barcelona President Sandro Rosell told delegates at the 2011 Global Sports Forum Barcelona that the club’s brand essence revolves around “feeling”. But he also outlined detailed plans to improve business performance at the iconic sports club. Rosell, who succeeded previous incumbent Joan Laporta in July 2010, said the commercial performance of the club can improve – but not at the expense of the club’s values. On the subject of Camp Nou, for example, he said any future redevelopment of the site would not involve the exploration of a naming rights deal: “We maybe have to improve the quality of our sponsors, and if you like get more from less,” he said. “But I can assure you that we will never sell the name of the stadium.” A sign of Barcelona’s new commercial approach came in December when it reached a five-year, €150 million deal which saw The Qatar Foundation join Unicef as the club’s shirt sponsor from the 2011-12 season. The arrangement with the Qatar Foundation, a nonprofit organisation, marks the first time in the team’s 111-year history that it will be paid to advertise on its shirts. Rosell said the deal was necessary as the club seeks to address its debt, which stood at between €420 and €430 million at the announcement of the Qatar agreement. The President maintained, however,

How Barcelona’s iconic football club has transcended sport that the deal fits with the club’s belief system. “One of the most important initiatives we have undertaken in recent years was the Unicef agreement,” said Rosell. “This was a great initiative as it displayed the solidarity of the club, in that we were paying them for the right to display their logo on our shirt. The agreement with the Qatar Foundation is not quite the same as we needed to bring in revenue. We didn’t want to sell off our assets or put up fees for our members so ultimately we needed to find a strong partner and we did that in the Qatar Foundation. The agreement will serve to bolster our financial foundations, while serving to keep our ethos alive.”

“We have managed to establish teams, and not just in football, that transmit the Barca values” Asked to explain the relevance of Barcelona’s ‘More Than A Club’ motto in today’s world, Rosell said the Barca brand is “more than something we like to sell, it is something people want to buy. Barcelona is more than a club not just because of its recent past, but because it has such a long and rich history. This encompasses its social and political involvement in Catalonia. Barca

has long been a way of integrating people into local society. More than 190,000 people count themselves as members, more than can attend games. This is an example of why we are more than a club and it makes us very proud.” “The members of course want to win trophies, but perhaps more important is the style of football with which we achieve this success. We have managed to establish teams, and not just in football, that transmit the Barca values. The five sporting teams all understand the philosophy and that gets through. It’s not just a show we put on for the cameras, it is real.” Rosell said he would be against the introduction of a European Super League and added that Barcelona is behind proposals for a new revenue sharing model to take effect from 2015 amid concern about the financial disparity that exists between teams in the Spanish top flight. Looking ahead to ‘What’s Next?’ Rosell maintained Barcelona must prepare for any potential “dangers” that lie around the corner as the club enjoys a glittering period of success defined by a record-setting sextuple of trophies in 2008-09. He concluded: “I think that firstly we need to maintain the status quo and make sure nothing changes. But this period of success also brings with it danger. Let’s hope our success lasts for a long time.

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06/05/2011 11:12

BLADE RUNNER PISTORIOUS – BORN TO COMPETE The Paralympic double record holder continues to challenge himself, his rivals on the track and the sporting establishment The 24-year-old South African Oscar Pistorius, known to the world as ‘Blade Runner’ revealed that Olympic participation is still high among his list of priorities and ambitions. “I would like to compete against non-disabled athletes,” he said. “World federations feel that my prosthesis give me an advantage, but I have been able to show that this is not the case. I grew up participating among able-bodied athletes and I don’t see many differences. I will participate in the Paralympics as this is very important, but I would love to compete at Rio 2016.” Pistorius is the double amputee world record holder in the 100, 200 and 400 metre events and runs with the aid of carbon fibre transtibial artificial limbs. In 2007, he took part in his first international able-bodied competitions. However, his artificial lower legs have led to claims that he has an unfair advantage over able-bodied runners. Responding to a question as to how the constant discussion about his so-called advantage affects him, Pistorius stated: “One positive thing that has arisen from all the tests are that they have provided answers to my critics’ questions. The critics will always be there but my job is to compete and let my performances on track do all the talking.” Born with the absence of fibula in both of his legs, Pistorius had both limbs amputated at the age of 13 before being fitted with his first prosthetic legs at 17. He attended the Pretoria Boys’ High

School where, between the ages of 11 and 13, he played rugby union in the school’s third team, along with water polo and tennis at state level and club Olympic wrestling. However, after a serious knee injury suffered while playing rugby, Pistorius was introduced to running in January 2004 as part of his rehabilitation and has never looked back. “What my mother told me was that when I put on my legs it was just like my brother putting on his shoes,” he said. “I have never seen myself as a disabled person. I learnt early in life that the way you perceive yourself influences how people perceive you.” Pistorius stressed the importance of his mother’s input: “My mother always pushed me to do sports and I have tried everything. Initially I was a bit hesitant when it came to increasing my interest in athletics because a lot of people maybe see Paralympic sport as inferior to able-bodied sport. However my career has taught me so much more than ablebodied sport could do and has been truly inspirational to me.” A unique touch of interactivity was brought to the discussion as Pistorius handed around a set of his famous blades while speaking about the evolution of prosthesis technology. “The technology behind the legs has come such a long way,” he explained. “The last 10 years have seen the introduction of active prosthetic legs. A lot of work is still to be done, but the potential for the evolution of leg

Oscar Pistorius Paralympic champion in Athletics

technology is amazing.” While a lot of the focus is around Pistorius’ desire to compete with ablebodied athletes, his own superiority in Paralympic running has recently been challenged by the emergence of America’s Jerome Singleton. However, the South African is relishing the competition and believes the rivalry can benefit Paralympic sport. “It is true that losing in a competition last January for the first time in seven years disappointed me, but Jerome is a friend and an extraordinary athlete,” he said. “Competition is something that pushes me to train even harder and I am looking forward to many years competing together.”

“My disability has made me stronger and I don’t know if I would be the same man if I had never been disabled.” Looking ahead to the conference theme ‘What Next?’ and his future beyond athletics, Pistorius stated he is already working on a project with landmine victims in Mozambique and is keen to use his profile to positive effect throughout Africa. He concluded: “My disability has made me stronger and I don’t know if I would be the same man if I had never been disabled.”

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06/05/2011 11:12

John Amaechi Psychologist, New York Times best-selling author and former NBA basketball player

BUILDING A BETTER FUTURE THROUGH SPORT One of the most thought-provoking sessions of the 2011 GSFB saw FIFA head of corporate social responsibility Federico Addiechi take the stage with John Amaechi, psychologist, author and former NBA basketball player, to discuss CSR and sport as a vehicle for social inclusion. While both men are passionate about the role sport can play in delivering a social agenda, their different starting positions generated one of the Forum’s liveliest debates. Addiechi began by describing how FIFA decided to up its game in 2005: “FIFA had a long tradition of working in the CSR arena. But we decided to analyse how we might better use the power of the organisation to deliver against CSR goals. The result was that we formed a CSR department whose role is to integrate these activities into everything we do at FIFA.” An important part of FIFA’s CSR activity today is a range of partnerships with third party programmes organized by the likes of StreetFootballWorld, an organisation that links relevant actors in the field of Development through Football. Established in 2002, the network comprises more than 80 local initiatives worldwide, each of which works with governments, businesses and NGOs. For Addiechi, working with organisations like this “makes more sense than duplicating what they already do.”

Federico Addiechi FIFA Head of Corporate Social Responsibility

How CSR in sport is becoming more professional and accountable

For Addiechi, the situation post-2005 has represented a major shift in FIFA’s approach, because CSR is now an integral part of the culture at every level of the organisation rather than a superficial add-on. “We now have hundreds of initiatives around the world,” he explains, “all helping to provide people a better future while also developing the game of football.”

“People look to our sports stars as role models, but they’re not always our best people. CSR when it doesn’t work is not CSR, it’s marketing.” Amaechi has also done a lot of pro-social work through basketball, the sport that gave him his big break in life. But his own experience at the elite end of US sport has left him sceptical about the true intentions and ambitions of many sports organisation: “The CSR initiatives I see often rely on an unbelievable leap of faith,” he said, “People look to our sports stars as role models, but they’re not always our best people. CSR when it doesn’t work is not CSR, it’s marketing.” For Amaechi, concerns about sport’s ability to deliver effective CSR exist at many levels, from aggressive

youth coaching practices through to programmes which reaffirm rather than challenge prejudices within local communities: ”Sport can have tremendous value in youth development but it is just a tool that can be used effectively or not,” he said. “I want sportsbased CSR programmes to really show their methodology and results. I want people to see that CSR is about more than just sponsors lining up kids for a photo call.” To its credit, FIFA is now able to do just that, says Addiechi. “Everything we do is evaluated. There is not one model for every situation but we have targets and objectives that need to be met.” In terms of making FIFA’s activities even more effective, he wants to see the commercial sector and politicians get involved. “We’ve established a trust base through our global activities,” says Addiechi, “but now we need investors to help us bring it to scale. We want our initiatives and programmes to become public policy.” For Amaechi, there was a more personal plea – for younger sports stars to take their role more seriously, and for their mentors to help them do this: “They aren’t being taught what it takes to be a 21st Century man or woman. All athletes, as part of their job description, should be made to realise that people will try to emulate them and will look to them as role models for their own behaviour.”

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06/05/2011 11:14

SETTING A SOCIAL EXAMPLE Luis Alberto Moreno, President of the Banco Interamericano de Desarrollo (IDB), told GSFB delegates that sport can be used to set a social example in Latin American countries. His comments were made during a discussion surrounding the region’s continued growth in importance on the world’s socio-economic stage. Moreno told delegates that the IDB supports efforts by Latin American and Caribbean countries to reduce poverty and inequality by providing development financing. Of particular significance to his audience, he said that bank has harnessed the power of sport to mobilise private, public and non-profit sectors in a bid to have a positive impact on youth. Explaining why the IDB places such emphasis on sports investment, he explained: “There is a very important link between development and sport. Latin America is a very different region to others and while the average age is over 40 in Europe, it is 27 in Latin America. A large number of young people are now growing up in a different environment of more prosperity. However we must continue working to close the social gap

that exists and this is where sport can play a role.” Detailing how IDB has invested in initiatives such as providing floodlighting for football pitches that had previously been used at night by drug dealers and gangs, Moreno discussed how sport can become a standard-bearer for developing countries.

“We must continue working to close the social gap that exists and this is where sport can play a role” “Sport is a meeting place and is a great social leveller,” he said. “When small countries have a great football team it raises global awareness of that nation. Likewise the rise of a player from a country provides a role model for its citizens.” Global Sports Forum Barcelona 2011 coincided with the signature of a partnership between IDB and the FC Barcelona Foundation. The agreement will see the development of projects that

promote cooperation through sport. Moreno declared the “impact of Spanish football can be felt on many social levels in Latin America” with the Brazilian city of Rio de Janeiro set to be the starting point for the relationship. Brazil is set for a decade of huge significance, with the 2014 FIFA World Cup followed by Rio’s staging of the 2016 Olympic Games: “This is an important time for Latin America,” said Moreno. “The 21st century has seen the region make enormous steps on the world stage and this is closely linked to sport.” Marius Carol Communications Director of Grupo Godo

Luis Alberto Moreno President Banco Interamericano de Desarrollo

A CRACK AT THE BIG TIME One of the highlights of the 2011 GSFB was the appearance of Uruguayan football legend Enzo Francescoli to discuss Cracks, a ground-breaking entertainment concept which centres on discovering young football talent with the potential to make it as professionals. Explaining the concept, Francescoli said:”There were lots of kids like me who could have made it but missed the boat. Cracks is about giving them a second chance. For six weeks, they compete against each other and the prize is a professional football contract.” Crucially, the competition is not just about football skills, but effort, humility, sacrifice, teamwork: “We want kids to profit from the experience and learn some lessons about life,” says Francescoli. One interesting aspect of the project, which fits the Forum’s What Next? theme, was the way it was designed to work via traditional and new media

channels. YouTube, for example, was a core media partner, delivering the show to an audience of 76 million via the internet. On stage at GSFB with Francescoli was Jeff Nathenson, strategic partner manager at YouTube Europe,

“There were lots of kids like me who missed the boat. Cracks is about giving them a second chance” who said Cracks was a great example of how “TV and IP-enabled media can work together to create a great format. By launching online, Cracks had the ability to go global from day one. It also created the kind of interactive relationship with users that TV can’t deliver. Then, if the content resonates, it can create a viral halo that appeals to brands.” To get that viral effect you need

compelling, relatable content. In part, Cracks delivered this through the stories it told. But also important was the use of star power to fire the engine. Alongside Francescoli, for example, one of the show’s headline acts was Zinedine Zidane, the talismanic French football star. Zinedine was present in Madrid in March 2010 when the show was launched and played a key role in the promotion and narration of the series. Jeff Nathenson Strategic Partner Manager, YouTube Europe

Enzo Francescoli Founder of Football Cracks

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06/05/2011 11:15

Lucien Boyer General Commissioner Global Sports Forum Barcelona, President and CEO Havas Sports & Entertainment

WHAT’S NEXT FOR SPORTS, BUSINESS AND SOCIETY? Reflections on two inspiring days at the Global Sports Forum Barcelona from General Commissioner Lucien Boyer Lucien Boyer, general commissioner of GSFB and President/CEO of Havas Sports & Entertainment, wrapped up the 2011 edition of the GSFB by exploring the central theme of the conference: “What’s Next?”. He sent delegates on their way with the message that “there are five things to remember; more entertainment, more innovation, more marketing, more values, more power for sport.” On the subject of sport and entertainment, he said the message from GSFB 2011 is that “there is no boundary between sport and entertainment. In the 21st century, sport tells stories that touch people’s emotions, which are at the core of their

interests. There are many examples of how sports shows are global blockbusters.” On innovation, he cited examples of innovation that had been demonstrated during the week – ranging from Oscar Pistorious’ famous running blades to the new ways in which audiences can access content, via platforms like Yahoo!, FaceBook and YouTube: “Sport and innovation are twins,” he explained. “You see innovation in performance, in fashion and in media. The digital media revolution means there is more content, more channels and more opportunities for emotional connections with audiences.” Under the heading of marketing,

“There are five things to remember; more entertainment, more innovation, more marketing, more values, more power for sport. There is no boundary between sport and entertainment in the 21st century. Sport tells stories that touch people’s emotions” he talked about the way in which brands have shifted their approach, focusing more on how they build a relationship through content and engagement: “It’s about turning a customer base into a fan base. Red Bull has built a long-term relationship with Formula One and extreme sports, Coca-Cola has built a relationship with fans through its Olympic Torch Relay strategy.” Significant and related to the above, said Boyer, is the trend towards athletes as brands: “We saw this week how Chinese athlete Li Ning has become China’s leading sportswear brand. There are also examples such as Maria Sharapova bags and Niki Lauda’s airline Lauda Air.” Present at the Forum this week to discuss this exact point was Jonah Lomu, rugby union icon and athlete-brand. Sport, however, is not all about its commercial return, a message repeated often during the 2011 edition of the GSFB. “The values of sport are at the core of society,” said the GSFB general commissioner. “People look for reasons, for meaning, for something to share. The Olympic values are more valuable now than ever, and athletes are also key. We heard important messages this week from Rai, from Didier Drogba and from US soccer star Mia Hamm.” Boyer’s comments on ethical values related to his last point about the power of sport in civil society: “The sound level of sport will increase,” he predicted. “It can influence public health, environmental innovations (such as ecostadia) and the world order, with events reaching out to new territories. Before long we’ll see sport have more political influence, perhaps even an athlete awarded a Nobel Prize!”

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HAVAS SPORTS & ENTERTAINMENT – Copyright: A. Bahi – Jorge Andreu, Vincent Curutchet, Pepa Galindo – Panoramic, Patrick Swirc, Icon Sport – Cimo.